PWC: Online advertising market will be worth USD 141 million in 2018

The online advertising market in Romania will register an annual growth of 14.6 percent to reach USD 141 million in value in 2018, according to PriceWaterhouseCooper’s report “Entertainment and Media Outlook”, quoted by economica.net.

Another market segment that should grow steadily every year by 9.9 percent is online payments, reaching a total value of USD 1.18 billion by 2018, from USD 814 million this year.

Internet access and online advertising will represent 40 percent of the local media market in Romania four years from now. TV subscriptions will be coming in on a distant second place.

According to the study, at a general level the Romanian media and entertainment market is estimated to grow steadily by 5.2 percent every year until 2018 when it will have a total value of USD 3.1 billion. While the overall outlook may seem positive, certain market segments will shrink in value.

For instance, printed magazines will decline to just USD 25 million in 2018, representing just 12.5 percent of the media market.

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“Even if the Romanian media market will grow at a constant rate over the next five years, it will remain the smallest market in the region by absolute value, with USD 3.1 billion compared to Russia (USD 42 billion), Turkey (USD 17.5 billion), Poland (USD 12.6 billion), Czech Republic (USD 6.5 billion) and Hungary (USD 3.2 billion).”, according to the study.