(Thursday, November 28) There are many key topics & trends that have shaped the streaming media industry in 2024. Looking back at the industry this year, there are two that stick out above the rest: AI & CTV fragmentation. Both of which are on the rise, but at much different paces. I feel that we’re still seeing a lack of development across both of the hottest topics: AI and CTV Fragmentation.

AI is definitely the buzzword of the year, but has it been anything more than that so far? We’ve seen some great and innovative product ideas emerge, but far fewer production ready solutions. While POCs are expansive – I have seen, first hand, many of the largest organisations are still not supporting the use of AI Tools for work products across Marketing, Tech, and Engineering.  

I’ve also noted that many companies are busy setting mandates that lessen or restrict the use of AI tools. Overall, they’re being cautious for the right reasons, but I believe they’re not spending nearly enough time and investment for training staff on the safe and efficient use of these tools. Across every event in 2024, I have only observed a handful of raised hands when I ask professionals if they use AI for work products and outputs on a regular basis.

When it comes to the CTV OS landscape, we have seen continued fragmentation with no signs of consolidation in sight. Samsung and Apple have taken monopoly positions in many countries and are using this position to their advantage to maximize revenue shares from relevant Apps within their Stores, It would be a tough decision for the Content Providers that are already struggling to make ROI to share revenues now with OEMS or CTV Device Manufacturers. Hardware providers like TP Vision (Philips) have used multiple OS’s now that contributes further to fragmentation, while we are yet to see giants like Samsung expand their TizenOS visibly outside their own hardware. With the recent announcement of Ventura OS from The Trade Desk signalling that Adtech providers are now moving into the OS space, I predict fragmentation will more than double in the coming years. 

Streaming TV is still a new space for many and the important trends witnessed throughout 2024 only makes 2025 more exciting. We look forward to seeing the growth of AI into next year and the many new OS’s to come!