This report presents our inaugural forecast on US mobile network users. It focuses on 5G subscriptions, connections, and users, and profiles the major mobile telecom providers.

Digital ad spend by telecom and by computing products and consumer electronics companies will outperform industry averages in 2020. In a difficult year for digital ad spending, they will be two of only three industries to maintain double-digit growth.

The reports in this collection look at ad spending in the retail, financial services, computing products and consumer electronics, automotive, telecom, travel, health and pharma, media and entertainment, and CPG industries. Countries covered in this report series include the US, UK, and Germany.

In Spain, streaming platforms are increasingly vying for projects, talent, and viewers. Netflix began producing originals in Spain in 2016 and opened its first European production hub in Madrid in the Spring of 2019. However, as a result of this competition, HBO Spain has doubled down on producing series in Spain in 2019, increasing investment from Amazon Studios, as well as continued investment from Viacom, ATRESMEDIA, and telecom behemoths like Orange & Movistar.

The US telecom industry has long been an advertising behemoth. While the telecom space has fewer companies than any of the other industries we track, these players are almost all huge spenders.

While pandemic-driven lockdowns may have benefited certain forms of media, the traditional pay TV industry is not one of them. In fact, cable, satellite, and telecom TV providers will lose the most subscribers ever.

Telecoms keep on advertising.

Telecom service providers and mobile device manufacturers finally began peeling away these limitations last year. The current, relatively small 5G user base will allow for colossal growth over the next several years. Even after a projected 161.4% increase in US 5G mobile service subscriptions in 2021, growth will be 79.1%, 71.9%, and 32.0% over the next three years, respectively.

Further, 2020’s 5G rollout and big telecom mergers (like T-Mobile and Sprint) are enterprise considerations driving the increased spend in this category. While the total telecom ad market will grow by 12.0% in 2020, B2B’s portion will have a higher growth rate of 28.3%. In 2020, B2B telecom ad spend will be 8.3% of overall telecom digital ad spending. Travel.

The Trump administration announced $86 million in loans to telecommunications providers for rural broadband expansion in June and has also advocated for much larger sums to be dedicated to the cause. In January, the FCC announced a $20 billion Rural Digital Opportunity Fund to subsidize rural broadband.

The pandemic led to lower TV ad spend and increased connected TV viewing this year. The shift in TV viewing means TV audience measurement gaps must be addressed to keep pace with how, what, and where consumers are watching TV.

So, more rapid global adoption of 5G is occurring than previously expected last year: By the end of 2020, there will be 220 million global 5G subscriptions—a sharp rise from the 160 million estimate made in November 2019, according to a report by telecom giant Ericsson.

Telecom display ad spending will make up 11.9% of the total this year, up from our previous expectation of 10.5%. Leading Digital Ad Sellers. A solid plurality of display ad dollars will end up with Facebook, which will net 42.0% of US digital display spending this year.