{"id":3548,"date":"2023-10-10T04:40:48","date_gmt":"2023-10-10T01:40:48","guid":{"rendered":"https:\/\/es-exchange.com\/haberler\/?p=3548"},"modified":"2023-10-10T04:40:48","modified_gmt":"2023-10-10T01:40:48","slug":"internet-reklamciligi-gelirleri-16-milyar-dolara-yukseldi","status":"publish","type":"post","link":"https:\/\/es-exchange.com\/haberler\/?p=3548","title":{"rendered":"\u0130nternet reklamc\u0131l\u0131\u011f\u0131 gelirleri 1,6 milyar dolara y\u00fckseldi"},"content":{"rendered":"
\n

\n\tPwC, K\u00fcresel E\u011flence ve Medya Sekt\u00f6r\u00fcne Bak\u0131\u015f 2023-2027 raporunu yay\u0131mlad\u0131.<\/p>\n

\n\tBu y\u0131l 24. say\u0131s\u0131 haz\u0131rlanan rapora g\u00f6re, 2022’de k\u00fcresel e\u011flence ve medya sekt\u00f6r\u00fcn\u00fcn toplam geliri y\u00fczde 5,4 artarak 2,3 trilyon dolara ula\u015ft\u0131. Bu oran, Kovid-19 salg\u0131n\u0131 sonras\u0131 ekonomilerin toparlanmaya ba\u015flad\u0131\u011f\u0131 2021’de kaydedilen y\u00fczde 10,6’l\u0131k b\u00fcy\u00fcmeye k\u0131yasla bir yava\u015flamaya i\u015faret ediyor.<\/p>\n

\n\tPwC’nin 53 b\u00f6lgede, 13 e\u011flence ve medya segmentini kapsayan K\u00fcresel E\u011flence ve Medya Sekt\u00f6r\u00fcne Bak\u0131\u015f 2023-2027 ara\u015ft\u0131rmas\u0131nda, reklam verenler ve t\u00fcketicilerin medya harcamalar\u0131yla ilgili analizlerle sonraki 5 y\u0131la ili\u015fkin \u00f6ng\u00f6r\u00fcler yer ald\u0131.<\/p>\n

\n\tAra\u015ft\u0131rmaya g\u00f6re internet reklamc\u0131l\u0131\u011f\u0131 y\u00fckseli\u015fini s\u00fcrd\u00fcr\u00fcrken, oyun sekt\u00f6r\u00fc de g\u00fc\u00e7l\u00fc b\u00fcy\u00fcme potansiyeli ile dikkati \u00e7ekiyor. Teknoloji, sekt\u00f6r\u00fcn en \u00f6nemli itici g\u00fc\u00e7lerinden biri olarak \u00f6ne \u00e7\u0131karken, \u00fcretken yapay zeka ve metaverse, e\u011flence ve medya deneyimini d\u00f6n\u00fc\u015ft\u00fcrerek yeni f\u0131rsatlar sunuyor.<\/p>\n

\n\tA\u00e7\u0131klamada g\u00f6r\u00fc\u015flerine yer verilen PwC T\u00fcrkiye E\u011flence ve Medya Sekt\u00f6r\u00fc lideri Murat \u00c7olako\u011flu, PwC’nin gelenekselle\u015fen ve her sene sekt\u00f6r\u00fcn ilgiyle takip etti\u011fi K\u00fcresel E\u011flence ve Medya Sekt\u00f6r\u00fcne Bak\u0131\u015f raporunun e\u011flence ve medya sekt\u00f6r\u00fcnde beklentilerin nas\u0131l yeniden \u015fekillenece\u011fine y\u00f6nelik derinlemesine bir bak\u0131\u015f a\u00e7\u0131s\u0131 sunarken, b\u00fcy\u00fcmenin nas\u0131l bir seyir izleyece\u011fini de ortaya koydu\u011funu ifade etti.<\/p>\n

\n\t“Y\u00fczde 77’si mobil internet eri\u015fiminden elde ediliyor”<\/strong><\/p>\n

\n\t\u00c7olako\u011flu, “Ara\u015ft\u0131rma bulgular\u0131na g\u00f6re pandeminin ard\u0131ndan ciddi bir art\u0131\u015f g\u00f6steren sekt\u00f6r b\u00fcy\u00fcme h\u0131z\u0131n\u0131n gelecek 5 y\u0131l i\u00e7inde d\u00fc\u015fme e\u011filimine girece\u011fi \u00f6ng\u00f6r\u00fcl\u00fcyor. Bu durum, \u015firketleri mevcut ve gelecekteki sekt\u00f6r ve t\u00fcketici trendlerini de dikkate alarak yepyeni stratejiler geli\u015ftirmeye zorluyor.” a\u00e7\u0131klamas\u0131n\u0131 yapt\u0131.<\/p>\n

