The evolving media landscape

Justin Braitling

Watermark Funds Management

The media landscape is constantly evolving. Advertisers follow eyeballs, spending budgets wherever consumers flock. However audiences are bifurcating as digital ingestion grows. Broadband and smartphone penetration continues to rise, permanently changing the distribution model for many media businesses. Australian companies are largely exposed to the decaying trends of traditional media. Print, TV and radio are being usurped by global distribution platforms. Google (and its subsidiary YouTube), Facebook (including Instagram), Twitter, Netflix and Spotify are all absorbing local audiences, demanding more ad dollars at the expense of local incumbents. This technological disruption is weighing on local media companies and as a result they will need to turn to costs and technology to defend their profits. Services such as Netflix, Apple TV, YouTube, Amazon Instant Video and many more have created vast alternatives to linear television. This has led to loss of audiences across all major networks, these trends are occurring globally. Advertisers will continue to pull money from the category while audience levels decline. To read more about the Australian media sector click the (VIEW LINK)


Justin Braitling
Chief Investment Officer
Watermark Funds Management

We are active, high conviction investors in Australian shares. As an absolute return manager, Watermark offers a proven alternative to traditional institutional funds.

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