2024 S-Wave Predictions
Vision for sports, media, and society
In the aftermath of 2023, what will 2024 hold for sports, media, and society? Not pretending I know the answers, I’ll share few thoughts in the following article.
With S-Wave's signature flair, I bet on a blend of the familiar and the unprecedented.
The following predictions are surely not about crystal-ball accuracy, but rather about stirring the pot of reflection and debate.
From the pulsing heart of Paris' athletic showdowns to the shifting sands of our ‘mediascape’, and the (continued) revitalization of real-world interactions – I believe this year will give us a chance to fully reconsider what we like, how we want to spend our time, yet challenging us to discern what’s authentic, and what’s not.
Sounds a bit abstract? Well, it’s supposed to. So hopefully you keep reading.
Let’s dig in!
Sports in 2024: Breakthroughs and Game Changers
Athletics at the center stage:
Athletics is set to reign supreme in the 2024 summer of sports. I anticipate the European Championship in Rome and the Olympics’ disciplines in Paris to draw record-breaking viewership, paving the way for a new era of popularity for such sports. I expect this surge in attention to ignite a wave of increased participation in Athletics sports across the globe, especially in the latter half of the year.
African nations competitiveness:
In an unprecedented achievement, I expect African countries to secure the highest-ever medals count in their Olympics’ history. African continent is set to write a new chapter in global sports, and track and field disciplines will put this trend on the radar already in 2024.
Women's basketball spotlight:
Viewership for Women sport has seen a spike in the last couple of years. I make no secret of my passion for this sport, and I am bullish on Women’s basketball for 2024. I expect a rapid expansion, with Caitlin Clark at the forefront. Her talent and influence on the game will be extraordinary, not just elevating the sport's profile but also inspiring a new generation of players and fans, contributing to its growing popularity. With US & China leading the hype.
Olympics basketball summer upset:
The ‘Dreamy’ US Men Basketball Team, despite its formidable roster of top-tier players with many committing back to representing their country in Paris, will not win the Gold medal at the 2024 Olympics. Canada will clinch it.
Media & Tech in 2024: Crossroads & Regulatory (Byte)Dance
AI dual-faced year:
AI will inevitably expand its footprint, enhancing efficiency across various life aspects. I expect excitement to overcome fear in the first half of the year, with new use cases and applications being developed from big players of the likes of Google, Meta, Apple.
Yet, with the US elections approaching in November, a surge in fake AI-generated content will spark skepticism and regulatory pressures, leading to tightened restrictions on generative AI models in Q3 and Q4. The tail of 2024 will be inevitably influenced by a degree of panic from not being able to distinguish the real from the not real.
As a positive, I see this topic becoming a new blueprint of global cooperation in the regulatory space, with US, EU & China leading the way to articulate joint guidelines for AI-generated content worldwide.
TikTok pulling from its Musical.ly/Millennials archive…
TikTok's surge will continue, increasingly capturing the Millennials audience beyond Gen Z. There are two nuances of this evolution that I foresee:
first, a shift towards content quality over quantity. Today, often times content creators’ success is built over trend-driven repetition. This is enabling content becoming ‘viral’ quite quickly yet ends up disincentivizing creativity (not only in the video content, but also in the soundtracks). The Millennials’ “take-over” of TikTok will bring a more polished, high-res aesthetic to the platform.
second, I expect a key factor of continued growth of TikTok to be a further diversification towards Music streaming. I foresee TikTok becoming a key player in music streaming during 2024, thru exclusive content releases (audio & video), pioneering new content creation ideas (maybe Playlists videos across different artists and creators?) – and ultimately stealing significant market share from Spotify, Apple Music, and Amazon.
The ban/no-ban year:
Despite concerns and infinite discussions already witnessed in 2023, I do not think TikTok will face a ban in the US. X (formerly, Twitter) will.
While rolling out new features in the area of music streaming, I expect TikTok to implement stronger measures in the area of data privacy, softening the pressure from Western regulators.
On the contrary, I sadly expect X to become (even more) the misinformation theater in the period leading to the US elections. Up to a point that will lead to a significant restriction and/or a temporary ban of the app in both US & Europe.
Human Behavior & Connection in 2024: Reclaiming Authenticity
Digital deceleration trend – this time for real:
In pretty much every trend report over the last few years, we have read about this upcoming ‘digital detox’ which then effectively never lasted more than a week or two. Well, in 2024 I foresee a digital deceleration, catalyzed by an increasing struggle to discern reality in the digital orbit. As people struggle with the overwhelming amount of information and the blurring lines between real and synthetic media, there will be a conscious shift towards distancing from digital consumption. This movement will be less about unplugging for the sake of disconnection and more about seeking clarity and authenticity in a world oversaturated with information. I expect to see a surge in platforms and tools designed to help users navigate digital content more mindfully, emphasizing the value of genuine, unfiltered experiences and interactions.
Resurgence of Punk expression:
The punk movement will experience a significant revival, symbolizing a broader societal push towards authenticity and self-expression. I expect this to touch the words of music, of style, and generally the way younger generations express their feelings.
This resurgence will unfold in a rejection of polished, curated lifestyles in favor of more raw, unfiltered modes of expression (…yes, despite TikTok becoming more polished. In fact, as a reaction to it).
From a 2023 dominated by Succession’s quiet luxury, to a 2024 inspired by Venetia Catton’s rough makeup in Saltburn.
Go on, then…?
Taking a peek into 2024, I think we will witness a general pursuit of something more raw and unfiltered, a quest for authenticity and meaning. Whether it's in the sport arenas, the social media landscape, or the reclamation of our genuine selves, this year will challenge us to embrace the real in the midst of the virtual. As we go thru it, let's hold onto the essence of what makes us human – our ability to adapt, evolve, and above all, connect with what truly matters.
Thanks for reading “S-Wave: Sport, Tech & Soul”.
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Interesting concept you've got here. As a Canadian, I'm hoping you're right about our mens BBall team! 😄