TV & Video Advertising - EU-27 | Statista Market Forecast

Ad spending in the TV & Video Advertising market in EU-27 is forecasted to reach US$31.74bn in 2024.
The largest market within EU-27 is Traditional TV Advertising with a market volume of US$20.14bn in 2024.
When considering global comparison, the United States is expected to lead in ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$53.01 in 2024.
The number of TV Viewers in EU-27 is anticipated to be 0.0users by 2030.
In the EU-27, TV & Video Advertising is experiencing a shift towards targeted digital campaigns to maximize ROI and reach specific audiences effectively.

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.

Traditional linear TV advertising broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Digital video advertising covering all ad formats within webpage based videos, app based video players, social media networks or social media apps

Video ads on pages that are not in a video player

The TV & Video Advertising market in EU-27 is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Customers in the EU-27 region are increasingly favoring digital platforms for consuming TV and video content. The convenience of streaming services and the ability to access content on multiple devices has led to a shift away from traditional television. Additionally, customers are becoming more selective in their viewing habits, preferring personalized and targeted advertisements that are relevant to their interests. As a result, advertisers are adapting their strategies to deliver more tailored and engaging content.

Trends in the market: One of the key trends in the TV & Video Advertising market in EU-27 is the rise of programmatic advertising. Programmatic advertising allows for the automated buying and selling of ad inventory, enabling advertisers to reach their target audience more efficiently and effectively. This trend is driven by advancements in technology and data analytics, which provide advertisers with valuable insights into consumer behavior and preferences. Programmatic advertising also offers greater flexibility and cost-effectiveness compared to traditional advertising methods. Another trend in the market is the increasing popularity of connected TV (CTV) advertising. CTV refers to television sets that are connected to the internet, allowing viewers to stream content from various online platforms. With the growing adoption of smart TVs and streaming devices, CTV advertising offers advertisers a highly targeted and measurable advertising channel. Advertisers can leverage the data collected from CTV devices to deliver personalized ads to specific households or individuals.

Local special circumstances: The TV & Video Advertising market in EU-27 is influenced by several local special circumstances. One of these is the diverse linguistic and cultural landscape of the region. Advertisers need to consider the linguistic preferences and cultural sensitivities of different countries within the EU-27 when developing their advertising campaigns. This requires localization and adaptation of content to ensure relevance and effectiveness. Another special circumstance is the regulatory environment in the EU-27. The region has implemented strict data protection and privacy laws, such as the General Data Protection Regulation (GDPR). Advertisers must comply with these regulations when collecting and using consumer data for targeted advertising. This has led to increased transparency and accountability in the industry, as well as a focus on obtaining explicit consent from consumers for data processing.

Underlying macroeconomic factors: The TV & Video Advertising market in EU-27 is influenced by underlying macroeconomic factors. Economic growth and stability in the region play a significant role in driving advertising spending. When the economy is performing well, advertisers are more willing to invest in TV and video advertising to promote their products and services. On the other hand, during economic downturns, advertisers may reduce their advertising budgets, leading to a decline in market growth. Additionally, technological advancements and infrastructure development contribute to the growth of the TV & Video Advertising market. The availability of high-speed internet and the proliferation of mobile devices have expanded the reach and accessibility of TV and video content. This has created new opportunities for advertisers to engage with consumers across different devices and platforms. In conclusion, the TV & Video Advertising market in EU-27 is evolving to meet the changing preferences of customers. The rise of digital platforms, programmatic advertising, and connected TV are driving growth in the market. Advertisers must navigate local special circumstances, such as linguistic diversity and regulatory requirements, while also considering underlying macroeconomic factors. By understanding these trends and factors, advertisers can effectively reach their target audience and maximize the impact of their TV and video advertising campaigns.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.