Media - Southern Europe

Southern Europe

In Southern Europe, revenue in the Media market is projected to reach US$63.65bn in 2024.
The largest market within this market is TV & Video, which is expected to have a market volume of US$27.53bn in 2024.
In a global context, the United States is anticipated to generate the most revenue, amounting to US$541.20bn in 2024.
Furthermore, in the Media market, it is forecasted that 34.48% of total revenues will be generated through digital Media market by 2029.
In Southern Europe, particularly in Spain, the media landscape is increasingly dominated by digital platforms, reflecting a shift in consumer engagement and content consumption.

Key regions: United States, China, Japan, United Kingdom, Germany

Market

Region

Region comparison

Currency

Analyst Opinion

The Media market in Southern Europe is experiencing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors are all contributing to this positive trend. Customer preferences in Southern Europe are shifting towards digital media consumption. With the widespread availability of high-speed internet and the increasing affordability of smartphones and other connected devices, consumers are increasingly turning to digital platforms for their media needs. This includes streaming services for movies and TV shows, online news sources, and social media for entertainment and information. The convenience and accessibility of digital media are driving this shift in customer preferences. Trends in the market reflect this growing demand for digital media. Streaming services such as Netflix and Amazon Prime Video are gaining popularity, offering a wide range of content that can be accessed anytime, anywhere. Online news outlets are also seeing increased readership, as consumers prefer to get their news updates in real-time. Social media platforms like Facebook and Instagram are becoming important channels for content consumption, with users spending more time on these platforms than ever before. Local special circumstances in Southern Europe are also influencing the development of the media market. The region has a rich cultural heritage and a strong tradition of storytelling through various forms of media. This has created a demand for local content that reflects the unique cultural identity of each country in the region. Streaming platforms are capitalizing on this demand by producing and promoting original content in local languages. This not only attracts local audiences but also helps these platforms differentiate themselves from global competitors. Underlying macroeconomic factors are also contributing to the growth of the media market in Southern Europe. The region has experienced economic recovery in recent years, leading to increased consumer spending power. This has allowed more people to afford digital devices and internet access, driving the demand for digital media. Additionally, the tourism industry in Southern Europe is thriving, attracting visitors from around the world. This has created opportunities for media companies to target international audiences through digital platforms, further fueling the growth of the market. In conclusion, the Media market in Southern Europe is developing rapidly due to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital media consumption, the popularity of streaming services and online news sources, the demand for local content, and the region's economic recovery and booming tourism industry are all contributing to this positive trend.

Methodology

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.