TURNING DIGITAL
The 14th edition of ITMedia Consulting Annual Report
4 October 2016
- Following a slow expansion of the economic activity during 2014, many European economies have continued on the road to recover also in 2015. Within this framework, the European TV market performed unevenly across countries, due to the deep disparities between the national markets in Europe.
- Advertising spending represents the leading force in the TV market and is continuing the positive growth of the last two years. Instead, while still representing the largest slice of the market revenues, pay TV fails to restart, due to the ever increasing competition from online players and their aggressive price policies.
- Internet TV content has now entered the traditional TV screen which at the same time lost its role as unique possibility to consume audiovisual content. Alternative ways of video consumption are expanding and the attention is no longer focused on one screen only. Consumers demand full control over media experiences and unrestricted access anywhere, any time and on any device.
- In this context also broadcasters have started to take into consideration the exploitation of synergies between content and video delivery platforms, developing new digital competences. Online advertising has become an important resource in the mix of resources connected to advertising and in some big countries even the most important.
Turning Digital, the Annual Report by ITMedia Consulting now at the 14th edition, is among the most authoritative and broadest reports on the TV market and its main trends in Europe
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