Now in its 18th year, PwC’s Global entertainment and media outlook tackles fundamental questions backed by our data and insights. The annual US launch event features conversations with industry trailblazers aimed at bringing the patterns and themes found in the Outlook to life.
“Fueled by explosive growth – largely in mobile advertising – the United States retains its position as the world’s largest internet advertising market in terms of revenue. Mobile advertising surged from 35% of the total revenue pie in 2015 to 51% in 2016. By 2021, mobile advertising will account for a commanding 75% of total internet advertising revenue, a market predicted to be worth $116 billion as a whole. Meanwhile, the lack of effective metrics continues to pose a significant barrier to further growth.”