Global entertainment and media outlook: 2016-2020

A world of differences: capturing attention and value in today's global multi-speed media landscape

Understanding where consumers and advertisers are spending their money in the entertainment and media industry can help inform many important business decisions. But being able to find comparable data, for multiple entertainment and media segments and countries and from a single source, can be a challenge.

PwC’s annual Global entertainment and media outlook (Outlook) provides a single comparable source of five-year forecast and five-year historic consumer and advertising spending data and commentary, for 13 entertainment and media segments, across 54 countries. 

Cross-segment insights at a glance

  • Spending patterns are changing at multiple levels
  • Five key shifts emerge amid the continuing disruption
    • Shift 1. Demography: Youth will be served 
    • Shift 2. Competition: Content is still king 
    • Shift 3. Consumption: The joy of bundles
    • Shift 4. Geography: Growth Markets 
    • Shift 5. Business models: Transforming with trust
  • A new level of agility and local insight for a new reality

Outlook features and functionality

At a click of a button, whether you are on a PC or tablet, you can ....

  • Compare consumer and advertising spend data for 13 entertainment and media segments across 54 countries
  • Compare digital and non-digital spend data across segments and countries
  • See year-on-year growth with five-year forecast and five-year historical spend data
  • Read further analysis and commentary on spend data at a global, regional, country and segment level
  • Download country and segment data and commentary to PDF

…and dig a little deeper

  • Build bespoke data selections, save for future use, and export to Excel and PDF
  • Create customised bar charts, pie charts and line graphs instantly, and export for use in reports and presentations
  • View data in 51 currencies

Segments covered by the Outlook

The Outlook contains extensive consumer and advertising spending data for 13 segments:

Book publishing

The consumer and educational book publishing market consists of retail spending by consumers on consumer books; spending by schools, government agencies, and students on elementary, high school, and college textbooks, including post-graduate textbooks; and spending on books in electronic formats, or 'electronic books.' Spending includes library and institutional subscriptions to electronic book databases. Print sales include audio books. Educational books do not include supplemental educational spending, administrative software, or testing materials. 

Professional books are covered in the "Business-to-business publishing" chapter.

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The business-to-business publishing market consists of spending on business information, print and online directory advertising, which includes Yellow Pages, print advertising in trade magazines, advertising on trade magazine Web sites, and trade magazine circulation spending, which includes spending on online content.  It also includes spending on print and electronic professional books.  Exhibitions and conferences are not included.  Business information is an industry increasingly characterized by multinational suppliers selling to multinational buyers.  Figures reflect spending by buyers of information in the various countries. 

We classify business information into financial, marketing, and industry information categories.

  • Financial information involves securities, economic, and credit data.
  • Marketing information is used to sell products or services and to monitor sales and includes survey research, mailing lists, and demographic databases.
  • Industry information consists of data and content, such as market share information and competitive intelligence, focused on specific industry categories such as accounting, energy, health care, law, manufacturing, real estate, technology, telecommunications, energy, manufacturing, law, real estate, accounting, and healthcare.

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Cinema revenue comprises consumer spend at the box office for theatrical motion pictures and advertising spend at the cinema including on-screen adverts prior to the movie. It does not include revenue from merchandise or concessions. This revenue is non-digital, and from both consumer and advertising spending.

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Internet access

Internet wired and mobile access revenue consists of fees paid by consumers to Internet service providers and to wireless carriers for Internet access via mobile devices, whether provided as a stand-alone service or as part of a service bundle where the Internet component is estimated. Figures do not include the purchase of content such as music, or spending on entertainment content downloaded over the Internet or through mobile phones, which is included in the respective content chapters. Access fees for phones provided by corporations for workers to access the corporate network are not included. Internet access is a key driver of entertainment and media spending in most segments.

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Internet advertising

Internet advertising: wired and mobile consists of spending by advertisers on paid search, display, classified, video and other online formats; and advertising delivered to mobile phones via formats designed for mobile handset screens.

