TV subscriptions & licence fees/TV advertising/Internet access/Newspaper publishing/
Out-of-home advertising/Radio/Business-to-business/Video games/Filmed entertainment/
Music/Magazine publishing/Book publishing/Internet advertising
Entertainment
and Media Outlook
Sweden 2015
5,1%
Expected annual growth in the
global media and entertainment
industry up until 2018.
- 4,9%
Revenues from newspaper
subscriptions continue to decline
at a rate of - 4.9 percent per year
for the forecast period.
97%
Within five years 97 percent
of music revenues will come
from various streaming services.
68%
Advertisements via the internet
are expected to increase during the
next five years.
www.pwc.se/media
Foreword
Welcome to the 2015 edition of the Entertainment and
Media (E&M) Outlook, which analyses key trends and
developments across thirteen major E&M industry
segments in the country.
It’s increasingly clear that consumers
see no significant divide between digital
and traditional media: what they want
is more flexibility, freedom and convenience in when and how they consume
any kind of content.
It’s time to embrace the fact that
mastering the user experience is
critical to success in this industry.
Today's entertainment and media
companies need to do three things
to succeed:
The key theme of our report this year is
"Beyond digital: Empowered consumers
seek out tailored, inspiring content experiences that transcend platforms and can
be shared". For entertainment and media
companies operating in this environment, what matters now is the ability to
combine content with a user experience
that is differentiated and compelling on
the consumer’s platform of choice.
1. Innovate around the product
and the user experience.
2. Develop seamless consumer
relationships across distribution
channels.
Books and daily
newspapers
Music industry
Live music
3. Put mobile (and increasingly
video) at the centre of their
consumer offerings.
We hope you will enjoy reading
this edition!
Nicklas Kullberg
Entertainment & Media Leader,
PwC Sweden
Advertisements –
driven by mobiles
and video
Internet
2 Entertainment and Media Outlook
Sweden 2015 3
Negative growth for
books and daily
newspapers
Entertainment and
media industry
In our report we have divided
the market into thirteen different segments. In Sweden, the
segments books and daily newspapers are the
only ones showing negative growth in revenues
for the forecast period 2015-2019. The revenue level for the book market is predicted to
decrease by -1.6 percent and daily newspaper
revenues are expected to decrease by -4.9 percent. Today, there are approximately 400 book
stores in Sweden and the trend is towards fewer
and fewer.
Consumers still love to
experience music live
Global revenues from the entertainment and media industry are
expected to grow by 5.1 percent
during the next five years. Digitalisation implies both challenges and
possibilities, particularly within
music, books and newspapers, but,
overall, the industry has benefited
from the economic upswing.
The equivalent figures for the
Swedish market are estimated at
3.8 percent for the forecast period.
Growth varies notably within various markets
– with Japan predicted to show the slowest
growth at 0.9 percent and Nigeria the most
rapid at 15.1 percent.
Global revenues from digital
media will continue to show
stronger growth during the
forecast period compared with non-digital
media. But the latter will continue to contribute more than 80% of total global consumer
revenues during 2019. “Traditional” media has
shown a capacity to recover and, in certain cases, has also shown the ability to renew itself.
Growth in consumption of tickets to live events
and cinema visits will increase by 4.7 percent
up to and including 2019 and will, thereby,
exceed total global consumption (2.9 percent).
In China, revenues from cinema visits will
increased by 15.5 percent during the forecast
period. Up until 2019, revenues from cinema
visits in Sweden will increase with a growth
rate at a stable 3.1 percent. This is the case in
spite of the fact that there are now plenty of
alternatives for VOD services. According to our
estimations, one third of Sweden’s households
will subscribe to a film streaming service by the
end of the year.
Healthy growth for
Swedish music industry
Revenues from the Swedish
music market will increase by
4.7 percent up until 2019. Revenues from physically recorded
music continue to decrease very notably and
digital recorded music accounts, today, for
close to 90 percent of revenues. In 2019, the
same figures will reach 97.2 percent with the
largest driving force being the expansion of
streaming services for music. >>
4 Entertainment and Media Outlook
Sweden 2015 5
Global growth in advertisements is primarily digital –
driven by mobiles and video
Growth in aggregate spending 2014 – 2019 CAGR
Internet advertising
12,1
As regards advertisement
revenues, these will grow by
4.7 percent up until 2019.
