Media

In the Nordics, revenue in the Media market is projected to reach US$24.04bn in 2024.
The largest market within this market in the Nordics is TV & Video, which is expected to have a market volume of US$9.04bn in 2024.
When comparing globally, the majority of revenue will be generated the United States, amounting to US$541.20bn in 2024.
Furthermore, in the Media market, it is anticipated that 44.40% of total revenues will be generated through digital Media market by 2029.
In the Nordics, the media landscape is increasingly dominated by digital platforms, reflecting a shift in consumer preferences towards on-demand content 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 Nordics has been experiencing significant growth in recent years. Customer preferences in the Nordics have shifted towards digital media consumption, with a strong demand for streaming services and online content. This can be attributed to the high internet penetration rates in the region, as well as the increasing availability of high-speed internet connections. Nordics consumers are also known for their tech-savviness and willingness to adopt new technologies, which has further fueled the demand for digital media. Trends in the market show that traditional media formats, such as print newspapers and physical music albums, have been declining in popularity. This can be attributed to the convenience and accessibility of digital media, as well as the rise of social media platforms as sources of news and entertainment. Streaming services, on the other hand, have experienced significant growth, with many consumers opting for subscription-based platforms for their music and video streaming needs. Local special circumstances in the Nordics also contribute to the development of the media market. The region has a strong focus on quality content and storytelling, which has led to the emergence of successful local media companies and productions. Nordic countries are also known for their high levels of trust in media, which has created a favorable environment for media companies to thrive. Underlying macroeconomic factors also play a role in the growth of the media market in the Nordics. The region has a strong economy and high disposable income levels, which allows consumers to spend on media and entertainment. Additionally, the Nordics have a well-developed infrastructure and a high level of digital literacy, which makes it easier for media companies to reach and engage with their target audience. In conclusion, the Media market in Nordics is experiencing growth due to customer preferences shifting towards digital media consumption, the decline of traditional media formats, the emergence of local media companies, and favorable macroeconomic factors. The region's high internet penetration rates, tech-savvy consumers, and focus on quality content have contributed to the development of the media market in the Nordics.

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.