There has been a continued upward trend in the population share of active social media users in Australia. As of February 2022, approximately **** percent of the Australian population were active users compared to just ** percent in 2015. Preferred social media brands and most popular activities Facebook was the most popular social media brand in Australia in 2019, with ** percent saying they used the platform the most often. Elsewhere, ** percent said they used Instagram and six percent used Snapchat. Social media is used by Australians for a variety of activities. The most popular use is as a means of communication, with over **** of users regularly sending private messages and ** percent commenting on posts. Active users also post pictures and videos, with ** percent of users saying they have posted visual content. When do Australians use social media? In 2018, most social media use took place during Australians free time; ** percent said they used social media platforms in the evening, ** percent were first thing in the morning users, and ** percent said they logged on during breaks. Interestingly, when it comes to users being banned from social media, just over **** said in 2019 that they somewhat agree that bans are ineffective.

The number of Instagram users in Australia was forecast to continuously decrease between 2024 and 2028 by in total 1.5 million users (-13.94 percent). According to this forecast, in 2028, the Instagram user base will have decreased for the sixth consecutive year to 9.27 million users. User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Instagram users in countries like New Zealand and Fiji.

The number of Facebook users in Australia was forecast to continuously decrease between 2024 and 2028 by in total 1.5 million users (-9.94 percent). After the eighth consecutive decreasing year, the Facebook user base is estimated to reach 13.62 million users and therefore a new minimum in 2028. User figures, shown here regarding the platform facebook, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Facebook users in countries like Fiji and New Zealand.

The number of LinkedIn users in Australia was forecast to continuously increase between 2024 and 2028 by in total 0.5 million users (+3.74 percent). After the ninth consecutive increasing year, the LinkedIn user base is estimated to reach 13.89 million users and therefore a new peak in 2028. Notably, the number of LinkedIn users of was continuously increasing over the past years.User figures, shown here with regards to the platform LinkedIn, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of LinkedIn users in countries like Fiji and New Zealand.

The number of snapchat users in Australia was forecast to continuously increase between 2024 and 2028 by in total 0.3 million users (+4.02 percent). After the ninth consecutive increasing year, the snapchat user base is estimated to reach 7.74 million users and therefore a new peak in 2028. Notably, the number of snapchat users of was continuously increasing over the past years.The user numbers, depicted here regarding the platform Snapchat, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

The number of Youtube users in Australia was forecast to continuously increase between 2024 and 2029 by in total 0.4 million users (+2.6 percent). After the fifth consecutive increasing year, the Youtube user base is estimated to reach 15.81 million users and therefore a new peak in 2029. User figures, shown here regarding the platform youtube, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Youtube users in countries like Fiji and New Zealand.

Digital advertising services’ popularity continues to surge with strong demand for online marketing solutions among both private and public sector organisations. Leaps and bounds in the number of firms providing these services to clients have supported this growth. Businesses and other organisations have become increasingly aware that digital marketing can hone in on their key markets more effectively than traditional print and TV advertising. Overall, industry revenue is expected to strengthen at an annualised 7.4% over the five years through 2024-25, to total $3.7 billion. This includes an estimated revenue hike of 3.3% in 2024-25 and a continued uptick in profit margins, as online activity continues to dominate in society and the business world. Search engine marketing (SEM) remains the industry's dominant service. More and more, businesses have been hiring digital advertising agencies to implement search engine optimisation (SEO) and pay-per-click (PPC) marketing campaigns to boost their visibility in search engine results. Social media platforms have quickly gained traction as online advertising channels as they can display particularly relevant ads to consumers based on data collected from their internet browsing activity. This has contributed to organisations increasingly seeking the services of digital advertising agencies to handle their social media presence. Demand for ads that can be viewed on mobile devices has also been amplified thanks to the rising proportion of domestic internet traffic generated by smartphones and tablets. Industry revenue is set to continue expanding rapidly over the coming years. This is largely in response to growing demand for SEM strategies, social media marketing services and digital advertising solutions for emerging content-viewing mediums (like augmented reality) and wearable technologies (like smartwatches). Even so, greater adoption of ad blocker software may dampen some demand for digital advertising services. Overall, industry revenue is forecast to expand at an annualised 4.8% over the five years through 2029-30, to total $4.7 billion.

