The skills shaping tomorrow's media ecosystem
What are the skills and expertise our media industry will need going forward?
What does the future hold as we look to leverage AI and data science to enable organisations to unlock audience insights now and in the future?
The results of our pulse survey of media industry leaders across the world paint a picture of the skills shaping the media ecosystem of tomorrow.
Scroll down to discover the results
from our clients and industry connections
across the media ecosystem
involved in data, research and
insight
Interviews were completed online between 10th April to 10th May 2024.
Key findings
No room for complacency: a clear desire to adapt and change
Everyone acknowledges the need for change, but how far are you prepared to go?
Reshaping talent profiles and skills to meet new challenges
What are the skill sets that organisations across the world need today and tomorrow?
The bigger picture:
balance and collaboration
Our industry is in a state of flux, so how will we sustain this momentum?
New perspectives
Shaping the future
Challenge the conventional
Embracing change:
a personal perspective
Media leaders everywhere acknowledge the need to adapt to the challenges of data at scale, multiple sources of insight and the opportunities presented by AI, but how far are you prepared to go?
Better together:
ITV's integrated insights & data science team
ITV, the UK’s largest commercial TV broadcaster and streamer, works with audience data from first- and third-party data sources. Making sense of that data relies on researchers and data scientists who became a single team recently. Find out their experience as they brought the teams together.
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DownloadReshaping talent profiles and skills to meet new challenges
AI is already having an impact on our industry, with nearly half of leaders surveyed already seeing an impact on their organisation. Technology and talent go hand-in-hand, leveraging brilliant minds to push the boundaries of what can be achieved.
How can we harness, bolster and sharpen those minds? What are the skill sets that data and insight teams across the world need today and tomorrow?
We asked about the skill sets clients are looking for in their teams now (2024) and those likely to increase in importance over the next three years.
Top 10 most important skills today
Top 5 skills most likely to increase in importance in the future
" If you are making decisions about your business right now, without people under the age of 40 or 30 in the room, if you are not diversifying thought by the users you most need to make your business survive, you will fail. "
Evan Shapiro
AI & Storytelling:
thoughts from a media cartographer
Evan Shapiro is well-known as the official, unofficial cartographer of the Media Universe since Deadline published his first Media Universe Map.
Never short of an opinion we caught up with Evan to get his perspective on the results of the survey, broaden our horizons and challenge our thinking.
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DownloadRecruitment challenges
Keeping great talent
Understanding media
Recruitment challenges
67%
find it hard to compete with other organisations to recruit talent
Keeping great talent
75%
find it hard to retain the best talent
Understanding media
84%
think that understanding how media works is essential for new recruits to their organisation
Purposeful collaboration
Organisations are placing an ever-greater emphasis on re-skilling through training and mentoring to engage and grow their teams. Beyond hard skills, it reflects a broader ambition across the industry to engage and retain talent.
Purposeful collaboration is an important behaviour that senior leaders across the world recognise and value.
How will we sustain this momentum?
Are we ready to face the next set of challenges?
As we welcome and nurture the next generation of media researchers, their own media consumption habits honed and formed in a radically different way to the generation before.
We are collectively responsible, not only to collaborate and to connect talent and skills but to establish the thinking and groundwork. In doing so we will make the building of talent and skills for the future prosperity of our industry increasingly effective as we seek to understand audience insights and unlock more value for all.
We hope you’ve found these findings interesting and would welcome your feedback.
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