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The future is digital—yet demand is deeply human
PwC’s 27th annual Global Entertainment & Media Outlook offers an in-depth, five-year forecast of evolving forces that will likely shape an industry on track to be a $4.2 trillion market by 2030. Here’s a snapshot of what we found and what’s to come.
Unlocking new revenue streams in the evolving US digital economy
In 2030, an additional US$224 billion in revenues will be available to E&M industry participants, compared with 2025. Increasingly powerful digital technologies centered on AI will disrupt and change the way E&M products and services are created, distributed and monetized. See below for four key segments of change and opportunity.
OTT Video
The US video streaming market continues to be the largest globally in 2025, generating US$113.3bn in annual revenue. This growth is set to continue across the forecast period (2025-2030), albeit at a slower rate, growing at a CAGR of 6.8%, reaching US$157.5bn by 2030. Overall, the US OTT video market is defined by rising structural maturity alongside continued revenue growth. Future market dynamics will be shaped by the expansion of ad-supported models, consolidation with rival platforms, and new approaches to monetizing premium content, in particular live sports.
Video games & esports
The US games and esports market is forecast to grow at a 3.8% CAGR over the next five years. In 2025, the US accounted for 27.2% of the global market, making it the second-largest market after Mainland China, and this share is expected to remain broadly stable throughout the forecast period. Modest growth and a steady global share underscore the market’s maturity. At the same time, the US market’s scale reflects significantly higher monetization per gamer than in many other regions, supported in large part by the strength of the US console segment.
Online betting
The US licensed online gambling market experienced continued robust growth in 2025, with total turnover reaching US$374.4bn, resulting in a gross gaming revenue (GGR) of US$31.1bn. Performance in 2025 continued the trend of rapid growth in the market over the past five years, in which GGR has risen more than 221% from US$9.7bn in 2021. However, unlike many mature markets – such as those in Europe – US online gambling is not governed by a single national framework. Regulation is determined at state level, creating a fragmented but dynamic patchwork of markets that is central to understanding how the industry has developed. As of the end of 2025, 38 US states and Washington, DC had legalized sports betting in some form.
Internet advertising
Growth in the US Internet advertising market slowed slightly from 14.9% year-on-year in 2024 to 14.0% in 2025. Most segments of the market nonetheless enjoyed strong growth. Social, retail media and connected TV (CTV) video formats expanded at a faster rate than the overall market, taking share from formats like traditional other display. Growth in 2025 and onwards is expected to remain strong. The market is expected to expand at a 7.3% CAGR between 2025 and 2030 to reach a value of US$419.7bn.
Perspectives from the Global E&M Outlook 2026-2030
New modes of value creation and technology shaping the future
Take a deeper dive into our Global Entertainment & Media Outlook
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