Culture is future » Financing and economic models

07.02.2012

Article - With 12% of growth by 2016, digital media widen the gap.

By 2016, the incomes of digital media will increase by 12.1%, and the traditional media only by 2.8% the digital will then represent more than a third of the receipts with 37.5% of the global income, or an increase by almost 10 points in 5 years. Hauled by advertisement, video games and social TV.

The PwC survey on the perspectives of the media and entertainment industry highlights a new reality, the end of the beginning of the digital era. The world has fully entered the digital and now begins the second stage of this evolution.

The gap widens inexorably: non digital incomes will only increase by 2.8% for an average growth of the world market of 5.7%. The digital media make the bulk of the profit. But this growth is not uniform with two main major divisions, one is geographical, the other sectoral.

Emerging countries lead the growth with an average of 12.1%

From a geographical point of view, the growth of the “mature” countries (France, USA, UK) of 4.1% contrasts sharply with the one of the BRICs (Brazil, Russia, India, China) of 11.8% et those of the emerging countries of the “Golden 8” (Mexico, Colombia, Middle-East/North Africa, South Africa, Turkey, Pakistan, Vietnam and Indonesia) with an average of 12.1% ! Explanation : those countries combine the growth of the digital with the unfinished growth of the traditional media.

The winners : advertisement on the internet (+15.9%), video games (+7.2%) and social TV (+6.6%)

From a sectoral point of view, some industries pull through better than others. Thanks to the take off of social TV, of multi-screens spaces, new services of VoD, television seems to be the media which adapts the best to digital and its advertisement incomes should increase by 30% for its digital activities. The video games industry also tends to achieve its transformation, turning its physical incomes (+3.5%) into digital (+10%). The online sale of games will jut out the sale of games consoles in 2013.

2.9 billion subscribers to the mobile internet in 2016.

The industry evolves and the behaviors change, dragged by the mobile internet. Thanks to “smart devices” (smart phones, tablets, e-readers …), the mobile internet should represent 46% of the world internet access in 2016 with 2.9 billion subscribers. In addition, consumption habits also change. The permanent access to the content is preferred to ownership, as the efforts of cloud-computing and the omnipresence of streaming platforms show. In France, in addition to already ‘traditional’ musical streaming operators (Deezer, Spotify …), many initiatives come into existence. In the book industry for example, first novels and comic books now have their dedicated streaming platforms : AlphaLire, created by the First novel festival of Chambéry and Delitoon, on which authors post their works.