Market Insights Advertising & Media Advertising

TV & Video Advertising - G7

Ad spending in the TV & Video Advertising market in G7 is forecasted to reach US$200.10bn in 2024.
The largest market within this market is Digital Video Advertising, with a market volume of US$109.00bn in 2024.
When looking at the global scale, the United States leads in ad spending, expected to reach US$143.80bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$156.50 in 2024.
By 2029, the number of TV Viewers in G7 is anticipated to reach 0.6bn users.
In the G7, TV & Video Advertising is increasingly leveraging data analytics to optimize targeting and maximize ROI in the competitive advertising market.

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 G7 countries is experiencing significant growth and development.

Customer preferences: Customers in G7 countries are increasingly turning to TV and video advertising as a way to consume content and stay informed. With the rise of streaming services and on-demand platforms, viewers have more options than ever before when it comes to watching their favorite shows and videos. This has led to a shift in customer preferences towards digital and online advertising, as traditional TV advertising becomes less effective in reaching the desired audience.

Trends in the market: One of the key trends in the TV & Video Advertising market in G7 countries is the shift towards programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized messages at scale. This trend is driven by advancements in technology and data analytics, which enable advertisers to optimize their campaigns and achieve better results. Additionally, the rise of connected TVs and smart devices has opened up new opportunities for advertisers to reach consumers across multiple screens and devices. Another trend in the market is the increasing investment in video advertising by social media platforms. Platforms like Facebook, Instagram, and YouTube have become popular destinations for video content, and advertisers are capitalizing on this trend by allocating more of their advertising budgets towards these platforms. This trend is driven by the high engagement levels and the ability to target specific demographics on social media platforms.

Local special circumstances: While the overall trends in the TV & Video Advertising market in G7 countries are similar, there are some local special circumstances that influence the market dynamics in each country. For example, in the United States, the market is dominated by large media conglomerates and broadcasters, which have a significant influence on the advertising landscape. In contrast, in countries like Germany and France, there are strict regulations on TV advertising, which impact the way advertisers can reach their target audience.

Underlying macroeconomic factors: The growth and development of the TV & Video Advertising market in G7 countries are also influenced by underlying macroeconomic factors. For example, the overall economic growth and stability in these countries have a positive impact on advertising budgets, as companies are more willing to invest in advertising to promote their products and services. Additionally, the increase in disposable income and consumer spending in G7 countries has led to a higher demand for advertising, as companies look to capture the attention of consumers and drive sales. In conclusion, the TV & Video Advertising market in G7 countries is experiencing significant growth and development, driven by customer preferences for digital and online advertising, the rise of programmatic advertising, the increasing investment in video advertising by social media platforms, local special circumstances, and underlying macroeconomic factors.

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.