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羅兵咸料本港娛樂及媒體行業未來五年穩步增長
羅兵咸永道發表報告指,指香港娛樂及媒體行業將穩步增長,預計2029年市場規模將達150億美元,2024至2029複合年增長率為2.26%。數據顯示,未來五年香港娛樂及媒體行業將持續由「消費者付費」轉向「廣告支出」,與全球趨勢一致。預計到2029年,廣告支出佔整體產業的比重將由2020年的約兩成提升至近三分之一。未來五年,帶動香港娛樂及媒體行業增長的核心領域將為互聯網廣告和OTT串流影片,兩者預計分別以7.4%和4.6%的年複合成長率持續增長至2029年。 報告又提到,生成式AI正重塑娛樂及媒體的廣告格局,憑藉高度個人化廣告能力,生成式AI正在顯著提升連網電視(Connected TV)對觀眾和廣告商的吸引力,帶動廣告支出高速成長:其市佔率將由2020年的5.9%躍升至2024年的22%,預計2029年更將佔據近45%傳統電視廣告收入,規模約達510億美元。 雖然移動互聯網目前仍佔據整體廣告支出的主導地位,總支出預計到2029年將達到1.3萬億美元,但聯網電視廣告的急起直追已標誌著收入主導地位的轉移,個人化廣告亦為媒體企業開啟全新商機。 此外,生成式AI透過壓低成本與縮短製作週期,正在顛覆影片廣告生產流程;若再結合可自動 化買賣廣告的程式化電視(Programmatic TV),將進一步擴大聯網電視的增長空間。
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