2021-2025年澳大利亚娱乐与媒体展望（英）-72页_5mb

Australian Entertainment & Media Outlook Summary

Core Content Overview

The 20th edition of PwC's Australian Entertainment & Media Outlook provides an in-depth analysis of the sector's evolution post-COVID-19. It highlights how the pandemic has accelerated digital disruption, reshaped consumer behavior, and prompted significant power shifts across the industry. The report outlines the challenges and opportunities facing various segments, including advertising, streaming, gaming, and traditional media, and explores the underlying factors driving content consumption.

Main Points and Key Findings

Market Impact in 2020

• The pandemic caused the sharpest contraction in Australian entertainment and media revenues in the report's history.
• Total advertising spend fell by -8.0% to A$15.4 billion.
• Consumer spend dropped by -1.9% to A$42.5 billion.
• Filmed Entertainment saw a -41.0% revenue decline, while Out-of-Home (OOH) dropped by -39.0%.
• Internet Advertising was a notable winner, growing by 3.3% to A$9.3 billion.

Power Shifts Reshaping the Industry

The report identifies five major power shifts that are transforming the entertainment and media landscape:

1. Macro Shift in Consumption

   • Consumers are increasingly moving to digital platforms.
   • This shift is driving revenue diversification and content availability across multiple formats (SVOD, BVOD, PVOD, gaming).
   • Despite the contraction, digital growth is expected to continue, with SVOD revenues projected to grow at 20.4% CAGR to A$3.3 billion by 2025.

2. Control Shifts to Consumers

   • Consumers are in greater control of their time and money, leading to increased competition among platforms.
   • Advertisers face challenges in reaching audiences due to the ability of consumers to scroll, skip, or opt out of ads.
   • The Apple privacy update in 2021 reinforced consumer control over data, affecting advertising strategies.

3. Creative Shifts to Content Creators

   • The democratisation of content via platforms like TikTok, Twitch, and YouTube is empowering creators.
   • User-Generated Content (UGC) is growing in influence, with short-form, low-budget content reaching large audiences.
   • Streaming services are increasingly monetizing content directly, reducing reliance on traditional distribution models.

4. Location Shifts to Anywhere, Anytime Access

   • The ubiquity of digital access and 5G technology allow consumers to engage with content on any device, anywhere.
   • The lounge room, bedroom, and in-transit are now common consumption locations, with SVOD and gaming playing a central role.
   • Gaming emerged as a bright spot, with 7.2% growth in 2020 and expected to grow at 7.5% CAGR through 2025.

5. Regulatory Shifts: Focus on Market Power and Privacy

   • Australia has become a testing ground for regulatory actions, including the News Media Bargaining Code and Digital Platforms Inquiry.
   • The code aimed to address bargaining imbalances between news media and digital platforms like Google and Facebook.
   • Privacy regulations and market influence scrutiny are expected to continue in the foreseeable future.

Key Consumer Insights

The report includes a special feature on content consumption behavior in a post-pandemic world, based on research into consumer habits:

• Content appetite is influenced by four key factors:

  • Preferences and interests shaped by genre and motivation.
  • Connection to content, including implied ownership and emotional ties.
  • Referral mechanisms that guide content discovery.
  • Access context (how, when, where, and why content is consumed).

• Three types of content consumption were identified:

  • Routine consumption: habitual and predictable.
  • Spontaneous consumption: low effort, filling time.
  • Planned consumption: deliberate and focused.

• New behaviors have become embedded, especially among younger demographics, who are more likely to consume content on-demand and across platforms.

Industry Outlook

• The overall industry outlook remains robust, with digital growth expected to drive global expansion.
• Streaming services are dominating the market, with SVOD projected to reach A$3.3 billion in revenue by 2025.
• Adaptation and innovation are critical for success in the evolving landscape.
• NFTs are emerging as a new revenue stream for creators, allowing direct engagement with consumers.

Conclusion

The entertainment and media industry is undergoing significant transformation, driven by digital disruption, consumer empowerment, and regulatory changes. While the 2020 contraction was severe, the 2021 rebound suggests a resilient market. The future will be shaped by how well companies adapt to new consumer behaviors, technological advancements, and regulatory environments. The central role of media in consumer lives is expected to deepen, with content creators and digital platforms gaining more influence and revenue potential.