2022 Media Trends and Predictions by Kantar

2022 Media Trends and Predictions by Kantar


2022 Media Trends and Predictions by Kantar

Focused on five key areas, Kantar experts predict a range of shifts for the industry as it grapples with the pandemic era.

Online media spend increased in 2021, expected to continue in 2022

6 January 2022, Dubai, UAE: Kantar, the world’s leading data-driven analytics and brand consulting company reveals the trends and recalibrations at play in the global media industry and its expert predictions for this year.

Keerat Dhillon, Associate Director & Media Effectiveness Measurement Lead, MENA, for Kantar’s Insights Division comments: “The media landscape has always been dynamic, with the pandemic further fueling all the change. Digital consumption increased massively, and while some newer players grew exponentially during this time, advertisers still need to think very strategically about how to steer and operate in this changing landscape. Content and context are now king, so the key is to minimise intrusion while maximising relevance for consumers. With clear evidence of the power of multi-media campaigns, customising your creatives to each context and amplifying the campaign’s coverage is key to driving maximum impact in the Middle East.”

The Media Trends and Predictions 2022 report gives a definitive view of industry trends using Kantar’s market-leading data, alongside evidence-based predictions and expert viewpoints to help media owners and brands build their plans for 2022 and beyond.

  1. Transparency in VoD viewership will transform media’s most dynamic market – From audience attitudes to commercial models there will be multiple changes in the media’s most dynamic market. The transparency created as more actual VoD viewing figures are published at a programme level will generate a host of transformations. Content owners and producers will command higher licensing and carriage fee negotiation rights than before. Streaming platforms for sport and e-sports will gain more traction with fans. Platform consolidation will continue, driven by the need to offer more (and better) content bundles to lure new viewers in a crowded marketplace. Sole subscription offerings will become scarce. The volume of deals will accelerate on 2021 levels as platforms, operating in increasingly overlapping ecosystems, will continue to merge and form partnerships.
2022 Media Trends and Predictions by Kantar 2

renewed sense of value and urgency as the search for high-quality data becomes the fastest growing issue for marketers. Those with ambitious data strategies will have the upper hand. Brands will lean into their direct consumer relationships to make the most of and experiment with their owned ‘first-party’ data. Brands will enrich behavioural planning with attitudinal overlays and refinements, and develop new methodologies to overcome the lack of competitive intelligence; all with the aim of developing the most rounded view of consumers.

Commenting on the predictions, Francois Nicolon, CMO, Media Division, Kantar, said: “2022 will see a refocusing of attention in the industry following a year of growth and agility in the face of the pandemic.

With some pretty seismic changes afoot in terms of cookie deprecation and consumers’ attitudes and new habits, the industry will have to adapt and learn to find new strategies for success. Whether that’s through investing in more content to lure viewers in a crowded marketplace, rethinking commercial models or experimenting with new approaches to better use data, adaptability and the ability to test and learn will be key.”

Find out more. Download Kantar’s Media Trends and Predictions report, the go-to reference for media owners, advertisers and agencies: www.kantar.com/campaigns/media-trends-and-predictions-2022. With expert viewpoints from across Kantar’s global media expertise, the report has an unparalleled view of industry trends based on Kantar’s gold standard data sources.

Notes to Editors

About Kantar: Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth.



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