PwC Report: Sports’ Next Growth Phase Will Be Built Around the Fan
August 20, 2026
Since 2002, the German Entertainment & Media Outlook has provided reliable and in-depth insights into the German entertainment and media market. This year, we have further evolved the GEMO concept: six key areas now represent the market in a more compact and transparent way, with an even stronger focus on future developments. At the same time, everything you value about the Outlook remains unchanged: its analytical depth, key performance indicators, and our perspectives and interpretations. These strengths are complemented by a new, modern layout that makes the content even more structured and easier to navigate.
Full report can be downloaded here.
Excerpts:
General
Despite challenging macroeconomic conditions and technological change, the German entertainment and media market continues to develop positively. Growth is becoming increasingly differentiated across segments, and structural shifts are becoming more visible. High-growth sectors such as online advertising and internet video continue to expand dynamically, while traditional sectors such as print and TV advertising are experiencing declining revenues. These developments are primarily driven by changing consumer behaviour, increasing platformisation, and the expansion of data-driven and addressable business models.
Publishing
The German market for books, newspapers, and magazines is currently undergoing significant structural transformation. While print continues to lose importance, digital formats have so far only partially compensated for the decline. Growth opportunities are emerging through new revenue models such as subscriptions, bundles, and audio offerings, particularly audiobooks. At the same time, platforms and data-driven business models are fundamentally changing market dynamics toward direct digital customer relationships and increasingly consolidated market structures.
Video
The video market is facing fundamental structural change. While traditional television is under pressure due to declining advertising revenues, the streaming market continues to grow dynamically. At the same time, new providers, bundling strategies, and changing consumption habits are intensifying competition for audience attention and subscriptions. Cinema remains relevant but is increasingly evolving into a premium, experience-oriented format.
Audio
The audio market has entered a mature phase and is growing only moderately overall, although developments vary considerably between segments. Streaming and live music continue to generate stable revenues, while the radio market is under pressure, particularly due to declining traditional advertising income. Podcasts are becoming increasingly important as a high-growth, though still relatively small, segment, especially regarding targeted audience monetisation.
Gaming and Interactive Experiences
The gaming market continues to grow but is increasingly shaped by differing dynamics across segments. Mobile and casual gaming remain key growth drivers, while the XR market is gradually shifting toward practical, everyday augmented reality applications. At the same time, esports remains a fast-growing but volatile segment with a strong dependence on sponsorship and media rights.
Online Advertising and Out-of-Home Advertising
The advertising market continues to be dominated by digital channels, with online advertising remaining the primary growth driver. Data-driven, AI-based campaign management is also becoming increasingly important, shifting competition toward technology and data capabilities. Out-of-home advertising is likewise evolving, particularly through the digitalisation of advertising spaces and their integration into programmatic media strategies.
Business Services & Infrastructure
The market for business services and infrastructure is increasingly moving toward data-driven and service-based business models. Business information services and digital B2B formats are gaining importance, while traditional print offerings remain under pressure. At the same time, the expansion and monetisation of infrastructure, particularly fibre-optic networks, continue to present a major challenge for sustainable growth.
Download the full report here.