Media

In South America, revenue in the Media market is projected to reach US$51.12bn in 2024.
The largest market within this market in South America is TV & Video, which is expected to have a market volume of US$28.97bn in 2024.
Comparatively, the highest revenue generation in the global Media market will occur the United States, amounting to US$541.20bn in 2024.
Furthermore, in the Media market, it is anticipated that 32.04% of total revenues will be generated through digital Media market by 2029.
In South America, the media landscape is increasingly dominated by digital platforms, reflecting a shift towards online consumption and audience 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 South America is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in the Media market in South America are shifting towards digital platforms and streaming services. With the increasing availability of high-speed internet and the growing popularity of smartphones and other connected devices, consumers are seeking convenient and on-demand access to media content. This has led to a rise in the adoption of streaming services and online platforms for music, movies, and TV shows. Additionally, there is a growing demand for personalized and interactive content, as consumers look for more engaging and immersive media experiences. Trends in the market include the rise of local content production and the expansion of digital advertising. South American countries are increasingly investing in the production of local content, including TV shows, movies, and music, to cater to the preferences of their domestic audiences. This trend is driven by the desire to promote local culture and talent, as well as the economic benefits of a thriving local media industry. Digital advertising is also gaining momentum in the region, as advertisers recognize the potential of digital platforms to reach a wider audience and target specific demographics. This shift towards digital advertising is fueled by the increasing internet penetration and the availability of data-driven advertising solutions. Local special circumstances in South America, such as language diversity and cultural nuances, play a significant role in shaping the media market. Each country in the region has its own unique cultural identity and preferences, which influence the types of media content that are popular among the local population. Media companies need to take these local special circumstances into account when developing content and marketing strategies, in order to effectively engage with the target audience and drive success in the market. Underlying macroeconomic factors also contribute to the development of the Media market in South America. Economic growth and rising disposable incomes in the region have led to an increase in consumer spending on media and entertainment. As the middle class expands and more people have access to discretionary income, there is a greater demand for media products and services. Additionally, favorable government policies and investments in infrastructure, such as broadband internet, support the growth of the media industry by enabling the distribution and consumption of digital content. In conclusion, the Media market in South America is experiencing growth and development driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms, the rise of local content production, the expansion of digital advertising, and the influence of language diversity and cultural nuances are all contributing to the evolution of the media market in the region. With continued economic growth and technological advancements, the media industry in South America is expected to further expand and innovate in the coming years.

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.