Strong internet growth at expense of traditional media.

By Simon van Wyk

PricewaterhouseCoopers has confirmed for Australia what we’ve been seeing in other markets - sharp internet growth, coming at the expense of free-to-air TV, radio and newspapers. PwC’s “Entertainment & Media Outlook 2006-2010 report as widely reported in The Sydney Morning Herald and B&T forecasts that newspapers, TV, magazines, radio and outdoor will see their overall marketshare decline by 11% in the five years to 2010.

Meantime, the internets ad share will grow from 6% in 2005, to 13% by 2010, and pay TV will grow from 2% to 3%.

PwC director Matthew Liebmann said that: “Traditional media will remain the largest form of advertising in our marketplace, but the more rapid form of growth will come from subscription TV and the internet because of its ability to provide personalised messages at the right time for each individual user.”