{"id":93788,"date":"2025-05-18T20:36:05","date_gmt":"2025-05-18T20:36:05","guid":{"rendered":"https:\/\/ekamu.net\/?p=93788"},"modified":"2025-05-18T20:36:05","modified_gmt":"2025-05-18T20:36:05","slug":"pwc-turkiyede-internet-reklamciligi-gelirleri-2028de-25-milyar-dolara-ulasacak","status":"publish","type":"post","link":"https:\/\/ekamu.net\/index.php\/2025\/05\/18\/pwc-turkiyede-internet-reklamciligi-gelirleri-2028de-25-milyar-dolara-ulasacak\/","title":{"rendered":"PwC: T\u00fcrkiye\u2019de internet reklamc\u0131l\u0131\u011f\u0131 gelirleri 2028\u2019de 2,5 milyar dolara ula\u015facak"},"content":{"rendered":"
\n

PwC, K\u00fcresel E\u011flence ve Medya Sekt\u00f6r\u00fcne Bak\u0131\u015f 2024-2028 raporunu yay\u0131nlad\u0131. Rapora g\u00f6re, k\u00fcresel e\u011flence ve medya (E&M) sekt\u00f6r\u00fc ekonomik zorluklara, teknolojik geli\u015fmelere, artan co\u011frafi ve sekt\u00f6rel rekabete ra\u011fmen 2023 y\u0131l\u0131nda b\u00fcy\u00fcmeye devam etti. Sekt\u00f6r\u00fcn toplam geliri 2023 y\u0131l\u0131nda y\u00fczde 5\u2019lik art\u0131\u015fla 2,8 trilyon ABD dolar\u0131na ula\u015ft\u0131. Toplam 53 \u00fclkede ger\u00e7ekle\u015ftirilen ara\u015ft\u0131rmaya g\u00f6re, k\u00fcresel e\u011flence ve medya gelirlerinin 2028 y\u0131l\u0131nda y\u00fczde 3,9 y\u0131ll\u0131k bile\u015fik b\u00fcy\u00fcme oran\u0131yla 3,4 trilyon dolara ula\u015fmas\u0131 bekleniyor.<\/p>\n

K\u00fcresel reklam gelirleri 2026’da 1 trilyon dolara ula\u015facak<\/b><\/p>\n

K\u00fcresel reklam gelirlerinin 2028 y\u0131l\u0131na kadar y\u00fczde 6,7’lik y\u0131ll\u0131k bile\u015fik b\u00fcy\u00fcme oran\u0131na sahip olaca\u011f\u0131 tahmin ediliyor. Toplam reklam gelirlerinin ise 2026 y\u0131l\u0131nda 1 trilyon dolara ula\u015faca\u011f\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor. 2028 y\u0131l\u0131 gelirlerinin ise 2020 gelirlerinin iki kat\u0131na ula\u015faca\u011f\u0131 tahmin ediliyor.<\/p>\n<\/div>\n

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Reklamc\u0131l\u0131\u011f\u0131n, \u00f6n\u00fcm\u00fczdeki be\u015f y\u0131l i\u00e7inde e\u011flence ve medya sekt\u00f6r\u00fcndeki toplam b\u00fcy\u00fcmenin y\u00fczde 55’ini olu\u015fturaca\u011f\u0131 tahmin ediliyor. 2023 y\u0131l\u0131nda y\u00fczde 10,1 b\u00fcy\u00fcyerek 52,5 milyar dolara ula\u015fan internet reklamc\u0131l\u0131\u011f\u0131 gelirlerinin, 2028 y\u0131l\u0131na kadar toplam reklam harcamalar\u0131n\u0131n y\u00fczde 77,1’ini olu\u015fturmas\u0131 bekleniyor.<\/p>\n

