Media behavior is constantly changing. Over the past 20 years, circulation has fallen and advertising budgets have shifted from traditional media channels to digital ones. If we look another 10 years further, the media landscape will look very different again. Then we may find ourselves in the metaverse and the digitization of the media continues.
Peter Wiegman, of Het Medialoket, conducted research into media in 2030 and wrote a report about it, entitled: Media 2030, an exploratory study into media behavior in 2030. The vision on media consumption in 2030 is based on a combination of media data analysis and ten expert interviews.
According to the report, linear viewing and listening time will further decrease towards 2030, TV and radio channels will disappear and the number of print titles will decrease. It is not really uplifting reading for traditional publishers. The advertiser’s share of turnover will fall sharply due to the decline in scale in traditional media. The media consumer will have to become increasingly important as the financier of the content. Growth will only take place with digital media consumption and that is mainly because the older target group is also exchanging traditional media for digital media.
In researching this report, Wiegman made a journey through the media landscape of past and coming decades. And he will discuss this with Carolien Vader van Bladdokter. The Media 2030 report is recommended professional literature for anyone working in the media. It contains good insights into the shifts that have been taking place in the media for years and will continue in the coming years. And as a media maker and publisher you can certainly benefit from this. The report you can download here.