More and more money in the pockets of tech giants.
And less and less in those of traditional media.
The finding is not entirely surprising.
But the figures are no less striking.
According to a prospective study conducted by the PMP Strategy firm for Arcom and the Ministry of Culture, total media revenues should reach 18.3 billion euros in France by 2030, based on annual growth. average of +2.3%.
With almost two thirds of this windfall captured by digital players.
Just ten years ago, they accounted for barely a quarter of advertising investments.
Today, they already get half of it.
In 2030, the tech giants' share of the pie will have swelled by around 4 billion euros to reach 12 billion.
On this horizon, four major platforms, Alphabet (Google, YouTube), Meta (Facebook, Instagram, WhatsApp), Amazon and ByteDance, parent company of TikTok, will further strengthen their domination by…
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