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CES 2024: Entertainment's Shift to Creators, AI & Streaming

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  Published in Media and Entertainment on Wednesday, January 7th 2026 at 13:22 GMT by Associated Press

CES 2024: Entertainment’s New Battleground – Creators, AI & the Future of Streaming

CES 2024 wasn’t just about TVs and gadgets this year; it was a significant showcase for the evolving landscape of entertainment, with a strong emphasis on content creation, the role of Artificial Intelligence (AI), and the pressures facing the streaming industry. The event highlighted a fundamental shift: entertainment is no longer solely dictated by established studios, but increasingly shaped by individual creators and the technologies empowering them. Here’s a breakdown of the key takeaways from AP’s coverage and related developments:

The Rise of the Creator Economy & Democratized Production

A major theme throughout CES was the empowerment of content creators. Companies are rushing to provide tools – both hardware and software – that lower the barrier to entry for high-quality content production. This isn't just about TikTok dances anymore. We’re seeing a demand for tools that allow creators to produce professional-looking videos, podcasts, and even live streams with relative ease and affordability.

Insta360, for example, unveiled the Go 3S, a tiny action camera designed for vlogging and point-of-view shots. More notably, companies like Blackmagic Design showcased professional-grade cameras and editing software becoming more accessible. The AP article points out that these tools, traditionally reserved for professionals, are now within reach of aspiring creators, fueling the “creator economy.” This trend is fueled by the understanding that audiences are increasingly turning to these creators for entertainment, bypassing traditional media gatekeepers.

However, this democratization isn't without its challenges. The sheer volume of content being produced creates intense competition for audience attention. This is where AI is starting to play a crucial role (see below).

AI: From Editing Assistant to Creative Partner (and Potential Threat)

AI was everywhere at CES 2024, and entertainment was no exception. The technology is being integrated into nearly every stage of content creation. Adobe's Project Rush, detailed in a separate Adobe press release, is a prime example. It promises AI-powered editing capabilities, automatically reframing videos for different platforms, removing unwanted objects, and even generating captions and translations.

Beyond editing, AI is being used for scriptwriting, music composition, and even creating realistic virtual avatars. Several companies demonstrated AI tools capable of generating entire animated sequences with minimal human input. This is particularly appealing to smaller studios and independent creators lacking the resources for large-scale animation.

However, the rise of AI-generated content also raises significant ethical and legal concerns. The AP article touches on the fear of AI replacing human creatives. While most companies emphasize AI as a tool to augment creativity, the potential for job displacement and copyright infringement is a looming issue. The ongoing Writers Guild of America (WGA) and SAG-AFTRA strikes in 2023, ultimately resolved with agreements addressing AI usage, underscored these anxieties. These agreements attempt to safeguard writers and actors from having their work replicated by AI without consent or compensation.

Streaming Services Under Pressure: Bundling & Content Quality

The streaming landscape is undergoing a period of significant turbulence. After years of explosive growth, the industry is facing challenges: subscriber saturation, rising production costs, and increasing competition. CES 2024 revealed a shift in strategy for many platforms.

Bundling is becoming increasingly prevalent. Disney+ and Hulu have been effectively combined, and Paramount+ is now offered in a bundle with Showtime and Pluto TV. This strategy aims to retain subscribers by offering more value for their money. Furthermore, Comcast and Charter Communications announced a partnership to create a streaming platform that will offer Netflix, Peacock, and Apple TV+ alongside traditional cable programming. This highlights a growing recognition that consumers are weary of subscribing to multiple streaming services.

However, bundling isn’t the only solution. The AP article suggests a renewed focus on quality over quantity. While many streaming services previously prioritized churning out vast libraries of content, the emphasis is now shifting towards creating fewer, higher-quality shows and movies that can truly capture audience attention. This necessitates smarter content investment, leaning heavily into data analytics to understand what viewers actually want.

Immersive Experiences & the Metaverse’s Slow Burn

While the Metaverse hype has cooled somewhat, CES still showcased advancements in immersive technologies. Virtual Reality (VR) and Augmented Reality (AR) headsets continue to evolve, becoming more comfortable and capable. Companies like HTC and Meta are pushing forward with new headsets designed for gaming, entertainment, and even remote collaboration.

However, the challenge remains in creating compelling content that justifies the investment in these technologies. While gaming remains a strong driver of VR adoption, broader entertainment applications are still nascent. The promise of truly immersive experiences, where viewers can actively participate in stories and interact with virtual environments, is still largely unrealized.

Looking Ahead

CES 2024 paints a picture of a rapidly evolving entertainment industry. The confluence of the creator economy, AI, and the pressures on streaming services is creating a dynamic and unpredictable landscape. The key to success will lie in embracing innovation, empowering creators, and delivering high-quality, engaging content that resonates with audiences. The lines between content creation, distribution, and consumption are blurring, and the future of entertainment will likely be defined by those who can navigate this new paradigm most effectively.