The entertainment and media sector will grow to US$3.4 trillion by 2028, with large new revenue pools in advertising, streaming and emerging markets, according to PwC’s Global E&M Outlook 2024-2028.
Advertising is projected to top US$1 trillion in 2026 and will grow at a 6.7% annual rate through 2028, when ad spending will be nearly double the 2020 total.
“In aggregate, the industry’s ship seems to be sailing through calm seas on an even keel,” said PwC.
“But the surface is continually roiled by cresting waves and deep troughs, with dangerous shoals and reefs lurking everywhere.
“Disruption, presenting opportunities and risks, continues to break over the sector. Linear value chains are disaggregating as we move into a world dominated by digital ecosystems.
“The content boom driven by rapid streaming growth has come to a halt. Generative AI is promising to deliver efficiency and productivity gains while powering new ways of doing business across and between multiple industries. It all adds up to widespread uncertainty.”
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