The disruption that has increasingly become a part of the media business in recent years is nothing compared with what’s coming, according to NetNewsCheck editor Michael Depp.
Depp writes in a report outlining his media predictions for 2016: “Disruption will meet velocity in 2016, when trends like OTT and distributed publishing that have already shown their face will now accelerate with dramatic force.”
Depp sees over-the-top services moving closer to domination, with the proliferation of new services — including offerings from AT&T and Turner — taking a toll on both broadcast and cable.
Meanwhile, political advertising money will increasingly flow to new media outlets, with digital expected to grab $1 billion of a record $11.4 billion in political ad spending forecast for 2016.
The year will also see a surge in virtual reality, according to the report.
Ad blockers, Depp writes, “will rewrite the advertising playbook.” He adds: “Their effect will be insidious and accumulating, and they will render display ads as all but obsolete.”
We encourage readers to click on the link near the top of this story to read Depp’s full media forecast for 2016.