The global entertainment and media (E&M) industry is projected to reach $4.2 trillion in revenues by 2030, growing at a compound annual growth rate (CAGR) of 3.4%, according to PwC’s Global Entertainment & Media Outlook 2026-30. The industry is expected to add nearly $600 billion in new revenues by the end of the decade, driven largely by AI-powered digital advertising and growing demand for live experiences.
Advertising has emerged as the fastest-growing major segment within the industry. Global ad spend crossed $1 trillion for the first time in 2025 and is forecast to reach $1.4 trillion by 2030, growing at a 5.6% CAGR. PwC attributes this growth to AI-enabled hyper-personalisation, which allows advertisers to deliver more targeted campaigns and command higher returns. The global internet advertising market reached $755.6 billion in 2025 and is expected to grow at 7.2% CAGR through 2030.
The report also points to a continued recovery in cinema. Global box office revenues are forecast to grow at 3.5% CAGR to reach $39.5 billion by 2030, with Asia-Pacific leading growth, followed by Europe, the Middle East and Africa, and North America. However, much of the increase is expected to come from higher ticket prices rather than significant growth in admissions.
In streaming, growth remains positive but is beginning to slow as consumers face subscription fatigue. OTT revenues are expected to grow at 6.1% CAGR, while advertising’s contribution to the segment continues to rise. OTT advertising is projected to grow at 9.4% CAGR, increasing its share of total OTT revenues from 19.4% to 22.6% by 2030. Meanwhile, traditional television revenues are expected to continue declining, falling from $360.5 billion in 2025 to $341.2 billion in 2030.
PwC also highlighted the growing importance of live and shared experiences. Sectors including live music, cinema, trade shows, out-of-home events and online betting are projected to grow at a combined 5.2% CAGR, reaching $294 billion by 2030. The global music, radio and podcast market is expected to expand from $125.5 billion to $145.1 billion, while spending on trade shows is forecast to rise from $38 billion to $44.6 billion over the same period.
Among the fastest-growing categories is online betting and gambling. Across the ten markets studied by PwC, regulated online gambling revenues more than doubled between 2021 and 2025 to $79.5 billion and are projected to reach $119.7 billion by 2030, growing at 8.5% CAGR and surpassing the global box office market in size.
The report concludes that while AI-driven advertising will remain the industry’s strongest growth driver, live experiences and digitally enabled entertainment formats are becoming increasingly important as consumers seek both personalised content and real-world engagement.
Bart Spiegel, Global Entertainment & Media Sector Leader, PwC, said, “Advertising continues to remain a powerhouse driving the global entertainment and media industry’s revenues – and it will play an increasingly greater role as AI-powered hyper-personalisation transforms engagement with end-users. Amid heightened industry competition and growing digital ecosystems, market players must be thinking about their service offerings – bundling packaged options for price conscious consumers, and providing tailored, in-person premium experiences that consumers continue to demand.”
