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2022媒介趋势与预测报告
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2021 bore many burdens carried over from the previous year. But beyond the societal and economic fall-out from the pandemic's early shocks, the outlook today is improving In many parts of the world, restrictions have loosened; the early stages of economic recovery have begun; and in media, where we have witnessed I some rebalancing of investment across channels, growth is forecast.
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2021 bore many burdens carried over from the previous year. But beyond the societal and economic fall-out from the pandemic's early shocks, the outlook today is improving In many parts of the world, restrictions have loosened; the early stages of economic recovery have begun; and in media, where we have witnessed I some rebalancing of investment across channels, growth is forecast. Yet the future for this dynamic, interconnected and truly global industry contains many uncertainties. It's for this reason that we 've been particularly careful and meticulous when producing our Media Trends and Predictions 2022. This year, we ve tightened our focus to examine five key themes, creating a report that mixes the most notable trends with evidence guided predictions and insightful thought leadership. The goal is to help readers clearly identify both risks and opportunities for 2022 in full expectation that it will be a critical year for most. Our mission - to understand people and inspire growth - remains central to our business. And our 2022 report gives you a clear view of the media world to help guide you through a period of recovery and innovation.I hope you find value in what we have to say, and trust you won't hesitate to speak with us should you wish to learn more - to do so, simply follow the signposting at the end of each section.Practically any statistic focused on video streaming is deeply impressive, proving why, for so many people, it's the centre of the media universe.In 2020, for example, it was estimated that S61bn in annual investment was made in streaming subscriptions and S173bn in pay-TVi. This was supported by significant spend in film and TV content, which reached S220bn2 globally and set a new record for what was a transformative year. And factors in ad funded VOD expenditure for TV episodes and movies, as well as forecasts, point towards triple-digit growth over the next five years, reaching $66bn across 138 countries .Meanwhile, Kantar's TGI Global Quick View study of consumers in 25 markets shows that over half of internet-connected consumers claimed to have used pay-TV or video streaming services 'in the last week'4. Of these, almost two-thirds (65%) said they watch two or more hours of paid-for streamed content daily.This amounts to a lot of eyeballs spending a lot of time glued to an increasing array of platforms - but it's not just global stay-at-home orders fuelling these 2021 trends. Over the last year, the growth has been driven by a wave of media mergers, expanded market choice, and adaptive approaches to content production and streaming options throughout the pandemic.
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