Once again, there will be major variations
here. Indonesia is the most rapidly expanding
advertisement market with growth of 12.9
percent and Greece is the only market that is
declining, -0.3 percent. In spite of global revenue from digital advertisements increasing by
12.2 percent compared with only 1.2 percent
for non-digital advertisements, the non-digital advertisement market will, still, represent
more than 60 percent of total purchases of
advertisements during 2019.
14,3
Internet access
About PwC
Entertainment
and Media practice
8,8
8,7
Video games
5,7
4,2
Total
5,1
3,8
Out-of-home advertising
4,6
4,3
Filmed entertainment
4,1
1,0
Internet advertising
will become the largest
advertising segment
Without a doubt, it is digital advertising which is the
future – a fact which is emphasized by the
Internet’s advertising position which will
comprise the most rapidly growing advertising segment up until 2019, implying that
the segment’s growth will surpass global
advertising growth. In 2019, digital advertising –including digital outdoor advertising – will account for 38.7 percent of total
global advertising revenues. The upswing
implies a doubling compared with 2010
(16.6 percent). One of the primary drivers
behind digital advertising during the forecast period will be the rapid growth within
mobile advertising and video advertising
via the Internet. Internet advertising in
mobile telephones will increase by all of
23.1 percent up until 2019 and will, therefore, surpass Internet advertising globally
in 2019. Globally, investments in video
advertising will increase by 19.5 percent,
strongly driven by a near doubling of global connects to smart mobile telephones,
totaling 3,85 billion units in 2019.
TV advertising
4,1
0,1
Business to business
3,7
1,4
TV subscriptions and license fees
3,1
2,6
Radio
2,5
1,9
-1,6
Music
0,8
4,7
-0,3
-3
Global
6 Entertainment and Media Outlook
Sweden
Newspaper publishing
0
3
Territories
A total of 54 countries are represented within the Outlook spread across North America,
Western Europe, Central Europe, Middle
East & Africa, Latin America and Asia Pacific.
The Rest of MENA grouping is treated as
a country and comprises Algeria, Bahrain,
Jordan, Kuwait, Lebanon, Morocco, Oman
and Qatar.
With new evolving revenue models in the
entertainment space, our team of experts can
help you with financial forecasting, finance
transformation, project management, revenue
recognition and supply chain management.
With digital media being delivered across new
mediums, intellectual property disputes and
risk management have become common. Our
team helps you resolve these disputes along
with content and licensing management. Our
practice also provides services around merger
integration, financial and commercial due
diligence, valuation and tax effective restructuring solutions.
These 54 territories account for around 80%
of the global population and the sum of all
territories generates the ‘Total’ estimate.
We have aligned our E&M practice around
the issues and challenges that are important
to our clients in this sector. We analyze and
understand the environment in which our
clients operate and how it impacts our clients
business.
Magazine publishing
0,4
0,0
-4,8
-6
Book publishing
1,3
The Entertainment and Media (E&M) practice
of PwC has the depth and breadth of experience across sectors such as television, films,
print, radio and digital media. We offer
insights gained from years of experience
working with a broad range of industry clients
on an extraordinary breadth of advisory, tax
and regulatory services, apart from a tightly
woven global network.
6
9
12
15
Segments
Thirteen entertainment and media segments
are covered within the Outlook with a range
of revenue and non-revenue sub-categories.
The segment categories for 2015 are as
follows:
•
•
•
•
•
•
•
•
•
•
•
•
•
TV subscriptions and licence fees
TV advertising
Internet access
Newspaper publishing
Out-of-home advertising
Radio
Business-to-business
Video games
Filmed entertainment
Music
Magazine publishing
Book publishing
Internet advertising
Source: the Global entertainment and media outlook
2015-2019, www.pwc.com/outlook
Sweden 2015 7
Want instant access to more consumer
and advertising spend data
and analysis?
Methodology
Historic data collection
All the forecasts have been built by starting
with the collection of historical data from a
variety of sources. A base line of accurate and
comprehensive historic data is collected in the
first instance from publicly available information including from trade associations and
government agencies. When this data is used
directly, these sources are cited accordingly.
In addition to this, interviews with relevant
associations, regulators and leading players
have been conducted to gather insights and
estimates not available in the public domain.
When this information is collected, it is used
as part of the calculations and the sources are
proprietary.
