During the course of researching market developments I had cause to revisit PriceWaterhouseCoopers Australian Entertainment & Media Outlook/2007 – 2011 (June 2007). One issue really stood out – a key difference in the Australian market compared to the global situation.
By 2011 Newspapers are forecast to lead the field in Australia (including Internet, Free-to-air TV (FTA), subscription TV and others) in terms of total industry spending, accounting for 20 per cent of the top 10 categories of spending. The Internet is forecast to come in at second place followed by FTA and subscription TV.
Now for the global comparison – newspapers are forecast to run it at 4th place, accounting for 11 per cent of spending. Globally the leader (by a comfortable margin) is the Internet accounting for 19 per cent of revenues. Globally, FTA, subscription TV and newspapers are in the top four.
Newspapers came in first place globally in 2006 but are forecast to fall to 4th position by 2011…while in Australia, newspapers retain “the pole position’ in the forecast period. There are other differences too (such as filmed entertainment forecast to be ranked at 1oth globally and 5th in Australia by 2011). But the most interesting one is Newspapers, Sure, the Internet is hot on the heels of newspapers by 2011 but the comparison internationally appears to be significant.
Now here’s the thing – I don’t know why. Are there any views on this?
