Internet advertising, streaming and connectivity services expected to power growth as businesses focus on personalised customer experiences, PwC forecasts.
Ireland’s entertainment and media (E&M) industry is forecast to grow at a compound annual growth rate (CAGR) of 3.1% through to 2030, increasing in value from €7bn in 2025 to €8.2bn by the end of the decade, according to PwC’s Global Entertainment & Media Outlook 2026-2030.
The report finds that growth in the Irish market will be driven by service connectivity, internet advertising and video-on-demand (VOD) services as organisations respond to changing consumer behaviours and increasingly connected digital ecosystems.
“Advertising continues to remain a powerhouse driving the global entertainment and media industry’s revenues and it will play an increasingly important role in Ireland as AI-powered hyper-personalisation transforms how organisations engage with customers”
Globally, the entertainment and media industry is projected to expand at a CAGR of 3.4%, with revenues rising from €3tn in 2025 to €3.6tn by 2030.
PwC’s annual Outlook examines consumer and advertiser spending across 53 countries and territories. The Irish analysis covers sectors including cinema, connectivity services, internet advertising, music, radio and podcasts, newspapers, consumer magazines and books, out-of-home advertising, video-on-demand, traditional television and video games.
Speaking at the launch of the report, Amy Ball, Partner, PwC Ireland Entertainment & Media Practice, said advertising will remain a major contributor to industry growth.
“Advertising continues to remain a powerhouse driving the global entertainment and media industry’s revenues and it will play an increasingly important role in Ireland as AI-powered hyper-personalisation transforms how organisations engage with customers.
“As competition intensifies and consumer expectations evolve, businesses must think beyond standalone products and services. Success will increasingly depend on building connected ecosystems, creating value through partnerships and delivering experiences that customers cannot easily find elsewhere,” Ball said.
Connectivity reigns supreme
Service connectivity, which includes fixed and mobile internet services, continues to represent the largest component of Ireland’s entertainment and media market.
According to the report, the segment accounts for 39% of total Irish E&M revenues and is forecast to grow at a CAGR of 2.2% through 2030.
Ireland’s mobile market is also undergoing a significant technology transition. PwC expects 5G subscriptions to increase from six million in 2025 to 11 million by 2030, representing annual growth of 13.5%. Over the same period, 4G subscriptions are projected to decline from five million to one million.
The report suggests that mobile connectivity growth is increasingly being driven by migration to 5G services rather than overall market expansion.
Internet advertising to approach €1.9bn
Internet advertising is forecast to be one of the strongest-performing segments of the Irish market during the next five years.
PwC expects revenues to grow at a CAGR of 7.6% between 2025 and 2030, reaching approximately €1.9bn by the end of the forecast period. This places Ireland slightly ahead of the global growth rate of 7.2%.
The report notes that AI-powered personalisation is helping organisations deliver more targeted advertising and improve the relevance of content and offers presented to consumers.
Streaming market continues to expand
Ireland’s video-on-demand market is expected to grow at a CAGR of 5.1% between 2025 and 2030, reaching €428m.
Subscription video-on-demand (SVOD) generated €280m in revenue during 2025, making it the largest category within the market. Advertising-supported video-on-demand (AVOD) generated €30m, while transactional video-on-demand (TVOD), including film and television rentals and purchases, contributed €25m.
VOD subscription numbers reached 2.4 million in 2025 and are expected to increase to 2.7 million by 2030.
PwC forecasts SVOD revenues will rise to €358m by 2030, while AVOD revenues are projected to reach €46m.
The report also highlights growing value generation from existing subscribers. Annual revenue per subscription is expected to increase from €116.10 in 2025 to €131.58 by 2030.
Demand for live experiences remains strong
The report points to continued demand for in-person entertainment experiences across cinema, live music and trade shows.
Together, these sectors generated €310m in 2025 and are forecast to reach €362m by 2030, representing a CAGR of 3.2%.
Box office revenues and trade shows are expected to grow at annual rates of 4.4% and 4.3% respectively, while live music ticket sales are projected to increase at a CAGR of 1.8%.
PwC said the figures indicate ongoing consumer appetite for physical experiences, with cinema attendance and trade-show activity expected to contribute significantly to future growth.
Naomi Ryan, Director, PwC Ireland Entertainment & Media Practice, said the industry’s future will depend on strengthening customer relationships and increasing engagement.
“While digital channels continue to drive growth across Ireland’s entertainment and media sector, the data also highlights the enduring importance of consumer engagement. Demand for streaming services remains strong, live experiences continue to perform well, and 5G is accelerating how audiences access content. As markets mature, future growth will increasingly come from building deeper customer relationships, delivering more relevant experiences and creating greater value for existing audiences.”
Image at top: Photo by Glenn Carstens-Peters on Unsplash
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