Australian entertainment and media – At a glance
Review of 2013
Total Australian entertainment and media spending grew by 4.5 percent in 2013, compared to a growth of 5.2 percent globally and 5.9 percent in Asia-Pacific.
Consumer spending strengthened in 2013 to grow by 4.4 percent, in large part due to good performances by the interactive games sector, internet access – especially mobile data – and subscription television, including IPTV.
The advertising market also enjoyed better growth than it has had for the previous two years, growing by 4.8 percent on 2012, however these revenues are spread over more players and channels and media experiences ongoing fragmentation. Internet advertising again experienced the most growth, increasing by a rampant 20.3 percent.
The next five years
PwC expects Australia’s total entertainment and media market to grow at a 3.4 percent compound annual growth rate from $33.7 billion in 2013, to reach $39.8 billion in 2018. Consumer spending continues to dominate the entertainment and media market and is expected to grow to $25.4 billion by 2018, a compound annual growth rate of 3.5 percent. We expect interactive games to be the fastest growing consumer sector, with a 7.6 percent compound annual growth rate and internet access to remain the largest sector, reaching $12 billion by 2018.
Advertising spending is expected to reach $14.4 billion by 2018, a compound annual growth rate of 3.1 percent. Separate from this expenditure, we expect to see continued migration of marketing budgets from ‘paid’ i.e. external media-owned channels to brand ‘owned’ i.e. internal channels. By 2018, we expect internet advertising will be the largest advertising sector, reaching $5.7 billion.
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