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EMARKETER

Worldwide Ad Spending Forecast 2025

Total Spending Will Exceed $1 Trillion for the First Time, With 75% Going to Digital

Report by Ethan Cramer-Flood  |  Jan 28, 2025
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Executive Summary
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Table of Contents
Executive Summary
Worldwide total media ad spending will cross the $1 trillion threshold this year
Digital ad spending will account for more than 75% of worldwide total media ad spending for the first time
10 parent companies will have at least $10 billion in digital ad revenues worldwide in 2025
Media Gallery
About This Report
A series of major milestones are on tap for total media and digital media ad spending around the world in 2025, although growth will be uneven across countries and regions.
Topics
Total Media Ad Spending
Digital Advertising
Worldwide
Table of Contents
Executive Summary
Worldwide total media ad spending will cross the $1 trillion threshold this year
Digital ad spending will account for more than 75% of worldwide total media ad spending for the first time
10 parent companies will have at least $10 billion in digital ad revenues worldwide in 2025
Media Gallery

Worldwide ad spending slightly outperformed expectations last year, and we project continued healthy momentum for 2025. Although spectacular growth will be hard to find, a series of consequential milestones will make for a big year in the ad industry.

Key Question: What is the outlook for ad spending and revenues worldwide and country-by-country in 2025 and beyond?

Companies With Over $10 Billion in Net Digital Ad Revenues Worldwide, 2025 (billions)
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Key Stat: Google and YouTube will generate over $200 billion in worldwide digital ad revenues for Alphabet in 2025, the first time any advertising company has reached that threshold. However, Google’s ad revenue growth (9.2%) will be toward the bottom of the pack.

Here’s what’s in the full report

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11charts

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Table of Contents

  1. Executive Summary
  2. Worldwide total media ad spending will cross the $1 trillion threshold this year
  1. Digital ad spending will account for more than 75% of worldwide total media ad spending for the first time
  2. 10 parent companies will have at least $10 billion in digital ad revenues worldwide in 2025
  1. Media Gallery

Charts in This Report

Companies With Over $10 Billion in Net Digital Ad Revenues Worldwide, 2025 (billions)Total Media Ad Spending Worldwide, 2022-2028 (billions and % change)
Top 10 Countries, Ranked by Total Media Ad Spending, 2025 (billions)Ad Spending Growth for Digital, Traditional, and Total Media Worldwide, 2022-2028 (% change)
Digital and Total Media Ad Spending Growth Worldwide, by Region, 2025 (% change)Digital Ad Spending Worldwide, 2022-2028 (billions, % change, and % of total ad spending)
Digital Ad Spending Share of Total Media Ad Spending in Select Countries/Regions, 2025 (% of total media ad spending)Top 10 Countries, Ranked by Digital Ad Spending Growth, 2025 (% change)
Retail Media Ad Spending Worldwide, 2022-2028 (billions, % change, and % of total digital ad spending)Net Ad Revenue Share of Select Companies Worldwide, 2022-2026 (% of total digital ad spending)
Top 10 Companies, Ranked by Digital Ad Revenue Growth Worldwide, 2025 (% change)

authors

Ethan Cramer-Flood

Contributors

Ross Benes
Senior Analyst
Oscar Bruce Jr.
Director, Forecasting
Diego Dell’Orco
Vivian Dong
Forecasting Analyst
Jasmin Ellis
Forecasting Analyst
Zach Goldner
Senior Forecasting Analyst
Brian Lau
Senior Forecasting Analyst
Penelope Lin
Director, Data Visualization
Oscar Orozco
Senior Director, Forecasting
Shelleen Shum
VP, Forecasting
Andrew Spink
Forecasting Analyst
Emman Velasco
Chart Editor
Julia Woolever
Yoram Wurmser
Principal Analyst
Ali Young
Senior Copy Editor
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