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UK Trends to Watch in 2024

Cautious Optimism Returns, While Regulation and Tech Force Strategy Shifts

About This Report
As the economy improves in 2024, companies will be able to turn their focus toward technological advancements and upcoming regulations.
Table of Contents

The cost-of-living crisis will continue into 2024, but inflation is easing and wages are set to rise, leading to an improved outlook for retailers and advertisers. Consumers will remain cautious about their spending, which will drive demand for ad-supported video and buy now, pay later (BNPL). Advancements in technology and regulation, meanwhile, will force companies to revisit their strategies.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.

Table of Contents

  1. Cautious optimism returns to consumer and advertiser spend, despite a challenging economy
  2. BNPL will mature as providers target Gen Z with shopping app features 
  3. AVOD and FAST will offer a video inventory boost for UK advertisers 
  1. AI will accelerate the shift to hyper-personalization as more retailers embed the tech
  2. Social platforms will need to be ready for the Online Safety Act—fines will follow fast
  3. Sources
  1. Media Gallery


Bill Fisher, Carina Perkins


Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Jennifer Merritt
Vice President, Content
Jennifer Pearson
VP, Research
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