Within the next five years
online and wireless technologies are expected to generate nearly half the total
growth in entertainment and media, says PricewaterhouseCoopers.
The global entertainment and media (E&M) industry is experiencing sustained
growth and will increase at a 6.4 per cent compound annual growth rate (CAGR)
to $2 trillion in 2011, according to PricewaterhouseCoopers Global Entertainment
and Media Outlook. Double-digit
growth is expected for digital and mobile spending in each territory during the
next five years rising to $153 billion by 2011. Spending related to the distribution
of entertainment and media on convergent platforms (convergence of the home computer,
wireless handset and television) is also growing at double-digit rates and will
exceed 50 per cent of global spending by 2011. Within
the next five years, nearly half of the total industry growth is expected to be
generated through online and wireless technologies and, during the same period,
broadband households will grow by 300 million to 540 million subscribers and wireless
subscribers will increase by 1.1 billion to 3.4 billion. The
migration to digital formats is having an adverse impact on competing revenue
streams while consumer-generated media is accelerating content fragmentation,
the report says. "Content,
distribution and technology companies need to aggressively seek out new relationships
to accommodate the shift towards convergence, " said Jim O''Shaughnessy, global
cairman, E&M practice, PricewaterhouseCoopers. "Furthermore,
companies will need to test new business models to address increased fragmentation
and intellectual property in a digital era. Deal activity across the entertainment
and media sector is accelerating, driven by the migration to digital formats,"
O''Shaughnessy added. - Global
advertising will increase at a 5.4 per cent CAGR during the forecast period, rising
to $531 billion in 2011 from $407 billion in 2006
- Internet will
remain the fastest-growing advertising medium, with a projected 18.3 per cent
compound annual increase to $73 billion in 2011
- Advertising on the internet
has truly come of age, and by 2011 will comprise 14 per cent of the global advertising
market
- Out-of-home will be the second fastest growing advertising medium,
with a projected 6.5 per cent compound annual increase
- In every region
of the globe, spending on convergent platforms will grow faster than other E&M
platforms and will account for 72 per cent of the total E&M growth during
the next five years.
Key Drivers of Global E&M Industry: In
every region, spending on convergent platforms will grow faster than other E&M
platforms and will account for 72 per cent of the total E&M growth during
the next five years. Asia Pacific will be the fastest-growing convergent
platform region with a projected 13.5 per cent increase and double-digit growth
is expected in Latin America as Internet and broadband penetration begins to gain
momentum. Economic expansion and a surging entertainment and media market
are driving significant growth in Brazil, Russia, India and China (BRIC). Led
by India and China, E&M spending in BRIC will continue to grow at double-digit
annual rates during the next five years and will account for 24 per cent of global
E&M growth during the next five years. Spending for the BRIC countries
will increase by a 14.7 per cent compounded annually, expanding from $127 billion
in 2006, to $251.5 billion in 2011. That gain will be nearly three times the projected
5.5 per cent compound annual increase for the rest of the world. Marcel
Fenez, global managing partner, E&M practice, PricewaterhouseCoopers, added,
"The surge in broadband and wireless adoption is generating new digital revenue
streams across multiple segments. Broadband growth is driving online advertising
while the proliferation of next-generation wireless devices designed to play digital
music, video games and receive TV programming is fuelling mobile distribution.
For example, Asia Pacific spending on distribution of television programming on
mobile phones is expected to reach $6.5 billion in 2011 from just $26 million
in 2006." Regional Highlights The US remains the
largest but slowest growing E&M market, growing at a 5.3 per cent compound
annual growth rate reaching $754 billion in 2011. US spending on Internet advertising
and access will surpass spending on newspaper publishing in 2009. EMEA,
the second largest market, will expand at a 5.5 per cent CAGR to reach $617 billion
in 2011. Led by Saudi Arabia / Pan Arab and South Africa, Middle East / Africa
will continue to be the growth region, averaging 8.5 per cent compounded annually
during the forecast period. TV distribution, Internet advertising and access spending
and video games will be the fastest growth segments for EMEA averaging double-digit
compound annual increases during the next five years. Asia Pacific
will remain the fastest-growing region during the next five years, with the fastest
economic growth and double digit increases in Internet, TV distribution, casino
and other regulated gaming and video games. Spending in Asia Pacific will average
9.6 per cent annual growth, the fastest of any region, increasing from $297 billion
in 2006 to $470 billion in 2011. India will be the fastest growing during the
next five years at 18.5 per cent CAGR while China will continue to record double-digit
annual gains that will average 16.8 per cent CAGR. Latin America''s
E&M market, the second fastest growing region, is projected to rise at an
8.9 per cent CAGR to $68 billion in 2011. Canada is projected to expand at a 5.6
per cent CAGR to $47 billion in 2011, with double-digit growth projected for Internet
and radio/out-of-home advertising. Selected segment highlights from report:
Internet, TV Distribution and Video Games To Be Fastest-Growing Internet
Advertising and Access Spending: The global Internet market rose 21.8 per
cent, the fastest-growing segment in 2006 and the fourth consecutive increase
in excess of 20 per cent. Advertising rose 37.9 per cent and access spending increased
18.8 per cent. The migration of internet subscribers from dial-up to broadband
is the principal driver. Cable operators and telephone companies have introduced
triple play packages that combine broadband with television and telephone service.