The global pharma and healthcare social media marketing market is projected to be worth US$ 12,936.90 million in 2024. Demand for pharma and healthcare social media marketing is expected to increase at a CAGR of 13.5% from 2024 to 2034, attaining US$45,896.30 million by 2034.

Attributes	Details
Market Value for 2024	US$ 12,936.90 million
Market Value for 2034	US$ 45,896.30 million
Market CAGR from 2024 to 2034	13.5%

KOLs Act as Advocates for Pharmaceutical Products on Social Media

Attributes	Details
Market Value for 2019	US$ 7,099.40 million
Market Value for 2023	US$ 11,471.10 million
Market CAGR from 2019 to 2023	12.7%

Category-wise Outlook

Segment	Social Media Marketing Software
Share (2024)	53.60%

Segment	Facebook
Share (2024)	35.40%

Segment	Hospitals and Clinics
Share (2024)	32.60%

Country-wise Analysis

Countries	Australia and New Zealand
CAGR (2024 to 2034)	15.0%

Nation	China
CAGR (2024 to 2034)	13.8%

Nation	United States
CAGR (2024 to 2034)	10.4%

Nation	Germany
CAGR (2024 to 2034)	5.0%

Nation	Japan
CAGR (2024 to 2034)	4.3%

Social media presence plays an important role in Australia, with more than ** percent of Australians between the ages of 12 to 55 years old claiming to have an account on a social networking site. This high figure applies to senior citizens as well: more than **** the people above the age of 55 years have an account on a social networking platform. Most used social media platform   Australia has one the highest active social media penetration rates internationally, with most of the population holding an account on a social network platform. This is partially due to the country’s high internet penetration rate and heavy influence from the western world with regard to internet and social media trends. For a country of slightly more than 24 million people, it is estimated that more than ** million citizens have an account on a social media. Furthermore, Facebook dominates the market with more than double the number of users compared to the second-placed platform Instagram. Reasons for using social networking sites   There are various reasons that Australians use social networking sites with the main reason being to catch up/keep in touch with family and friends. While this applies to all age groups, the younger generation have more reasons to stay engaged on social media while the elderly mainly uses social media solely for friends and family.

The Australian online marketing software market, valued at approximately $X million AUD in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 10% from 2025 to 2033. This expansion is fueled by several key drivers. Firstly, the increasing adoption of digital marketing strategies by businesses across various sectors, including BFSI (Banking, Financial Services, and Insurance), media & entertainment, retail, and manufacturing, is a significant catalyst. Businesses are increasingly recognizing the need for sophisticated software solutions to manage their online presence, track campaign performance, and optimize their marketing ROI. Secondly, the rise of e-commerce and the growing importance of digital customer engagement are driving demand for comprehensive CRM (Customer Relationship Management), marketing automation, and e-commerce platforms. Finally, advancements in software capabilities, such as enhanced analytics and AI-powered features, are boosting market adoption. While data limitations prevent precise quantification of each segment's contribution, it's evident that cloud-based solutions are gaining traction over on-premise deployments due to their scalability, accessibility, and cost-effectiveness. However, certain restraints could potentially impede market growth. These include the high initial investment costs associated with some software solutions, the need for specialized skills to effectively utilize these tools, and concerns related to data security and privacy. Despite these challenges, the overall outlook for the Australian online marketing software market remains positive. The market is highly fragmented, with numerous players like Swift Digital, Marketing Eye, Lounge Lizard, and others competing. The ongoing digital transformation across industries ensures continued demand for sophisticated online marketing solutions, paving the way for sustained market expansion throughout the forecast period. Further research could analyze the specific market penetration rates within each industry segment to provide a more detailed perspective. Note that the $X million AUD figure is an estimation, based on the given CAGR and an assumed value for a year prior to 2025. Key drivers for this market are: , Surge of Web and Expanded Digitization; Adoption of Cloud Technologies. Potential restraints include: , Surge of Web and Expanded Digitization; Adoption of Cloud Technologies. Notable trends are: Facebook Driving Social Media Marketing Platform.

