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TV still the main advertising media in Indonesia: PwC
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A staff member monitors TV programs in the office of the Indonesian Broadcasting Commission in Bandung, West Java. (JP/Arya Dipa)
A
ccording to PricewaterhouseCoopers (PwC) television will remain the main advertising media until 2021 with a 53.8 percent market share compared to 53.6 percent in 2016.
PwC, in its “Perspectives from the Global Entertainment and Media Outlook 2017-2021” report, stated that the revenue of Indonesian media and entertainment would see a 10.3 percent Compound Annual Growth Rate (CAGR) in the period between 2016 and 2021.
The total revenue of the industry in 2021 is expected to reach US$8.17 billion.
Moreover, PwC estimated that the CAGR of Internet advertising would reach 21.8 percent in the same period, the highest of all segments, while TV advertising was predicted to have a 10.4 percent CAGR.
Read also: Only online media with loyal readers can charge customers: PwC"The Indonesian Internet advertising market is showing stronger growth than other segments," PwC Indonesia telecom, media and technology leader Mohammad Chowdhury said in a statement on Thursday.
Internet based advertising is predicted to hold 21.5 percent of the market share by 2021 compared to 13.1 percent in 2016, he added.
Meanwhile, paper based publishing – magazines and newspapers – are predicted to hold 20.4 percent of the advertising market share by 2021 compared to 28.4 percent in 2016. (bbn)
