Trust: shaken, but heard in the latest PWC media outlook
In a year of unexpected shake-ups, break-ups and make-ups, PwC’s Entertainment & Media Outlook 2018-2022 brought some home truths into the room: trust will define the market for the next four years.
Halfway through and 2018 has already swerved out of its lane. Revelations from the Royal Commission into banking have shattered consumer confidence, the unsteady wake of Brexit has left the UK bruised and a surprise meeting between the US President and the North Korean Supreme Leader has built tentative talks of nuclear disarmament between the two long-term enemies.
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From the chaos, it’s difficult to predict what might happen next, admits Megan Brownlow, telecommunications, media & technology (TMT) national industry leader at PwC Australia. “It’s getting harder to forecast your futures,” she says, “and it’s not that we all change in a flash, it’s just that there are more black swans now.”
The Entertainment and Media Outlook is Australia’s leading industry forecasting report into consumer and advertising spend.
