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Insights from the Entertainment & Media Outlook: 2019–2023 An African perspective Getting personal: Putting the me in entertainment & media An in-depth analysis of the trends shaping the entertainment and media industry in South Africa, Nigeria, Kenya, Ghana and Tanzania 10th annual edition October 2019 www.pwc.co.za/outlook Contents Editor’s letter 1 8 Virtual reality 107 Acknowledgements 3 9 Newspaper publishing 110 1 Overview 6 10 Magazine publishing 121 2 Internet 42 11 Book publishing 132 3 Data consumption 63 12 Business-to-business 143 4 Television 70 13 Music 154 5 Cinema 82 14 Out-of-home advertising 165 6 Video games 93 15 Radio 176 7 E-sports 104 Global contacts 187 PwC | Insights from the Entertainment & Media Outlook: 2019–2023 10th edition October 2019 • An African perspective Editor’s letter PwC | Insights from the Entertainment & Media Outlook: 2019–2023 10th edition October 2019 | 1 • An African perspective About this report The starting point for these insights is our data and Take the roll-out of next-generation 5G networks. This tech projections on 14 defined segments across five territories breakthrough is seemingly outside E&M. But the launch – South Africa, Nigeria, Kenya, Ghana and Tanzania. Our of 5G networks will create new use cases, enhance the industry experts have overlaid this raw research data with customer experience and accelerate growth for many their own experiences and observations to tease out the subsectors within the E&M industry, from video games overarching themes — thus creating actionable intelligence to high-definition video streaming of sporting events. For for companies across the global entertainment & media companies that respond to such disruptions effectively, the (E&M) sector. opportunities are immense. What are the highlights in the new Outlook? This year, we’re Every year, all of us on the PwC E&M industry team look looking at the industry through the lens of the consumer. We forward to writing this report. It provides us with a unique focus on the rise of increasingly personal and personalised opportunity to cross-fertilise ideas and make connections media interactions, as today’s consumers – eager, highly among segments and territories. We hope it helps you do selective and voracious – seize the opportunity to enjoy the same. To learn more about how our findings and thinking Vicki Myburgh Charles Stuart media experiences tailored to their own preferences, apply to your business, please contact your local PwC team contexts and schedules. or reach out to either of us. We look forward to hearing from We’re delighted to welcome you to our you. special report on this year’s Entertainment In a word, the theme is personalisation. Consumers are using an expanding array of connected devices to organise, Best regards & Media Outlook: 2019–2023, An African curate and discover their own unique worlds of media. In perspective (Outlook). Now in its 10th year, response, companies are designing their offerings to revolve the Outlook has been charting the ongoing around personal preferences, using data and usage patterns revolution in these dynamic sectors for a to pitch their products not at audiences of billions, but separately at billions of individuals. tumultuous and fascinating decade. As in previous years, we’ve taken a deep dive into As this report explains, this increasingly tailored world our wealth of detailed data, forecasts and has major implications for every E&M business across Vicki Myburgh Charles Stuart analyses, and generated new perspectives every segment. Whether the subject is business and Entertainment and Entertainment and revenue models, emerging technologies, or regulation and Media Leader Media Partner and insights to help you shape your strategies trust, companies must keep on top of current and future PwC Southern Africa PwC South Africa for the year ahead. developments – and be sufficiently agile, ready to respond proactively and at pace. PwC | Insights from the Entertainment & Media Outlook: 2019–2023 10th edition October 2019 | 2 • An African perspective Acknowledgements PwC | Insights from the Entertainment & Media Outlook: 2019–2023 10th edition October 2019 | 3 • An African perspective Contributors Use and permissions Outlook 2019–2023 editorial team Use of data in this publication Material in this publication is drawn from Requests should be submitted in writing to Vicki PwC partner and team leader data in the Entertainment & Media Outlook: Myburgh at [email protected] outlining the • Vicki Myburgh, Entertainment and Media Leader, 2019–2023, An African perspective (Outlook), excerpts you wish to use, along with a draft copy PwC Southern Africa a comprehensive source of consumer and of the full report that the excerpts will appear in. advertising spend data available via free subscription Provision of this information is necessary for every PwC editorial team at www.pwc.co.za/outlook. PwC continually seeks citation request to enable PwC to assess the context to update the online Outlook data; therefore, please in which the excerpts are being presented. • Ayanda Shabane note that the data in this publication may not be Without limiting the foregoing, excerpts from the • Benard Kingori aligned with the data found online. The Outlook is the most up-to-date source of consumer and advertising publication may be used only for background market • Benjamin Offei-Addo spending data. illustration, should not be the sole source of 2019– 2023 information and must not form the majority of • Charles Stuart This document is provided by PwC for general sourced information. • Elenor Jensen guidance only and does not constitute the provision of legal advice, accounting services, investment advice About PwC • Lillian Mbai or professional consulting of any kind. The information provided herein should not be used as a substitute for At PwC, our purpose is to build trust in society and • Louis de Jager consultation with professional tax, accounting, legal or solve important problems. We’re a network of firms • Sarah Amankwa other competent advisers. Before making any decision in 157 countries countries with more than 276 000 or taking any action, you should consult a professional people who are committed to delivering quality in • Sunet Liebenberg advisor who has been provided with all pertinent facts assurance, advisory and tax services. Find out more relevant to your particular situation. and tell us what matters to you by visiting us at www. Many other professionals from the PwC entertainment pwc.com. and media practice, across five territories, reviewed and The information is provided as is, with no assurance added local expertise to this publication. In addition, we or guarantee of completeness, accuracy or timeliness Supplier to the Outlook wish to thank the industry experts who have added their of the information and without warranty of any kind, express or implied, including but not limited insights. Ovum, part of the Informa Tech group of businesses, to warranties of performance, merchantability and is a provider of business intelligence and strategic fitness for a particular purpose. Content from the services to the global telecoms and media markets, articles in this publication must not be excerpted, www.ovum.com used or presented in any portion that would render it misleading in any manner or that fails to provide © 2019 PwC. All rights reserved. PwC refers to the sufficient context. PwC network and/or one or more of its member firms, each of which is also a separate legal entity. Please Permission to cite see www.pwc.com/structure for further details. This content is for general information purposes only, and No part of this publication may be excerpted, should not be used as a substitute for consultation reproduced, stored in a retrieval system or distributed with professional advisers. or transmitted in any form or by any means – including electronic, mechanical, photocopying, recording or scanning – without the prior written permission PwC | Insights from the Entertainment & Media Outlook: 2019–2023 of PwC. 10th edition October 2019 | 4 • An African perspective Methodology and definitions Historical data collection Definitions All forecasts have been built starting with the collection Do you want access to consumer and advertising spending data at the click of a button? The Outlook is a comprehensive of historical data from a variety of sources. A baseline of source of global analyses and five-year forecasts of consumer and advertising spending across 14 segments in five accurate and comprehensive historical data is collected territories for: 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, 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 calculations, and the sources are proprietary. Music Forecasting methods Internet All forecasts are prepared as part of a collaborative, ooks integrated process involving both quantitative and qualitative analysis. The forecasts are the result of a rigorous process usinesstousiness of scoping, market mapping, data collection, statistical modelling and validation. Cinema adio Note: All data, charts and graphs (unless stated otherwise) in this publication are taken from the Entertainment & Media ata
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