‘Advertising is emerging as the leading powerhouse of the Irish entertainment and media industry’s revenues,’ says PwC’s Amy Ball.
Ireland’s entertainment and media (E&M) industry is projected to expand to €7.5bn by 2029, underpinned by growth in internet advertising, video-on-demand services, and mobile connectivity.
The sector is expected to grow at a compound annual rate of 3.3%, according to PwC’s Global Entertainment & Media Outlook 2025–2029.
“They must leverage the power of advertising and AI, the combination of which is allowing for far more cost-effective and personalised content creation and engagement models”
The report outlines a steady trajectory for the Irish market, which generated €6.4bn in revenue in 2024. The global industry is forecast to grow at a slightly faster pace of 3.7% annually, reaching €3tn by the end of the forecast period.
Amy Ball, partner at PwC Ireland’s entertainment and media practice, said the sector’s resilience was notable given the broader economic backdrop. “Advertising is emerging as the leading powerhouse of the Irish entertainment and media industry’s revenues,” she said.
“AI is transforming delivery models, democratising content production, and enabling highly curated content experiences.”
Connectivity and advertising lead growth
Internet service revenues accounted for 42% of Ireland’s total E&M revenue in 2024, reaching €2.6bn. This figure is expected to rise to €3.1bn by 2029. Fixed broadband subscriptions grew 5.7% year-on-year to 1.9m and are forecast to reach 2.4m by 2029.
Mobile service revenue is projected to grow at 3.4% annually, while fixed service revenue will grow at 1.4%.
Internet advertising is forecast to grow at 9.2% annually, reaching €1.8bn by 2029. Video advertising is the fastest-growing segment, expected to expand at 12.6% annually to €198m. Paid search remains the largest category, accounting for nearly 59% of internet advertising revenue in 2024.
By 2029, advertising revenue in Ireland is expected to surpass consumer spending on entertainment and media. Advertising is projected to grow at 6.1% annually to €2.3bn, while consumer spend will grow at 1.9% to €2.2bn.
Streaming and gaming trends
Ireland’s video-on-demand (VOD) market reached €223m in 2024 and is forecast to grow at 6.7% annually to €309m by 2029. Subscription-based platforms will dominate, accounting for 85% of the market. The number of Irish households subscribing to VOD services is expected to rise from 1.9m to 2.6m over the same period.
The Irish video gaming industry is forecast to grow from €397m in 2024 to €503m by 2029. Social and casual gaming will overtake traditional formats, with in-app advertising expected to reach €51m, growing at 9.8% annually.
Cinema and live Music maintain steady growth
Cinema revenue in Ireland reached €101m in 2024 and is projected to grow to €126m by 2029. Admissions are expected to increase from 11.3 million to 12.8 million.
The Irish film and television industry supports 15,000 full-time jobs and contributes over €1bn in gross value added.
Music and radio revenue is forecast to grow at 2.2% annually to €517m. Live music accounted for two-thirds of the €355m in music revenue in 2024 and is expected to grow to €266m.
AI reshaping business models
Artificial intelligence is reshaping the entertainment and media landscape, particularly in advertising and content production. AI is enabling hyper-personalisation and reducing development timelines for films, games, and music. It is also being deployed to predict user churn in gaming and optimise engagement strategies.
“If entertainment and media businesses are to capture new audiences and generate growth, they must be thinking about the connected ecosystems in which they operate,” Naomi Ryan, senior manager at PwC Ireland’s entertainment and media practice.
“They must leverage the power of advertising and AI, the combination of which is allowing for far more cost-effective and personalised content creation and engagement models.”
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