20 media trends for 2024

nextMedia.Hamburg looks to the future of the media and digital industry with experts

Hamburg, November 30, 2023 - The advance of artificial intelligence has shaped the media year 2023 like no other topic. This progress will not stop in 2024 either - as the experts from the nextMedia.Hamburg network predict in their predictions for 2024.

As multifaceted as the impact of AI on the media industry is, the approaches chosen by the experts in their predictions are just as diverse: Experts such as Agnes Chung, founder of the Hamburg-based music data company musicube, and Marie Kilg, freelance journalist and innovation manager at Deutsche Welle, talk about the various challenges and opportunities that AI means for the music industry and journalism, for example.

AI: both an opportunity and a challenge

All interviewees agree on one thing: even if the effects of AI are diverse, the many different areas of the media and digital industry are similar in one respect - they are facing both major challenges and essential questions about the future as a result of the advance of technology.

But even if future issues such as guaranteeing the authenticity of content or compliance with copyright are still unresolved, AI also represents an opportunity for the entire media industry thanks to increasing productivity, greater accessibility and the simplification of complex processes such as localization. One that will shape the year 2024 like no other technology.

Creator economy, TikTok and the future of the metaverse

But not everything revolves around AI - even if the headlines at the end of the year might suggest that. Rather, many other familiar and new trend topics will shape the media year 2024: The experts from the network of the nextMedia.Hamburg initiative talk about the creator economy, the possible launch of the metaverse away from hype promises, the uncertain future of the podcast medium, the future of digital out-of-home advertising as a sustainable industry leader, programmatic TV, hyper-personalization and the particular relevance of TikTok for established, journalistic quality media, among other topics.

These are the experts behind the Predictions

For this year's predictions, nextMedia.Hamburg once again interviewed renowned experts. They include Holger Volland (brand eins), Robin Friese (Bauer Verlag), Anna Behrend (NDR), Markus Dömer (Carlsen), Wiebke Nadzeika (oneGuide), Julia Leduc (Anymate Me), Isabella David-Zagratzki (Tagesschau), Ulrike Dobelstein-Lüthe (Hamburg Media School), Agnes Chung (musicube), Mirja Meyer (Jung von Matt TECH), Christian Heise (Google), Astrid Waterstraat (pilot), Marie Kilg (Deutsche Welle), Vicktoria Klich (we3fund), Susanne Ahmadseresht (nextReality.Hamburg), Julian Berzach (Ad Alliance), Roland Eisenbrand (OMR), Andreas Spiegler (Independent Product Manager), Andreas Heintze (Ströer Digital Media GmbH) and Daniel Budiman (RBTV).

All predictions are now available to read on the nextMedia.Hamburg website.

About nextMedia.Hamburg:

nextMedia.Hamburg is the first point of contact and innovation support for Hamburg's media and digital industry. Its goal is to expand Hamburg's leading position as a media and digital location. To this end, the initiative promotes sustainable business models at the interface between content and technology with various (innovation) programs, events and content. nextMedia.Hamburg is supported by the Free and Hanseatic City of Hamburg and is part of Hamburg Kreativ Gesellschaft.