Advertising is set to regain a bigger role in media economics as subscription content services add new ad-funded offerings, according to a 2023 forecast.

The 2023 Media Trends report from media agency network dentsu International - whose agencies include Carat, dentsu X and iProspect - spotlights 10 trends executives across the group believe will bubble-up in 2023.

Chief among them is new ad-supported offerings from Disney+ and Netflix. They are services which have epitomised the recent booming era of subscription video-on-demand.

"However, times are very different now," the report says, citing three factors:

  • a slow-down in subscriber acquisition.
  • the spiralling cost of premium entertainment production.
  • suppressed demand from consumers bitten by cost-of-living increases.

In early 2022, we wrote how "Media’s fourth wave could mean an advertising renaissance" - how these factors are likely to return advertising to increased prominence within media economics.

And dentsu agrees, urging brands to explore new opportunities in ad-funded channels, including ad-funded content and product placement.

Media’s fourth wave could mean an advertising renaissance

Change and Opportunity - 2023 Media Trends report

10 trends for 2023

Here are all the Media Trends 2023 dentsu executives expect to be key...


  1. AVOD eats SVOD - new ad-supported streaming services could grow revenue while increasing subscribes.
  2. Games Everywhere - media services and social platforms will aim to add games.
  3. Attention Brings Back the Essence of Advertising - new attention metrics will level actual consumer attention.


  1. From Going Shopping to Always Shopping - with ubiquitous retail channels, shopping becomes an always-on state of mind.
  2. Retail Media Shakes Up Adland - ads on retailer sites bring creative close to point of purchase.
  3. The Rise of the Super App - inspired by Asia, social and commerce apps diversify their offerings.
  4. No Way Back for Third-Party Cookies - transition from the old identifiers goes into overdrive.


  1. 'Going Live' goes a long way - services will discover how live content brings communities together, with live commerce taking off.
  2. Responsibility takes centre stage - societal concern will drive more brands, while sustainable supply chains will be a top priority.
  3. Social algorithms give users what they don’t know they want - playing catch-up to TikTok, social platforms will focus less on surfacing followed content and more on the right content.