\u0130nternet \u00fczerinden video hizmetlerinde k\u00fcresel abonelik say\u0131s\u0131n\u0131n 2023’teki 1,6 milyar seviyesinden 2028 y\u0131l\u0131nda 2,1 milyara y\u00fckselece\u011fi tahmin ediliyor. Abonelik ba\u015f\u0131na elde edilen ortalama gelirin ise 2023\u2019ten 2028\u2019e olan d\u00f6nemde y\u00fckseli\u015finin s\u0131n\u0131rl\u0131 kalmas\u0131 bekleniyor. Bu durum, \u00f6nde gelen yay\u0131nc\u0131lar\u0131 i\u015f modellerini yeniden \u015fekillendirmeye ve aboneliklerin \u00f6tesinde yeni gelirler bulmaya y\u00f6neltiyor. Buna, reklaml\u0131 i\u00e7erikle daha d\u00fc\u015f\u00fck abonelik \u00fccret tekliflerinin sunulmas\u0131, \u015fifre payla\u015f\u0131m\u0131n\u0131n engellenmesi, canl\u0131 etkinliklerin sunulmas\u0131 ve konsolidasyon odakl\u0131 se\u00e7enekler de dahil.<\/p>\n

Canl\u0131 etkinlikler ve sinema t\u00fcm d\u00fcnyada canlan\u0131yor<\/b><\/p>\n

Canl\u0131 m\u00fczik ve sinema gibi y\u00fcz y\u00fcze, ger\u00e7ek ya\u015famda, teknoloji destekli deneyimler kilit b\u00fcy\u00fcme alanlar\u0131 olmaya devam ederken, film gi\u015fe ve m\u00fczik bileti sat\u0131\u015flar\u0131 2023’te d\u00fcnya \u00e7ap\u0131nda t\u00fcketici harcamalar\u0131ndaki net art\u0131\u015f\u0131n y\u00fczde 38,6’s\u0131n\u0131 temsil ediyor. Canl\u0131 m\u00fczik gelirleri y\u00fczde 26 artarak toplam m\u00fczik pazar\u0131n\u0131n yar\u0131s\u0131ndan fazlas\u0131n\u0131 olu\u015fturdu. K\u00fcresel sinema gelirlerinde, gi\u015fe rekortmeni filmlerin de etkisiyle, bir \u00f6nceki y\u0131la g\u00f6re y\u00fczde 30,4’l\u00fck art\u0131\u015f kaydedildi.<\/p>\n

E-sporu da i\u00e7eren k\u00fcresel oyun sekt\u00f6r\u00fc, 2023 y\u0131l\u0131nda y\u00fczde 4,6 art\u0131\u015fla 227,6 milyar dolara ula\u015fan toplam geliriyle en h\u0131zl\u0131 b\u00fcy\u00fcyen sekt\u00f6rlerden biri olmay\u0131 s\u00fcrd\u00fcrd\u00fc. Gelirler 2027’de 300 milyar dolar\u0131 a\u015farak 2019’daki seviyesinin neredeyse iki kat\u0131na \u00e7\u0131kma yolunda ilerliyor.<\/p>\n

T\u00fcrkiye\u2019de internet reklamc\u0131l\u0131\u011f\u0131ndan elde edilen gelir 1,5 milyar dolara ula\u015ft\u0131<\/b><\/p>\n

Ara\u015ft\u0131rman\u0131n T\u00fcrkiye ile ilgili \u00f6ne \u00e7\u0131kan bulgular\u0131na g\u00f6re, internet reklamc\u0131l\u0131\u011f\u0131 2023\u2019te de h\u0131zl\u0131 b\u00fcy\u00fcmesini s\u00fcrd\u00fcrd\u00fc. Buna g\u00f6re, T\u00fcrkiye’de internet reklamc\u0131l\u0131\u011f\u0131ndan elde edilen toplam gelir 2023’te 1,5 milyar ABD dolar\u0131na ula\u015ft\u0131. Gelirlerin y\u00fczde 9,8 y\u0131ll\u0131k bile\u015fik b\u00fcy\u00fcme oran\u0131 ile 2028’de 2,5 milyar ABD dolar\u0131na ula\u015faca\u011f\u0131 tahmin ediliyor. Pandeminin ard\u0131ndan y\u0131ll\u0131k bazda b\u00fcy\u00fcme g\u00fc\u00e7l\u00fc olmu\u015f ve 2022’de y\u00fczde 30,5, 2023’te ise y\u00fczde 22,9 olarak ger\u00e7ekle\u015fmi\u015fti. \u00c7ift haneli y\u0131ll\u0131k b\u00fcy\u00fcmenin 2025 y\u0131l\u0131na kadar devam etmesi bekleniyor.<\/p>\n

