Australian entertainment and media: at a glance

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Review of 2011

Total Australian entertainment and media spending grew by 3.8 percent in 2011, compared to a growth of 5.5 percent globally, and down from 4.2 percent in 2010.

Australia’s bouncing back from the global economic crisis was due largely to our consumer spending market which rose by 5.3 percent in 2011 primarily driven by stronger than expected results in internet and subscription TV. Respectively they achieved growth of 14.9 percent and 17.7 percent.

In contrast, advertising in entertainment and media grew by a meagre 1.6 percent in 2011. The best performing sectors were internet and out-of-home, respectively achieving growth of 17.5 percent and 3.7 percent.

The next five years

PwC expects Australia’s total entertainment and media market to grow at a 4.1 percent compound annual growth rate from to reach $38.2 billion in 2016.

Consumer spending continues to dominate the entertainment and media market and is expected to grow to $24.1 billion by 2016, a compound annual growth rate of 4.9 percent. Advertising spending is expected to reach $14.1 billion by 2016, a compound annual growth rate of 2.8 percent.

Internet access spending represents a third of all consumer spending however we expect slowing growth as the market gets larger and nears saturation. Outside of internet, the largest shift in share is experienced by filmed entertainment, decreasing from a 15.2 percent share in 2011 to an 10.8 percent share of consumer spending in 2016.

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