Special edition: 5 media planning trends to watch in 2024

Plus: Netflix is still king in streaming subscription revenues [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis MARCH 1, 2024 This media planning special edition is made possible by Nielsen. Sick of streaming? Consider DVDs. That’s what one writer [decided to do](. Or if you’re in for a real retro experience, switch to VHS. Just remember to be kind, rewind. Was this email forwarded to you? Sign up [here](. TOP STORY [AI, election, and streaming consolidation define media planning in 2024]( This year has the makings for a major year in advertising, with big events like the Olympics and the presidential election on the calendar. But don’t expect 2024 to follow the same patterns as 2020 or 2016. Following duel strikes and in the midst of streamer consolidation, this year media planners need to be agile and aware of changes in consumer sentiment and content. Here are five trends media experts think you should watch. [Keep reading]( NEWS AND VIEWS [Why marketers should understand the differences between CTV and OTT]( Our view: While combining the terms makes it easy to refer to the expanding world of streaming video, it’s still important to understand the difference between connected TV and OTT advertising due to their one main difference—the types of devices where ads are delivered. [Sizing up the retail media potential of in-store, streaming, and social media audiences]( Our view: While consumers are less likely to be in buying mode while streaming media, there’s an opportunity to raise brand awareness, or, with shoppable ads, to inspire a purchase. [More than half of adult Gen Zers are password-sharers]( Our view: Streamers may not be able to replicate Netflix’s success in password-sharing crackdowns, as they have smaller audiences and are less ubiquitous. Still, their ad-supported tiers may see a boost as users sign up for their own accounts. INDUSTRY VIEWS [3 paradigm shifts will shape this year’s upfronts and NewFronts planning season]( The 2024–2025 upfronts and NewFronts promise to be interesting. This year’s planning season will showcase the interplay between consumer preferences and TV viewing habits, underscoring the urgency for industry-wide innovation and flexibility. This article was contributed by Nielsen. [3 paradigm shifts will shape this year’s upfronts and NewFronts planning season | Sponsored Content]( [Keep reading]( ANALYSIS [Netflix is still king in streaming subscription revenues]( Netflix will generate more than $14 billion in US OTT subscription revenues this year, more than any other company. Disney will come closest to Netflix, but that’s after Disney+, Hulu, and ESPN+ revenues are combined. Netflix will account for more than one-fifth of total OTT subscription revenues this year; no other service comes close. [Keep reading]( THINGS TO KNOW 📉 [TV ad price inflation continues to slow]( 🌎 [Paramount Global picks up 4.1M streaming subscribers]( ▶️ [Kids watch 106 minutes of YouTube daily]( [👀 Netflix poised to raise prices in 2024 as it continues to gain share of TV viewing]( PODCAST [Behind the Numbers: The Weekly Listen]( The end of search as we know it, the purpose of genAI, and Ikea's plans to save the mall. Tune in on [Apple Podcasts]( [Spotify]( or wherever you listen to podcasts. Or watch our video podcast on [YouTube]( [Follow us on Instagram.]( “Behind the Numbers” is made possible by Nielsen. [The Weekly Listen: The end of search as we know it, the purpose of genAI, and Ikea's plans to save the mall]( [Listen in]( THE BIG QUESTION Write of passage: True or false? The number of US original scripted TV series declined in 2023. [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](