Global Entertainment and Media Outlook 2017 - 2021

Our global entertainment & media outlook helps businesses make more informed decisions, by providing a single comparable source of global analysis for the media industry. The outlook includes a five-year forecast and five-year historic view of consumer and advertising spending data across 54 countries. It’s a powerful online tool that provides deep knowledge and global findings about the trends that are shaping the industry.


Turkey Commentary

 

Books

Total books revenue in Turkey, consisting of revenue from consumer, educational and professional sectors.

 

B2B (Business-to-business)

Trade shows represent the largest B2B sub-segment in Turkey, which is uniquely positioned between Europe and the Middle East. This has helped to position the country as an important trade hub, but it has become less attractive in light of problems among its geographic neighbours.

 

Cinema 

The Turkish cinema sector has shown strong growth in recent years. Total cinema revenue went up from US$158mn in 2012 to US$251mn in 2016. There are signs now, though, that the rate of increase is slowing just a little, although the country’s cinema sector remains on an upwards trend.

 

Internet access

Total Internet access revenues in Turkey will rise by a CAGR of 9.6% to reach US$5.6bn in 2021, with mobile Internet revenues driving growth and increasing by a CAGR of 11.3% to reach US$3.4bn in the period.


Mobile internet

Mobile Internet penetration will rise rapidly from 48.5% to 72.9%. By the end of 2021 high-speed mobile Internet will have a penetration rate of 79.8%, a huge increase from 10.2% in 2016.

 

Fixed broadband

Fixed broadband penetration will rise from 62% to 76.7% over the forecast period. By the end of 2021 most customers will subscribe to medium-speed services which will have a penetration rate of 49.2%; the high-speed penetration rate will grow by 21.7 percentage points to 31.4%.

 

Internet advertising

Although mobile Internet access is growing at a rapid pace, the largest share of Internet advertising spending goes to desktop. Desktop display advertising comprised 44.8% of total advertising spend, at US$365mn in 2016. Within display advertising, video ads are growing in popularity.

 

Internet video

Internet video is growing in Turkey as the market shifts away from the ownership and rental of physical products such as DVDs to the wide array of content accessible via OTT platforms. Internet video revenue is set to overtake the physical home video segment for the first time in 2017, and growth of 13.8% CAGR will produce revenue of US$71mn by 2021. Next-generation services are of increasing importance in the Turkish market, with tablet ownership accelerating and a large proportion using second-screen devices for TV viewing.

 

Magazines

Subscriptions are expensive in Turkey because delivery is generally by courier. As a result, the vast majority of magazines in Turkey are sold on a single-copy basis, which makes the sector volatile. The biggest digital opportunity for magazine publishers in Turkey will come from the advertising segment.

 

Newspaper 

Despite booming in one of the world’s fastest-growing economies in recent years, Turkey’s news publishing sector has plateaued and will enter a period of decline, with political uncertainty impacting the business outlook.

 

Out of home advertising

The growth of Turkey’s OOH advertising market has partially been driven by high levels of transport infrastructure investment made in recent years to support the country’s rapidly growing urban population. This now stands at 70% of the overall population, according to the World Bank.

 

Radio

Sluggish radio advertising spend in 2016, which accounts for all of the market, suppressed overall growth in Turkey’s radio sector. But the market is expected to pick up.

 

Traditional TV and home video

The long-term potential of Turkey’s pay-TV market is high, with a young population and average viewing time of over five hours a day, but effective anti-piracy legislation will be vital. Subscription TV penetration is somewhat limited by a high proliferation of free-to-air channels available via terrestrial and satellite, although digitisation of the terrestrial sector has been slow.

 

TV advertising

Turkey’s political and economic instability in 2016 could limit growth potential in the advertising industry. A decline in GDP was estimated in the third quarter of 2016, representing the first recession since mid-2009. Growth forecasts in TV advertising will be reliant on the country finding more stability in 2017 and restoring business confidence.

 

Video games

Turkey is the second-largest video games market in Central and Eastern Europe, after Russia. The country has a large, young and highly digitally engaged population, making it receptive to video games. Turkey’s expanding social/casual gaming sector is the primary driver of growth, with social/casual games already making up some 69.4% of Turkey’s total video games revenue. This is primarily the result of the rapid increase in smartphone penetration in Turkey in recent years.

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Murat Çolakoğlu
Entertainment and Media Industry Leader
Tel: +90 212 326 6086
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