Key regions: United States, China, Japan, United Kingdom, Germany
The Media market in Taiwan has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.
Customer preferences: In Taiwan, there has been a notable shift in customer preferences towards digital media platforms. With the increasing availability of high-speed internet and the widespread adoption of smartphones, consumers are turning to online sources for their news, entertainment, and social interactions. This shift is evident in the rise of streaming services, social media platforms, and online news portals, which have gained popularity among Taiwanese consumers. Additionally, there is a growing demand for personalized and interactive content, as consumers seek more engaging and immersive media experiences.
Trends in the market: One of the key trends in the media market in Taiwan is the rise of influencer marketing. Influencers, particularly those on social media platforms such as Instagram and YouTube, have gained significant traction among Taiwanese consumers. Brands are increasingly collaborating with influencers to promote their products and services, leveraging their large and engaged online following. This trend is driven by the desire to reach a younger and tech-savvy audience, as well as the effectiveness of influencer marketing in building brand awareness and driving consumer engagement. Another trend in the media market in Taiwan is the increasing popularity of video streaming services. With the proliferation of high-speed internet and the growing number of smartphones, Taiwanese consumers are embracing video-on-demand platforms such as Netflix and iQiyi. This trend is fueled by the convenience and flexibility offered by these platforms, allowing users to watch their favorite shows and movies anytime, anywhere. Furthermore, the availability of a wide range of content, including both local and international productions, has contributed to the growing adoption of video streaming services in Taiwan.
Local special circumstances: Taiwan has a unique media landscape due to its political situation. As a self-governing democratic country, Taiwan has a vibrant and diverse media industry that is characterized by a high degree of press freedom. This has allowed for the emergence of independent news outlets and alternative media sources, providing Taiwanese consumers with a wide range of perspectives and opinions. Additionally, the Taiwanese media market is heavily influenced by the cultural and linguistic differences between Taiwan and Mainland China. This has led to the development of a distinct media ecosystem in Taiwan, with a focus on local content and the preservation of Taiwanese cultural identity.
Underlying macroeconomic factors: The growth of the media market in Taiwan is also supported by favorable macroeconomic factors. Taiwan has a strong economy and a high level of digital literacy, which has facilitated the adoption of digital media platforms. Furthermore, the government has implemented policies to promote the development of the media industry, including tax incentives and funding programs for content creation and innovation. These factors, combined with the increasing spending power of Taiwanese consumers, have contributed to the growth and development of the media market in Taiwan. In conclusion, the media market in Taiwan is experiencing significant growth, driven by changing customer preferences, emerging trends, and local special circumstances. The shift towards digital media platforms, the rise of influencer marketing, and the increasing popularity of video streaming services are shaping the media landscape in Taiwan. Additionally, the unique political situation and favorable macroeconomic factors in Taiwan contribute to the growth and development of the media market in the country.
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.
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