Vietnam: the world’s fastest-growing entertainment and media market from 2009 to 2013 – according to the PricewaterhouseCoopers Global Entertainment & Media Outlook 2009-2013

Ho Chi Minh City, 14 July 2009 - Over the next five years, digital technologies will become increasingly widespread across all segments of entertainment & media (E&M) as digital migration continues to expand according to the 10th annual PricewaterhouseCoopers Global Entertainment & Media Outlook now covering the years 2009-2013.  Though the current economic downturn has, without doubt, impacted virtually every sector of the E&M marketplace it has also accelerated and intensified the digital migration among both providers and consumers of content. 


The global entertainment & media market as a whole, including both consumer and advertising spending will grow by 2.7 per cent compounded annually for the entire forecast period to $1.6 trillion in 2013. Initially we expect to see a 3.9 per cent drop in 2009 and a mere 0.4 per cent advance in 2010, with a period of much faster growth during the remaining period to 7.1 per cent in 2013.  Consumer spending in E&M will fall by a projected 1.2 per cent in 2009, remaining weak in 2010 and seeing only relatively low growth at 3.2 per cent in 2011.


Responses to the recession will vary from country to country and region to region with some territories showing little ill effects while others experience steep declines. Latin America and Asia Pacific remain the fastest growing regions increasing at an annual compound rate of 5.1 per cent and 4.5 per cent through to 2013 reaching $73 billion and $413 billion respectively. Excluding Japan, the dominant country in the Asia Pacific region which accounted for 45 per cent of total spending in 2008, E&M spending in Asia Pacific will increase at a projected 7.1 per cent compound annual rate over the period of the Forecast.


In Vietnam, the value of the entertainment and media market approximately tripled in 5 years from 2004 to 2009 and is expected to exceed US$ 2.3 billion in 2013. the overall E&M compound annual growth rate (CAGR) of Vietnam is projected to be the highest one in the world at 16.7% followed by Saudi Arabia/Pan Arabia at 15.1% and Pakistan at 13%. Driving the E&M spending growth in Vietnam, the Internet access market is expected to grow by 20.9% (CAGR 2009-2013), Advertising by 10.9%, and Consumer/end-user spending (excluding Internet access) by 16.1%


Economic expansion is helping drive the large increases expected in most of the high-growth countries including Vietnam. Infrastructure improvements, particularly in the areas of broadband and multichannel television as well as mobile telephony, will also be principal drivers. Vietnam still has substantial room for growth due to low penetration in many categories of E&M. In line with global trends, growing in Internet access spending, Television advertising and TV subscriptions is expected to lead the industry’s expansion in Vietnam.


Note to Editors:


About the Outlook

Each year, PricewaterhouseCoopers’ global team of entertainment and media experts generates unbiased, in-depth forecasts for 12 industry segments. Incorporating data from 4 principal regions comprising 48 countries and areas around the world, Global entertainment and media outlook: 2009–2013 (the 10th annual edition) combines deep knowledge of local markets with a truly global perspective— a powerful tool for understanding critical business issues.


To learn more about the challenges and opportunities ahead for the entertainment and media industry please visit


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PricewaterhouseCoopers established offices in the Vietnamese cities of Hanoi and Ho Chi Minh City in 1994. Our team of approximately 500 local and expatriate staff have a thorough understanding of the transitional local economy in which they work and a wide knowledge of policies and procedures covering investment, tax and accounting and consulting throughout Vietnam.


In January 2009 PricewaterhouseCoopers Vietnam received the Golden Dragon Award. The Awards are co-organised annually by Vietnam Economic Times and the Foreign Investment Department under the Ministry of Planning and Investment to acknowledge and honour the success of foreign invested enterprises (FIEs) in Vietnam and their contribution to the economy.


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