Media Executives Forecast TV’s Future: From AI Localization to Sports Immersion
CNBC surveyed ten media leaders to forecast the TV landscape through 2029, highlighting a shift toward personalized content, immersive sports, and regulatory scrutiny. While cable subscriber declines continue, executives predict that live sports will remain a dominant draw, and AI will enable seamless language translation. The industry is also moving toward bundled services and hyper-relevant advertising, with some predicting new aggregators will emerge to replace traditional cable models.
Key points
- Cable TV subscribers are expected to continue declining, with Charter’s Chris Winfrey noting that free over-the-air retransmission costs now exceed $30 per customer, making traditional cable less viable.
- Personalization and commerce integration are poised to become standard, with ESPN’s Jimmy Pitaro predicting that content will be tailored to user preferences and include frictionless shopping features.
- AI is expected to eliminate the need for subbing and dubbing, allowing viewers to watch content in their native language instantly, a prediction reiterated by Starz’s Jeffrey Hirsch.
- Live sports are viewed as a resilient market, with executives like Jeff Zucker and Charlie Collier arguing that live events remain a key communal experience that AI cannot replicate.
- Regulatory action against Big Tech is uncertain, with some executives expecting backlash against major mergers like Paramount-WBD, while others note that the convergence of tech and entertainment is already irreversible.
Background
This survey follows CNBC’s 2023 forecast, which accurately predicted the continued decline of linear pay TV and the consolidation of streaming services. The current landscape is marked by significant M&A activity, including the pending Paramount-WBD deal and Fox’s acquisition of Roku, alongside the spinout of NBCUniversal from Comcast in 2027. These shifts reflect a broader industry struggle to adapt to changing consumer habits and the rise of tech platforms like YouTube and Instagram.
Why it matters
The future of television is being reshaped by technological advancements and regulatory pressures, with implications for how content is produced, distributed, and monetized. The shift toward personalized, immersive, and globally accessible content will redefine viewer expectations and industry standards, while the resilience of live sports highlights the enduring value of communal viewing experiences.
What to watch
Watch for the outcome of the Paramount-WBD merger and potential regulatory interventions, as well as the emergence of new service aggregators and the integration of AI-driven personalization and commerce in streaming platforms. The next two elections may also influence the regulatory environment for Big Tech in the entertainment sector.
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