Predictions 2023: Media And Advertising

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.