The latest edition of the “Entertainment & Media Outlook in Italy 2017-2021” report has been presented yesterday in Milan by PwC, complete with development projections of seventeen E&M segments: Books, Business-to-Business, Cinema, Data Consumption, E-sports, Internet advertising, Internet video, Magazine publishing, Music, Out-of-home advertising, Radio, Traditional TV & home video, Video Games, Virtual Reality.
The Italian E&M market reconfirms the economic recovery started in 2015 after a sectoral crisis in previous years, registering in 2016 an encouraging 5% increase, which is 31.5 billion Euros that are predicted to become of 38.1 billion Euros in 2021.
Web and TV continue to represent the great majority of earnings (68% in 2021) and the highest percentage of absolute growth, generating 5.5 billion Euros in total E&M increase of 6.7 billion Euros in the next five years.
The TV advertising category remains the most significant in the advertising market with 3.265 billion Euros and a 15.3% increase, followed by 2.356 bllion Euros from internet advertising with a disparity that will get more and more even until 2021.
