Media

In Central America, revenue in the Media market is projected to reach US$4.14bn in 2024.
The largest market within this market is TV & Video, which is expected to have a market volume of US$1.76bn in the same year.
In a global context, the most revenue will be generated the United States, with an estimated figure of US$541.20bn in 2024.
Furthermore, in the Media market, 35.51% of total revenues in Central America will be generated through digital Media market by 2029.
In Central America, particularly in Costa Rica, there is a growing emphasis on digital media strategies to engage younger audiences amidst increasing internet penetration.

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 Central America has been experiencing significant growth and development in recent years. Customer preferences in the Media market in Central America have been shifting towards digital platforms and content. With the increasing availability of high-speed internet and the widespread use of smartphones, consumers in Central America are increasingly accessing media through online platforms. This trend is driven by the convenience and accessibility of digital media, as well as the growing popularity of streaming services and social media. Trends in the Media market in Central America are also influenced by global developments. The rise of digital advertising has led to a shift in advertising budgets from traditional media channels to online platforms. Advertisers are increasingly investing in digital advertising to reach a wider audience and to take advantage of the targeting capabilities offered by online platforms. This trend is evident in Central America, where digital advertising spending has been growing steadily. Local special circumstances in Central America also play a role in the development of the Media market. Central America is a diverse region with different languages, cultures, and media consumption habits. This diversity presents both challenges and opportunities for media companies operating in the region. Companies that are able to tailor their content and services to the local preferences and needs of consumers in Central America are likely to succeed in the market. Underlying macroeconomic factors in Central America have also contributed to the development of the Media market. Economic growth and rising disposable incomes have led to an increase in consumer spending on media and entertainment. As the economies of Central American countries continue to grow, the Media market is expected to expand further. In conclusion, the Media market in Central America is developing due to changing customer preferences, global trends in digital media, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms and content, the rise of digital advertising, the diversity of the region, and economic growth are all contributing to the growth and development of the Media market in Central America.

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.