As in other industries, another important driver of change in media and entertainment is the rapid growth of emerging markets. In terms of total media spend, the US remains the world's largest market by far with, according to PwC, a total spend in 2010 of over $443 billion. However, other countries are growing more quickly. China’s total spend on media and entertainment grew by more than 75% between 2006 and 2010, and it is expected to grow at nearly the same rate up to 2015. Brazil too is growing exceptionally quickly.
"Brazil, India and China have fast-growing economies and middle classes who are big consumers of media," says Mr George. "There's quite a strong correlation between GDP growth and consumer spend on media and entertainment…so it's natural that we see the highest growth rates for media in these high-growth markets."