VSS (Veronis Suhler Stevenson) has released a new forecast for the U.S. media industry's finances over the next decade, and predicts an upswing for radio. VSS forecasts a 1.7 percent growth in overall expenditures in broadcast and satellite radio this year, "driven by steady growth in broadcast and satellite, and double-digit gains in the digital platforms of broadcast and satellite radio companies. The market will post a CAGR (Compound Annual Growth Rate) of 4.2 percent in the forecast period [of 2010-2015], as listeners adopt emerging digital formats, rising car sales fuel satellite subscription growth, and the industry makes considerable progress in selling digital advertising."
VSS also predicts that despite the state of the economy, U.S. Communications spending is expected to increase 4.1% in 2011 and expand at a 5.5 percent CAGR from 2010 to 2015 to $1.407 Trillion. Targeted Media is projected to be the fastest-growing industry sector in 2011, as well as the 2010-2015 Period, expanding at a CAGR of 7.9 percent to $272.5 Billion in 2015. VSS expect sector growth to be driven primarily by Internet & Mobile Services and Branded Entertainment Segments.
"While there are instances of declines and decelerated growth -- largely in the more traditional segments of the Communications Industry -- there is a convergence taking place in which everything digital continues to gain greater influence, scope and relative revenue mix, neutralizing the general decline of traditional media," said John Suhler, Co-Founder, President and General Partner of VSS. "Business & Professional Information & Services continues to be a fast-growing sector, in part, because it has long embraced digital content and related software services and delivery. Also, the sectors that held up well in the last economic downturn -- Targeted Media, Business & Professional Information & Services, Education & Training Media & Services, and Entertainment & Leisure Media -- are all expected to record solid growth in the forecast period, thanks in large part to their migration to digital platforms and delivery methods."