Media

In the Americas, revenue in the Media market is projected to reach US$650.90bn in 2024.
The largest market within this market is TV & Video, which is anticipated to have a market volume of US$338.10bn in 2024.
In a global context, the United States is expected to generate the most revenue, amounting to US$541.20bn in 2024.
Furthermore, within the Media market, it is estimated that 54.64% of total revenues will be derived from digital Media market by 2029.
In the United States, the media market is increasingly dominated by streaming platforms, reshaping content consumption and advertising strategies across diverse demographics.

Definition:

The media market encompasses a diverse array of platforms and channels that facilitate the creation, distribution, and consumption of content, such as news, entertainment, and information. It includes traditional outlets like television, radio, and print publications, as well as digital platforms like social media, streaming services, and online news websites. This market plays a central role in shaping public discourse, cultural trends, and the dissemination of information on a global scale, making it a critical component of modern society.

Structure:

The market consists of several parts, namely Books, Games, Music, Radio & Podcasts, Newspapers & Magazines and TV & Video. These markets encompass digital and traditional revenues.

Additional Information:

The market comprises revenues, users, average revenue per user, penetration rates and advertising spendings. Revenues are generated through purchases, subscriptions, consumer spending or ad spendings. Key players of the market are companies, such as Netflix, Spotify, Activision or Amazon.
Market numbers for all the digital markets can also be found in the Digital Media topic.

Traditional media with non-digital revenues from TV, radio, music, print, and video games
Digital media with digital revenues from OTT video, music streaming, video games, digital versions of Newspapers & Magazines with ePapers & eMagazines, and eBooks

Movie theater ticket sales
Public licence fees collected in form of a tax (e.g. income tax in the Nordic countries)
Demo/trial versions
Esports & gaming advertising revenues

The Media market in Americas is experiencing significant growth and development, driven by changing customer preferences and underlying macroeconomic factors.

Customer preferences: Customers in the Americas are increasingly turning to digital media platforms for their entertainment and information needs. The convenience and accessibility of streaming services, such as Netflix and Amazon Prime, have made them popular choices for consumers. Additionally, social media platforms like Facebook and Instagram have become important sources of news and entertainment for many people. As a result, traditional media channels, such as print newspapers and television, are facing declining viewership and readership.

Trends in the market: One of the key trends in the media market in the Americas is the rise of streaming services. With the increasing availability of high-speed internet and the proliferation of smartphones and smart TVs, consumers are opting for on-demand content over traditional broadcast television. This trend is further fueled by the production of original content by streaming platforms, attracting subscribers with exclusive shows and movies. As a result, traditional cable and satellite TV providers are facing intense competition and are being forced to adapt to the changing landscape. Another trend in the media market is the growing importance of social media platforms. These platforms have become a primary source of news and information for many people, especially younger demographics. As a result, media companies are increasingly focusing on creating content specifically for social media platforms, such as short videos and interactive features. This trend is also driving the adoption of influencer marketing, where brands collaborate with popular social media personalities to promote their products or services.

Local special circumstances: The media market in the Americas is diverse and fragmented, with different countries having their own unique characteristics. For example, in the United States, the market is highly competitive, with a large number of media companies vying for consumers' attention. This has led to the development of innovative content and advertising strategies to stand out in the crowded market. In Latin American countries, on the other hand, the media market is still evolving, with increasing internet penetration and smartphone adoption driving the growth of digital media platforms.

Underlying macroeconomic factors: The growth of the media market in the Americas is also influenced by underlying macroeconomic factors. For instance, the region's strong economic growth has led to an increase in disposable income, allowing more people to afford media subscriptions and devices. Additionally, favorable government policies and regulations have encouraged investment in the media sector, leading to the development of new platforms and services. However, currency fluctuations and economic uncertainties can also impact the media market, as consumers may cut back on discretionary spending during times of economic downturn. In conclusion, the media market in the Americas is experiencing significant growth and development, driven by changing customer preferences and underlying macroeconomic factors. The rise of streaming services and social media platforms, along with diverse local circumstances and favorable macroeconomic conditions, are shaping the media landscape in the region.

Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.