The Desert of Ghost Ships Only 30 years ago, this was home to our planet’s 4th largest inland water mass; an ancient sea so vast, even Alexander the Great wrote of his struggles to cross it; where fishing commerce boomed and holidaymakers once flocked to its seaside spa town. Now, for the first time in 600 years, the Aral Sea is (almost) bone dry, and the fleet of giant, rusted ships left in its wake have become some of the only proof of the past. The Aral Sea is (or was) so large, it spreads over two Eurasian countries that now straddle its dusty remains: Uzbekistan and Kazakhstan
Welcome to our comprehensive guide on the top trends to watch in 2024! At Insider Intelligence, we pride ourselves on delivering cutting-edge research and analysis to help our clients stay ahead of the curve.
In this article, we will explore the nine key trends that will reshape the market in the new year. From the demise of cookies to the rise of genAI integration, there is plenty to look forward to. So, let's dive in and uncover what the future holds for media, commerce, and the AI revolution!
## Executive Summary2024 is set to be a year of dramatic shifts and groundbreaking developments. As we navigate the ever-changing landscape of media, commerce, and technology, it's essential to stay informed about the trends that will shape the market. In this executive summary, we will provide an overview of the nine trends we will explore in detail throughout this article. So, fasten your seatbelts and get ready for a thrilling ride!
### 1. Cookies are going away in 2024, but the ad industry can't seem to kick the habitThe demise of cookies has been on the horizon for some time now, and 2024 will be the year when this tracking technology finally bids adieu. However, the ad industry is struggling to let go of cookies and find alternative solutions. We will delve into the implications of this shift and explore the challenges and opportunities that lie ahead.
### 2. As ad-funded streaming takes a bigger bite of video time, pay TV's decline will reach surprising depthsAd-funded streaming services have been gaining momentum in recent years, and in 2024, they will continue to disrupt the traditional pay TV model. We will examine the reasons behind pay TV's decline and the impact it will have on the media landscape.
### 3. Prime Video will push CTV ad spending to a new milestone as linear TV tumblesConnected TV (CTV) has been experiencing steady growth, and in 2024, Prime Video will play a significant role in pushing CTV ad spending to new heights. We will explore the factors driving this trend and the implications for advertisers and content creators.
### 4. Short video will face a reckoning as monetization problems persist and messaging growsShort-form video platforms like TikTok have enjoyed immense popularity in recent years. However, in 2024, these platforms will face challenges related to monetization, while messaging platforms will continue to gain traction. We will delve into the future of short video and its competition with messaging apps.
### 5. TikTok will encroach further on Amazon as it eyes super app statusTikTok has emerged as a formidable player in the social media landscape, and in 2024, it will expand its reach and compete with e-commerce giant Amazon. We will examine TikTok's ambitions to become a super app and the potential implications for both platforms.
### 6. Platform partnerships will shift the ad spending landscapeCollaboration between platforms will become increasingly prevalent in 2024, as they seek to capture a larger share of the advertising market. We will explore the impact of platform partnerships on ad spending and the opportunities they present for advertisers.
### 7. China's influence shakes up online shoppingChina's growing influence in the global economy will have a significant impact on the online shopping landscape in 2024. We will analyze the rise of Chinese e-commerce platforms and their implications for retailers and consumers worldwide.
### 8. Digital wallets will cement their position as everyday commerce enablers—in or out of the storeDigital wallets have become increasingly popular in recent years, and in 2024, they will solidify their position as essential tools for everyday commerce. We will examine the role of digital wallets in both online and offline transactions and the benefits they offer to consumers and businesses.
### 9. GenAI integration will supercharge search and transform the marketGenerative AI, or genAI, will revolutionize the way we search for information and interact with technology in 2024. We will explore the potential of genAI integration and its transformative impact on various industries.
## Sources and Media GalleryThroughout this report, we have relied on a wide range of sources to provide you with accurate and up-to-date information. Additionally, we have included a media gallery featuring charts and visual representations of key trends and data.