Mobile TV advertising in the UK will grow by a CAGR of 57.2 per cent between 2012 and 2016, to a total value of £31m, according to PwC’s Global Entertainment & Media Outlook 2012-2016 report. Meanwhile, TV as whole – including broadcast, online, and mobile – is only forecast to grow by 2.2 per cent.

The total UK entertainment and media market will grow by a CAGR of 3.1 per cent between 2012 and 2016, to a value of £63bn.

Internet advertising – which incorporates both desktop and mobile – is the segment set for the highest growth, at a CAGR of 12 per cent, to a total £8.75bn – almost half of the UK’s total 2016 advertising market.

“Entertainment and media companies have reached what we’re calling the ‘end of the digital beginning’,” says Phil Stokes, lead entertainment and media partner at PwC. “They’ve made the commitment to a digital future, and are now striving to make the necessary changes to their products, distribution and organisations to deliver sustainable – and profitable – growth.”

The report also found that mobile internet access increased from 26 per cent of total internet access spending in 2007 to 40 per cent in 2011 – and in 2016 will account for 46 per cent.