Media

In the CIS, revenue in the Media market is projected to reach US$21.03bn in 2024.
The largest market within this market in the CIS is TV & Video, which is expected to have a market volume of US$7.10bn in 2024.
In a global context, the most revenue in the Media market will be generated the United States, with a figure of US$541.20bn in 2024.
Additionally, in the Media market of the CIS, it is anticipated that 35.89% of total revenues will be generated through digital Media market by 2029.
In the CIS region, media consumption is increasingly shifting towards digital platforms, reflecting a growing preference for on-demand content among younger audiences.

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 CIS has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in the CIS region have shown a growing preference for digital media platforms, such as online streaming services and social media. This shift in preference can be attributed to several factors, including the increasing availability of high-speed internet and the convenience of accessing content on-demand. Additionally, the younger generation in CIS countries has a strong inclination towards digital media, as they are more tech-savvy and comfortable with using smartphones and other digital devices for entertainment purposes.

Trends in the market: One of the key trends in the Media market in CIS is the rise of local content production. As more customers in the region demand content that is relevant to their culture and language, media companies have started investing in the production of local TV shows, movies, and music. This trend has not only boosted the local entertainment industry but has also created opportunities for local talent to showcase their skills on a global stage. Furthermore, the popularity of local content has also attracted international media companies to collaborate with local production houses, leading to a diverse range of content options for customers in the CIS region. Another trend in the Media market in CIS is the increasing adoption of mobile advertising. With the growing number of smartphone users in the region, advertisers have recognized the potential of mobile platforms to reach a wider audience. As a result, there has been a significant increase in mobile advertising spending, with companies leveraging technologies such as location-based targeting and personalized ads to engage customers effectively. This trend is expected to continue as mobile penetration in the CIS region continues to rise.

Local special circumstances: The Media market in CIS is also influenced by local special circumstances, such as government regulations and cultural preferences. In some CIS countries, the government plays a significant role in the media industry, with state-owned companies dominating the market. This can create both opportunities and challenges for media companies, as they need to navigate the regulatory landscape while also catering to the preferences of the local audience. Additionally, cultural preferences and traditions also shape the media landscape in CIS countries, with certain types of content being more popular than others.

Underlying macroeconomic factors: Several macroeconomic factors contribute to the development of the Media market in CIS. The overall economic growth in the region has led to an increase in disposable income, allowing customers to spend more on media and entertainment. Additionally, the increasing urbanization and changing lifestyles in CIS countries have also contributed to the growth of the media market, as more people seek entertainment options to unwind and relax. Furthermore, the integration of CIS countries into the global economy has opened up opportunities for international media companies to enter the market and cater to the diverse needs of customers 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.