Advertising activity and demand for media planning services largely drive the Media Buying Agencies industry's performance, which meant that the industry was very vulnerable to the effects of the COVID-19 pandemic. A sharp downturn in advertising budgets in 2019-20 and 2020-21 flowed through to the industry, tanking industrywide turnover and profit margins. In recent years, inflationary and cost-of-living pressures have weighed on the industry's recovery as pandemic restrictions eased and household consumption expenditure trended upwards. The uncertainty this period induced is reflected in steep fluctuations in business confidence since 2019-20, which have disincentivised many downstream clients from ramping up their advertising spending. These trends contributed to an expected revenue decline at an annualised 2.3% over the past five years to $1.7 billion, including an anticipated rise of 0.9% in 2024-25. Many media buying agencies have managed the uncertain operating landscape by adapting to a changing media environment, especially as consumers shift from traditional mediums and consume entertainment online. These major shifts have fragmented audiences, reducing the certainty among many clients that their advertising spending is reaching its intended audience. This trend has developed opportunities for media buying services to integrate value-added services into their offerings, driving up fees and juicing profit margins. For this reason, despite a drop in industrywide revenue, the growing popularity of media planning and strategy services has contributed to a hike in profitability. As the economy continues to recover, industry revenue is projected to expand at an annualised 1.0% through the end of 2029-30 to reach $1.8 billion. Downstream demand will stabilise as economic conditions return to normal, while growth segments in the online space will continue their upwards trend. Media buying agencies are set to become increasingly reliant on technology to penetrate emerging markets and drive cost efficiencies. These trends will allow an industrywide increase in fees, contributing to growth in profit margins.

The Advertising Agencies industry in Australia has experienced mixed performance over the past few years, driven by rapidly changing consumer preferences and fluctuations in economic conditions. Demand for traditional media, particularly print and broadcast advertising, has fallen significantly, while online and digital advertising has recorded strong growth, prompting sectorwide restructuring. Rising inflation and elevated interest rates weakened business confidence between 2021-22 and 2023-24, leading to temporary reductions in advertising budgets among many downstream clients and contributing to industrywide revenue falling at an annualised 0.2% from 2019-2020 to 2024-25. Revenue is projected to partially recover in 2024-25, growing 1.3% to reach $3.9 billion, supported by improvements in business confidence. Profit margins have expanded in recent years, driven by increased efficiencies. Agencies are increasingly using AI-driven advertising optimisation and digital billboard technologies to achieve higher returns on campaign budgets. Advertising agencies have pursued mergers and acquisitions to boost integrated service offerings, digital capabilities and competitive positions amid ongoing disruption from digital platforms. The December 2024 merger between Omnicom and Interpublic illustrates a trend towards greater market concentration and enhanced global competitiveness. Some businesses have begun intensifying competitive pressures on advertising agencies by adopting in-house advertising models, exemplified by Bunnings' March 2025 establishment of its internal advertising agency, Hammer Media. The ways advertising agencies implement strategies for clients to reach their audiences are changing. Mass media advertising's high costs and the fragmentation of consumer media viewing habits are prompting some clients to expand their below-the-line advertising, like targeted email, SMS and direct mail campaigns. New forms of media, alongside changing media usage trends, are also influencing advertising agencies' operating conditions. Advertising firms are responding to these trends by transforming their traditional advertising strategies. Most major and medium-size advertising agencies are developing or acquiring complementary public relations, market research and analytics, digital advertising, and web development businesses. Improving economic conditions, rising consumer sentiment and strengthening business confidence are expected to drive growth in advertising spending in the coming years. Digital and online advertising methods will continue outperforming traditional advertising segments. The rising adoption of AI will continue to reduce labour intensity, which will boost profit margins. Regulatory shifts, particularly tighter restrictions on gambling promotions, may require strategic adjustments for agencies targeting certain markets. Overall, industry revenue is forecast to expand at an annualised 1.7% through 2029-30, reaching $4.2 billion.

