Expect 2024 to see continued growth in ad-supported streaming. The new year will also see artificial intelligence play an even bigger role, says Mathieu Plance, CEO of Witbe. Here are his thoughts on 2024:
“Streaming advertisements (will) be in the spotlight. While streaming video was once seen as the way to watch content without ads, the tide has turned dramatically in 2023. Ad-supported services like Tubi and Freevee have hit the mainstream; video apps like TikTok have generated billions of dollars in advertising revenue; and top streamers like Netflix, Max, and Disney+ have all added cheaper, ad-supported subscription tiers.
“In 2024, we can expect to see even more ads, starting with Prime Video adding them to its content in the first half of the year. The challenge will be to dynamically insert these streaming ads without compromising video performance or the quality of viewer experience.
“AI… (will) enable innovation behind the scenes (next year). Video service providers have relied on test automation for years to help them ensure their services perform the same across all available devices and networks. AI has already started to take over part of the workload, speeding up the automation process. In 2024, we predict that new AI innovations will further transform the video delivery process, easing the workload on testing teams and providing new ways to deliver personalized content and consistent performance to viewers across all devices.
