Media - Portugal | Statista Market Forecast

In Portugal, revenue in the Media market is projected to reach US$3.27bn in 2024.
The largest market within this market in Portugal is TV & Video, which is expected to have a market volume of US$1.35bn in 2024.
In a global context, the highest revenue generation will occur the United States, with a forecasted amount of US$541.20bn in 2024.
Furthermore, in the Media market in Portugal, it is anticipated that 27.74% of total revenues will be generated through digital Media market by 2029.
In Portugal, the media landscape is increasingly dominated by digital platforms, reflecting a shift in consumer preferences towards on-demand content consumption.

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 Portugal has been experiencing steady growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in the Media market in Portugal have shifted towards digital platforms, with an increasing number of consumers opting for online streaming services and social media for their entertainment needs. This trend is in line with global market developments, as consumers worldwide are embracing digital media platforms for their convenience and accessibility. Additionally, the younger generation in Portugal has shown a preference for on-demand content and personalized experiences, which has further fueled the demand for digital media services. In terms of trends in the market, the rise of streaming services has been a key driver of growth in the Media market in Portugal. International streaming platforms such as Netflix and Amazon Prime Video have gained significant popularity among Portuguese consumers, offering a wide range of content options and original productions. This trend has led to the emergence of local streaming platforms as well, catering to the specific preferences of Portuguese audiences. Another notable trend in the Media market in Portugal is the increasing use of social media as a source of news and entertainment. Platforms such as Facebook, Instagram, and YouTube have become important channels for content consumption, with many media companies and influencers leveraging these platforms to reach their target audiences. This trend has also led to the rise of influencer marketing, where brands collaborate with popular social media personalities to promote their products or services. Local special circumstances have also played a role in shaping the Media market in Portugal. The country has a strong tradition of print media, with newspapers and magazines holding a significant share of the market. However, the decline in print circulation and advertising revenues has forced many traditional media companies to adapt to the digital landscape. This has led to the development of online news portals and digital editions of print publications, allowing these companies to reach a wider audience and generate new sources of revenue. Underlying macroeconomic factors have also contributed to the growth of the Media market in Portugal. The country's stable economy and increasing disposable income levels have created a favorable environment for media consumption. Additionally, the government has implemented policies to support the development of the digital media sector, including tax incentives and funding programs for content production. These factors have attracted both domestic and international investors, further driving the growth of the Media market in Portugal. In conclusion, the Media market in Portugal is experiencing growth and transformation driven by changing customer preferences, the rise of digital platforms, and local special circumstances. The increasing popularity of streaming services and social media, along with the decline of print media, are shaping the market landscape. Furthermore, favorable macroeconomic factors and government support have created opportunities for both domestic and international players in the industry.

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.