Singapore's digital spending to account for 67% of total media spend by 2016
Digital’s share of total spend will grow from 28% in 2011 to 37.5% in 2016.
According to PwC’s annual Global Entertainment and Media Outlook 2012-2016, Singapore’s digital spending will grow at 10 percent per annum from 2012 to 2016, from a total entertainment and media market size of US$4.3 billion in 2012 to a projected size of US$5.3 billion in 2016. By 2016, digital spending will increase to nearly half of entertainment and media spend from 39 percent in 2012 to 45 percent in 2016.
The trend in Singapore closely follows global levels - global entertainment and media spending on digital advertising and consumer formats increased by 17.6 percent in 2011 compared with only a 0.6 percent rise in non-digital spending. Digital’s share of total spend will grow from 28 percent in 2011 to 37.5 percent in 2016, and digital spending will account for 67 percent of total E&M spending growth to 2016.
Digital consumer spending in Singapore at 13 percent in 2011 to 20 percent in 2016 will grow at a faster pace than global consumer spending from 7 percent in 2011 to 11 percent in 2016. Singapore advertising spending will grow at 5.6 percent CAGR to 2016 – with digital advertising (inclusive of online and mobile TV and newspaper digital advertising spending) increasing from 10 percent in 2011 to 19 percent in 2016.