Market Insights Advertising & Media Advertising

TV & Video Advertising - BRICS

BRICS

Ad spending in the TV & Video Advertising market in BRICS is forecasted to reach US$87.00bn in 2025.
The largest market within this market is Digital Video Advertising, with a market volume of US$63.04bn in 2025.
When considering global comparison, the United States is set to lead in ad spending, reaching US$151.00bn in 2025.
The average ad spending per user in the Digital Video Advertising market is projected to be US$23.59 in 2025.
The number of TV Viewers in BRICS is expected to reach 2.5bn users by 2029.
Brazil's TV & Video Advertising market in BRICS is seeing a shift towards digital platforms to reach a younger, tech-savvy audience effectively.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in BRICS is experiencing significant growth and development, driven by changing customer preferences and underlying macroeconomic factors.

Customer preferences: In BRICS countries, there is a growing preference for TV and video advertising due to its widespread reach and impact. Consumers in these countries are increasingly spending more time watching TV and consuming online video content, creating a lucrative market for advertisers. Additionally, the younger demographic in BRICS countries is highly engaged with digital platforms, making online video advertising an effective way to reach this audience.

Trends in the market: One of the key trends in the TV & Video Advertising market in BRICS is the shift towards programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and online behavior. This trend is driven by the increasing availability of data and advanced targeting technologies, which enable advertisers to deliver personalized and relevant ads to consumers. Programmatic advertising also offers greater efficiency and cost-effectiveness for advertisers, making it an attractive option in the BRICS market. Another trend in the market is the rise of mobile video advertising. With the increasing penetration of smartphones and mobile internet access in BRICS countries, consumers are increasingly consuming video content on their mobile devices. Advertisers are capitalizing on this trend by investing in mobile video advertising, which allows them to reach consumers on-the-go and in a more personalized manner. Mobile video advertising also offers interactive and immersive experiences, enhancing consumer engagement and brand awareness.

Local special circumstances: Each BRICS country has its own unique characteristics and market dynamics that impact the TV & Video Advertising market. For example, in Brazil, there is a strong tradition of telenovelas (soap operas), which attract a large viewership and provide advertisers with opportunities for product placements and sponsorships. In Russia, the popularity of video-sharing platforms like VKontakte and Odnoklassniki has created a thriving market for online video advertising. In India, the growth of regional language content and the popularity of streaming platforms like Hotstar have opened up new avenues for targeted advertising.

Underlying macroeconomic factors: The TV & Video Advertising market in BRICS is also influenced by underlying macroeconomic factors. Economic growth, rising disposable incomes, and a growing middle class in these countries have contributed to increased consumer spending and demand for products and services. This has created a favorable environment for advertisers, who are looking to capitalize on the expanding consumer base. Additionally, government policies and regulations play a role in shaping the TV & Video Advertising market in BRICS, with some countries implementing measures to promote domestic content and protect local industries. Overall, the TV & Video Advertising market in BRICS is experiencing robust growth, driven by changing customer preferences, technological advancements, and favorable macroeconomic factors. Advertisers in these countries are increasingly adopting programmatic and mobile video advertising strategies to effectively reach and engage with their target audiences. With the continued growth of the BRICS economies and the increasing popularity of TV and online video content, the market is expected to further expand in the coming years.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.