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A handful of countries and subregions—most notably Southeast Asia—will buck the positive trend and decelerate, but a wide-angle view shows good news across the map. To view the full forecast, click here. Total media ad spending is nearing the $1 trillion mark. Thanks to digital media’s relentless growth—especially in emerging markets—the global ad industry is fast approaching a jaw-dropping milestone.

Southeast Asia will be its top priority, followed by the UK and US. But there are serious regulatory hurdles to clear in the US, preventing TikTok from successfully creating a payments infrastructure there in 2024. X won’t become a super app in 2024.

We have split out China, India, Japan, and Southeast Asia in the table below rather than aggregate Asia-Pacific. All these markets are in line for strong ecommerce years, although India and Southeast Asia are decelerating from boom times, while China and Japan will post slight rebounds. Emerging markets will lead the growth rankings for years to come.

As companies like Google and Microsoft expand power-hungry AI models, there’s an opening for startups to provide sustainable data center solutions.

Live shopping is a multibillion-dollar opportunity in Southeast Asia. As one of the world’s fastest-growing regions for retail ecommerce, Southeast Asia is becoming a promising market for livestream shopping.

Retailers with roots in China are still gaining share of ecommerce in Western Europe, despite concerns over their sustainability credentials.

Like those sort of things which create sea change or just a tremendous change, it wasn't able to predict that. Jacob Bourne (08:42):. I mean, I think we also have to make a distinction between predictive AI and generative AI, and I think we're increasingly seeing them being used in tandem with each other. Rob Rubin (08:42):. Good point. Jacob Bourne (08:51):.

But livestream commerce is showing early signs of promise in Southeast Asia. Nearly 80% of internet users in Southeast Asia had watched at least one live shopping session via any digital platform, and 44% had made at least one purchase in the 12 months prior to July 2022, according to research firm Cube Asia. However, the leading platforms vary widely from country to country.