Activate: Technology and Media Outlook 2024

Activate released its report, “Tech and Media Outlook 2024.” The analysis of consumer technology and media activity shows that multitasking has resulted in the average American spending nearly 32 hours a day, more than 13 of which are spent on technology and media.

Super Users: To drive growth, technology and media companies must identify, reach, and serve super users.

Generative AI: More than 10 million U.S. adults are starting to use generative AI to search the web; by 2027, that number will grow to 90 million, poised to reshape the largest tech companies.

E-commerce: The global e-commerce market will reach nearly $10 trillion by 2027, growing more than twice as fast as physical retail.

B2B and Enterprise Software: Global B2B technology spending is expected to reach $3.5 trillion by 2027.

Games: By 2023, the number of gamers worldwide will reach 2.6 billion, and video games are one of the most common digital behaviors in the world. Super gamers account for nearly a quarter of all gamers in the United States. They have the highest level of participation and consumption in video games and will become the most critical target group.

Metaverse : There are now over 300 million active users on major virtual world platforms; it is estimated that 600 million people will live in virtual worlds by 2026. Generative AI will accelerate the development and investment of virtual worlds.

Spatial computing: Spatial computing will move beyond the confines of headsets as all screens will become spatially enabled devices, meaning technology that lets people interact with the three-dimensional space around them.

Social Video: TikTok will strengthen its position as the social video market leader, expanding its use cases into web search and e-commerce.

Video: Streaming continues to grow at the expense of traditional TV, but competition for users’ time, attention, and subscriptions will intensify.

Music and Podcasts: YouTube and TikTok are now the top sources for music discovery, while radio shows staying power.

Sports Betting: The legalization of sports betting began five years ago, and as more states allow sports betting and more fans place bets, its impact on the entire sports ecosystem will grow. It is expected that by 2027, the total amount of bets on sports betting will reach $186 billion.

Live Entertainment and Experiences: Globally, consumers spent more than $110 billion on admission to live events and experiences.

Technology and Media Revenues: Internet and media revenues are expected to grow significantly, with global spending increasing by nearly $400 billion between 2023 and 2027. More than half of this growth will come from increases in advertising revenues.