T\u00fcrkiye\u2019de internet reklamc\u0131l\u0131\u011f\u0131 alan\u0131nda en h\u0131zl\u0131 b\u00fcy\u00fcyen segmentlere bak\u0131ld\u0131\u011f\u0131nda, \u00fccretli arama, y\u00fczde 11,2\u2019lik b\u00fcy\u00fcme oran\u0131 ile ilk s\u0131rada yer ald\u0131. En h\u0131zl\u0131 b\u00fcy\u00fcyen segmentler s\u0131ralamas\u0131nda \u00fccretli aramay\u0131 s\u0131ras\u0131yla y\u00fczde 10,6 ile video, y\u00fczde 8,7 payla di\u011fer g\u00f6r\u00fcnt\u00fcl\u00fc reklamlar ve y\u00fczde 8,3 payla s\u0131n\u0131fland\u0131r\u0131lm\u0131\u015f reklamlar izledi.<\/p>\n

Toplam gelir a\u00e7\u0131s\u0131ndan bak\u0131ld\u0131\u011f\u0131nda di\u011fer g\u00f6r\u00fcnt\u00fcl\u00fc reklamlar segmenti, toplam gelirin y\u00fczde 49,5’ini olu\u015fturarak en b\u00fcy\u00fck kategori olurken, bunu y\u00fczde 26,1 ile video, y\u00fczde 23,6 ile \u00fccretli arama ve y\u00fczde 0,8 ile gizli reklamlar takip etti.<\/p>\n

M\u00fczik, radyo ve podcast pazar\u0131n\u0131n 2028’de 183 milyon dolara ula\u015fmas\u0131 bekleniyor<\/b><\/p>\n

T\u00fcrkiye’nin m\u00fczik, radyo ve podcast pazar\u0131n\u0131n 2022’de 95 milyon ABD dolar\u0131 olan toplam gelirleri ise 2023 y\u0131l\u0131nda 125 milyon dolar seviyesine ula\u015ft\u0131. Toplam gelirin y\u00fczde 7,8’lik bir y\u0131ll\u0131k bile\u015fik b\u00fcy\u00fcme oran\u0131 ile 2028’de 182 milyon dolara ula\u015faca\u011f\u0131 tahmin ediliyor. 2023 y\u0131l\u0131nda 28 milyon dolara ula\u015fan canl\u0131 m\u00fczik sekt\u00f6r gelirlerinin, y\u00fczde 2,5 b\u00fcy\u00fcme oran\u0131 ile 2028 y\u0131l\u0131nda 32 milyon ABD dolar\u0131na ula\u015fmas\u0131 bekleniyor.<\/p>\n

Podcast kategorisinde ise 2023 y\u0131l\u0131nda 12 milyona ula\u015fan ayl\u0131k dinleyici say\u0131s\u0131n\u0131n 2028 y\u0131l\u0131nda yakla\u015f\u0131k 15 milyona ula\u015fmas\u0131 bekleniyor.<\/p>\n

PwC T\u00fcrkiye E\u011flence ve Medya Sekt\u00f6r\u00fc Lideri Cenk Uslu ara\u015ft\u0131rma ile ilgili de\u011ferlendirmesinde \u015funlar\u0131 s\u00f6yledi:<\/p>\n

