40 questions about the future of the German media market

Five macro trends, seventeen signals, and many possible futures for tomorrow's media world:

The Crossroads study and the new Momentum Map provide a basis for sharpening our view of tomorrow. But despite all the information available to us, brands, publishers, and platforms are wondering what the customer journey will look like when users of the future no longer click and previously central touchpoints lose their relevance. As the pace of change increases, mental flexibility is key to being able to adapt to a variety of plausible futures in the shortest possible time. With the “What if...?” question wall, we want to open up space for new discussions and encourage experimentation – in other words, prototyping and vibecoding.

The forty questions contained in the book are thematically linked to macro trends and delve into the application level. In uncertain times, simple answers are particularly tempting. The “what if” question deliberately rejects these and instead opens up new perspectives and points of view.

To do this, select a question that seems particularly relevant or irritating and use the following guiding questions to imagine a possible future based on the question:

• Trigger/driver: What would have to happen for this scenario to become reality?
• Everyday life: What would change for consumers—would everyone be affected equally?
• Market: What would change for brands, platforms, publishers, and others? What would change specifically for your own brand?
• Value creation: Where would value be created and who would monetize it?
• Trust: What is needed for consumers to accept this scenario?
• Time horizon: Will this future become reality in 12 months, 3 years, or more likely 10 years?
• Leading indicators: How can we tell that things are moving in this direction (signals, product launches, policy changes, user behavior)?

The question wall is available for download as a PDF at the end of the article.

In the coming weeks, we will be publishing further deep dives on selected signals. To make sure you don't miss anything, simply follow us: check our blog regularly or follow us on LinkedIn.
 

Media content in this blog post was created using AI.