Growing media consumption does little to help media companies
Media consumers will increasingly switch from traditional to digital media in the next five years. For providers of journalistic media content, however, the outlook remains mixed. This is shown by an expert survey conducted by Publicom.
The massive increase in mobile media use will mean that the Swiss population will spend more time on media use in five years than today. The majority of the media experts united in the Delphinarium are convinced that the increasing mobile availability of media content will greatly change usage behavior. Consumption of classic media is also expected to shift increasingly to mobile digital channels.
Google, Facebook & Co as profiteers
However, this threatens to put even more pressure on the business model of traditional media companies. The big beneficiaries of this development will be the operators of search engines and social media, not providers of journalistic content. Their information portals are expected to become more profitable in the next five years, but the economic future looks bleak for most print media. Only the special-interest magazines will escape unscathed. Subscription newspapers and the tabloids, on the other hand, will fare badly. The dolphinarium's forecast for radio and television is somewhat better, but these media types will also hardly be able to profit from the usage trends.
Publicom, a company specializing in media research and consulting, regularly publishes the results of a survey of experts under the name Delphinarium. The panel includes more than forty experts from leading media companies as well as representatives from advertising, media journalism, communications science and corporate communications.
