1、1&MEDIAMEDIA2023202332FOREWORDEDITORS NOTEOur world is rapidly changing.The pandemic dramatically reshaped our lives,and in its wake comes geopolitical instability,global price rises,and increasingly extreme weather.Yet we also sense positive change a chance for a safer,greener and more stable world

2、 powered by new technologies,data and further connectivity.Now,as businesses adapt to this new reality,seeking to reach,engage and retain audiences through media investments,its crucial they truly understand people:the way they think and feel,and how they behave and adapt.Guided by Kantars unique da

3、ta and insights,our Media Trends and Predictions 2023 report brings to life the opportunities and challenges facing media owners,advertisers and agencies around the world.This year we focus on five key themes:The future of viewing The impact of inflation The evolution of data use Developments in med

4、ia technologies The road to net zeroUnder each,our experts identify the key trends from the year gone by,and offer evidence-guided predictions for 2023.Binding everything together,each theme closes with a thought-leadership article.As the worlds leading marketing data and analytics company,Kantars r

5、ole is clear:were here to support clients by delivering insight at one of the most complex,turbulent and pivotal points in recent history.And so Im extremely proud to introduce our Media Trends and Predictions 2023 a diverse and fascinating view of the global media landscape,and a demonstration of h

6、ow Kantar is investing in new technologies and products to help businesses achieve meaningful growth.Above all,however,we hope it provides readers with a tangible sense of optimism and clarity as they develop business strategies for a brave new world.Chris Jansen Chief Executive KantarEach section a