\u201cPwC’nin \u00fclkemizi de kapsayan K\u00fcresel E\u011flence ve Medya Sekt\u00f6r\u00fcne Bak\u0131\u015f raporu, sekt\u00f6r\u00fc \u015fekillendiren trendlere mercek tutuyor. T\u00fcrkiye\u2019deki internet reklamc\u0131l\u0131\u011f\u0131n\u0131n h\u0131zl\u0131 b\u00fcy\u00fcmesini s\u00fcrd\u00fcrd\u00fc\u011f\u00fcn\u00fc g\u00f6steren rapor, T\u00fcrkiye yapay zek\u00e2 pazar\u0131n\u0131n yap\u0131lan yat\u0131r\u0131mlarla y\u00fcksek bir geli\u015fim ivmesi yakalad\u0131\u011f\u0131na da i\u015faret ediyor.\u201d<\/p>\n

“Yenilik\u00e7i gelir modellerinin \u00f6nemi artacak”<\/b><\/p>\n

PwC T\u00fcrkiye Telekom\u00fcnikasyon, Medya, Teknoloji Sekt\u00f6r\u00fc Lideri Serhat Onan da, “Telekom\u00fcnikasyon sekt\u00f6r\u00fcnde t\u00fcm d\u00fcnyada temel hizmetlerin kullan\u0131m\u0131 ve t\u00fcketici taraf\u0131ndan benimsenmesi, son y\u0131llara k\u0131yasla daha d\u00fc\u015f\u00fck bir oranda da olsa artmaya devam ediyor. Ancak i\u00e7inde oldu\u011fumuz d\u00f6nemde end\u00fcstri oyuncular\u0131, t\u00fcketicilerin dijital \u00fcr\u00fcn ve hizmetler i\u00e7in daha fazla \u00f6deme yapmas\u0131n\u0131 sa\u011flamakta giderek daha fazla zorluk \u00e7ekti\u011fini de g\u00f6rmekteyiz. Yay\u0131nc\u0131l\u0131k d\u00fcnyas\u0131nda ak\u0131\u015f hizmetleri say\u0131s\u0131 ve \u00e7e\u015fitlili\u011fi artt\u0131k\u00e7a, bir t\u00fcr pazar doygunlu\u011fu ortaya \u00e7\u0131kt\u0131. \u0130nternet \u00fczerinden video hizmetlerinde k\u00fcresel abonelik say\u0131s\u0131 2028 y\u0131l\u0131nda 2,1 milyara y\u00fckselecek, ancak video aboneli\u011fi ba\u015f\u0131na k\u00fcresel ortalama gelir neredeyse hi\u00e7 de\u011fi\u015fmeyecek. Bu da sekt\u00f6r i\u00e7in yenilik\u00e7i gelir modellerinin \u00f6nemini art\u0131racak\u201d de\u011ferlendirmesini yapt\u0131.<\/p>\n<\/div>\n<\/p>\n

<\/p>\n

Kaynak :\u00a0Bloomberg HT<\/span><\/p>\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

PwC\u2019nin K\u00fcresel E\u011flence ve Medya Sekt\u00f6r\u00fcne Bak\u0131\u015f 2024-2028 raporuna g\u00f6re T\u00fcrkiye\u2019de internet reklamc\u0131l\u0131\u011f\u0131 gelirleri 1,5 milyar dolara ula\u015ft\u0131. Bu alanda elde edilen gelirlerin h\u0131zl\u0131 bir b\u00fcy\u00fcme ile 2028\u2019de 2,5 milyar dolara ula\u015fmas\u0131 bekleniyor. 2023…<\/p>\n","protected":false},"author":1,"featured_media":93789,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[5479,1165,114,1804,80],"class_list":["post-93788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi","tag-dolara","tag-kuresel","tag-milyar","tag-reklam","tag-turkiye"],"_links":{"self":[{"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/posts\/93788","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/comments?post=93788"}],"version-history":[{"count":1,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/posts\/93788\/revisions"}],"predecessor-version":[{"id":93790,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/posts\/93788\/revisions\/93790"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/media\/93789"}],"wp:attachment":[{"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/media?parent=93788"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/categories?post=93788"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ekamu.net\/index.php\/wp-json\/wp\/v2\/tags?post=93788"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}