The relevant developments for 2017
Trends 2017 at a glance1. damage to facts or the next big media trend. How can fake news be prevented automatically? Chatbots and the field of "computational communication" will become massively more important. Automatically falsified news, whether by chatbots or as clickbait, is a major problem for media democracy.2. the television quota stumbles into the digital world. The paradigm of the single currency put to the test of the new reality. In the non-linear moving image market, usage can no longer be fixed to an exact point in time or a short time interval. In addition, we need to move away from the ideal of a single currency towards a new paradigm of separate measurement of advertising and content.3 Snapchat and Instagram are the new shooting stars among the video networks. Facebook is mutating into a service for adults only. Competition in the moving image market will continue to intensify. Google, Facebook, Amazon, Twitter and co. continue to battle for attention, but in the end the newcomer Snapchat could come out on top.4. "OK, I'd like...": Amazon Echo and Google Home conquer the home with voice control. Language is becoming the new interface. We will see many new devices on the German market in 2017. The challenge is to create trust and design the digital interfaces with users in such a way that digital assistants become established in the home sector.5. programmatic ads for online audio: publishers, marketers and agencies in search of the right data strategy. Market participants will actively develop joint data and distribution strategies in 2017. The technical requirements for programmatic advertising in the online audio sector are in place. The pace also depends on the discussion surrounding data protection.6 Less is more: Why successful VoD providers are apparently providing less content. Since 2014, the offering on Netflix's US platform has shrunk by a third. Less obviously also means more in the VoD market. However, in-house productions are anything but "cheap". The right dosage remains an art and needs to be found.7. raising the throttling limit: mobile use of audio streams increases even without zero-rating. The use of audio on the Internet is increasingly taking place via mobile devices outside of WLAN zones. With the introduction of flat rates for the use of selected music services, mobile operators are making inroads into the service sector again after many years.8th Pay VoD: Amazon raises prices and YouTube Red hopes for young viewers.YouTube Red, YouTube's pay VoD service, will be launched on the German market in 2017 in order to attract young viewers in particular as paying customers. The German pay VoD market will continue to grow in 2017. Competitive pressure is increasing, especially for many small providers.9 Influencer marketing is becoming more professional. And with Musical.ly, the next generation of influencers is already at the start. Influencer marketing is gaining new momentum thanks to online marketplaces. The machinery surrounding this topic will become much more professional in 2017. And the platforms for influencers are also growing beyond YouTube and Snapchat.10th trends in the games market in 2017. 4K, VR and, above all, seamless: the boundaries in the video games market will continue to blur in 2017. As in the smartphone market, devices continue to exist side by side. However, it is not only the boundaries between console generations that are becoming blurred: The transitions between mobile and stationary gaming and between reality and virtuality are also becoming more fluid.11. eSports - Electronic sports are becoming a mass phenomenon.Competing in computer and video games is a leisure activity for many millennials around the world. The market is booming internationally and attracting new investors. Further commercialization requires professionalization - which has also begun in Germany.12. podcasts come out of the niche in 2017. Podcasts are being listened to more and more frequently and by more and more people - also because they can be used in numerous situations where video, print and other media do not work. The podcast scene is becoming more professional.13 The time of the sports corporations is coming - professional football in the conflict between profit and sport. In 2017, we will see a continuation of the entrepreneurial development of the clubs. In the medium term, structures similar to those of a corporation will emerge. Not everyone can go along with this - a division of professional football into clubs and sports groups could emerge in the long term.14 From public value to a focus on the common good: media and infrastructure providers will be working harder to determine their benefits for society in 2017. Public value analyses are becoming a modern tool for measuring performance and enable greater transparency and control. The user's perspective is central, and a comprehensive mix of methods is important.