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Magazine publishing

The consumer magazine publishing market consists of spending by advertisers in consumer print magazines and on magazine Web sites and magazine mobile sites. Consumer magazine publishing includes spending by readers to purchase magazines via subscriptions or at retail outlets as well as paid online subscriptions. Magazines published under contract, known as customer magazines or custom publishing, also are included under the print advertising component. Figures do not include licensing or other ancillary revenues. Trade magazines are covered in the "Business-to-business publishing" chapter.

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The recorded music market consists of consumer spending on physical formats - albums, single sound recordings, and music videos - as well as digital distribution. Digital distribution consists of music distributed to mobile phones and of music downloaded from the Internet through licensed services or app stores. Revenues from streaming services financed by subscriptions or advertising also are included. The recorded music market does not include subscription fees paid by to satellite radio providers. Also not included are music publishing, live performance, and merchandising revenues, which have become significant components of the market. Spending is measured at retail, which can be substantially higher than the wholesale or trade value revenues that are often reported.

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Newspaper publishing

The newspaper publishing market consists of (1) spending on daily print newspapers by advertisers and readers and (2) advertising on newspaper Web sites and mobile phone sites. Spending by readers includes both newsstand purchases and subscriptions as well as payments for newspapers delivered to mobile devices and fees to access online content. Weekend editions issued by publishers of daily papers are included in the daily paper totals, as is advertising in free daily newspapers. However, free weeklies and other weekly papers are not included.

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Out-of-home advertising

The out-of-home (OOH) advertising market consists of advertiser spending on out-of-home media such as billboards, street furniture (bus shelters, kiosks, etc.), transit displays (bus sides, on-train print, taxi toppers, etc), sports arena displays, 'captive' ad networks (in venues such as elevators) and other formats. Advertising spending is tracked in EMEA, Asia Pacific, Latin America, and Canada, net of agency commissions. Advertising in the U.S. and Russia is customarily reported as gross spending, which is how it is reflected in our analysis.

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The radio market consists of advertiser spending on radio stations and radio networks, and satellite-delivered radio subscriptions in the United States and Canada. Satellite radio in the United States also includes advertising. The United States also includes Internet radio advertising. In EMEA (Europe, Middle East, Africa) and Asia Pacific the market includes public radio license fees. Advertising spending is tracked in EMEA, Asia Pacific, Latin America, and Canada, net of agency commissions. Advertising in the U.S. and Russia is customarily reported as gross spending, which is how it is reflected in our analysis.

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TV advertising

The television advertising market consists of advertiser spending on both terrestrial and multichannel television, advertising on TV Web sites and on programs streamed from TV Web sites, and mobile TV advertising.

Net television advertising figures - consisting of spending minus agency commissions and discounts - are tracked in EMEA (Europe, Middle East, Africa), Asia Pacific, Latin America, and Canada.  Advertising in the US and Russia is reported with agency commissions included, as is customary.

Multichannel advertising refers to advertising on networks that are accessed by viewers via cable (analog or digital), satellite, digital terrestrial television (DTT), or other means but that are not otherwise available without these services.  Terrestrial advertising consists of advertising that is generated by free-to-air broadcast networks and that can be received through an ordinary television receiver, even if viewers can also receive such networks through a cable, satellite, or DTT service.

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TV and video

This segment comprises consumer spending on basic and premium TV subscriptions; consumer spending on public licence fees where applicable; and home video revenue (including both physical and digital home video, and including sell-through, rental and subscription models). This revenue is both digital and non-digital.

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Video games

The video game market consists of consumer spending on console games (including handheld games), personal computer games, online games, and wireless games as well as video game advertising. The category excludes spending on the hardware and accessories used for playing the games. Retail purchases of a game are included in either the PC or console game categories. The online games category includes microtransactions, which are purchases of accessories and additional game content by players that enhance the gaming experience. If those games are then played online for a subscription fee, the subscription fee is counted in the online game category.

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Contact us

Wilson Chow
Global and China/Hong Kong TMT Leader
Tel: +[86] (755) 8261 8886

Cecilia Yau
China and Hong Kong Media Leader, PwC China
Tel: +[86] (755) 8261 8989

Pearl Chia
Senior Marketing Manager
Tel: +[852] 2289 2225

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