The Brazilian media and entertainment sector is expected to increase its investment in digital advertising by nearly 12% over the next five years. According to PwC's Global Entertainment and Media Research report, the industry is thought to be becoming more interested in digital marketing, as TV continues to lead the way in ad spend currently. In 2016, digital advertising spend made up 27% of the industry's entire marketing budget, reaching a total worth of 10 billion Brazilian Real. However, this is expected to reach just below 12 billion Real by 2021. The growth is thought to be due to the growing Brazilian population, which is leading to increased mobile penetration and expanding audiences for digital companies.