Media - Turkey | Statista Market Forecast

In Turkey, revenue in the Media market is projected to reach US$9.17bn in 2025.
The largest market within this market is TV & Video, which is expected to achieve a market volume of US$3.34bn in 2025.
When compared globally, the highest revenue will be generated the United States, with an anticipated figure of US$569.73bn in 2025.
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

Media: market data & analysis

The Media Market in Turkey is experiencing moderate growth, fueled by the increasing shift towards digital platforms, evolving consumer preferences for diverse content, and the rise of streaming services, which enhance accessibility and engagement for audiences nationwide.

Customer preferences: Consumers in Turkey are increasingly gravitating towards localized content that resonates with their cultural identities, driving demand for regional programming and narratives. The younger demographic, particularly Millennials and Gen Z, is favoring streaming platforms that offer diverse genres, including original Turkish series and documentaries. Additionally, as mobile device usage surges, audiences are opting for on-the-go viewing experiences, leading to the rise of short-form content and interactive formats that cater to their dynamic lifestyles and preferences.

Trends in the market: In Turkey, the media market is experiencing a significant shift towards localized content, as consumers increasingly seek programming that reflects their cultural narratives and identities. Streaming platforms are gaining popularity, particularly among Millennials and Gen Z, who prefer original Turkish series and diverse genres. The surge in mobile device usage is driving the demand for short-form content and interactive formats, catering to audiences' on-the-go lifestyles. This trend presents valuable opportunities for industry stakeholders to innovate and create engaging, culturally relevant content that meets evolving viewer preferences.

Local special circumstances: In Turkey, the media market is influenced by a rich tapestry of cultural heritage and diverse regional identities, making localized content essential for viewer engagement. The country's unique blend of Eastern and Western influences fuels a demand for narratives that resonate with local audiences. Additionally, regulatory frameworks favoring domestic productions encourage streaming platforms to invest in original Turkish series. The predominance of mobile internet access among younger demographics further drives the popularity of short-form content, creating a vibrant landscape for innovative media offerings.

Underlying macroeconomic factors: The Turkish media market is significantly shaped by macroeconomic factors, including national economic stability, investment trends, and fiscal policies. The country's GDP growth and rising disposable incomes enhance consumer spending on media and entertainment, promoting a shift towards digital platforms. Additionally, government incentives and subsidies for local content production bolster the industry, fostering a competitive landscape. Global economic trends, such as increased digital consumption and the rise of streaming services, further amplify the demand for innovative content. Currency fluctuations and inflation also impact production costs, influencing strategic decisions within the market.

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.

Media - Turkey

Revenue

Analyst Opinion

Users

Media Usage

Global Comparison

Methodology

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Key Market Indicators

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