Market Insights Advertising & Media Advertising

TV & Video Advertising - Worldwide

Worldwide

Ad spending in the TV & Video Advertising market worldwide is forecasted to reach US$339.30bn in 2024.
The largest market within this market is Digital Video Advertising, with a market volume of US$191.40bn in 2024.
When looking at global comparisons, 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 Digital Video Advertising market is projected to be US$33.59 in 2024.
By 2029, the number of TV Viewers is anticipated to reach 5.5bn users.
Global TV & Video Advertising in the Worldwide market is shifting towards targeted digital platforms, reflecting changing consumer behavior and technological advancements.

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 Worldwide is experiencing significant growth and development.

Customer preferences: Customers are increasingly turning to TV and video advertising as a way to reach a wider audience and engage with consumers. With the rise of digital platforms and streaming services, viewers have more options than ever before when it comes to consuming content. This has led to a shift in customer preferences, with many people opting for on-demand services and skipping traditional television advertisements. As a result, advertisers are adapting their strategies to target consumers on these platforms, using targeted ads and sponsored content to capture their attention.

Trends in the market: One of the key trends in the TV & Video Advertising market is the shift towards programmatic advertising. Programmatic advertising uses automated technology to buy and sell ad space, allowing advertisers to reach their target audience more efficiently and effectively. This trend is driven by the increasing availability of data and analytics, which enable advertisers to better understand their customers and tailor their campaigns accordingly. Programmatic advertising also offers greater transparency and control over ad placements, allowing advertisers to optimize their campaigns in real-time. Another trend in the market is the rise of mobile video advertising. With the widespread adoption of smartphones and tablets, consumers are increasingly watching video content on their mobile devices. This presents a significant opportunity for advertisers to reach consumers on-the-go and engage with them in a more personalized and interactive way. Mobile video advertising offers unique targeting capabilities, such as location-based targeting and mobile app targeting, which can help advertisers reach their desired audience at the right time and place.

Local special circumstances: In the United States, the TV & Video Advertising market is driven by the dominance of traditional television networks and the high viewership of live sports events. Advertisers in the US are investing heavily in sports advertising, as it offers a unique opportunity to reach a large and engaged audience. In addition, the rise of streaming services and over-the-top (OTT) platforms has led to increased competition in the market, with advertisers looking for innovative ways to capture viewers' attention. In China, the TV & Video Advertising market is shaped by the country's large population and rapid digitalization. Chinese consumers are increasingly turning to digital platforms, such as streaming services and social media, for their entertainment needs. This has created new opportunities for advertisers to reach a vast and highly engaged audience. However, the market in China is also highly regulated, with strict censorship laws and restrictions on foreign content. Advertisers need to navigate these regulations and adapt their strategies accordingly.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market is also influenced by underlying macroeconomic factors. For example, the global economic downturn caused by the COVID-19 pandemic has led to a decrease in advertising spending in some regions. However, as the economy recovers and consumer confidence improves, advertisers are expected to increase their spending on TV and video advertising. Furthermore, advancements in technology and infrastructure play a crucial role in the development of the TV & Video Advertising market. As internet connectivity improves and digital platforms become more accessible, advertisers have greater opportunities to reach their target audience. This is particularly true in emerging markets, where increasing internet penetration and smartphone adoption are driving the growth of the TV & Video Advertising market. In conclusion, the TV & Video Advertising market in Worldwide is experiencing significant growth and development, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting their strategies to reach consumers on digital platforms, leveraging programmatic advertising and mobile video advertising. The market is also influenced by local factors, such as the dominance of traditional television networks in the US and the rapid digitalization in China. Overall, the TV & Video Advertising market is expected to continue to evolve as technology advances and consumer behavior changes.

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.