The ‘Sensical’ 7: Predictions for Kids’ Media in 2024 | PRO Insight
And you thought 2023 was a year of reckoning? 2024 may emerge as one of media’s most memorable and disruptive on record. The news over the last 12 months bore a striking resemblance to that of 2022, with familiar themes taking center stage. Two years ago companies slashed workforce and programming budgets, there was heightened scrutiny of social media companies by parents and those on Capitol Hill, and everything old was new again as advertising got renewed support from all streaming sectors.
Last year had its own share of head-turning headlines, all of which have ramifications in the world of kids media heading into 2024.
The WGA and SAG-AFTRA strikes brought the industry to its knees, shutting down an entire industry for six months. With the AI threat looming, the creative community stood its ground until a deal was finally struck.
Elon Musk surprised the industry when he poached former NBCU ad sales topper Linda Yaccarino to join him for what has turned out to be a bumpy ride at X (formerly known as Twitter) with advertisers recently turning their backs on the once trusted social media platform.
OpenAI and ChatGPT drew intrigue and ire, forcing the world to consider what dangers artificial intelligence might pose to the media industry and beyond.
Entertainment giants felt the heat trying to navigate expectations from both Wall Street and Main Street. Only Netflix seemed to come out unscathed in the continuing streaming wars.
And more mergers are on the horizon. 2023 saw the surprising golf union of the PGA, DP World and LIV; the coming together of (Taylor) Swifties and the NFL, and in recent weeks, news of a possible partnership between Warner Bros. Discovery and Paramount Global.
But when it comes to kids, there are a whole other set of topics to address in the next 12 months. Here are a set of predictions for 2024.
Everything Fake Gets Real
While there are so many productive products being powered by AI, the gap will widen for kids trying to discern what to believe, what’s appropriate and how to behave with everything from news to memes to personal chat groups. Coupled with the 10x in production speed from AI tools, the volume of content and the erosion of trust will get magnified.
Move Over Millennials
Gen Z, the first digitally native generation, are becoming parents. Excited to share their digital habits and expectations around social, gaming and vertical video with their Gen Alpha children, this segment will further accelerate the adoption of adult digital platforms. Moreover, Gen Alpha will cross over 13 and into an adult playground with access to all social platforms, ad targeting, and the whim of algorithms.
Kids TV As We Know It Is Over
With pressure on budgets continuing, the major streamers will increasingly turn to creator-driven content vs more traditional studio series. In addition to cost, that will meet kids where they are and accelerate production time-to-market. As more talent breaks through on YouTube, creators are building their own economic future and will continue to seek more autonomy and distribution.
Social Platforms Pose Growing Concerns for Parents
Despite efforts by social platforms to offer safeguards, they are still adult playgrounds designed with a business purpose that does not always align with developing minds. That puts a burden on parents to implement complex tools. The 2024 election, wars and climate change will exacerbate the issue. Those who take steps to protect kids, provide education and super-serve both their needs and desires will win favor with parents.
The Scarcity of Trust Escalates
It’s become clear that reach is required through Google, Meta and Amazon, and at the same time, brands looking to connect with families will be increasingly challenged to discern appropriate content, reduce media waste, and behave in a compliant manner. Attention and dollars will become more fragmented as they move to influencers, gaming, experiences, CTV, mobile and vertical video.
16 is the New 13
Advertisers will struggle in 2024 as pressure mounts to treat kids, ages 13 to 16, like kids — forcing them to shift from a direct-targeting approach to scrambling for contextual content solutions that reach this influential cohort.
The Digital Playground Expands
Lego Fortnite cements the door opened by Roblox and Minecraft on kids using interactive social platforms with creative tools and commerce as their primary form of hanging out. Roblox alone will account for 4x the amount of time spent on the largest long-form streaming platform next year, driving cultural touch points and IP more than comics or movies for Gen Alpha and many teens. Not participating authentically puts Gen Alpha loyalties at risk.
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