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EMARKETER

Worldwide Ad Spending Forecast 2026

Cautious Optimism for Next Year, as 2025’s Turmoil Proves to Be More Bark Than Bite

Report by Ethan Cramer-Flood  |  Nov 14, 2025
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Table of Contents
Executive Summary
Worldwide ad spending will see a small bounce in 2026
The US provides over 40% of the world’s ad spending, but growth will come from elsewhere
Years of strong growth have put Meta within striking distance of Google for the ad revenue crown
Sources
Media Gallery
About This Report
Global ad spending has steadied after a turbulent year, setting the stage for modest acceleration in 2026. Digital is still the main engine, but traditional media’s rebound will add lift as markets stabilize.
Topics
Total Media Ad Spending
Worldwide
Table of Contents
Executive Summary
Worldwide ad spending will see a small bounce in 2026
The US provides over 40% of the world’s ad spending, but growth will come from elsewhere
Years of strong growth have put Meta within striking distance of Google for the ad revenue crown
Sources
Media Gallery

After an unpredictable 2025, worldwide ad spending will edge higher in 2026. Digital’s strength and a rebound in traditional media will drive a modest growth acceleration. Western Europe and several emerging markets will lead the way. Among companies, Meta and TikTok will be the main stories.

Key Question: What is the outlook for ad spending and revenues worldwide and country-by-country in 2026 and beyond?

Key Stat: Google and YouTube will combine to bring in $229.42 billion in digital ad revenues in 2026, just slightly more than Facebook and Instagram will bring in for Meta. In our 14 years of tracking, the gap between the two duopoly giants has never been as small as it will be next year.

10 Parent Companies Will Have Over $10 Billion in Net Digital Ad Revenues in 2026
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Table of Contents

  1. Executive Summary
  2. Worldwide ad spending will see a small bounce in 2026
  1. The US provides over 40% of the world’s ad spending, but growth will come from elsewhere
  2. Years of strong growth have put Meta within striking distance of Google for the ad revenue crown
  1. Sources
  2. Media Gallery

Charts in This Report

10 Parent Companies Will Have Over $10 Billion in Net Digital Ad Revenues in 2026Worldwide Total Media Ad Spending Growth Will Slightly Accelerate in 2026, Reaching 9.0% (trillions in total media ad spending worldwide and % change, 2023-2029)
Worldwide Ad Spending Growth Rates Have Stabilized and Will Remain Steady Over the Next Several YearsWorldwide Digital Ad Spending Growth Will Remain in the Double Digits Through 2027 (billions in digital ad spending worldwide, % change, and % of total media ad spending, 2023-2029)
Traditional Ad Spending Will Remain on a Marginally Positive Trajectory Worldwide (billions in traditional media ad spending worldwide, % change, and % of total media ad spending, 2023-2029)The US Will Produce More Ad Spending in 2026 Than China and Western Europe Combined
The Middle East & Africa, Latin America, and Western Europe Will See the Fastest Ad Spend Growth in 2026Western Europe Will Boast Many of the Fastest-Growing Markets for Digital Advertising in 2026
10 Parent Companies Will Have Over $10 Billion in Net Digital Ad Revenues in 2026Meta Will Nearly Catch Up to Google by 2027, While Amazon and ByteDance Will Also Gain Share
Ecommerce and Social Media Platforms Will See the Fastest Ad Revenue Growth in 2026

authors

Ethan Cramer-Flood

Contributors

Oscar Bruce Jr.
Director, Forecasting
Nicolas Crespo
Diego Dell’Orco
Vivian Dong
Forecasting Analyst
Bill Fisher
Zach Goldner
Senior Forecasting Analyst
Brian Lau
Senior Forecasting Analyst
Penelope Lin
Director, Data Visualization
Oscar Orozco
Senior Director, Forecasting
Chuck Rawlings
Senior Researcher
Andrew Spink
Senior Forecasting Analyst
Emman Velasco
Chart Editor
Julia Woolever
Yoram Wurmser
Principal Analyst
Antonella Yannelli
Ali Young
Senior Copy Editor and Manager of Content Operations
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