Podcast reach and share continue to grow, albeit slowly, aided by need-state differentiation and increasingly online, on-demand media habits.

The ad market remains small with the long tail of podcasts difficult to monetise, but an industry move into video—on both YouTube and Spotify—offers substantial reach and monetisation opportunities.

Publishers and broadcasters see podcasts as an essential brand extension enabling greater reach, whilst successful podcast networks have tapped into more relaxed, commercial formats.

Broadcasters have made considerable progress in becoming platform agnostic over the past three years, delivering innovative ad propositions offering greater targeting, flexibility and measurement. 

They would welcome the opportunity to work with advertisers to explain the complexity involved in delivering linear and digital campaigns. 

Broadcasters believe that although TV advertising is transitioning to digital, legacy share deals and reliance on pricing relative to ITV1’s station average price (SAP) continue to hold the market back. Potential amendments to CRR may allow for a smoother digital transition, benefitting the entire ecosystem.

The Creative Industries (CI) are part of the UK’s emerging Industrial Strategy to power up output growth instead of relying mainly on consumer spend. Film & TV production is a prime example of a longstanding and successful industrial strategy that could be widely emulated.

Media’s contribution to economic growth is mainly in the form of a broad regional spread of skilled jobs created by a mixed ecosystem of commercial and not-for-profit entities, such as the BBC PSB Group and Channel 4, alongside 25,000 charities devoted to culture and recreation.

Media adds more than economic value to the UK by uniquely creating (unmeasurable) societal values through cultural products and services, anchoring a common language and identity at home, and conveying a vibrant and inspiring Britain to the world.
 

Women’s sport press news coverage during the 2024 Paris Olympics has softened after three years of record-breaking highs, though it remains up 3.8x on 2016 levels

Publications vary in their representation, with populars increasing article numbers faster, though qualities continue to devote more space to women. Success is a key generator of ‘newsworthy’ content

Coverage of women’s sport, despite falling article numbers, is larger and more prominent than before, and the threshold for inclusion continues to fall—signalling wider normalisation of women in sports pages
 

On 4 June 2024, Enders Analysis co-hosted the annual Media and Telecoms 2024 & Beyond Conference with Deloitte, sponsored by Barclays, Salesforce, the Financial Times, and Adobe.

With over 580 attendees and over 40 speakers from the TMT sector, including leading executives and industry experts, the conference focused on how new technologies, regulation and infrastructure will impact the future of the industry.

This is the edited transcript of Session One, covering: the evolution of streaming models, and public service broadcasting in the digital age. Videos of the presentations will be available on the conference website.

As viewing moves online, broadcasters’ on-demand players make up a growing proportion of viewing, becoming central to their future strategies.

However, even though SVOD viewing might have begun to plateau, BVOD growth cannot yet balance the decline of linear broadcast.

Of this shrinking pie, 2023 saw most of the major broadcast players increase their viewing shares.

Unprecedented growth in women’s sport is generating opportunities for publishers and advertisers. This year’s FIFA Women’s World Cup provides a chance to capitalise on the elevated coverage and interest

Women’s sport coverage must forge its own identity in the long term. News publishers play an enormous role by nourishing interest and discourse, creating brand opportunities and raising the profile of women’s sport

Articles currently must clear a higher bar for inclusion, though this will shift in the near term as coverage continues growing: variations in the type, style, and quantity of coverage highlight the progress made so far and identify areas of ongoing improvement

On 18 May 2023, Enders Analysis co-hosted the annual Media and Telecoms 2023 & Beyond Conference with Deloitte, sponsored by Barclays, Financial Times, and Salesforce.

With over 550 attendees and over 40 speakers from the TMT sector, including leading executives, policy leaders, and industry experts, the conference focused on how new technologies, regulation and infrastructure will impact the future of the industry.

This is the edited transcript of Session Three, covering: public service broadcasting and its path to a digital future. Videos of the presentations will be available on the conference website.

We forecast broadcaster viewing to shrink to below half of total video viewing by 2028 (48%)—down from 64% today—as streaming services gain share of long-form viewing time.

On the key advertising battleground of the TV set, broadcasters will still retain scale with a 63% viewing share by 2028, even as SVOD and YouTube double their impact.

Short-form video will continue to displace long-form as video-first apps (e.g. YouTube, Twitch, TikTok) gain further popularity and others (e.g. Facebook, Instagram) continue a relentless pivot to video. This will expand the amount of video watched and transition habits—even amongst older demographics.

On 12 May 2022, Enders Analysis co-hosted the annual Media and Telecoms 2022 & Beyond Conference with Deloitte, sponsored by Barclays, Financial Times, Meta, and Deloitte Legal

With up to 500 attendees and over 40 speakers from the TMT sector, including leading executives, policy leaders, and industry experts, the conference focused on regulation, infrastructure, and how new technologies will impact the future of the industry

These are edited transcripts of Sessions 1-3 covering: regulation and legislation, PSB renewal, and clarity in the age of non-linear transmission. Videos of the presentations are also available on the conference website