The advertising industry is expected to experience significant growth in 2025, with a projected increase of 7.7% globally, according to GroupM’s annual forecast. This growth will be driven by emerging platforms such as streaming and social media.
However, linear TV will not follow the same trend, with predicted declines in revenue for both 2025 and beyond. Instead, streaming TV is expected to outpace linear TV advertising, with a compound annual growth rate of 19.3% from 2024 to 2029.
The collapse of pay-TV channels due to the cable bundle’s demise will likely further impact traditional linear TV ad revenue. Meanwhile, the emergence of ads on streaming services may lead to a decrease in ad revenue in the near term.
GroupM predicts that only five major companies – Google, Meta, TikTok owner ByteDance, Amazon, and Alibaba – will account for more than half of global ad revenue. This highlights the growing importance of platform dominance in the digital advertising landscape.
The forecast also notes that audio advertising revenue will remain flat at $27 billion in 2025, while print revenue will decline by 4.5% in 2024 and another 3% in 2025. Cinema advertising is expected to grow 5.2% in 2024, but still trail the 2019 figure of $3 billion.
Source: https://www.hollywoodreporter.com/business/business-news/global-advertising-revenue-1-trillion-linear-tv-decline-1236079668