Staff Reporters
Sep 7, 2020

5 for 5: A quick look at PwC's latest spending forecast

Five charts and five facts about the next five years, according to PwC's latest Global Entertainment & Media Outlook.

5 for 5: A quick look at PwC's latest spending forecast

PwC has just released its annual Global Entertainment & Media Outlook, which gives forecasts for 2020-2024 across a number of segments. The report looks at both consumer spending and advertiser spending (details on exactly what constitutes each category are available here).

Here are five facts and five charts about the next five years, according to PwC.

Fact 1:

Global entertainment and media revenue is set to fall nearly 6%, or more than US$120 billion in 2020. Following 4.7% year-on-year growth in 2019, this drop will be the sharpest ever recorded.

Chart 1:

Fact 2:

Advertising will be the slowest segment to recover from 2020's dip, and is not expected to exceed 2019 figures until 2022. 

Chart 2:

Fact 3: 

The three fastest-growing markets in internet advertising over the forecast period are all in APAC: India, Indonesia and Vietnam.

Chart 3:

Fact 4: 

Terrestrial TV advertising is projected to contract globally from US$110.0 billion in 2019 to US$106.8 billion in 2024.

Chart 4:

Fact 5: 

OOH remains largely immune to changing consumer behaviour; 50 of 53 global markets are expected to register growth over the forecast period, including every market outside the Middle East North Africa (MENA) region.

Chart 5:


Related Articles

Just Published

1 day ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

1 day ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

1 day ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

1 day ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.