Market Insights Advertising & Media Advertising

TV & Video Advertising - EAEU

EAEU

Ad spending in the TV & Video Advertising market in EAEU is forecasted to reach US$3.44bn by 2024.
The largest market within the region is Traditional TV Advertising, with a market volume of US$2.23bn in 2024.
When compared globally, the United States is expected to lead in ad spending with US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$14.55 in 2024.
By 2029, the number of TV viewers in EAEU is anticipated to reach 154.5m users.
In EAEU, TV & Video Advertising market is rapidly expanding, driven by increased digitalization and strategic partnerships among local and international media companies.

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 EAEU is experiencing significant growth and development.

Customer preferences: Customers in the EAEU region have shown a strong preference for TV and video advertising. This can be attributed to the widespread availability and accessibility of television and video platforms. Additionally, customers in this region have a high level of trust in television as a medium for advertising, which further drives their preference.

Trends in the market: One of the key trends in the TV & Video Advertising market in EAEU is the shift towards digital advertising. This trend is driven by the increasing popularity of online video platforms and streaming services. Customers in the region are increasingly consuming video content online, and advertisers are responding by investing in digital advertising channels. This trend is expected to continue in the future, as more customers in the EAEU region adopt digital platforms for their entertainment needs. Another trend in the market is the growing use of targeted advertising. Advertisers are leveraging data and analytics to better understand their target audience and deliver personalized advertisements. This trend is driven by advancements in technology and the availability of customer data. By targeting their advertisements, advertisers can increase the effectiveness of their campaigns and reach a more relevant audience.

Local special circumstances: The TV & Video Advertising market in the EAEU region is unique due to the diverse cultural and linguistic backgrounds of its countries. Advertisers need to take into account these differences when creating their campaigns. Localization is key to success in this market, as customers are more likely to respond to advertisements that resonate with their cultural and linguistic preferences. Advertisers need to adapt their messages and creative content to the specific needs of each country in the EAEU region.

Underlying macroeconomic factors: The growth and development of the TV & Video Advertising market in the EAEU region can be attributed to several underlying macroeconomic factors. Firstly, the region has experienced steady economic growth in recent years, which has increased consumer spending power. This has led to higher demand for products and services, and advertisers are capitalizing on this by investing in TV and video advertising. Secondly, the EAEU region has a large and growing population, which provides a significant customer base for advertisers. The increasing urbanization and modernization in the region have also contributed to the growth of the TV & Video Advertising market. As more people move to cities and adopt modern lifestyles, their consumption patterns are changing, and advertisers are adapting their strategies to target these urban consumers. In conclusion, the TV & Video Advertising market in the EAEU region is developing rapidly due to customer preferences for television and video advertising, the shift towards digital advertising, the use of targeted advertising, local special circumstances, and underlying macroeconomic factors. Advertisers in this market need to understand these trends and factors in order to effectively reach their target audience and drive business growth.

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.