This year’s media predictions look at a diverse array of topics including television, gaming, the music industry, and social media. But the flow of ad dollars is a common thread that crosses across many sectors. Learn more by exploring the 2011 media predictions.
Deloitte's Janet Moran, Duncan Stewart and Paul Lee discuss developments in this video about the media predictions for 2011.
1. Television’s “super media” status strengthens
In 2011, Deloitte predicts television will solidify its status as the current super media, defying some commentators’ prophecies of imminent obsolescence.
2. DVRs proliferate! The 30 second spot doesn’t die!
Deloitte predicts that digital video recorder (DVR) penetration in two large markets will exceed 50 percent of TV households by year end 2011; but also predicts that TV advertising will be almost entirely unaffected despite that level of penetration.
3. Push beats pull in the battle for the television viewer
In 2011, Deloitte predicts that despite the sale of tens of millions of television sets that offer a form of built-in search capability for television programming, the vast majority of viewing will be delivered on a traditional “pushed” basis, in other words the schedules determined by channel planners.
4. Social network advertising: how big can it get?
Deloitte predicts that in 2011 social networks are likely to surpass the breathtaking milestone of one billion unique members. Also, they may deliver over 2 trillion advertisements.
5. Games go online and on sale: the audience grows, but at what price?
Deloitte predicts that in 2011 the global computer and video games industry will continue growing but from a more diverse set of revenue streams.
6. Keeping the life in live: A&R diversifies
Deloitte predicts that in 2011 the live music sector, with festival organizers at the forefront, will singly or jointly start expanding their talent creation and nurturing roles that until now have been largely left to music labels’ Artist and Repertoire (A&R) divisions.
7. Pop goes pop-up: Music retail goes seasonal and temporary
Deloitte predicts that 2011 revenues for digitally distributed music will exceed physical music sales in at least one major market, most likely the United States.