Worldwide media ad spend to reach $ 1 trillion this year
Worldwide total media ad spending will cross the $1 trillion threshold in 2025, according to a forecast by marketing consultancy eMarketer. The company is referring to accelerating growth in 2023 and 2024 as an explanation for the optimism. It says worldwide media ad spending has nearly doubled since 2016. Digital ad spending will account for more than 75% of worldwide total media ad spending for the first time.
“The milestone will arrive two years earlier than previously expected, thanks to digital’s consistent over-performance. Digital spending will surge past $750 billion this year, and the $1 trillion mark is now in sight for 2028.”
The forecast says India will lead in digital ad spending growth. “But a surprising number of advanced economies are also on the high-growth list. India and five major Western European markets highlight 2025’s top 10 list for growth.”
“Following years of extreme volatility, Western Europe’s relatively stable economic environment will allow digital ad spending to thrive this year.
10 parent companies will have at least $10 billion in digital ad revenues worldwide in 2025, according to the report. Google and YouTube will combine to bring Alphabet over $200 billion, “a new advertising milestone.”
“In 2025, nearly 59% of all ad spending will take place in the US or China, but that still leaves plenty of money for everywhere else. Over $426 billion in spending will take place outside of the world’s two largest economies.”
“The UK’s $53.43 billion ad market is enormous, and the rest of Europe will produce an additional $140 billion. Up-and-coming India will see over $14 billion in spending this year, nearly hitting $20 billion by 2028.”
The forecast says Google will continue to lose share as Meta’s surging rebound persists and retail players grow quickly.
“The old duopoly will still claim over half of the worldwide total, thanks to Meta’s strength. Meta and Google (including YouTube) will soak up 50.6% of all digital ad spending this year, a slightly higher figure than a couple years ago. The duopoly’s share briefly dropped under 50% in 2020, but it has held relatively steady since then.”
“Amazon and ByteDance continue to climb but aren’t within striking distance of the longtime leaders.”
“If TikTok avoids a US ban, it will grow its ad revenues by 32.1% this year, reaching almost $35 billion. However, given that about 44% of TikTok’s ad revenues come from the US, its final 2025 figures could end up radically different.”
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