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Competition in the global entertainment and media (E&M) industry is rapidly changing. The streaming industry is shifting its focus from competition to securing subscribers to competition for advertising and data-based monetization, and demand for offline experiential content such as sports, concerts, and live events is also growing.

Samil PwC announced on the 27th that it has published a report titled 'Global Entertainment and Media Outlook 2026-2030'. According to the report, the global E&M market is expected to grow at an annual average of 3.4% by 2030 to reach 4.2 trillion dollars. The advertising sector is expected to drive industrial growth, exceeding $1.4 trillion.

The report analyzed that AI and digital technologies are changing the way content is created, distributed, and consumed, but the essence of the industry is still in the "human experience." The "shared reality" of sharing experiences with others, such as sports games, concerts, and exhibitions, was cited as a key growth driver.

Retail media, streaming advertisements, and digital outdoor advertisements are emerging as new growth pillars in the advertising market. Analysis of user behavior using AI, personalization, and measurement of advertising performance are also expected to support market growth.

The global online video service (OTT) market is expected to grow to about $304 billion by 2030, but its subscriber expansion-oriented strategy has faced limitations due to the spread of "subscription fatigue." Major platforms are expanding advertising-based pricing plan and live sports broadcasting, and are expected to evolve into a comprehensive entertainment platform that encompasses movies, dramas, music, sports, games, and user-generated content.

Korea's E&M market is expected to grow at an annual average of 3% from 2025 to 2030, ranking ninth in the world by 2030. The report evaluated that although the Korean market has entered a stage of maturity, AI and data-based advertising and content production, expansion of advertising-based pricing plan, and reorganization of OTT and broadcasting industries are actively underway.

"The key to competitiveness depends on whether we can secure data, AI capabilities, and differentiated IPs and connect them to new revenue and customer experience," said Lee Bum-tak, partner at PwC.