Brazil leads high in media and entertainment consumption
Folha de S. Paulo
The Brazilian market of entertainment and media presented the greatest growth among the main economies in the world in 2010 and reached US$ 33.1 billion. According to a study made by PwC in 58 countries, last year Brazil grew 15.3%, ahead the United States, Japan and South Korea, some of the main markets of the world. The survey considers the services consumed by the population as well as the earnings from advertising. The most representative segments in Brazil were the services of Pay TV and Internet Access in consumption, and TV advertising among the advertisers. The three segments registered an increase of more than 20% last year. "Growth is directly related to the performance of the economy. The rise of more Brazilian to the middle class has already brought significant impact last year", says Estela Vieira, partner of PwC for the area of entertainment and media.
Driven by Brazil, which represents 50% of the results, Latin America was also the region with greater increase in earnings: 12.2%, reaching us$ 66 billion. The survey also shows Brazil, alongside China, will present, until 2015, the greatest growth rate among the 12 major economies: 11.4%, compared to 11.6% of the Asian country. "With the increase of the access to high-speed Internet, promised with the National Broadband Plan, it is possible that Brazil overcomes Italy and South Korea by 2015 and consolidates as the seventh greatest market for entertainment and media," it says. Today the country ranks ninth in a US$ 1.4 trillion market. The spread of smartphones and tablets will contribute to the maturation of the mobile internet market. Services of wireless web access will generate nearly US$ 5 billion by 2015, annual average growth of 23.5%, one of the greatest among the 13 categories of entertainment and media assessed. Regular broadband will grow 13.6% in the period.
Driven by online games, social networks and applications for mobile phones, the market of games should grow an average of 7.7% a year in Brazil until 2015. The pace will overcome to consumption of magazines, music and books, which should go from 2.4% to 7.4%. In values, the market is still little significant and it represents only 2% of the earnings with entertainment. In the world, the market of games gains even more relevance compared to other segments. Currently, the global segment totals US$ 55.5 billion and, until 2015, it shall grow an average of 8.2% a year, compared to the 7% registered by the Pay TV services.