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Forging ahead in the face of a pandemic: entertainment and media companies reposition to cope with the crisis
The SARS-CoV-2 pandemic threw a wrench into the works of the entertainment industry in 2020 but left an open playing field for nimble media businesses. In this, the latest edition of the Swiss Entertainment and Media Outlook, we take a close look at the developments based on figures available to us in the April/May 2020 time frame. Needless to say, the trends underway back then became even more accentuated as the second wave of Covid-19 infections swept across the globe. The crisis situation has left certain players in dire straits, but many of those developments were logical in light of the current circumstances. The Internet Advertising, Out of Home and TV Advertising segments deserve your particular attention.
Despite the pandemic-related challenges to compiling this year’s Outlook, we can assure you that our observed trends are essentially reliable and properly portrayed, whereas they need to be viewed in a differentiated and relativised way.
To get a sense of the bigger picture in this diverse industry, please also have a look at PwC's global page.
SEMO 2023 is now available
2020 Switzerland Outlook perspectives - Segment highlights
B2B
Segment definition
With the business world in upheaval, this diverse segment has seen some of its past mainstays wither as a result of the pandemic. But it can always count on its vast troves of data … unless the regulators get in the way.
Cinema
Segment definition
When the Masked Avengers are in the audience rather than on the silver screen, you know something’s awry in Hollywood. Lockdowns are one thing, but content generation is an entirely different matter. All of this adds up to a box office bust that’s bound to persist until the air’s clear.
Consumer books
Segment definition
In tough times, people become resourceful. And, yes, there are still a few of them who are fed up with canned entertainment and are perfectly happy to sit back and enjoy a good book. In which form? That’s in the eye of the beholder – or these days, the ear. Bricks-and-mortar booksellers are on the ropes, but ebooks are booming. Read on!
Internet access
Segment definition
Connectivity – be it wired or wireless – is considered almost a human right in today’s world. But not in everyone’s world. And then comes the question of speed and capacity. 5G will open up considerable potential for this otherwise mature segment, as long as politics and the coronavirus don’t get in the way. Check out where we stand at this point.
Internet advertising
Segment definition
Banner years lie ahead! As desktops become increasingly supplanted by mobile devices, this advertising medium – with the exception of classifieds – is essentially immune to the effects of the pandemic. Find out more about where the segment is heading.
Music, radio and podcasts
Segment definition
There’s gold in them thar hits, and that fact is not being lost on many of the major players. Consolidation is under way as existing libraries are snatched up and new digital routes taken, leaving live events on hold. Radio remains a constant companion, especially when it comes to keeping abreast of the latest developments. This type of gold, too, is a store of value.
Newspaper and consumer magazine
Segment definition
Been to the kiosk lately to buy a newspaper or magazine? Times are tough for the traditional print media. Readers – and along with them, advertisers – are opting more and more for the digital domain. Find out how the “old guard” is responding to this challenge.
Out-of-home advertising
Segment definition
Alas, this otherwise steady-Eddie medium of the advertising industry, just like all of us, is facing fewer faces these days. A digital dimension has added pizzazz and new ways of catching eyes, but if those eyes are at home …? A quandary for advertisers.
OTT video
Segment definition
A lockdown lock on viewership. Now that leisure-time entertainment has been limited to the living room, people have little other choice than to go with the flow, or, as it were, the stream. First-movers Netflix and Amazon are sitting pretty, but the room is getting crowded. Meanwhile, what about content?
TV advertising
Segment definition
Broadcasters are hard put in their attempt to keep up with the streamers while still attracting advertisers. Here again, flexibility and innovativeness are called for. “TV anywhere”? Sure – smartphones are everywhere. But who’s watching what? And where are the ad budgets going? Take a closer look.
Traditional TV and home video
Segment definition
The TV’s on, but what are people watching? Of course there’s the news, but the day is long and Homer Simpson is growing a beard. Major sporting events have been either cancelled or postponed. DVDs? Who does DVDs anymore? All of this leaves the door wide open for subscription and streaming services. Flexibility is called for. See who the winners are and who’s headed for the locker room.
Video games and esports
Segment definition
What do you do when the Gunners aren’t gunning for goals? You do it yourself, of course. Video gaming, in all of its manifestations, has become the 21st Century’s go-to pastime. And everyone is tapping into the trend. Advertisers, at a loss for more traditional venues and audiences, have certainly taken note.
Industry insights
Andy Bürki
Leiter Advertising Market, Mitglied der Unternehmensleitung, APG/SPA
«Die fortschreitende Digitalisierung des Out of Home Inventars, in Kombination mit der zunehmenden Mobilität der Bevölkerung und der Erschliessung von neuen Kanälen in den diversen Mobilitäts-Infrastrukturen und neuen Ballungszentren, eröffnen weitere Chancen für ein Wachstum im OTT Segment. OOH ist als einzig verbleibendes Massenmedium schon länger ein "Muss" im Media-Mix der Werbeauftraggeber und wird sich weiter etablieren. Denn mit digital OOH kann eine effektive, zielgruppenspezifische Ansprache über exakte Zeitschienen, geografisch relevant nach Standort ausgesteuert werden.»
Andres Palomares
Leiter Kommerz SRG, Schweizerische Radio- und Fernsehgesellschaft
«Die Entwicklung in der Schweiz ist nicht direkt mit der globalen Entwicklung vergleichbar. Aufgrund des starken Trends hin zur zeitversetzten Nutzung von Inhalten mit der in der Schweiz besonderen Möglichkeit, klassische TV-Werbung im Replay zu vermeiden, muss davon ausgegangen werden, dass die TV-Werbeausgaben sich stärker rückläufig entwickeln werden, als in anderen Ländern. Die Veränderung des Nutzungsverhaltens bringt den Sendeunternehmen aber auch Chancen für neue, innovative Werbeprodukte.»
Alexander Horrolt
Managing Director, Goldbach neXT AG
«Während der Covid-19 Pandemie konnten wir feststellen, dass die Nutzungs-Verschiebung zu digitalen Medien und ihren digitalen oder gar automatisierten Prozessen weiter Fahrt aufgenommen hat. Neue Kunden entdeckten während dieser Zeit «Online» als praktisch einziges, nutzbares Medium. Zudem gab es kurzfristige Anpassungen oder auch Einstellungen von Kampagnen mit Fokus auf Abverkauf im Lockdown. Dadurch kam es zu einer Veränderung in der Relation von Performance versus Branding-Kampagnen, insbesondere im 2. Quartal zu Beginn des Lockdowns. Die Situation führte auch dazu, dass die Nachfrage nach kurzen Vorläufen und Flexibilität anstieg und in im hohen Masse durch Online und insbesondere Programmatic gedeckt werden konnte.
Aus diesem Grund sehen wir zukünftige Trends wie Kurzfristigkeit und Flexibilität des Budgets, damit wir weiterhin der Verschiebung der Nutzungsbedürfnisse in flexiblen Gattungen, vor allem im Bereich Digital, gerecht werden können. Innerhalb vom Online-Bereich bietet der Kanal Programmatic die idealen Voraussetzungen, um auch remote agieren zu können. Zudem dürfte besonders nach der Krise der Bereich Branding wieder eine grössere Rolle spielen und damit der Video-Boom seine Fortsetzung finden.»
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Understanding where consumers and advertisers are spending their time and money in the entertainment and media industry can help inform many important business decisions.
PwC’s Global Entertainment & Media Outlook provides a single comparable source of consumer and advertiser spending data and analysis. Regardless of how you influence business decisions, the Outlook can help you understand industry trends so you can capitalise on new opportunities.
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