Media

In Benelux, revenue in the Media market is projected to reach US$19.59bn in 2024.
The largest market within this market is TV & Video, which is expected to have a market volume of US$7.11bn in the same year.
When compared globally, the most substantial revenue is anticipated to be generated the United States, amounting to US$541.20bn in 2024.
Furthermore, in the Media market of Benelux, it is estimated that 39.40% of total revenues will be generated through digital Media market by 2029.
In the Benelux region, media consumption is increasingly driven by digital platforms, reflecting a significant shift in audience engagement and content delivery strategies.

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 Benelux is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in the Benelux region are shifting towards digital media consumption, with an increasing demand for online streaming services, social media platforms, and digital advertising. This trend can be attributed to the growing availability of high-speed internet and the widespread use of smartphones and other digital devices. Consumers are now seeking convenience and instant access to media content, leading to a rise in subscription-based services and on-demand content. One of the key trends in the media market in Benelux is the rise of local content production. With the increasing popularity of streaming platforms, there is a growing demand for original local content that resonates with the local audience. This trend is driven by the desire to cater to the unique cultural and linguistic preferences of the Benelux region. As a result, local production companies are investing more in creating original content, which not only attracts a larger audience but also helps to promote the local culture and language. Another trend in the media market in Benelux is the integration of social media and traditional media. Social media platforms have become an integral part of people's lives, and media companies are leveraging this trend to engage with their audience and promote their content. This includes live streaming events, interactive content, and social media campaigns. By combining traditional media with social media, companies can reach a wider audience and create a more immersive and interactive experience for their viewers. In addition to changing customer preferences and emerging trends, there are also local special circumstances that contribute to the development of the media market in Benelux. The Benelux region consists of three countries - Belgium, Netherlands, and Luxembourg - each with its own unique media landscape and regulations. This diversity creates opportunities for media companies to tailor their content and marketing strategies to the specific needs and preferences of each country. Furthermore, the Benelux region is known for its multilingual population, which presents both challenges and opportunities for media companies in terms of localization and language adaptation. Underlying macroeconomic factors also play a role in the development of the media market in Benelux. The region has a strong economy and a high standard of living, which means that consumers have more disposable income to spend on media and entertainment. Additionally, the Benelux region is home to several multinational companies and international organizations, which creates a demand for business-related media content and advertising. Overall, the media market in Benelux is evolving to meet the changing preferences and demands of consumers. The shift towards digital media consumption, the rise of local content production, the integration of social media and traditional media, and the local special circumstances all contribute to the growth and development of the market. With the right strategies and adaptations, media companies in Benelux can capitalize on these trends and continue to thrive in the evolving media landscape.

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.