Media

Revenue in the Media market in Malta is projected to reach US$184.50m in 2024.
The largest market of the market in Malta is TV & Video, which is expected to have a market volume of US$63.54m in 2024.
In a global context, the highest revenue will be generated the United States, amounting to US$541.20bn in 2024.
Furthermore, in the Media market, it is anticipated that 45.06% of total revenues in Malta will be generated through digital Media market by 2029.
In Malta, the media landscape is increasingly embracing digital transformation, reflecting a growing trend towards online content consumption and multimedia storytelling.

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 Malta has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in Malta have shown a growing demand for digital media content, with an increasing number of people accessing news, entertainment, and other media through online platforms. This shift towards digital media can be attributed to the convenience and accessibility offered by the internet, as well as the proliferation of smartphones and other mobile devices. Additionally, there is a growing interest in personalized and interactive content, with consumers seeking media experiences that cater to their individual interests and preferences.

Trends in the market: One of the key trends in the media market in Malta is the rise of streaming services. Platforms such as Netflix and Amazon Prime Video have gained popularity among Maltese consumers, providing them with a wide range of on-demand content. This trend is driven by the increasing availability of high-speed internet connections and the desire for flexible and personalized viewing experiences. As a result, traditional media channels, such as broadcast television and print newspapers, have faced challenges in retaining their audience. Another trend in the media market is the growth of social media platforms. Platforms like Facebook, Instagram, and YouTube have become important sources of news and entertainment for many Maltese consumers. This trend is fueled by the desire for real-time updates and the ability to connect and engage with others. Social media platforms also offer opportunities for advertising and content creation, attracting both local and international media companies.

Local special circumstances: The small size of Malta's population and its geographical location present unique challenges and opportunities for the media market. With a population of just over 500,000 people, the market is relatively small compared to other European countries. This means that media companies need to carefully tailor their content and advertising strategies to the local audience in order to be successful. Additionally, Malta's location in the Mediterranean region provides opportunities for international media companies to reach a wider audience, particularly those targeting the European market.

Underlying macroeconomic factors: The growth of the media market in Malta is also influenced by underlying macroeconomic factors. The country has experienced steady economic growth in recent years, resulting in increased disposable income and consumer spending. This has contributed to the demand for media content and services. Furthermore, Malta's status as a popular tourist destination has also had a positive impact on the media market, with tourists contributing to the demand for media content and advertising. In conclusion, the media market in Malta is evolving in response to changing customer preferences, with a growing demand for digital media content and personalized experiences. The rise of streaming services and social media platforms has reshaped the way media is consumed and created opportunities for both local and international media companies. The small size of the market and Malta's geographical location present unique challenges and opportunities, while underlying macroeconomic factors such as economic growth and tourism contribute to the market's development.

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.