AI is already making media production and advertising sales more efficient, content more targeted, and audience engagement more dynamic. Broadcasters that are prepared can easily end up with a competitive edge by adopting AI strategically. Smaller, more nimble competitors who adopt AI will have the opportunity to emerge and take advertising spending away from larger media brands.
There are two things we are certain about:
- Adoption of AI will be essential to remain competitive in audience and revenue growth.
- The broadcasters who are best at developmental direct business will be the more profitable, resilient companies. And AI can help with this.
The Changing Media Landscape
A generative AI content surge is coming over the next three years, and with it comes more competition for advertising dollars.
We all can expect that by 2027:
- The media industry will be larger with more media companies than ever before.
- The biggest media companies will be the platforms: YouTube, TikTok, IG, Oculus/Meta’s VR, and Spotify.
- Traditional broadcast brands will be smaller relative to today’s reach and revenue.
In a world where every conceivable niche, quirky hobby, and obscure interest is supported by a mountain of videos, articles, podcasts, and other media, and where AI can create content quickly or even instantly, direct developmental business will be the edge for successful local operators to remain profitable and competitive in a more democratized playing field.
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