With the reopening of cinemas and amusement parks and strong advertising from companies promoting mobile video games, new generation consoles, and streaming video-on-demand platforms, we expect a strong year of digital ad spending targeting younger consumers and the reemployed. Digital ad spend in the entertainment industry will grow by 37.2% to reach over $11 billion.

Entertainment will put up a huge growth figure after a rough 2020, as the reopening of movie theaters and amusement parks—along with the intensification of the OTT streaming wars—re-energizes the industry’s ad spending. Retail, surprisingly, will put up the next highest growth rate (34.5%), which is impressive given how high its base already is and that its spending growth has never dipped below 20%.

With the shuttering of amusement parks and cancellation of live events, the entertainment industry will see some of the biggest declines in digital ad spending this year, eclipsed only by the travel, auto, and media industries.

With the shuttering of amusement parks and the cancellation of live events, entertainment will see some of the biggest declines in digital ad spending this year. We expect entertainment digital ad spending to decrease by 6.9%, down by roughly $520 million from 2019 and well behind the overall digital ad market’s 1.7% growth. It is a stark drop compared with last year’s 28.2% growth.

According to the Out of Home Advertising Association of America (OAAA), the miscellaneous services and amusements category accounts for the largest share of OOH ad spending in the US in Q2 each year. In Q2 2019, advertisers in this category—which includes sports and many other canceled spring and summer activities like concerts, festivals and amusement parks—represented 23.4% of spending.

For instance, Disney can market its upcoming video streaming service through other Disney-owned properties that include TV stations like ABC, amusement parks like Disneyland, films like Star Wars and magazines like National Geographic.

But if Disney is promoting its Disney+ streaming service or advertising a theme park, that would fall into the entertainment category.