U.S. Online and Traditional Media Advertising Outlook 2017-2021

PwC released its Entertainment & Media Outlook Report, a study that contains projections for online and offline media advertising expenditures through 2021. The following are highlights for major media markets in the U.S.

	Online Advertising Online is expected to have a 9.9% compound annual growth rate (CAGR)¹ through 2021. Mobile online is projected to grow at a 18.7% CAGR, with wired online forecast to decline.
	Out-of-Home Advertising Out-of-home advertising has the strongest prognosis of traditional media, due to the healthy projected growth in digital out-of-home advertising. Digital out-of-home (ex. billboard, DMV, elevator, gas station) is expected to grow at a CAGR of 8.1%.
	TV Advertising TV is projected to grow slowly at a 1.3% CAGR through 2021, in part due to declining TV viewing. Online TV is slowing, with a CAGR of 7.4% this year.
	Magazine Advertising Consumer magazines will remain flat through 2021; digital’s CAGR of 13.1% will offset print’s -9.7%. Trade magazines are also expected to remain flat.
	Radio Advertising Radio is expected to remain flat through 2021 with a CAGR of 1.2%, excluding satellite radio (which represents a fraction of total radio advertising). Online radio will be the fastest-growing segment, with a CAGR of 8.6%; broadcast radio continues to be the dominant form, but will remain flat in growth.
	Newspaper Advertising Newspapers are expected to see a decline in revenues between now and 2021. Digital advertising’s CAGR of 2.2% is not growing quickly enough to offset print’s -12.6%.
	Cinema Advertising Cinema is predicted to grow at a CAGR of 2.4%. Cinema advertising revenues will continue to be dwarfed by box office revenues.

1 The compound annual growth rate (CAGR) is the proportional growth rate from year to year for a business, used to calculate growth over a time period.

Source: PwC’s Entertainment & Media Outlook, reported by Marketingcharts.com