As we correctly predicted, 2016 was the year video ate the world. 2017 is going to be shaped by the battle for consumer attention through formatting and distribution wars. VR is likely to cede further ground to AR, bots will become established, while messaging apps add to their dominant position (even though user growth will slow). The pace of change will further accelerate as the big technology companies go for all-out war in their bid to own the user, achieving what they can before the inevitable series of regulatory clampdowns. 2017 promises to be unpredictable and dramatic for big tech and media companies alike, with the cost of failure ever greater. We will see ever larger strategic ambition for global platform companies, each seeking to extend their reach across and into as many competitor platforms as possible, and each looking to own as much of the digital lives of their users as they can. 2017 will be the year in which you, the user, becomes the battleground.

Companies and services mentioned in this report: Access Industries, Amazon, Alphabet, Apple, Disney, Clash Royale, English Premier League, ESPN, Facebook, Fox Networks, Google, Microsoft, Napster, Netflix, Outbrain, Pokémon Go, Snapchat, Spotify, Taboola, Tencent, Three Italy, Three UK, Uber, Samsung,  Tidal, Twitch, YouTube