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The Digiday Podcast
‘More volatile now’: Digiday editors share top takeaways from 2023
Dec 26, 2023
The hosts discuss top trends in the media industry, the challenges and events of 2023, the evolution of influencer marketing, and the impact of generative AI on various industries.
57:49
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Quick takeaways
- The shift away from scaled media plays to more niche and franchiseable media was a prominent trend in the media landscape in 2023.
- Budgets in the ad market became more volatile than ever, making long-term advertising strategies difficult to commit to.
Deep dives
Shift from scaled media plays to niche media
One of the main trends in the media landscape this year was the shift away from scaled media plays to more niche and franchiseable media. Companies that were heavily reliant on social platforms for traffic and ad revenue saw a decline in audience and revenue from those platforms. This led to a reevaluation of strategies, with a focus on creating unique and niche media assets rather than striving for scale. This trend was observed more prominently in the digital media space, while in TV and streaming, scale still remained important for ad-supported services.
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