Subscribe nowPerspectives from the Global Entertainment device ownership is set to rise at a 38.1% CAGR to hit 440mn devices globally in 2023. In early 2019, Apple debuted its HomePod device in China, becoming the first of the large US-based smart speaker companies to launch a product there and the only firm offering a voice assistant in Mandarin. Although the US was the largest market for smart speakers in 2018, it is likely to be overtaken by China in 2021, which will be home to 156mn devices by the end of the Outlook forecast period in 2023. As they proliferate, smart speakers will become the conduit through which the burgeoning industry of voice-related media podcasts, music, news and ads will be pulled by individuals or pushed by companies to audiences of one.and input devices give way to voiceThe proliferation of this hardware will make voice one of the new frontiers for competition. Media experiences activated by voice will be more active and personal. Spoken language is intuitive and interactive, brings humans closer to machines and is couched in personal terms. Its not uncommon for people to thank their smart speaker for delivering their favourite content something that doesnt happen with mobile devices. If they havent done so already, businesses need to start thinking about a voice strategy.The final piece in the jigsaw puzzle of personalised media will be the rollout of 5G the revolutionary next generation of cellular mobile communications technology. Well take a closer look at 5Gs impacts when we zero in on new technologies, on page 13. Suffice it to say that with the smartphone already established as the worlds most popular way to access the Internet, the advent of 5G will provide another fillip for personalised media consumption. In effect, 5G will establish new pipelines through which streams of data and content will flow to individual users.Projected dataSource: PwC Global Entertainment traditional video game revenue, which accounted for nearly 60% of revenues in 2018, will still take the majority (although declining) share into 2023.Indeed, never before has the global E&M market so firmly resisted easy characterisation, even as the world becomes wired more closely together. Which means business strategists cannot get away with relying on sweeping generalisations: they need granular assessments and tailored approaches that take account of country-specific factors. As businesses approach billions of consumers of individuals, they must also regard scores of geographical markets as discrete markets. At a time when companies are seeking unparalleled breadth through megamergers, they must seek unparalleled depth of local insight.as fragmentation continuesThe rampant expansion of individual choice presents another challenge and perhaps an opportunity for E&M businesses. As media platforms proliferate, they 0%5%10%15%20%25%30%35%40%45%50%Data consumption growth rates in selected countries (20182023 CAGR)Nigeria USChinaIndonesiaIndiaSource: PwC Global Entertainment & Media Outlook 2019-2023, pwc/outlookGlobal appetite for dataThe volume of data consumption is soaring, spurred by the rollout of 5G and powerful growth in developing markets. Global CAGR = 26.4%23.6%32.6%32.6%40.9%44.9%08 Perspectives from the Global Entertainment & Media Outlook 20192023are making it increasingly difficult and expensive for people to curate their own set of content experiences. To bring together all the content they want sport, movies, lifestyle, complete TV series consumers often have to subscribe to a variety of services. For example, in the US, professional American football games are divided among Amazon Prime, Fox, CBS, ESPN and the NFL Network, each of which must be watched on its own app or channel.This fragmentation is creating complexity for consumers, content creators and marketers. Although people may download dozens of apps onto their phones, they spend the vast majority of their time on only a small number of them. Recent PwC research shows that many consumers now wish that all their video needs could be met through a single platform and bill. In October 2018, as part of its ongoing research, PwC surveyed 2,016 consumers in the US between 18 and 59 with annual household incomes above US$40,000. We asked about their motivations, gripes and hopes involving video content and their responses were illuminating. As our report A new video world order reveals, cord-cutting continues to increase, with just 67% of consumers being pay-TV subscribers, down from 73% in 2017 and 77% in 2016. Asked about the ongoing fragmentation of streaming platforms, more than half (51%) said they wished they could pay just one monthly fee for all the video content they watch, regardless of the platform or service, and 50% said they hoped that all video content would eventually be available in one place. The proportion hoping for a one-stop content source was 64% among fanatics the keenest consumers, who want access to an endless library of content anytime, anywhere, on their terms but slumped to just 35% among engagers, who want to engage actively with content and who are more likely to be gamers.In 2018, OTT video revenues were just 18.6% the size of global TV subscription revenue. By 2023, theyll jump to 35.4%.Source: PwC Global Entertainment & Media Outlook 20192023, pwc/outlookGlobal divergenceSpending on digital advertising is powering ahead in several key developing markets.Projected CAGR 20182023GermanySouthAfricaIndia Nigeria USBrazilChina0%5%10%15%20%Global CAGR = 9.5%17.5%5.6%8.3%11.7%12.8%13.8%14.4%