\n\tRaporun T\u00fcrkiye bulgular\u0131na bak\u0131ld\u0131\u011f\u0131nda 2022’de toplam 5,5 milyon dolara ula\u015fan sekt\u00f6r b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fcn 2,4 milyon dolar\u0131n\u0131n internet eri\u015fimi segmentinin \u00fcretti\u011fi gelir oldu\u011funu aktaran \u00c7olako\u011flu, \u015funlar\u0131 kaydetti:<\/p>\n

\n\t“Bu gelirin yakla\u015f\u0131k y\u00fczde 77’si mobil internet eri\u015fiminden elde ediliyor. E-ticaret ve dijital platformlarda ge\u00e7irilen s\u00fcrenin artmas\u0131 nedeniyle internet reklamc\u0131l\u0131\u011f\u0131 b\u00fcy\u00fcmenin g\u00fc\u00e7l\u00fc bir kataliz\u00f6r\u00fc. Bu segmentin gelirlerinin 2027’ye kadar y\u00fczde 8,6 CAGR (Y\u0131ll\u0131k Bile\u015fik B\u00fcy\u00fcme Oran\u0131) ile artarak 2,3 milyar dolara ula\u015fmas\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor. Di\u011fer yandan d\u00fcnyada oldu\u011fu gibi halen T\u00fcrkiye’de de \u00f6nemini koruyan TV reklam pazar\u0131, COVID-19 krizinden bu yana 2021’de y\u00fczde 36 ve 2022’de y\u00fczde 35 daha b\u00fcy\u00fcyerek 448 milyon dolara ula\u015ft\u0131.<\/p>\n

\n\tAra\u015ft\u0131rmaya g\u00f6re b\u00fcy\u00fcme yava\u015flayacak ancak segmentin y\u00fczde 3,8’lik bir bile\u015fik b\u00fcy\u00fcme oran\u0131yla 2027’de 539 milyon dolara ula\u015fmas\u0131 bekleniyor. Ayr\u0131ca T\u00fcrkiye’de podcast segmenti de geli\u015fmeye devam ediyor. 2022’de ayl\u0131k dinleyici say\u0131s\u0131n\u0131n y\u00fczde 13,8 artarak 11 milyona ula\u015fmas\u0131, sekt\u00f6r\u00fcn ne kadar dinamik bir potansiyele sahip oldu\u011funun bir g\u00f6stergesi.”<\/p>\n

\n\tReklamc\u0131l\u0131k trilyon dolarl\u0131k ilk pazar olmaya \u00e7ok yak\u0131n<\/strong><\/p>\n

\n\tRapora g\u00f6re, e-ticaret ve dijital platformlarda ge\u00e7irilen s\u00fcrenin artmas\u0131yla gelecek y\u0131llarda t\u00fcm d\u00fcnyada \u015firketler sat\u0131n alma ve karar a\u015famalar\u0131nda t\u00fcketicilere ula\u015fabilmek i\u00e7in \u00e7ok daha fazla harcama yapacak. Reklamc\u0131l\u0131\u011f\u0131n 2025 y\u0131l\u0131nda en b\u00fcy\u00fck kategori olarak t\u00fcketici harcamalar\u0131n\u0131 geride b\u0131rakaca\u011f\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor.<\/p>\n

\n\tInternet reklamc\u0131l\u0131\u011f\u0131 kategorisi, 2022’de y\u00fczde 8,1 b\u00fcy\u00fcme kaydederek b\u00fcy\u00fcmenin g\u00fc\u00e7l\u00fc bir kataliz\u00f6r\u00fc oldu. Rapor, k\u00fcresel reklamc\u0131l\u0131k gelirlerinin 2022-2027 aras\u0131nda 763,7 milyar dolardan 952,6 milyar dolara y\u00fckselerek y\u0131lda yakla\u015f\u0131k y\u00fczde 4,5’lik bir y\u0131ll\u0131k bile\u015fik b\u00fcy\u00fcme oran\u0131na ula\u015faca\u011f\u0131n\u0131 da g\u00f6steriyor.<\/p>\n

