TV & Video Advertising - Ukraine | Statista Market Forecast

Ad spending in the TV & Video Advertising market in Ukraine is forecasted to reach US$101.80m in 2024.
The largest market is Traditional TV Advertising with a market volume of US$55.23m in 2024.
When compared globally, the United States is expected to generate the highest 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$9.95 in 2024.
By 2030, the number of TV viewers in Ukraine is anticipated to reach 0.0users.
Ukraine's TV & video advertising market is experiencing a shift towards digital platforms, attracting more advertisers seeking targeted audiences and measurable ROI.

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 Ukraine has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing popularity of digital platforms. Customer preferences in the TV & Video Advertising market in Ukraine have shifted towards digital platforms, as consumers increasingly rely on smartphones, tablets, and laptops for entertainment. This trend is in line with global market trends, as consumers worldwide are embracing digital platforms for video consumption. Furthermore, the younger generation in Ukraine, who are more tech-savvy and digitally connected, are driving this shift towards digital advertising. Trends in the TV & Video Advertising market in Ukraine include the rise of programmatic advertising, which allows advertisers to target specific audiences and optimize their campaigns in real-time. Programmatic advertising offers greater efficiency and effectiveness compared to traditional advertising methods, and advertisers in Ukraine are increasingly adopting this approach. Additionally, there is a growing demand for personalized and interactive video ads, as advertisers seek to engage consumers in a more meaningful way. This trend is driven by advancements in technology and data analytics, which enable advertisers to deliver tailored messages to their target audience. Local special circumstances in the TV & Video Advertising market in Ukraine include the country's political and economic situation. Ukraine has faced significant political instability and economic challenges in recent years, which have impacted the advertising industry. However, despite these challenges, the TV & Video Advertising market in Ukraine has shown resilience and continued to grow. This can be attributed to the increasing importance of advertising as a means for businesses to reach and engage consumers. Underlying macroeconomic factors that have contributed to the development of the TV & Video Advertising market in Ukraine include the growth of the country's middle class and increasing consumer spending power. As the economy improves and disposable incomes rise, consumers are more willing to spend on products and services, including those advertised on TV and video platforms. Additionally, the growing number of internet users in Ukraine has expanded the reach of digital advertising, providing advertisers with a larger audience to target. In conclusion, the TV & Video Advertising market in Ukraine is experiencing growth due to changing customer preferences, the rise of digital platforms, and the adoption of new advertising technologies. Despite local special circumstances and underlying macroeconomic factors, the market has shown resilience and continues to offer opportunities for advertisers to reach and engage with consumers.

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.