Slide 1
23
pages
English
Documents
2015
Le téléchargement nécessite un accès à la bibliothèque YouScribe Tout savoir sur nos offres
23
pages
English
Documents
2015
Le téléchargement nécessite un accès à la bibliothèque YouScribe Tout savoir sur nos offres
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 publishing1,9% 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 ($US bn) 3,3% 6,2% 2,5% Music Business-to-business Radio Global growth in aggregate spending (2013–2018 CAGR) Internet access Total Video games …internet and video games are increasing their relative market share for advertising Global growth in advertising spending (2013–2018 CAGR) Video games Internet advertising Television Out-of-home Total Cinema Radio Newspapers Consumer magazines Trade magazines PwC LLP Directories12,7% 3,9% 4,0% 1,8% 5,0% 4,7% 4,4% 3,6% 2,5% 2013 515 24.3% growth 11,9% 10,7% 2018 640 Total Advertising Market ($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.
Voir
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 publishing1,9%
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 ($US bn)
3,3%
6,2%
2,5%
Music
Business-to-business
Radio
Global growth in aggregate spending (2013–2018 CAGR)
Internet access
Total
Video games
…internet and video games are increasing their relative market share for advertising
Global growth in advertising spending (2013–2018 CAGR)
Video games
Internet advertising
Television
Out-of-home
Total
Cinema
Radio
Newspapers
Consumer magazines
Trade magazines
PwC LLP
Directories12,7%
3,9%
4,0%
1,8%
5,0%
4,7%
4,4%
3,6%
2,5%
2013
515
24.3% growth
11,9%
10,7%
2018
640
Total Advertising Market ($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 Outofhome
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 Outofhome 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