Forecasting methods
All forecasts are prepared as part of a collaborative, integrated process involving both
quantitative and qualitative analysis. The
forecasts are the result of a rigorous process
of scoping, market mapping, data collection,
statistical modelling and validation.
8 Entertainment and Media Outlook
Consumer spending on radio licence fees is included in both TV subscriptions and licence fees
and Radio, though double counting is removed
at a total level.
Digital advertising components, such as digital newspaper advertising, digital magazine
advertising, digital trade directories and online
radio and online TV advertising, are all included
within their respective segments and also within
Internet advertising. These are removed at a total
level to avoid double counting.
Revenue from trade magazine publishing is
included in both Magazine publishing and Business-to-business, but double counting is removed
at total level. This also applies to revenue from
professional books, which appears in both Book
publishing and Business-to-business.
Revenue from OTT services such as Netflix is
included in Filmed Entertainment under the
heading of OTT/streaming within electronic
home video (which is split this year between
SVOD and TVOD). Revenue from pay-per-view
(PPV) and video-on-demand (VOD) services
delivered by pay-TV operators is considered as
through-TV-subscription revenue, also as part
of the electronic home video segment. (It is also
considered within TV subscriptions and licence
fees, with all double counting removed at total
level). Advertising revenue from video services
such as YouTube is considered within the video
sub-segment of Internet Advertising.
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13 entertainment
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Sweden 2015 9
Business to business | Book publishing
Entertainment and Media in Sweden
(US dollar millions)
2010
Magazine Publishing | Filmed entertainment
2011
2012
2013
2014
2015
2016
2017
2018
2019
2014 – 2019
CAGR
Business-to-business
Entertainment and Media in Sweden
(US dollar millions)
Financial
215
241
240
255
260
263
267
272
279
285
2
Digital advertising
239
273
272
291
296
307
320
332
344
360
4
Print advertising
203
234
238
254
262
268
276
285
298
310
3
656
748
750
800
818
839
863
890
921
955
3
Digital
160
171
182
196
204
211
218
224
229
233
3
Print
134
115
90
69
54
47
40
35
30
26
-14
295
286
273
265
258
258
258
258
259
258
0
Trade shows
2013
2014
2015
2016
2017
2018
2019
2014 – 2019
CAGR
Total consumer magazine
publishing
4
10
13
14
16
18
20
22
25
28
13
134
133
125
113
108
103
98
94
90
85
-5
138
143
138
127
123
120
118
116
115
114
-2
1
1
3
6
9
13
18
22
27
31
27
283
281
279
276
273
271
271
270
269
267
0
Circulation
Directory advertising
Total directory advertising
2012
Consumer magazine publishing
Marketing
Industry
2011
Magazine publishing
Business information
Total Business information
2010
132
139
141
147
154
160
166
171
176
180
3
Digital circulation
Print circulation
Total circulation
Total magazine publishing
283
282
282
282
282
284
288
292
296
298
1
422
425
419
409
405
405
407
408
411
411
0
Trade magazine
Trade magazine advertising
Book publishing
Digital advertising
Professional books
Electronic professional books
25
25
26
26
27
27
28
28
29
29
2
Print advertising
Print/audio professional books
175
168
162
156
150
144
138
132
126
120
-4
Total trade magazine
199
194
188
183
177
172
166
161
155
150
-3
Trade magazine circulation
Total Professional books
Digital circulation
Consumer books
Consumer books electronic
Consumer books print/audio
Total consumer books
12
17
25
23
24
28
33
39
45
52
16
708
694
616
613
598
584
569
553
538
522
-3
720
710
641
636
622
611
601
593
583
573
-2
Educational books
Educational books electronic
Educational books print/audio
Total educational books
Total book publishing
1
1
1
3
7
10
14
17
20
23
27
167
164
160
155
148
150
