Key stat: Digital formats will account for 49% of worldwide out-of-home advertising revenue in 2026, up from 31% in 2020, according to a July report from the World Out of Home Organization.

Beyond the chart:

• Some markets crossed that line a while ago. UK out-of-home revenues grew 15% YoY in Q1 2026, with digital up 17.6% against 10.1% for classic formats, according to Outsmart data collated by PwC.
• Meanwhile, the audience for screens on the street keeps growing as the audience for screens in hand thins out. Nearly half of US adults, 47%, have deleted a social or messaging app because of stress or anxiety, and 55% post less than they did five years ago, according to Incogni.

Use this chart: Drop this in your channel mix review to show digital OOH is no longer a test line. Show it to clients still budgeting billboards as static inventory, and use the 2020-to-2026 climb to argue for programmatic OOH as core spend.

Related EMARKETER reports:

• Programmatic Ad Spending Benchmarks: Q2 2026 (EMARKETER subscription required)
• US Ad Spending 2026 (EMARKETER subscription required)