Slide 1

864272

Informations

• Publié par: jpc
• Publié le: 03 janvier 2015
• Nombre de lectures: 4
• Langue: English

Extrait

www.pwc.com/outlook

Global entertainment and media outlook 2014-2018

Seizingthe initiative…

The industry segments

PwC LLP

2,151

Internet and video games continue to outperform the other sectors….

Book publishing

Newspaper publishing

Magazine publishing 1,9%

1.688

1,1%

1,2%

2018

2013

27.4% growth

TV advertising

Out-of-home advertising

Internet advertising

Filmed entertainment

9,0%

10,7%

TV subscriptions & license fees

5,0%

5,0%

4,7%

4,2%

3,3%

PwC LLP

0,4%

Total E&M Market ($US bn)

3,3%

6,2%

2,5%

Music

Business-to-business

Radio

Global growth in aggregate spending (2013–2018 CAGR)

Internet access

Total

Video games

…internet and video games are increasing their relative market share for advertising

Global growth in advertising spending (2013–2018 CAGR)

Video games

Internet advertising

Television

Out-of-home

Total

Cinema

Radio

Newspapers

Consumer magazines

Trade magazines

PwC LLP

Directories 12,7%

3,9%

4,0%

1,8%

5,0%

4,7%

4,4%

3,6%

2,5%

2013

515

24.3% growth

11,9%

10,7%

2018

640

Total Advertising Market ($US bn)

Digital advertising is gaining market share but not at the expense of Television

Global advertising spend by platform (share of total spend)

5%

6%

6%

PwC LLP

14%

2013

12%

25%

31%

CAGR: 4.4%

Television  excluding online and mobile Digital advertising

Newspaper  print

Radio

Consumer magazines  print Outofhome

Other

up from 21% last year

4% 4%

6%

10%

2018

10%

33%

32%

Television and Internet nearly at 50% market share and growing at the expense of Newspapers

Global advertising spend by ownership (share of total spend)

7%

7%

7%

15%

2013

16%

32%

17%

CAGR: 4.4%

Television Internet advertising Newspapers Consumer magazines Outofhome Radio Other

6%

7%

6%

14%

12%

2018

21%

34%

Segment data hereincludesonline/mobile advertising in the segments and excludes it from the Internet Advertising total

PwC LLP

Internet Access

Four Quadrants Geographic Breakdown (%)

Fixed broadband

Mature 22

Slow Growing

31

Mobile Internet

PwC LLP

48

11

Next Wave 9

9

37 Up & Comers

31

Highest growth country (2013–2018 CAGR)

Global Aggregate Spending ($bn)

24.6

635,5 588,0 542,4 498,2 455,1 413,8

2013 2014 2015 2016 2017 2018

Nigeria

CAGR (

9.0

Insights at a Glance

•Internet access will generate more consumer spend than any other media product or service in the next five years. •Mobile will generate three out of every five dollars spent on Internet access in 2018. •3G will drive global mobile Internet growth, despite 4G grabbing the headlines. •China and India will account for nearly half of new mobile Internet users in the next five years. •In the near term, penetration will grow at a faster pace than ARPU, but that trend will level out over the projected period.

Lowest growth country (2013–2018 CAGR)

-1.0

Japan

Internet Advertising

Four Quadrants Geographic Breakdown (%)

PwC LLP

28

24

15

33

Highest growth country (2013–2018 CAGR)

Global Aggregate Spending ($bn)

34.6

194,5 178,9 164,2 149,2 133,0 117,2

2013 2014 2015 2016 2017 2018

UAE

CAGR (

10.7

Insights at a Glance

•Internet advertising is closing in on TV (and in some markets already dominating). •Mobile advertising will overtake classifieds in 2014. •Search will retain its dominant position. •Within Internet advertising, video will see the sharpest growth. •Advertisers are looking to programmatic buying to improve display ad performance. •Tracking users in a multi-device world presents new challenges.

Lowest growth country (2013–2018 CAGR)

4.2

Japan

Mobile overtakes classified this year. Mobile nears display and video nears classified by 2018.

Global Internet advertising spend by category

$80

$70

$60

$50

$40

$30

$20

$10

$0

PwC LLP

2009

2010 2011 Classified

2012 2013 2014 Display Video

2015 2016 Paid Search

2017 Mobile

2018

2013–2018 CAGR

8.8%

7.4%

21.5%

5.1%

23.8%

-9.4

Greece

•Rapid expansion of airports in certain key markets will provide new OOH advertising opportunities. •Growth in OOH advertising is dependent on regulatory challenges over billboards.

Lowest growth country (2013–2018 CAGR)

16.2

-0.7

•DOOH advertising revenue will see significant growth in emerging markets. •The increasing sophistication of measurement tools will help drive OOH advertising revenue growth. •OOH advertising will be part of an m-commerce revolution.

PwC LLP

Four Quadrants Geographic Breakdown (%)

11

46

35,3

Out-of-Home Advertising

Total

10.6

37

Non-digital

2013 2014 2015 2016 2017 2018 CAGR (

Highest growth country (2013–2018 CAGR)

Insights at a Glance

China & Argentina

Digital

38,7

4.7

6

40,5

42,4

44,4

37,0

Global Aggregate Spending ($bn)

TV Advertising

Four Quadrants Geographic Breakdown (%)

PwC LLP

41

11

13

35

Highest growth country (2013–2018 CAGR)

Global Aggregate Spending ($bn)

214,7 203,4 195,2 181,9 173,7 164,4

2013 2014 2015 2016 2017 2018 CAGR (

Total

Non-digital

Digital

15.2

Kenya

5.5

5.0

21.6

Insights at a Glance

•Despite the growth of digital media, TV advertising remains the place to be. •Online TV advertising will double its share of total TV advertising revenue in the next five years. •Terrestrial’s share of advertising will fall as multichannel and online grow. •Failure to embrace new audience measurement metrics will see TV lose advertising revenue to other digital media players.

Lowest growth country (2013–2018 CAGR)

-2.3

Spain