Nearly 93 million people in Central and Eastern Europe will use mobile messaging apps at least monthly in 2015. That’s up 49.3% over 2014 usage levels—the highest growth rate of any region in the world.
In many markets across Western Europe, pay-TV services have already reached saturation. That’s why Eastern Europe is so attractive to video entertainment service providers. It’s a huge upside opportunity.
As Eastern Europe recovers from the recession, the number of digital TV homes will triple between 2010 and 2020 — that’s up from 41.0 million to 124.7 million.
Continued economic sluggishness in the eurozone has resonated and been felt especially strongly in Central and Eastern Europe — where media usage and ad spending continue to grow robustly, though not as fast as previously expected.
eMarketer estimates total media ad spending will still be up 8.0% this year in Central and Eastern Europe, with Russia leading the way with 13.0% growth projected.
Russia’s web penetration still remains somewhat limited, but eMarketer estimates that 54% of the population will access the internet on a regular basis this year.
Mobile internet penetration across Russia is expected to reach 32.8% of the total population this year, or 46.7 million residents.
Strategy Analytics forecasts mobile handset revenues to grow 16% worldwide during 2013. At the same time, the four BRIC countries — Brazil, Russia, India, and China — will all grow at rates well above the global average.
Led by China, BRIC countries will generate 28% of global handset revenues.
eMarketer estimates that internet penetration in Russia stands at over half of the population, with a heavier concentration of web users in cities vs. the vast countryside.
While the country’s overall penetration rate is low by European levels, it is the highest of the BRIC countries, according to eMarketer’s projections.
The growth in popularity of online video services are giving a significant boost to Russia’s home video market, according to a new report from UK-based Futuresource Consulting.
“Despite being in embryonic stages of development, digital services are expected to offset declining packaged revenues and provide a much-needed boost to the market,” said Fiona Hoy, market analyst at Futuresource Consulting.
“Consumer appetite for viewing video content online is strong with over 100 billion views expected in 2011, consequently presenting the paid-for online video market as a highly commercial opportunity, and our forecasts show that by 2015 the online market is expected to exceed 30% of total home video market revenues, driven primarily by subscription services.”
via IPTV news
European online advertising grew by 15.3 percent to €17.7 billion in 2010 — according to the IAB Europe Adex study.
With an average growth rate of 21.3 percent, display formats (including video, social and mobile where measured) reached €5.8 billion in ad spend and overtook paid search advertising as the fastest growing segment last year, for the first time. Search increased 15.1 percent on average to €8 billion, remaining the biggest category. Directories and classifieds increased by 7.4 percent to €3.9 billion.
The biggest growth was seen in Russia (37 per cent) — but the top six markets of Western Europe still account for three quarters of online adspend in Europe.