英文_普华永道_中东非媒体娱乐展望_2024-2028_11页_1mb

报告摘要

MENA Media and Entertainment Outlook, 2024–2028 Summary

Core Content

The MENA media and entertainment market is projected to grow steadily, aligning with global trends, and is expected to reach $18 billion by 2028, up from $15 billion in 2024, with a CAGR of 4.5%. This growth is primarily driven by the transition to digital, which is expected to increase its market share from 71% in 2024 to 74% in 2028, surpassing the global average of 68%.

Main Trends

1. Internet Advertising Leads the Way

Internet advertising is the fastest-growing segment, with a CAGR of 7% from 2024 to 2028.
E-commerce advertising is accelerating, with paid search advertising at 7.2% CAGR, display advertising at 7.1%, and classified advertising at 1.3%.
Online retail advertising is growing at 11% CAGR, indicating a strong diversification in the advertising value chain.
Egypt is expected to lead in growth with a CAGR of 9%, driven by an increase in broadband penetration from 38% in 2024 to 49% in 2028.

2. Video is Growing as Streaming and Cinema Expand

Video is growing at 5.9% CAGR, led by streaming services and cinema revenue.
Streaming video services are expected to grow at 6.9% CAGR, while pay and free-to-air TV will grow at 4.2% annually.
Cinema is projected to grow at 7.9% CAGR, supported by an increase in screens (3% annually) and local content such as Mandoob in Saudi Arabia.
OTT subscribers are expected to reach 21 million by 2028, with SVOD maintaining a larger market share than AVOD, though AVOD is growing faster (10.3%) than SVOD (5.1%).

3. Gaming is Thriving, Driven by Casual Mobile Gaming

Gaming is growing at 4.4% CAGR, with casual mobile gaming leading the way at 6.6% CAGR, outpacing console and PC gaming (1.1% and 0.2%, respectively).
Video game advertising is expected to grow at 1.6% CAGR, while the e-sports sector is set for significant growth due to government investments.
Casual mobile gaming is fueled by in-app purchases, social features, and cross-platform playability.
Local ecosystems in UAE and Saudi Arabia are being developed to support game developers.
E-sports events such as the e-sports World Cup are enhancing the region’s global visibility.

4. Publishing is Continuing to Pivot Toward Digital

Publishing revenue is expected to decline at 2.1% CAGR due to the decline in print subscriptions and advertising.
Newspaper circulation is projected to fall at 4.3% CAGR, and magazine circulation at 3.2%.
Digital advertising in newspapers and magazines is growing at 0.6% and 2.4% CAGR, respectively, outperforming the global average.
E-books are growing at 5.1% CAGR, significantly faster than print books (0.5% CAGR), driven by digital adoption and availability of regional content.
Social media is becoming the primary news source, with 76% of UAE consumers and 63% of Saudi consumers preferring it over traditional media.

5. Audio Streaming Audience is Expanding

Audio is growing at 5.6% CAGR, with digital streaming leading at 9.4%.
Digital streaming is encouraging record labels to invest in regional talent.
Live music is expected to grow at 2.1% CAGR, and radio at 4.9%.
Podcasts are gaining traction, with monthly listeners in Saudi Arabia projected to reach 13 million by 2028, growing at 4.4% CAGR.
Premium audio streaming is growing faster than ad-supported streaming (10% vs. 7% CAGR), and will account for 90% of digital music streaming revenue in 2028.

Key Markets

Saudi Arabia and the UAE are expected to remain the dominant markets in the region, capturing 66% of media and entertainment revenue by 2028.
Total advertising spending is projected to surpass consumer spending for the first time, capturing 51% of the total market by 2028.

Conclusion

The MENA media and entertainment sector is undergoing a digital transformation, with internet advertising, streaming video, casual mobile gaming, and premium audio streaming leading the charge. Saudi Arabia and the UAE are at the forefront of this growth, while Egypt is expected to see the fastest increase in internet advertising. Despite declines in traditional publishing, digital publishing and e-books are showing promising growth. The diversification of revenue streams and the emergence of new business models are key drivers of this evolving landscape.