Jun 16, 2017

Mobile data consumption will soon surpass fixed broadband

U.S. smartphone data use will surpass fixed broadband use for the first time next year, according to PriceWaterhouseCoopers' latest Media and Entertainment outlook. By 2021, mobile data consumption is expected to eat up nearly 38% of all digital data consumption in the U.S., while fixed broadband will take up 27%, roughly 4 percentage points less than it does today.

Data: PriceWaterhouseCoopers; Chart: Lazaro Gamio / Axios

Why it matters: As consumers spend more and more time on mobile, it's no surprise that mobile advertising will keep gobbling up the majority of digital spend. The consumption trend is also pushing media and entertainment companies to consider partnerships and mergers with wireless services in order to get programming in front of consumers where they spend most of their time — mobile devices. And the continued explosion in demand for mobile broadband is driving the development of new wireless technologies, such as 5G.

Mobile advertising continues to explode: By 2021, mobile is expected to account for 74.4% of all U.S. internet advertising, per PwC. That's a huge increase from even two years ago, when mobile accounted for just 34.7% of all digital advertising. Last year was the first year mobile advertising officially surpassed desktop for digital spending.

Go deeper

HBO Max will lean into mobile viewing

Photo: Consumer Technology Association

The HBO Max team is looking at ways to make the streaming service more mobile-friendly than some of its subscription video competitors.

Why it matters: If AT&T can build an app that can successfully leans into mobile, it may be able to capture an audience that Netflix and Hulu have intentionally been less focused on, at least to date.

Go deeperArrowJan 14, 2020

Digital game spending hit a record $109 billion in 2019

Photo: Chesnot/Getty Images

Digital video games generated a record $109.4 billion worldwide in 2019, a 3% jump from 2018's $106.1 billion, according to Nielsen data cited by the Hollywood Reporter.

The big picture: Asia was the biggest market for digital games, ahead of North America and Europe. Free-to-play titles drove the majority of spending, totaling nearly 80% for the year.

Go deeperArrowJan 2, 2020

The Olympics and the 2020 election are saving next year's TV advertising sales

Data: MAGNA Advertising; Table: Andrew Witherspoon/Axios

If it weren't for the Olympics and the election next year, TV advertising sales would be down again next year, according to MAGNA, an advertising firm.

Why it matters: Engaged live audiences have become a commodity for advertisers, and they are willing to spend big.