\n\tBu e\u011filime g\u00f6re, reklamc\u0131l\u0131k y\u0131ll\u0131k geliri 1 trilyon dolar\u0131na ula\u015fan 3 ana e\u011flence ve medya kategorisi i\u00e7inde ilk kategori olma yolunda. \u00dc\u00e7\u00fcnc\u00fc ana kategori olan internet eri\u015fiminin de 2026’da t\u00fcketici harcamalar\u0131n\u0131 geride b\u0131rakaca\u011f\u0131 tahmin ediliyor.<\/p>\n

\n\tT\u00fcketicinin e\u011flence ve medyaya y\u00f6nelik harcamalar\u0131n\u0131n genel harcamalar i\u00e7erisindeki pay\u0131n\u0131n azalaca\u011f\u0131n\u0131 g\u00f6steren rapora g\u00f6re, 2023’te ortalama ki\u015fisel gelirin y\u00fczde 0,53’\u00fc olan ki\u015fi ba\u015f\u0131 t\u00fcketici harcamalar\u0131 2027’de y\u00fczde 0,45’ini olu\u015fturacak.<\/p>\n

\n\t2,3 milyar dolara ula\u015fmas\u0131 bekleniyor<\/strong><\/p>\n

\n\tRapor, t\u00fcketici harcamalar\u0131n\u0131n e\u011flence ve medya \u00fcr\u00fcn ve hizmetlerine y\u00f6nelik etkisinin azald\u0131\u011f\u0131na ve reklamc\u0131l\u0131\u011f\u0131n etkisinin art\u0131\u015f\u0131na dikkati \u00e7ekiyor. Bu trend, sekt\u00f6r liderleri i\u00e7in \u015fartlar\u0131 de\u011fi\u015ftiren ve kapsaml\u0131 bir yeniden de\u011ferlendirme ve de\u011fi\u015fimi zorunlu k\u0131lan etkenler aras\u0131nda yer al\u0131yor.<\/p>\n

\n\tT\u00fcrkiye’nin internet reklamc\u0131l\u0131\u011f\u0131 pazar\u0131n\u0131n toplam gelirleri 2022 y\u0131l\u0131nda 1,6 milyar dolara ula\u015ft\u0131 ve bu gelirlerin 2027’ye kadar y\u00fczde 8,6 y\u0131ll\u0131k bile\u015fik b\u00fcy\u00fcme oran\u0131 ile artarak 2,3 milyar dolara ula\u015fmas\u0131 bekleniyor.<\/p>\n

\n\tT\u00fcrkiye’de podcast sekt\u00f6r\u00fc g\u00fc\u00e7l\u00fc bir b\u00fcy\u00fcme ya\u015famaya devam ediyor. 2021’de 9,7 milyon olan ayl\u0131k dinleyici say\u0131s\u0131 2022’de y\u00fczde 13,8 artarak 11 milyona ula\u015ft\u0131.<\/p>\n

\n\tT\u00fcrkiye m\u00fczik, radyo ve podcast pazar\u0131, 2021’de 79 milyon dolarken 2022’de 125 milyon dolara ula\u015ft\u0131. Toplam gelirin tahmin d\u00f6nemi boyunca y\u00fczde 11,6 CAGR ile artarak 2027’de 217 milyon dolara ula\u015fmas\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor.<\/p>\n

\n
ET\u0130KETLER<\/div>\n
\n \u0130nternet\n <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

PwC, K\u00fcresel E\u011flence ve Medya Sekt\u00f6r\u00fcne Bak\u0131\u015f 2023-2027 raporunu yay\u0131mlad\u0131. Bu y\u0131l 24. say\u0131s\u0131 haz\u0131rlanan…<\/p>\n","protected":false},"author":1,"featured_media":3549,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[319,1388,1883,25,4190,267],"class_list":["post-3548","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi-haberleri","tag-dolara","tag-gelirleri","tag-internet","tag-milyar","tag-reklamciligi","tag-yukseldi"],"yoast_head":"\n\u0130nternet reklamc\u0131l\u0131\u011f\u0131 gelirleri 1,6 milyar dolara y\u00fckseldi - Es-Exchange Ekonomi Haberleri<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/es-exchange.com\/haberler\/?p=3548\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u0130nternet reklamc\u0131l\u0131\u011f\u0131 gelirleri 1,6 milyar dolara y\u00fckseldi - Es-Exchange Ekonomi Haberleri\" \/>\n<meta property=\"og:description\" content=\"PwC, K\u00fcresel E\u011flence ve Medya Sekt\u00f6r\u00fcne Bak\u0131\u015f 2023-2027 raporunu yay\u0131mlad\u0131. 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