Furthermore, online advertising and online consumer spend will be responsible for around 80% of total value growth.
Boyadjieva said the status and growth of the share of online revenues differs by market, with North America and APAC being the most developed. Indeed, North America accounted for 29% in 2016 and will see its online revenues grow by a further €41 billion by 2020. APAC, claiming 30% in 2016, will add a further €45 billion. At the same time, Western and Eastern Europe will lose €2 billion in offline revenues and APAC gain €28 billion.
Boyadjieva added that between 2016-20 online growth will overcompensate offline decline in all segments except print and online shares range from 8%-75% in traditional segments.
She also said that the biggest winners in the digital transformation will be content owners and the biggest losers offline distributors.
In conclusion, the media industry is in the middle of its biggest transformation, which creates attractive growth and investment opportunities. However, the dynamics of growth differ largely by segment and geography and traditional players will continue to shed value to those who operate online and to content producers. Still, attractive diversification opportunities exist for traditional media players.
Meanwhile, online media segments have begun to fragment into online aggregation and distribution. Consolidation is also now taking place, with many players active strategically and financially