Predictions Report

Predictions 2023: Media And Advertising

Facing Economic Headwinds, The Media Industry Will Consolidate In 2023

October 27th, 2022
Kelsey Chickering, Principal Analyst
Kelsey Chickering Principal Analyst
Nikhil Lai, Senior Analyst
Nikhil Lai Senior Analyst
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
Mike Proulx, VP, Research Director
Mike Proulx VP, Research Director
With contributors:
Keith Johnston , Shynise McElveen , Peter Harrison

Summary

The past two years were largely a boom for media companies because of captive at-home audiences. But as the shackles of the pandemic continue to loosen, consumers are rebalancing how and where they spend their time. Industry Goliaths like Netflix and Meta are showing vulnerability, while CMOs face mounting pressure to prove the ROI of every line item in their media plans. Forrester foresees a year of consolidation ahead for the media industry as marketing executives prioritize precision at scale. This report makes five media and advertising predictions as we enter an unstable 2023 that’s sure to disrupt almost every platform, publisher, and partner.

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