Super apps, AVOD, retail media and a gaming explosion: 10 media predictions for 2023

The economic landscape alongside consumers’ approach to content, commerce and community sets the tone for ten key media trends in 2023.

The economic landscape alongside consumers’ approach to content, commerce and community sets the tone for ten key media trends in 2023.

For the second year running, dentsu international has collectively gathered and published the insights and predictions of all its global media agencies into a 2023 Media Trends guide for marketers worldwide.

Drawing on its teams from Carat, dentsu X and iProspect the report explores the biggest media trends to watch out for in the coming year.

According to the new dentsu report, the key predictions for the direction of the media industry into 2023 and beyond are:


AVOD eats SVOD – Ad-funded video platform is set to overtake subscription channels with time, as major streaming platforms are adding ad-funded tiers.

Games Everywhere – Gaming is becoming mainstream. Games are becoming increasingly prominent on content sites to drive repeat users.

Attention Brings Back the Essence of Advertising – Interest in attention is growing as brands look beyond metrics of reach and viewability to assess consumer engagement and make more effective decisions.


From Going Shopping to Always Shopping – Consumers can shop anywhere and anytime. As a result, retail sites are evolving to content sites and commerce sites are changing to media sites.

Retail Media Shakes Up Adland – Retail platforms and sites are turning themselves into advertising platforms and becoming attractive propositions for brands due to retailers’ huge wealth of first-party data.

The Rise of the Super Apps – Apps are evolving and continue to build ecosystems offering a wide range of services, to anticipate and cater for user’s needs.

No Way Back for Third-Party Cookies – Brands continue to navigate a cookieless future and advertisers will explore and test the solutions working best for their brands.


'Going Live' goes a long way – Brands and platforms are increasingly using the ‘go live’ functions to build a community to create interest through live events. Not only to bring consumers together, but also to encourage live, active, engagement.

Responsibility takes centre stage – Communities are emerging through a common emphasis on brand responsibility. Platforms are opportunities to share relevant content and increasingly measure impacts of campaigns.

Social algorithms give users what they don’t know they want – It is not about who you follow in as much as what social media platforms want you to see.

Speaking about the report and the collaboration involved, Peter Huijboom, Global CEO, Media & Global Clients, dentsu international, said: “This year we witnessed a very different geopolitical landscape and a new and challenging economic outlook, which has forced brands and people to really stop and re-evaluate many things. Through all this uncertainty, we’ve been able to see the emergence of new consumer behaviours, exciting tech innovation and the spark of profitable new media opportunities for brands.

“Our media specialists from around the globe have once again identified those burgeoning societal shifts impacting the industry and brought them into the spotlight.”

Each trend is explored in further detail within the report and concludes with clear suggestions and takeaways for marketers and brands to implement into their plans.