Media - Turkey | Statista Market Forecast

In Turkey, revenue in the Media market is projected to reach US$8.67bn in 2024.
The largest market within this market is TV & Video, which is expected to achieve a market volume of US$3.21bn in 2024.
When compared globally, the highest revenue will be generated the United States, with an anticipated figure of US$541.20bn in 2024.
Within the Media market in Turkey, it is expected that 26.60% of total revenues will be generated through digital Media market by 2029.
In Turkey, the media landscape is increasingly dominated by digital platforms, reflecting a shift in consumer preferences towards online content consumption and social media 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 Turkey has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in the Media market in Turkey have shifted towards digital platforms, with an increasing number of consumers accessing news, entertainment, and other media content online. This shift is driven by the widespread availability of smartphones and high-speed internet connections, which have made it easier for consumers to access and consume media content on the go. Additionally, the younger generation in Turkey is more tech-savvy and prefers digital platforms for their media consumption, leading to a decline in traditional media channels such as print newspapers and television. Trends in the market reflect this shift towards digital platforms. Online news portals and social media platforms have gained popularity as sources of news and information, with many consumers relying on them for their daily dose of current affairs. Streaming services for movies, TV shows, and music have also seen a surge in demand, as consumers prefer the convenience and variety offered by these platforms. Furthermore, digital advertising has become increasingly important for businesses, as they seek to reach their target audience through online channels. Local special circumstances have also contributed to the development of the Media market in Turkey. The country has a young and tech-savvy population, with a high percentage of internet users. This demographic profile has created a fertile ground for the growth of digital media platforms, as consumers are receptive to new technologies and are quick to adopt them. Additionally, Turkey has a vibrant media landscape, with a large number of media outlets and a diverse range of content available to consumers. This competition has driven innovation and creativity in the industry, with media companies constantly striving to differentiate themselves and attract audiences. Underlying macroeconomic factors have also played a role in the development of the Media market in Turkey. The country has experienced steady economic growth in recent years, which has increased disposable incomes and consumer spending. This has allowed consumers to allocate more of their budget towards media consumption, driving demand in the market. Furthermore, the government has implemented policies to promote the digitalization of the economy, which has created a favorable environment for the growth of digital media platforms. In conclusion, the Media market in Turkey is experiencing growth due to changing customer preferences towards digital platforms, local special circumstances such as a young and tech-savvy population, and underlying macroeconomic factors such as economic growth and government policies. As these trends continue, the market is expected to further expand and evolve 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.