普华永道-2019-2023年娱乐及媒体行业展望（英文）-2019.6-27页_885kb

Summary of PwC Global Entertainment & Media Outlook 2019-2023

Core Content

The PwC Global Entertainment & Media Outlook 2019-2023 highlights the transformation of the entertainment and media (E&M) industry towards personalised, on-demand experiences driven by technological advancements and shifting consumer behaviors. The report underscores the increasing role of digital platforms, smart devices, and voice assistants in enabling consumers to tailor their media consumption to their preferences, schedules, and contexts. It also addresses the challenges and opportunities that arise from this personalisation trend, including the need for customised business strategies, data privacy concerns, and the emergence of new market dynamics.

Main Views

• Personalisation is the new standard: Consumers are moving away from traditional, one-size-fits-all media experiences to highly personal ones, often facilitated by AI-driven recommendations, OTT platforms, and smart home devices.
• Technology is reshaping consumption: The rise of smart speakers, voice assistants, and 5G connectivity is enabling a more interactive and accessible media landscape.
• Fragmentation and complexity: The increasing number of platforms and services has led to fragmentation, making it harder for consumers to access all their preferred content in one place. This is prompting the need for aggregators and new business models.
• Global market diversification: While North America remains a key market, Asia Pacific, particularly China, is gaining traction. There are also notable regional differences in media consumption patterns, data usage, and economic conditions.
• Shift in marketing strategies: Marketers are focusing on individual engagement, targeted advertising, and instant gratification through shoppable content and voice commerce.

Key Information

1. Introduction: Now it's getting personal

• Consumer behavior: People now consume media in a variety of ways and at different times, tailored to their personal preferences.
• Personalisation trend: Companies are shifting from standardised to personalised offerings, using data and algorithms to deliver content to individuals.
• Growth projections: The E&M industry is expected to grow at a 4.3% CAGR through 2023, outpacing overall economic growth.

2. Personal space: Shifting behaviours reshape the E&M landscape

• Isolation vs. socialisation: While media consumption is becoming more individualised, it also enables social interaction through commenting, shared experiences, and multi-user games.
• Smart home and connected car: These environments are becoming central to media consumption, with smart speakers expected to reach 440 million units by 2023.
• 5G's role: The 5G revolution will support faster and more personalised media delivery, enabling new content formats and business models.

3. Implications for businesses: One size does not fit all

• Diversification of business models: Companies are moving towards unlimited content models, differential pricing, and subscription-based services.
• Regional differences: Pricing and content preferences vary significantly by region, with Asia Pacific growing rapidly in digital advertising and OTT revenue.
• Aggregators as a solution: The need for single platforms to deliver all content is leading to the rise of new aggregators such as BritBox, Disney+, and superapps in emerging markets.

4. Technology advances: The new era of personalised computing

• Voice as a medium: Voice assistants are becoming a new touchpoint for media consumption, offering intuitive and personal interactions.
• 5G and v-commerce: The advent of 5G is set to transform media delivery, while voice commerce (v-commerce) is growing due to the convenience of voice-activated shopping.
• Shoppable content: Platforms like Amazon, YouTube, and Alibaba are integrating shoppable ads to allow consumers to purchase directly from media content.

5. Trust and regulation: Seeking personal data hygiene

• Data privacy concerns: The handling and ownership of personal data is a major issue, with regulators pushing for greater transparency and privacy protection.
• Consumer dissatisfaction: Despite the rise of personalised recommendations, consumers are still unsatisfied with streaming services, indicating a need for better personalisation.
• Trust as a priority: Businesses must build trust with consumers to continue delivering personalised experiences, especially as data privacy regulations become more stringent.

6. Conclusion: Taking it personally

• Future of E&M: The future of entertainment and media is personal, on-demand, and data-driven.
• Need for innovation: Companies must innovate, experiment, and invest in understanding individual consumer needs.
• Global shift: The global E&M market is becoming more diverse, with regional differences and consumer preferences shaping the trajectory of the industry.

Summary Table

Methodology and Definitions

• The report is based on PwC's Global Entertainment & Media Outlook 2019-2023.
• It includes data from various regions, market trends, and consumer behavior insights.

Contributors and Contacts

• The report is authored by PwC and includes contributions from industry experts and market analysts.
• It provides territory contacts for further inquiries.