Media

Revenue in the Media market in the EU-27 is projected to reach US$227.00bn in 2024.
The largest market within this market in the EU-27 is TV & Video, which is expected to have a market volume of US$89.99bn in 2024.
In a global context, the highest revenue will be generated the United States, with US$541.20bn anticipated in 2024.
Furthermore, in the Media market of the EU-27, 36.81% of total revenues is predicted to come from digital Media market by 2029.
The EU-27 media market is increasingly prioritizing digital content, reflecting a shift in consumer preferences towards on-demand and streaming services.

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 EU-27 is experiencing significant growth and development, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in the EU-27 are increasingly turning to digital media platforms for their entertainment and information needs. Streaming services, social media, and online news platforms have gained popularity, as they offer convenience, personalization, and a wide range of content choices. This shift in customer preferences has led to a decline in traditional media channels such as print newspapers and broadcast television.

Trends in the market: One of the key trends in the EU-27 media market is the rise of streaming services. Platforms such as Netflix, Amazon Prime Video, and Disney+ have seen a surge in subscribers, as consumers prefer on-demand content that can be accessed anytime and anywhere. This trend is driven by the increasing availability of high-speed internet and the proliferation of smart devices. Another trend is the growing influence of social media. Platforms like Facebook, Instagram, and YouTube have become important channels for content consumption and advertising. Advertisers are leveraging the reach and targeting capabilities of these platforms to connect with their target audience effectively. Additionally, influencers and content creators on social media are gaining popularity and are being seen as trusted sources of information and entertainment.

Local special circumstances: The EU-27 media market is unique due to the diversity of languages and cultures within the region. This presents both challenges and opportunities for media companies. While it can be difficult to cater to the specific needs and preferences of each local market, it also allows for the creation of niche content that resonates with specific audiences. Local media companies have an advantage in understanding the cultural nuances and can produce content that is tailored to the tastes of their target market.

Underlying macroeconomic factors: The growth of the media market in the EU-27 is also influenced by several macroeconomic factors. The region has experienced steady economic growth, which has increased disposable income and consumer spending. This has led to an increase in the demand for media and entertainment services. Additionally, advancements in technology and infrastructure have made it easier for media companies to reach a wider audience and deliver content efficiently. In conclusion, the Media market in EU-27 is evolving rapidly due to changing customer preferences, with a shift towards digital platforms and streaming services. Social media has also become a significant player in the market, influencing content consumption and advertising. The region's diverse languages and cultures present both challenges and opportunities for media companies. Overall, the growth of the media market in the EU-27 is supported by favorable macroeconomic factors such as economic growth and technological advancements.

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.