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1、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
2、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 t
3、he 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 voice The proliferation of this hardware will make voice one of the new frontiers for competiti
4、on. 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 d
5、oesnt 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
6、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 establ
7、ish 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
8、 before has the global E 30% say their streaming services recommend the same content over and over again. A similar frustration is expressed by Internet users, when, for example, they find themselves bombarded with advertisements for a particular hotel just after they have booked a room.boosting the
9、 value of personal data Whether AI is being used to target addressable advertising or to enable better discovery and recommendations, its raw material is personal data. So the value of this personal data is rising hand in hand with AI. People are also increasingly aware that providing their own pers
10、onal data whether inadvertently when they browse the Internet or deliberately when they sign up for services or fill in a questionnaire generates value for the other party. In a world in which everybody has a different personal E a practice that was accepted as commonplace yesterday may be banned to
11、morrow. Regulators responses to privacy breaches The bottom line is that if companies dont adequately protect consumer data, or if they use it for purposes consumers havent agreed to, they risk suffering not only a backlash from consumers but also severe consequences from regulators. In January 2019
12、, French data protection watchdog CNIL fined Google a record 50mn (US$56mn) under the European Unions General Data Protection Regulation (GDPR). Three months earlier, the UK Information Commissioners Office (ICO) fined Facebook 500,000 (US$658,000) for “serious breaches of data protection law.”may s
13、tart to converge globally Fines such as these, and the related negative publicity, appear to have little impact on the behaviour of consumers. Companies dont want to continue living under the shadow of regulatory sanctions, but they need greater certainty which is leading them to press for greater c
14、onvergence of data protection regulations worldwide. In March 2019, Facebook chief executive Mark Zuckerberg called for regulators to play a “more active role” in establishing rules for the Internet. He also advocated the creation of a “global framework” for data privacy regulation, modelled on the
15、GDPR.“New privacy regulation in the United States and around the world should build on the protections GDPR provides. It should protect your right to choose how your information is used while enabling companies to use information for safety purposes and to provide services. It shouldnt require data
16、to be stored locally, which would make it more vulnerable to unwarranted access. And it should establish a way to hold companies such as Facebook accountable by imposing sanctions when we make mistakes.”Facebook chief executive Mark Zuckerberg, March 2019At a global level, action on privacy is coale
17、scing around an evolving and relatively common standard. In 2018, India introduced the Personal Data Protection Bill, which governs the way E therefore, please note that the data in this publication may not be aligned with the data found online. The Global Entertainment & Media Outlook 20192023 is t
18、he most up-to-date source of consumer and advertising spending data.This document is provided by PwC for general guidance only and does not constitute the provision of legal advice, accounting services, investment advice or professional consulting of any kind. The information provided herein should
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24、e the sole source of 20192023 information and must not form the majority of sourced information.About PwC At PwC, our purpose is to build trust in society and solve important problems. Were a network of firms in 158 countries with more than 250,000 people who are committed to delivering quality in a
25、ssurance, advisory and tax services. Find out more and tell us what matters to you by visiting us at .Supplier to the Outlook Ovum, part of the Informa Tech group of businesses, is a provider of business intelligence and strategic services to the global telecoms and media markets, 2019 PwC. All rig
26、hts reserved. PwC refers to the PwC network and/or one or more of its member firms, each of which is also a separate legal entity. Please see www.pwc .com/structure for further details. This content is for general information purposes only, and should not be used as a substitute for consultation wit
27、h professional advisers.Global Entertainment & Media Outlook is a trademark owned by PricewaterhouseCoopers LLP.22 Perspectives from the Global Entertainment & Media Outlook 20192023ContributorsCJ BangahRajib BasuDaniel BunyanWilson ChowJames DePonte Ennl van Eeden Daniel GrossRobert KramerKazuteru
28、KubotaRicard QueirozSharly RungkatKarim SarkisCharles StuartCecilia YauMany other professionals from the PwC entertainment and media practice, across the network, reviewed and added local expertise to this publication.23 Perspectives from the Global Entertainment & Media Outlook 20192023Global Enter
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34、esh OutlookPwCs Global Entertainment & Media Outlook 20192023Subscribe today.How will the Technology, Media and Telecommunications industries change? Which countries show the most growth? Which media segments will emerge . . . or disappear? How will AI and AR improve user experience?Our latest Outlo
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