Media

Revenue in the Media market in Eastern Europe is projected to reach US$23.82bn in 2024.
The largest market of this market in the region is TV & Video, which is expected to have a market volume of US$8.90bn in 2024.
In a global context, the highest revenue will be generated the United States, amounting to US$541.20bn in 2024.
Additionally, in the Media market, it is anticipated that 34.64% of total revenues in Eastern Europe will be generated through digital Media market by 2029.
In Eastern Europe, particularly in Poland, there's a notable shift towards digital media consumption, reflecting changing preferences among younger audiences for on-demand content.

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 Eastern Europe has been experiencing significant growth in recent years. Customer preferences for media consumption have shifted towards digital platforms, leading to the rise of online media and streaming services. Additionally, local special circumstances and underlying macroeconomic factors have contributed to the development of the media market in the region.

Customer preferences: Customers in Eastern Europe have shown a strong preference for digital media consumption. The convenience and accessibility of online platforms have made them increasingly popular among the population. Streaming services, such as Netflix and Amazon Prime, have gained traction, offering a wide range of content that can be accessed anytime and anywhere. This shift in customer preferences has led to a decline in traditional media formats, such as print newspapers and television.

Trends in the market: The rise of online media has been a major trend in the Eastern European market. Many media companies have adapted to this trend by launching their own digital platforms and streaming services. This has allowed them to reach a wider audience and generate additional revenue through subscriptions and advertising. Furthermore, the increasing availability of high-speed internet has facilitated the growth of online media consumption.

Local special circumstances: Eastern Europe has a large population of tech-savvy young people who are early adopters of new technologies. This demographic has been driving the demand for digital media and streaming services. Additionally, the region has a strong culture of creativity and artistic expression, leading to the production of high-quality content that appeals to both local and international audiences.

Underlying macroeconomic factors: The media market in Eastern Europe has been influenced by several macroeconomic factors. Economic growth in the region has led to an increase in disposable income, allowing more people to afford digital devices and internet access. Additionally, the liberalization of media regulations has created a more competitive market, encouraging innovation and investment in the industry. The integration of Eastern European countries into the European Union has also facilitated cross-border media collaborations and the exchange of content. In conclusion, the Media market in Eastern Europe has experienced significant growth due to shifting customer preferences towards digital media consumption. The rise of online platforms and streaming services has been a major trend in the market, driven by tech-savvy young people and increased internet accessibility. Local special circumstances, such as a culture of creativity and artistic expression, have contributed to the production of high-quality content. Underlying macroeconomic factors, including economic growth and media liberalization, have also played a role in the development of the media market 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.