TV Market Data /
Global Media Predictions 2010
February 2010 | 
Deloitte
Global Media Predictions 2010
According to Deloitte in 2010, 
global TV advertising is expected to be worth $ 180 billion, while global online
advertising is projected at $ 63 billion but linear TV will keep it's dominant role.
Some of Deloitte's further predictions are:
Linear's got legs:
The television and radio schedule stays supreme
Deloitte predicts that in 2010 most video and audio content
will continue to be consumed linearly. The estimates are that over 90 percent of
all television watched and over 80 percent of all audio content consumed will be via
traditional broadcast.
The shift to online advertising:
More selective, but the trend continues
Deloitte predicts that in 2010, online advertising will not only grow in absolute dollars
but is also likely to grow substantially faster than the total advertising market and
continiue to gain share from roughly 10 percent at the end of 2009 to 15 percent by the
end of 2011.
TV and the Web belong togehter, but not necessarily on the same screen
Deloitte predicts that efforts to converge Web and TV will intensify in 2010. By year-end,
more than 30 percent of broadband-enabled households are likely to interact occasionally
or regulary with what they are watching on television through some form of computing device.
Video-on-demand takes off - thanks to the vending machine
Deloitte predicts that 2010 should see strong growth for video-on-demand (VOD), although
the technology behind this growth - the vending machine - may surprise. Deloitte's expectation
is that the volume and value of DVD's distributed via vending machine will double in 2010, mostly
due to additional capacity. By the end of 2010, an estimated 30,000 DVD vending machines will be
deployed in the US alone, each capable of holding up to 700 unites and generating up to $ 50,000 a year.
One step back, two steps forward for 3D TV
According to Deloitte 2010 should see several significant firsts for 3D television, including the launch
of the first 3D TV channels in Europe and North America and the launch of numerous 3D-capable television
sets. But 3D TV is likely to face some significant challenges as well. The potential for 3D to bolster the
television industry's revenues is strong. But by year-end subcriber numbers, subscription and equipment
revenues as well as availabe contents are likely to remain negligible.
Download the complete report:
Media Predictions 2010 (Deloitte)
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