Media

In NAFTA, revenue in the Media market is projected to reach US$592.10bn in 2024.
The largest market within this market is TV & Video, which is expected to have a market volume of US$305.80bn in 2024.
In a global context, the majority of revenue will be generated the United States, amounting to US$541.20bn in 2024.
Furthermore, within the Media market, 56.84% of total revenues is anticipated to be generated through digital Media market by 2029.
In the United States, the media market is increasingly dominated by digital platforms, reshaping content consumption habits and advertising strategies significantly.

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 NAFTA has been experiencing significant growth and development in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this positive trend. Customer preferences in the Media market in NAFTA have shifted towards digital platforms and streaming services. With the increasing availability of high-speed internet and the proliferation of smartphones and other mobile devices, consumers are now able to access a wide range of media content anytime and anywhere. This has led to a decline in traditional media formats such as print newspapers and terrestrial television, as consumers increasingly prefer the convenience and flexibility offered by digital platforms. Trends in the market indicate a strong demand for original content and personalized experiences. Streaming services such as Netflix and Amazon Prime Video have gained popularity in NAFTA countries, as they offer a vast library of original and exclusive content that caters to a wide range of interests and preferences. These platforms also provide personalized recommendations based on individual viewing habits, further enhancing the user experience. In addition, social media platforms like Facebook and Instagram have become important channels for media consumption, with users sharing and engaging with content on a daily basis. Local special circumstances also play a role in the development of the Media market in NAFTA. The United States, being the largest economy in the region, has a highly competitive media landscape with a large number of players vying for market share. This has led to a constant stream of innovation and investment in new technologies and content creation. Canada, on the other hand, has implemented regulations to promote and protect its domestic media industry, which has resulted in the development of a strong and vibrant media ecosystem. Mexico, with its large and growing population, presents a significant market opportunity for media companies looking to expand their reach. Underlying macroeconomic factors have also contributed to the growth of the Media market in NAFTA. The region has experienced stable economic growth in recent years, which has led to an increase in disposable income and consumer spending. This has allowed consumers to allocate more of their budget towards media and entertainment, driving demand for a wide range of content and services. Additionally, the NAFTA agreement has facilitated cross-border trade and investment, allowing media companies to expand their operations and reach a larger audience. In conclusion, the Media market in NAFTA is developing in response to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms and streaming services, the demand for original content and personalized experiences, the competitive media landscape, the regulations promoting domestic media industries, and the stable economic growth in the region are all contributing to the positive growth and development of the Media market in NAFTA.

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.