Media

In MENA, revenue in the Media market is projected to reach US$40.16bn in 2024.
The largest market within this market is Games, which is expected to have a market volume of US$15.32bn in 2024.
In a global context, the United States will generate the most revenue, amounting to US$541.20bn in 2024.
Additionally, in the Media market, it is estimated that 37.04% of total revenues will be generated through digital Media market by 2029.
In the MENA region, media consumption is increasingly shifting towards digital platforms, reflecting a growing preference for on-demand content and interactive engagement.

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 the Middle East and North Africa (MENA) region is experiencing significant growth and development. With a population of over 400 million people, the region offers a large and diverse market for media companies to tap into. Customer preferences in the MENA media market are shifting towards digital and online content. With the increasing availability of high-speed internet and the widespread use of smartphones, consumers are increasingly consuming media through digital platforms. Online streaming services, social media platforms, and digital news outlets are gaining popularity among MENA consumers. This shift is driven by the convenience and accessibility of digital media, as well as the desire for personalized and on-demand content. Trends in the MENA media market include the rise of local content production and the expansion of international media companies into the region. MENA consumers have shown a growing interest in consuming content that reflects their local culture and values. This has led to an increase in the production of Arabic-language content, including TV shows, movies, and music. At the same time, international media companies are recognizing the potential of the MENA market and are investing in local production and distribution. This trend is driven by the increasing purchasing power of MENA consumers and the growing demand for high-quality content. Local special circumstances in the MENA media market include the influence of religion and cultural norms. The region has a predominantly Muslim population, and media content is often subject to religious and cultural sensitivities. This has led to the development of a unique media landscape in the MENA region, with a mix of local and international content that caters to the specific needs and preferences of the local population. Additionally, government regulations and censorship play a significant role in shaping the media market in some MENA countries, with restrictions on certain types of content and platforms. Underlying macroeconomic factors driving the development of the MENA media market include population growth, urbanization, and increasing disposable income. The MENA region has a young and growing population, which provides a large consumer base for media companies. Urbanization is also on the rise, with more people moving to cities and increasing their access to media and entertainment options. Additionally, rising disposable income levels are enabling consumers to spend more on media products and services. Overall, the Media market in MENA is experiencing growth and development driven by shifting customer preferences, trends in content production and distribution, local special circumstances, and underlying macroeconomic factors. As the region continues to evolve, media companies will need to adapt to these changes and cater to the unique needs and preferences of MENA consumers.

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.