TBI’s 2024 Predictions: David Michel, president and co-founder, Cottonwood Media

By David Michel 10th January 2024

David Michel (Source: Cottonwood Media)

2024 is set to be a pivotal year for the global content industry, so TBI has enlisted some of the biggest names in the business to share their thoughts on the major trends of the next 12 months and how they’re going to capitalise on them.

Here, David Michel, president and co-founder of Cottonwood Media, talks a new approach to content investment, increased m&A activity and quality vs quantity in the months ahead.

What is the biggest growth area for your company this year?

2024 is going to be another year of sober, careful investment from our channels and streamer clients. As such, we are being laser focused on a few, very well developed series to pitch. Going even more for quality versus volume. Growth should hopefully come from the diversification of our offering: in addition to kids’ live action and animated series, we are working on animated features and primetime live action. We have some great partnerships with broadcasters and will also look forward to building on these for our new co-production offerings.

What is the key trend going to be in 2024?

For a period, we anticipate that content spend will remain flat or possibly decrease again. And if this happens, then I think we will continue to see even more mergers across the kids and family industry.

What is your New Year’s resolution and why?

Market conditions have been tough this year across the industry, and this might remain so for at least part of 2024. However, now that we have registered these challenges, our resolution is to find the bright points that are still there and be less focused on the negatives. Creativity demands lightness and optimism, and we are focusing on re-creating this warm atmosphere that got lost somehow in 2023.

What will be the biggest headline (not involving your own company) in 2024 and why?

Most likely, the acceleration of mergers and acquisitions in the industry, a trend we have seen in recent years and seems to be still moving in the that direction for the time being.

What show are you most looking forward to in 2024?
The Traitors, season two!

Read more from TBI’s 2024 Predictions

Tom Fussell, CEO, BBC Studios

Nomsa Philiso, CEO of general entertainment, MultiChoice Group

Marina Williams, co-CEO, Asacha Media Group

Kate Beal, founder & CEO, Woodcut Media

James Burstall, CEO, Argonon

Julian Bellamy, MD, ITV Studios

Daria Leygonie-Fialko, founder, Space Production

Rob Wade, CEO, Fox Entertainment

Frank Spotnitz, CEO, Big Light Productions

David Michel, president and co-founder, Cottonwood Media