Global media e-commerce penetration rate 2027

In 2022, the penetration rate for physical books, movies, music, and games bought online worldwide reached 23.8 percent. According to estimates from the Statista Digital Market Outlook, the penetration rate in the books, movies, music, and games e-commerce market is set to reach 34.8 percent by 2027.

Books, movies, music & games e-commerce penetration rate worldwide from 2017 to 2027 (in billions)

Characteristic	Penetration rate
2027	34.8%
2026	33.2%
2025	31.5%
2024	29%
2023	26.5%
2022	23.8%
2021	20.9%
2020	18%
2019	15.5%
2018	13%
2017	11%

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Release date

June 2023

More information

Region

Worldwide

Survey time period

2017 to 2027

Supplementary notes

*Forecast
The e-Commerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The following are not included in the e-Commerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets nor digital purchase or resale of used, defective or repaired goods (re-Commerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs and returns. *Forecast

In-scope: Physical media (e.g. books, DVDs, CDs, Blu-ray discs, computer/console games)

Out-of-scope: Digital media (e.g. video-on-demand, music downloads, eBooks)

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