The short version

Scott Galloway predicted on January 5, 2024: “Bar one door, and the wolf shows up at the next. We tend to focus on competition between similar products, i.e. Netflix vs. Disney, Spotify vs. Apple Music. But entertainment is one market, the market for attention, and one platform is ahead of everyone else in harvesting the commodity: TikTok. … 2024 is…

Prediction by

Scott Galloway

On January 5, 2024

“Bar one door, and the wolf shows up at the next. We tend to focus on competition between similar products, i.e. Netflix vs. Disney, Spotify vs. Apple Music. But entertainment is one market, the market for attention, and one platform is ahead of everyone else in harvesting the commodity: TikTok. … 2024 is the year we’ll see TikTok take share from streamers.”

Follow-up

This 'attention market' framing has been reflected in how marketers allocate cross-platform video and creator budgets, with TikTok being benchmarked against CTV and traditional streaming. Both Netflix and Spotify expanded ad-supported models, demonstrating competition for overlapping ad dollars and attention, aligning with the prediction.

From the High Caliber AI network — see the AI for PR module in the course.