147
143
140
136
-2
168
165
161
158
155
160
160
160
160
160
1
1088
1069
990
977
954
943
928
913
897
883
-2
Source: the Global entertainment and media outlook 2015-2019, www.pwc.com/outlook
Print circulation
Total Trade magazine circulation
Total Trade magazine
8
18
21
20
22
23
25
26
28
30
7
136
129
112
92
87
83
78
74
69
65
-6
144
148
133
113
109
106
103
100
97
95
-3
1
1
5
9
14
22
31
40
49
58
32
442
423
381
312
306
300
294
287
280
274
-2
443
424
386
321
321
322
325
328
330
331
1
587
572
518
433
430
428
427
427
427
427
0
Total magazine publishing
1009
996
938
843
835
833
834
836
838
838
0
Total Business-to-business,
professional books and trade magazine
1869
1939
1870
1829
1837
1857
1881
1908
1938
1971
1
214
230
234
218
249
257
265
273
282
290
3
18
19
20
21
21
22
23
24
24
25
3
233
249
254
238
271
279
288
297
306
316
3
Filmed entertainment
Cinema
Box office
Cinema advertising
Total Cinema
Home video
Electronic home video
Electronic home video
OTT/streaming
Electronic home video – SVOD
0
0
2
4
5
7
9
11
13
15
23
Electronic home video – TVOD
9
10
14
20
26
33
39
45
51
58
17
9
10
15
24
32
40
48
56
64
73
18
47
49
59
69
78
88
97
107
117
126
10
56
59
74
92
110
128
145
163
181
199
13
Physical home video – rentals
157
135
116
100
86
74
65
56
49
43
-13
Physical home video – sell
through
328
274
242
183
168
154
141
129
119
109
-8
Total Electronic home video
OTT/streaming
Electronic home video
through-TV-subscription
Total Electronic home video
Physical home video
Total Physical home video
Total Home video
Total Filmed entertainment
484
409
358
283
254
228
205
186
168
152
-10
540
468
432
375
364
356
351
349
349
351
-1
773
717
686
613
634
635
639
646
655
667
1
Source: the Global entertainment and media outlook 2015-2019, www.pwc.com/outlook
10 Entertainment and Media Outlook
Sweden 2015 11
Internet access | Internet advertising | Newspaper publishing
Entertainment and Media in Sweden
(US dollar millions)
Out of home advertising | Radio | Music
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2014 – 2019
CAGR
612
855
1033
1208
1469
1719
1969
2272
2589
2912
15
Internet access
Mobile internet access
Fixed broadband access
Total Internet access
1250
1256
1253
1293
1291
1288
1285
1283
1281
1278
0
1862
2111
2286
2501
2759
3006
3254
3554
3869
4190
9
Digital out-of-home advertising
Physical out-of-home advertising
28
40
61
129
212
297
395
497
591
661
26
Classified Internet advertising
268
279
330
327
302
302
301
301
302
303
0
259
295
330
342
378
397
416
437
458
481
5
22
28
42
60
98
135
185
248
325
418
34
333
429
498
581
686
794
917
1059
1220
1404
15
Total Wired internet advertising
Total Internet advertising
2012
2013
2014
2015
2016
2017
2018
2019
2014 – 2019
CAGR
25
32
41
53
67
81
96
110
125
140
16
141
137
132
131
128
123
118
112
106
101
-5
169
173
184
195
204
213
222
231
241
4
Satellite radio advertising
0
0
0
0
0
0
0
0
0
0
-
Terrestrial radio broadcast advertising
0
0
0
0
0
0
0
0
0
0
-
106
109
98
89
102
106
108
110
113
115
2
Radio
Display Internet advertising
Paid search Internet advertising
2011
166
Total Out-of-home advertising
Radio advertising
Wired internet advertising
Video Internet advertising
2010
Out-of-home advertising
Internet advertising
Mobile internet advertising
Entertainment and Media in Sweden
(US dollar millions)
881
1031
1200
1310
1463
1627
1820
2045
2306
2606
12
909
1071
1261
1438
1675
1924
2215
2542
2897
3267
14
Traditional radio advertising
0
0
0
0
0
0
0
0
0
0
-
Total Radio advertising
Terrestrial radio online advertising
106
109
98
89
102
106
108
110
113
115
2
Public radio licence fees
331
334
344
352
364
367
378
384
391
398
2
0
0
0
0
0
0
0
0
0
0
-
Satellite radio
Satellite radio advertising
Newspaper publishing
Satellite radio subscription
Advertising
77
103
109
116
124
131
139
146
154
162
6
Print advertising
Digital advertising
1068
1187
1031
983
944
911
882
855
831
809
-3
Total Newspaper
publishing advertising
1145
1290
1140
1100
1068
