Understanding where consumers and advertisers are spending their money in the entertainment and media industry can help inform many important business decisions. Covering 15 segments across 53 countries, PwC’s Global entertainment and media outlook is a single comparable source of consumer and advertiser spending data and analysis. Regardless of how you influence business decisions, the Outlook can help you understand industry trends so you can capitalise on new opportunities.
Updated annually and now in its 19th year, the Outlook is a powerful online tool that allows you to easily browse, compare and contrast spending. With the Outlook, you can:
● Compare digital and non- digital spend data for 15 entertainment and media segments across 53 countries
● See year-on-year growth with five-year forecast and five- year historical spend data
● Download country and segment data and commentary to PDF
The Outlook covers 15 E&M segments. This year, we expanded coverage of emerging revenue lines like esports and podcasts. The Outlook enables you to compare digital and non-digital spending data.
Understanding where consumers and advertisers are spending in the entertainment and media industry can help you understand industry trends and can inform key business decisions. The Outlook provides five-year forecast and five-year historic consumer and advertiser spending data across 53 locations, including Canada, US, UK and China.
A handful of factors combine, creating the momentum behind this new wave of convergence. We see five fundamental drivers of change:
Ongoing investments in technology and broadband network infrastructure have expanded coverage, capacity, bandwidth and connectivity to the point where consumers and their devices are always connected and always on. These developments support an ever-expanding supply and diversity of content, experiences and applications that can be delivered directly and digitally to users.
With the rise of supercompetitors, more specialized brands need to build businesses of relevant scale. What capabilities does it take to build relevance at scale? Our research and industry experience point to three vital ones:
As creators of high quality and distinctive content, successful players are true specialists who are passionate about their subject matter and care about delivering a high-quality experience for their audiences and fans. These attributes create a sense of identity and community between the brand and its customers that is not easily matched.
Most successful players target their content and user experiences at high-value audiences that others find challenging to attract, engage and aggregate. They also tend to be highly efficient and effective at reaching these audiences and turning them into active fan communities. Largely as a result, these focused players enjoy a very high concentration of defined user/fan groups. Many members of their audiences self identify as loyal fans, and in turn recommend the brand and content experience to others, which further accelerates organic growth.
Advertisements and content focused on a specific experience, a narrowly defined theme or a fan community are more likely to be consistent, to be viewed, to be brand safe and to be in the right context for the users. It also holds true that a brand’s video, article, music or podcast is more likely to be seen, read or heard by the fans for whom it was created. In other words, when it comes to getting people to consume the content a company is offering, addressing its fans’ interests and preferences brings benefits in terms of both subscriptions and advertising.
Trust will be a vital determinant of the sector’s ability to forge connections and succeed in an age of convergence.
Is your content safe?
Broadly speaking, advertisers are raising questions about the quality, safety and appropriateness of the content they advertise against. As algorithms serve up millions of ads without human intervention – sometimes accompanying videos with objectionable content – major companies have grown concerned about brand safety on some of the leading platforms.