Globally, Internet advertising and access spending is expected to grow from $177
billion in 2006 to $332 billion in 2011, a 13.4 per cent CAGR. Television
Distribution: The global television distribution market, the second fastest
growing segment, increased by 9.4 per cent in 2006, an improvement compared with
the 6.5 per cent increase in 2005. Aggressive roll-out of Internet protocol television
from telephone companies is stimulating competition and fuelling subscriber growth.Cable
operators are migrating their subscribers to digital platforms that not only boost
monthly subscription revenues but also expand the market for video-on-demand.
Mobile television is emerging as an important distribution channel, particularly
in Asia Pacific, boosted by new service rollouts and enhanced wireless devices.
Globally, the television distribution market will increase from $161 billion in
2006 to $251 billion in 2011, a 9.3 per cent CAGR. Video Games:
The introduction of the new generation of video game consoles and the associated
increase in video game software purchases for those consoles boosted spending
by 14.3 per cent in 2006. New internet-enabled consoles and growing broadband
penetration will spur growth in the online game market while next-generation wireless
devices will drive demand for wireless games. Globally, video game spending is
expected to rise from $32 billion in 2006 to $49 billion in 2011, a 9.1 per cent
CAGR. Casino and Other Regulated Gaming: Casino and other regulated
gaming rose by 8.5 per cent in 2006, led by new casinos in Macao, Las Vegas and
other regions. Casino revenues in Macao, which has become a major gaming destination
centre, surpassed the Las Vegas Strip in 2006. New casinos and upgrades of existing
casinos will boost casino revenues. Globally, spending will increase from $102
billion in 2006 to $144 billion in 2011, a 7.2 per cent compound annual increase. Television
Networks (Broadcast and Cable): The TV network market rose 6.2 per cent in
2006, comparable to the 6.3 per cent gains in 2003 and 2005, but significantly
less than the growth in 2004, which had been driven by the Summer Olympics advertising.
Multi-channel advertising will be the fastest-growing sector in each region, buoyed
by large increases in digital households. High-definition television (HDTV),
new channels, and economic expansion will also boost advertising on free-to-air
channels. Globally, spending will increase from $172 billion in 2006 to $228 billion
in 2011 at a 5.8 per cent CAGR. Sports: Sports increased 12 per cent
in 2006, the largest increase during the past five years, buoyed by the FIFA World
Cup, the Winter Olympics, and the return of the National Hockey League (NHL) in
North America. Competition in the TV distribution market is fuelling demand for
TV rights fees, leading to record deals. Spending in the sports segment is expected
to increase from $96 billion in 2006 to $124 billion in 2011, at a 5.2 per cent
CAGR. Filmed Entertainment: Filmed entertainment rebounded in 2006
with a 2.9 per cent advance following a 2.6 per cent decline in 2005. A strong
slate of films boosted the box office market in each region while supporting the
home video market. Digital download-to-own streaming services will generate incremental
revenue in the United States and EMEA. Box office will be enhanced by digital
cinemas in the United States, EMEA, and Asia Pacific and by modern theatres and
more screens in Central and Eastern Europe, Asia Pacific, and Latin America. Globally,
filmed entertainment spending will rise from $81 billion in 2006 to $103 billion
in 2011 at a 4.9 per cent CAGR. Radio and out-of-home advertising: The
radio and out-of-home market rose 4.5 per cent in 2006, down from the 5.2 per
cent annual gains during 2004-05 although an improvement compared with the 2.7
per cent annual gains during 2002-03. Out-of-home was the faster-growing component
with a 6.3 per cent increase while radio rose by only 3.6 per cent. Out-of-home
will be fuelled by digital billboards. Improved out-of-home audience measurement
systems will attract advertisers, and the expansion of captive video networks
will also fuel growth. Globally, the radio and out-of-home advertising segment
is expected to increase from $69 billion in 2006 to $89 billion in 2011, a 5.2
per cent CAGR. The Outlook also includes in-depth global analyses and five-year
market forecasts for six
other industry segments, including: book publishing, business information, magazine
publishing, newspaper publishing, recorded music and theme parks and amusement
parks.
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