In 2021, pay-TV in Spain will reach 7.1 million households La publicidad en Internet y la TV ser n los principales motores del sector de Entretenimiento y Medios en Espa a seg n el informe Entertainment and Media Outlook 2017-2021' que elabora PwC.
Seg n el informe Entertainment and Media Outlook 2017-2021 que elabora PwC prev que en Espa a la publicidad en televisi n seguir aglutinando en 2021 una parte importante de la tarta publicitaria -unos 2.234 millones de euros-, aunque su crecimiento durante los a os contemplados en el informe ser modesto, del 0,6%. Las televisiones en abierto deber n enfrentarse en los pr ximos a os a distintos retos, que pasan por la renovaci n de algunos formatos que las permitan mantener sus niveles de cobertura, por la necesidad de compensar la ca da de los minutos de consumo y de evitar la fuga del p blico m s joven.
Los ingresos por televisi n de pago aumentar n un 4% en los pr ximos cinco a os, cuando llegar n a los 2,265 millones de euros -sin incluir los ingresos por consumo de video en streaming (OTT)-. En 2021, la televisi n de pago en Espa a llegar a 7,1 millones de hogares y su penetraci n habr crecido del 40,2% (de 2016) al 46,6%. Unos niveles todav a lejos de la media europea -56%-, debido, entre otros factores, a la alta calidad de la televisi n en abierto en nuestro pa s. Detr s del crecimiento de la televisi n de pago se encuentran las distintas alianzas que se han producido en el sector en los ltimos tiempos, el fuerte peso que sigue teniendo en el consumo los derechos del f tbol y la puesta en marcha de iniciativas como los eSports, que han surgido para llegar a los consumidores m s j venes.
Formato digital
El formato digital se convertir en 2020 en el principal soporte publicitario en Espa a. sta es una de las principales conclusiones del informe Entertainment and Media Outlook 2017-2021 en Espa a, que cada a o elabora PwC, y donde se analizan los principales retos y oportunidades del sector a trav s de 11 segmentos (Televisi n y V deo, Publicidad en Televisi n, Publicidad en Internet, Videojuegos, Radio, M sica, Cine, Libros, Revistas, Prensa y Publicidad Exterior). El estudio concluye que en 2020, los ingresos por publicidad digital llegar n a los 2.214 millones de euros, y ser el principal soporte publicitario en t rminos absolutos, ligeramente por delante de la televisi n tradicional -2.140 millones de euros-, tal y como ya sucede en Estados Unidos y otros pa ses de nuestro entorno, como Reino Unido, Francia y Alemania.
El documento concluye que la industria del Entretenimiento y los Medios en Espa a crecer un 2,9% entre 2016 y 2021, cuando alcanzar los 27.629 millones de euros. En este incremento tendr mucho protagonismo el comportamiento de la Publicidad en Internet, que aumentar un 6,3% durante ese periodo. Algo menos de la mitad de toda esta inversi n se destinar a publicidad en buscadores, que pasar de 783 -en 2016- a 953 millones de euros en 2021, lo que supone un incremento del 4%.
En el mundo
En los pr ximos 5 a os, se estima que el crecimiento anual del sector Entretenimiento y Medios a nivel global sea de un 4,2%, por debajo del 4,4% que estimamos el a o pasado. Todo apunta a que el freno en el crecimiento se debe a que el sector se encuentra en un punto de inflexi n. La mayor a de los grandes mercados los negocios se est n acercando o ya han alcanzado una especie de punto de maduraci n que, en ocasiones, raya la saturaci n.
Concretamente, la industria en su conjunto est perdiendo cuota de mercado debido al descenso de las fuentes de ingresos tradicionales . Seg n el informe, dos de los principales segmentos, Peri dicos y Revistas, descender n en t rminos absolutos y otros como la Publicidad en Televisi n, el Contenido B2B y el Cine tambi n se reducir n en t rminos de peso relativo hasta 2021. En cambio, el V deo en Internet o la Publicidad online, est n mostrando un gran crecimiento as como los eSports o la realidad virtual, que est n empezando a despuntar. Aunque no son todav a lo suficientemente grandes como para compensar el estancamiento del resto.
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In 2021, pay-TV in Spain will reach 7.1 million households La publicidad en Internet y la TV ser n los principales motores del sector de Entretenimiento y Medios en Espa a seg n el informe Entertainment and Media Outlook 2017-2021' que elabora PwC. 
