Media industry is witnessing a gradual shift towards digitization, with customer preferences also leaning towards digital media. Advertising industry prefers electronic and online media over print media (such as newspapers, magazines, etc.), owing to growth in fixed and mobile broadband services and increased global networking & communication platforms. Electronic media is the major medium, which includes delivery of information through tablets, laptops, cell phones, mp3, radio, television, among others.
Digital spending is anticipated to grow at a dynamic rate and estimated to surpass 50% of total media spending by 2019. Digital video spending is the most lucrative segment, with internet and mobile advertising expected to become the major advertising medium in near future. This growth is primarily driven by growing adoption of mobile broadband services and globally connected customers. Emerging markets are playing a crucial role in growth of media industry, with huge potential for both print and digital media. Countries such as India, China, Mexico and Malaysia are the most prominent markets due to economic expansion and rising household incomes. Additionally, the industry growth is also supported by rising advertise spending, technological innovations and government regulations.
However, digital media has impeded the growth of print media most due to availability of free content on internet. This has led many newspaper and magazine companies to go online and start selling subscriptions to remain in business.
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