Market Insights Advertising & Media Advertising

TV & Video Advertising - D-A-CH

D-A-CH

Ad spending in the TV & Video Advertising market in D-A-CH is forecasted to reach US$8.71bn in 2025.
The largest market withD-A-CH is Traditional TV Advertising, with a market volume of US$6.06bn in 2025.
When compared globally, the United States is expected to lead in ad spending with US$151.00bn in 2025.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$72.38 in 2025 in D-A-CH.
By 2029, the number of TV Viewers in D-A-CH is anticipated to reach 84.6m users.
In D-A-CH, TV & Video Advertising market is seeing a shift towards targeted digital ads to reach specific audiences more 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 D-A-CH is experiencing significant growth and development, driven by several key factors.

Customer preferences: Customers in the D-A-CH region have shown a strong preference for digital and online video content in recent years. This shift in consumer behavior has led to an increased demand for TV and video advertising, as advertisers seek to reach their target audience through these popular channels. Additionally, customers in this region value personalized and relevant content, which has led to the rise of programmatic advertising and targeted ad campaigns.

Trends in the market: One of the key trends in the TV & Video Advertising market in D-A-CH is the increasing adoption of connected TV and over-the-top (OTT) platforms. With the growing popularity of streaming services and smart TVs, advertisers are shifting their focus towards these platforms to reach their target audience. This trend is further fueled by the rise of mobile video consumption, as customers in the D-A-CH region are increasingly watching videos on their smartphones and tablets. Another trend in the market is the integration of data-driven advertising solutions. Advertisers are leveraging data analytics and artificial intelligence to gain insights into customer behavior and preferences. This allows them to deliver more targeted and personalized ads, resulting in higher engagement and conversion rates. Additionally, the use of data-driven advertising solutions helps advertisers optimize their ad spend and improve the overall effectiveness of their campaigns.

Local special circumstances: The TV & Video Advertising market in D-A-CH is influenced by several local special circumstances. One of these circumstances is the strong presence of public service broadcasters in the region. Public broadcasters have a wide reach and are trusted sources of news and entertainment for customers in D-A-CH. Advertisers often leverage the reach and credibility of these broadcasters to reach their target audience effectively. Another special circumstance is the regulatory environment in D-A-CH. The region has strict regulations regarding advertising content and placement, particularly when it comes to children's programming. Advertisers need to ensure compliance with these regulations to avoid penalties and maintain a positive brand image.

Underlying macroeconomic factors: The TV & Video Advertising market in D-A-CH is also influenced by underlying macroeconomic factors. The region has a strong and stable economy, which provides a favorable environment for advertising investment. Advertisers in D-A-CH are willing to invest in TV and video advertising to capitalize on the high purchasing power and consumer spending in the region. Furthermore, the D-A-CH region has a high internet penetration rate and advanced digital infrastructure. This enables seamless video streaming and online video consumption, creating opportunities for advertisers to reach a large and engaged audience. The availability of high-speed internet and mobile connectivity also contributes to the growth of mobile video advertising in the region. In conclusion, the TV & Video Advertising market in D-A-CH is experiencing growth and development driven by customer preferences for digital and online video content, the adoption of connected TV and OTT platforms, the integration of data-driven advertising solutions, local special circumstances such as the presence of public service broadcasters and regulatory environment, and underlying macroeconomic factors such as a strong economy and advanced digital infrastructure.

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.