Television is not only the main leisure activity for Spaniards, but it is the entertainment that travels the most hand in hand with those who enjoy it.

That is, the viewer wants television and television needs that viewer.

For this reason, making

a prediction of what television could be in 2023

is complicated because if there is a product that changes as its consumer changes, that is the so-called 'dumb box'.

And he always does it at great speed and without complexes, because there are few leisure activities that study those who practice them more.

"(...) It is crucial that companies really understand people to engage and retain audiences: the way they think and feel, and how they behave and adapt," says Chris Jansen, CEO of Kantar Media.

It is with this premise that televisions have to start the new year, according to the Media Trends and Predictions 2023 report, prepared by the world's leading marketing data and analytics company.

Guided by Kantar's data, the report "showcases the opportunities and challenges" facing media outlets, advertisers and agencies around the world.

It is crucial that companies really understand people to engage and retain audiences

chris jansen

There are five keys to 2023

, says Gustavo Núñez, general director for Spain at Kantar Media:

the future of viewing


the impact of inflation


the evolution of data use


the promotion of media technologies


the path towards

Net Zero

, the state of balance between the amount of carbon emissions emitted into the atmosphere and the amount removed from it.

It may sound complicated for the viewer who just sits in front of the television, searches the free channels and pay platforms and chooses what he wants to see.

But it is much simpler than it seems and, in fact, not only what the small screen will offer the viewer, but also

the way the viewer will see it will

depend on these five keys .

Television continues to be the king of entertainment in our country. This is how the study highlights that

63% of households in Spain have a Smart TV

, in addition, 44% of those surveyed now have a television with a size of 45 inches or greater. .

Antonio Wanderley,

CEO of Latin America, Spain, Asia and Africa at Kantar Media assures, therefore, that the "future of the audience will be oriented more and more towards a holistic model -global-, in line with the audiovisual ecosystem.

The regulations of privacy will allow a better measurement"


For both broadcast networks and native video-on-demand companies,


is advancing with a diverse range of strategies.

If 2022 has been defined, as the report states, "by the diversification of business models" affecting, especially payment platforms that

have experienced in their own flesh the effect of the loss of subscribers and the rise in prices

, 2023 is going to be the year in which new commercial avenues are sought.

For example, YouTube has gone from promoting its


model to redoubling its commitment to a model financed by advertising.


, like


, are introducing ad-supported subscriptions, and there is even talk that

Apple TV

could end up doing the same.

Who will be able to with it?

"The winners of the platform war will be those that use broadcast strategies that

strike the right balance between video-on-demand and linear consumption

(...) The market will abandon one-time launch strategies and the " all at once" for new content to maximize revenue," says Kantar Media.

The market will abandon the one-time launch strategies and the "all at once"

Kantar Media

"What I envision," says


, "is a repeat of the established pattern. To date,

native video-on-demand platforms have not been heavily involved in audience measurement

, but they will soon see it as a business imperative as they diversify. their own models.

But it is not only a matter of audiences, nor is it the most important thing that television stations will have to face in 2023. The

complicated international situation

, the

rise in prices

, the

increase in costs

affect everyone's pockets and also the media.

The media and marketing industry has not escaped the effects of inflation, and there are three clear consequences:

reduced purchasing power

of consumers,

increased subscription prices


increased advertising costs

on certain channels .

Although linear TV has been hit the hardest by media inflation, with

costs rising 31%

, according to WARC's Global Ad Trends report, it's not alone.

The World Federation of Advertisers (WFA) forecasts an average inflation of 10% for television


And what can they do?

According to

Louise Ainsworth

, CEO of Kantar, "this crisis is also a good time for advertisers to reach new audiences."

Consumers want to experience new things and for this reason they will choose media that offer them something different.

When considering the future of media technology, "it's always important to look further afield and assess where audiences are migrating," says

Andrew Feigenson

, CEO of Advertising Intelligence at the consultancy.

"Now, following in the footsteps of platforms like




, the market will soon have a similar


proposal, " he says, explaining that "

2023 should be a year to experiment, test, and learn

. The sooner all the actors do it , sooner we will be able to enjoy the exclusive and extensive capabilities of on-demand television".

The new year, therefore, will be marked by the promotion of

a large number of new technologies

, which will be available for all media to offer a different and improved user experience, says

Juan C. Sánchez

, marketing & communications director of media division.

Smart TVs are reigning in entertainment

and leisure in national homes, "they are preparing to facilitate new forms of television advertising."

Consumers want to experience new things and for this reason they will choose media that offer them something different.

According to the criteria of The Trust Project

Know more