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We forecast the U.S. federal government mass media market to reach $3.8 Billion by 2023, growing at CAGR 2.8% in the period 2018-2023. Highlights of the report findings for this dynamically changing market include:
- Rather modest growth rate of the market as a whole does not reflect internal segment dynamics. Digital technologies profoundly change the ways in which the government delivers information to people, with Internet and mobile quickly squeezing out other methods of communication. The negative growth rate of the event spending does not mean decline of the segment, quite opposite is true – virtual event technology allows doing more with less.
- The government-funded public broadcasting is obsolete in almost every aspect, gradually it will move to private channels and be replaced by Internet streaming.
- Mass media, it’s not only about communicating message to people, it’s also about listening. Feedback analytics, impact measurement and polling are increasingly important segments relying on rapidly changing technologies.
- It may sound like a paradox but Intelligence Community known for its hush-hush way is very deep into mass media – both in analyzing mass media (OSINT and SOCMINT segments) and delivering its messages through Propaganda & Psychological Warfare tools.
- As of 2017 there are about 7,500 federal employees engaged in mass media activities, with about $750 Mln combined annual salaries. Considering a current federal hiring freeze and plans of the What House administration to downsize government, we forecast more outsourcing of mass media projects and functions, switch to more efficient technological solutions and SaaS tools, training programs for federal staff in using social media, mobile apps, Internet broadcasting tools and virtual event technology. President Trump has shown a remarkable example of using a social media channel, his Twitter’s account for this measure, to deliver powerful messages to nationwide audience at zero cost for the government.
- Among top spenders on mass media are agencies responsible for national security and health: DoD, Intelligence Community, Department of Homeland Security and Department of Health and Human Services.
The report covers the mass media, PR and advertising products, services and technologies for the U.S. Federal Government market. The report provides detailed year-by-year (2018 – 2023) forecasts for the following U.S. Federal Government market segments by
Form and channel:
- Broadcast media (TV & Radio)
- Internet (websites, API feeds, social media, emails, streaming)
- Mobile (apps, SMS, wifi broadcasting)
- Print media (newspapers, magazines, brochures, flyers)
- Outdoor media and signage
- Event organising, public speaking and coverage
- Propaganda and psychological warfare
Business process and service:
- Content development & production
- Content delivery & distribution
- Feedback/impact measurement, analytics
- Polling
- OSINT of mass media
- SOCMINT of mass media
- Consulting, planning and programming services
- Personnel management and training services
- Event planning services
Equipment, Hardware and Software:
- Broadcasting equipment
- Media production equipment & computer hardware
- Event supporting equipment
- Signage
- Software (incl. SaaS)
Table of Contents
1. Market Report Scope & Methodology
1.1. Scope
1.2. Research Methodology
2. Executive Summary
2.1. U.S. Federal Government Mass Media Market in Numbers
List of Figures
Fig. 1- U.S. Federal Government Market Forecast 2018-2023, $Mln
List of Tables
Table 1 – Examples of Federal Advertising and Public Relations Activities
Table 2 – U.S. Federal Government Mass Media Market Forecast 2018-2023, $Mln
Table 3 – U.S. Federal Government Mass Media Market Forecast 2018-2023 by Form and Channel, $Mln 9
Table 4 – U.S. Federal Government Mass Media Market Forecast 2018-2023 by Business Process and Services, $Mln
Table 5 – U.S. Federal Government Mass Media Market Forecast 2018-2023 by Equipment, Hardware and Software (incl. SaaS), $Mln
Table 6 – U.S. Federal Government Mass Media Market Forecast 2018-2023 by Agency, $Mln