1042
1020
1002
985
972
-2
0
0
0
0
0
0
0
0
0
-
0
0
0
0
0
0
0
0
0
-
437
443
442
441
466
473
486
494
504
514
2
96
100
105
114
116
117
118
120
122
124
1
Live music
Digital circulation spending
0
12
37,
54
65
75
84
92
97
100
9
Newspaper print circulation
spending
2491
2215
1829
1600
1431
1330
1229
1126
1025
926
-8
Total Newspaper publishing
Total Radio
0
0
Music
Circulation
Total Circulation
Total Satellite radio
2491
2227
1866
1654
1496
1405
1314
1218
1122
1026
-7
3636
3517
3006
2753
2564
2448
2334
2219
2108
1998
-5
Source: the Global entertainment and media outlook 2015-2019, www.pwc.com/outlook
Live music sponsorship
Live music ticket sales
Total Live music
307
324
355
397
409
424
443
467
497
528
5
403
424
459
512
525
541
561
587
619
651
4
Recorded music
Digital recorded music
Digital music downloading
13
13
12
10
10
9
9
8
8
8
-5
Digital music streaming
40
85
132
183
203
223
243
263
283
303
8
Mobile music
Total Recorded music
4
3
3
2
1
1
0
0
0
0
-42
56
101
147
194
213
232
252
272
291
311
8
Physical recorded music
182
103
76
56
33
22
16
13
10
9
-23
Total Physical recorded music
238
204
223
250
246
255
268
284
302
320
5
641
628
682
761
771
796
830
871
921
971
5
Total Music
Source: the Global entertainment and media outlook 2015-2019, www.pwc.com/outlook
12 Entertainment and Media Outlook
Sweden 2015 13
TV advertising | TV subscriptions and licence fees | Video games
Entertainment and Media in Sweden
(US dollar millions)
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2014 – 2019
CAGR
TV advertising
Broadcast advertising
Multichannel
120
138
149
155
152
150
153
155
159
165
2
Terrestrial
640
701
718
715
697
689
676
660
643
625
-2
760
839
866
871
850
839
829
815
802
789
-1
5
6
9
16
33
45
55
67
80
94
24
765
846
875
887
882
884
884
882
882
884
0
566
571
587
603
626
642
658
674
690
705
2
Total Broadcast advertising
Online Advertising
Total advertising
TV subscriptions and licence fees
Public TV licence fees
Subscriptions
1442
1443
1455
1514
1582
1629
1674
1720
1765
1809
3
Total subscriptions and licence fees
2009
2014
2042
2117
2208
2271
2333
2394
2455
2515
3
Video games
Advertising
23
27
27
31
33
37
40
43
47
50
8
23
28
35
41
47
52
58
64
70
76
10
Consumer
Social/casual
App-based
Browser-based
Total Social/casual
24
24
24
25
24
24
23
23
23
22
-1
47
52
59
66
71
76
81
87
93
98
7
Traditional gaming revenue
Total console games revenue
Console games
Digital console games
Physical console games
Online/microtransation console
Total console
26
33
40
47
55
63
71
79
86
92
11
236
216
182
183
179
177
174
174
173
173
-1
1
1
2
3
6
8
10
11
13
15
18
263
250
224
234
241
248
254
264
271
280
3
8
16
30
42
47
51
53
55
56
58
4
PC games
Digital PC games
Physical PC games
71
66
60
46
44
42
40
37
35
33
-6
Online/microtransation PC
17
21
24
28
32
35
37
43
48
56
12
97
103
114
117
123
128
130
135
140
147
4
360
353
337
350
364
376
385
399
411
426
3
Total PC games revenue
Total Traditional gaming revenue
Total Video games consumer
Total Video games
407
405
396
416
435
452
466
486
504
525
4
430
432
423
447
468
489
506
529
551
575
4
Total Entertainment and Media
15 594
15 953
15 676
15 793
16 250
16 762
17 336
18 012
18 746
19 511
4
Total without double counting
14 174
14 495
14 232
14 392
14 802
15 279
15 811
16 447
17 140
17 862
4
Source: the Global entertainment and media outlook 2015-2019, www.pwc.com/outlook
Use of Outlook insights data
Outlook insights is drawn from data in the Global entertainment and media outlook
2015 –2019, a comprehensive source of consumer and advertising spend data available via subscription at www.pwc.com/outlook. PwC continually seeks to update the
online Outlook data; therefore please note that the data in Outlook insights may not
be aligned with the data found online. The Global entertainment and media outlook
2015 –2019 is the most up to date source of consumer and advertising spend data.
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