Megan Brownlow – PwC, Sydney
Michael Brice – PwC, Melbourne
Andrew Parker – PwC, Sydney

Market Definition:

The Australian internet access spending market consists of consumer fees paid to internet service providers (ISPs) for broadband plans, wireless mobile services and data cards, and dial-up access. It excludes spending on internet content, which is recorded in the content sectors (e.g. filmed entertainment, recorded music). Internet advertising consists of revenues from display, classifieds, paid search, video and advertising on mobile devices.


  • The Australian internet market is expected to grow at an average rate of 10.3 percent compounded annually to reach $14.9 billion by 2016. By that time we expect 68 percent of this market to comprise internet access fees, down from 71 percent in 2011.
  • The internet advertising market is expected to grow at an average rate of 12 percent to reach $4.7 billion by 2016. Advertising on mobile devices will experience 46 percent compound annual growth rate to reach $90 million or 2 percent of the total online advertising market.
  • Confidence of buyers in the online advertising space will increase following the development of a new measurement system introduced by the Interactive Advertising Bureau (IAB).
  • Internet access spending is expected to grow at an average rate of 9.6 percent compounded annually to 2016. Fixed broadband will record a 7.9 percent compound annual growth rate while mobile access revenues are expected to grow at a 13.5 percent compound annual growth rate to 2016.

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Australian total market: 5 year historical revenues 5 year forecast revenues for 11 E&M segments

Methodology Australian Content – What’s the value?

Perspectives from industry leaders – Interview with Glen Boreham, Chair of the Convergence Review


The contents of the free web app plus:

Australia at a glance: 5 year historical advertising revenues 5 year forecast advertising revenues 5 year historical consumer revenues 5 year forecast consumer revenues

Global overview: 5 year historical and 5 year forecast revenues for total E&M market, advertising revenues and consumer revenues

Key global themes

Cross media ownership matrix

Australian content: Perspectives from industry leaders – 7 featured interviews


Segments and special features can also be purchased individually.

Each chapter includes the sector brand map, a list of who owns what brands in the sector.


The contents of the free web app and the premium web app plus::

Segments: Segments contain deeper analysis
and commentary on each sector including additional graphs and tables

Books, Magazines, Filmed entertainment, Free-to-air TV, Interactive games, Internet, Music, Newspapers, Out-of-home, Radio, Subscription TV

Special features:
  • IPTV Forecasts and commentary on future uptake scenarios

  • Mobile commerce An analysis of the current and future landscape in Australia

  • Catalogues A data-led look at an underestimated industry