From the depths of 2023, advertising expenditure on legacy media rose moderately in 2024, on the back of an uptick in real private consumer expenditure thanks to lower inflation and reduced costs of credit—the outlook for legacy media is about the same for 2025.
Online stands apart from legacy media due to the growth of ecommerce—driven by both goods (over 26% of retail sales) and services such as travel, as well as intense competition among platforms (Amazon, Shein, Temu)—with double-digit growth in 2024 set to continue in 2025.
Television remains the most effective medium for brand advertisers—despite the decline in viewing—with broadcasters’ digital innovation and SVOD ad tiers providing greater targeting alongside the mass broadcast reach.
Service revenue growth dropped further to -1.7% this quarter as pricing remains under pressure and in-contract price increases no longer benefit
Competition is heating up in Germany and France, and Digi is taking an aggressive stance as it enters the Portuguese and Belgian markets
While there is increasing awareness that investment levels in Europe are compromised by the current market structure, support for in-market consolidation remains lukewarm at best at the EU level
Apple is investing an additional $1.5 billion into its satellite partner Globalstar to build a new satellite network and expand its direct-to-device text and call capabilities, setting Apple up to take a sizeable piece of this emerging market
The FCC has approved Starlink's direct-to-device service, opening the path to an imminent commercial launch in the US and elsewhere, though it deferred on controversial power and interference questions
In the UK, while Ofcom will potentially approve services in the second half of 2025, we continue to expect no commercial services apart from Apple to be launched before 2026, with the UK market an imperfect fit for direct-to-device for now
The CMA has approved the merger of Vodafone and H3G, paving the way for the UK’s largest mobile network operator.
Remedies are in place to ensure pricing stability in the short term, with the increase in sector capacity keeping the pricing side of the equation in check over the longer term, together with network quality upsides for users.
This is the right outcome in our view, with the alternative of a slow, painful retreat by H3G much less desirable for the industry. BT/EE will face the greatest challenges in adapting to the new market structure, with upward pressure on capex spend for all network operators.
Broadcasters have made considerable progress in becoming platform agnostic over the past three years, delivering innovative ad propositions offering greater targeting, flexibility and measurement.
They would welcome the opportunity to work with advertisers to explain the complexity involved in delivering linear and digital campaigns.
Broadcasters believe that although TV advertising is transitioning to digital, legacy share deals and reliance on pricing relative to ITV1’s station average price (SAP) continue to hold the market back. Potential amendments to CRR may allow for a smoother digital transition, benefitting the entire ecosystem.
Market revenue dipped into marginal decline in Q3, as both ARPU and sub growth weakened, both partly driven by the continued altnet onslaught
Backbook pricing effects will be of marginal help in the short term, but new customer pricing competition is still fierce, and households are still cash-strapped
In the longer term, pressure from the altnets should wane substantially as their roll-outs slow and they consolidate towards a wholesale model (or fail)
Service revenue growth flat-lined at -1% this quarter. The operators’ year-to-date net adds remain in negative territory while the MVNOs have taken more than 1 million
The accounting treatment of the new, absolute, in-contract price increases will provide something of a boost to some operators this year, but worsen the trend next year, particularly for BT/EE
The likely Vodafone/Three merger will be the primary theme for the industry in 2025 and beyond, putting upward pressure on capex levels industry-wide
Compared to other sectors, books have seen real-term declines in the average selling price since the mid-2000s. If books had maintained pricing parity, the average selling price in 2023 would have been £12.11
The book-to-screen pipeline will likely remain strong despite the streaming content slowdown. Of the top 250 Netflix shows in 2023, 18% were based on books, and these shows accounted for an even larger share of watch time (21%)
In the online world, YouTube, TikTok and Reddit have supplanted the author interview in a bookshop or magazine reviews as vehicles for discovery, while the greatest risk associated with Spotify is that they lose interest (and investment) in the audiobook world entirely
Under financial stress, most streaming platforms are increasingly focusing on third-party distribution. Thanks to bundling, top streamers like Netflix can increase the lifetime value of subscribers, while smaller streamers widen their reach.
Bundles of streamers may have some potential in the US, but in Europe—with Netflix not interested—they do not have the necessary scale.
This trend towards bundling favours incumbent pay-TV aggregators like Sky and Canal+, but in the longer run they face competition from tech video marketplaces.
Vodafone’s Q2 performance was in line with the company’s guidance on almost every metric and was always going to be a tough one given the hit from TV losses in Germany and the annualisation of price increases there
The share price reaction (-6%) is likely a reflection of fears around Vodafone’s ability to improve underlying operational performance in Germany. Whilst this remains a valid concern, there is nothing in these results to amplify our worries on the issue
Escalating competitive pressure in German mobile is, however, a threat to the company’s growth outlook, and Vodafone’s promise to be “disciplined” in its approach to it may turn out to be too conservative a strategy