Media

In El Salvador, revenue in the Media market is projected to reach US$497.10m in 2024.
The largest market of this market in El Salvador is TV & Video, which will have a market volume of US$240.50m in 2024.
In a global context, the most revenue will be generated the United States, with a figure of US$541.20bn in 2024.
Furthermore, in the Media market of El Salvador, 34.86% of total revenues will be generated through digital Media market by 2029.
El Salvador's media landscape is increasingly dominated by digital platforms, reflecting a significant shift in consumer engagement and advertising 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 El Salvador has been experiencing significant growth and development in recent years.

Customer preferences: Customers in El Salvador have shown a strong preference for digital media platforms, particularly social media and online streaming services. This is driven by the increasing availability of affordable smartphones and internet access in the country. Additionally, there is a growing demand for local content that reflects the cultural and social context of El Salvador.

Trends in the market: One of the key trends in the media market in El Salvador is the rise of social media platforms as a primary source of news and entertainment. This has led to a shift in advertising strategies, with businesses increasingly investing in digital advertising to reach their target audience. Additionally, there has been a surge in the popularity of online streaming services, with more and more consumers opting for on-demand content over traditional television channels. This trend is likely to continue as internet penetration rates increase and access to high-speed internet becomes more widespread.

Local special circumstances: El Salvador has a young and tech-savvy population, which has contributed to the rapid adoption of digital media platforms. The country also has a vibrant creative industry, with a growing number of local artists and content creators gaining recognition both domestically and internationally. This has led to the emergence of new media outlets and platforms that cater to the unique needs and preferences of the Salvadoran audience.

Underlying macroeconomic factors: The growth of the media market in El Salvador is closely tied to the country's overall economic development. As the economy continues to grow, more people have disposable income to spend on entertainment and media consumption. Additionally, the government has implemented policies to promote investment in the media sector, which has attracted both domestic and foreign companies to enter the market. The increasing availability of high-speed internet and the expansion of mobile networks have also played a significant role in driving the growth of the media market in El Salvador. In conclusion, the media market in El Salvador is experiencing significant growth and development, driven by customer preferences for digital media platforms, the rise of social media and online streaming services, local special circumstances such as a young and tech-savvy population, and underlying macroeconomic factors such as economic growth and government policies.

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.