70 percent of Australian respondents answer our survey on "Most used websites and online services by type" with "Social media". The survey was conducted in 2025, among 2,393 consumers.

Australia Online Marketing Software Market size was valued at USD 2.7 Billion in 2024 and is projected to reach USD 6.4 Billion by 2031, growing at a CAGR of 11.3% during the forecasted period 2024 to 2031.

The Australia Online Marketing Software Market is driven by the rapid digital transformation of businesses, increasing internet penetration, and the growing adoption of e-commerce. Rising demand for personalized marketing strategies and advanced analytics tools encourages businesses to invest in sophisticated online marketing platforms. The proliferation of social media and mobile advertising, coupled with a focus on improving customer engagement and ROI, further propels the market. Additionally, small and medium enterprises (SMEs) are increasingly adopting cost-effective marketing software to expand their reach, supported by government initiatives promoting digital innovation across industries.

Public relations (PR) services firms have performed moderately well over the past few years. While the industry benefited from stronger demand from key downstream markets in most years, a challenging economic environment in 2022-23 due to rising inflation pushed revenue lower. While marketing budgets are commonly targeted in cost-cutting measures, PR services are often considered more focused and therefore better value than media advertising. Consequently, spending on PR tends to be less volatile and is often retained when budgets are cut. Falling business travel budgets bolstered PR spending during the pandemic. Additionally, some aspects of PR, like stakeholder communication, can be crucial during a downturn to allay fears and manage crises. As a result of relatively stable demand, industry revenue is expected to increase at an annualised 1.2% over the five years through 2023-24, to total $664.8 million.PR activities have become more diverse due to media fragmentation, with new media opening up a broader range of communication channels to reach target audiences. The internet, social media and influencers have provided new opportunities to target specific audiences. Marketers can easily contribute to content, attempt to sway public opinion and reach stakeholders through online channels, increasing the use of online PR activities. Revenue is anticipated to increase by 1.8% in 2023-24, due to stronger demand as business confidence and government expenditure rise. Industry profit has also increased over the past five years, due to generally steady growth in demand.Growth in demand for PR services, and a convergence of some aspects of PR and advertising have prompted mergers between PR firms and advertising agencies over the past decade. This trend will likely continue over the coming years, as the industry becomes more globalised. PR services revenue is forecast to grow at an annualised 2.7% over the five years through 2028-29, to reach $760.8 million. Public and private organisations will continue looking for new ways to reach their audiences, and influence key people and customers. This growth in demand is set to build off rising business confidence and climbing government consumption expenditure.

The Communications, Media and Internet Concentration in Australia report provides an overview of market concentration and the economic dominance of key players in 12 markets across telecommunications and internet access, online media and traditional media services, and core internet applications. Collating and analysing publicly available revenue and consumer data, we find that from 2019 to 2022, the majority of Australia’s media, internet and communication markets are moderately to highly concentrated. These results reflect a long history of media concentration in Australia and a continuing trend seen in many developed economies abroad.

The number of social media users in Australia was forecast to continuously increase between 2024 and 2029 by in total *** million users (+**** percent). After the ninth consecutive increasing year, the social media user base is estimated to reach ***** million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of social media users in countries like Fiji and New Zealand.

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Social Commerce Market Size 2025-2029

The social commerce market size is forecast to increase by USD 1474.8 billion at a CAGR of 15.3% between 2024 and 2029.

The market is experiencing significant growth, driven by the personalized shopping experience and diverse product portfolios offered on social media platforms. Technological advancements in social media, enabling seamless transactions and real-time interactions, further fuel this growth. Brands and retailers are investing in customer engagement and retention strategies, including influencer marketing and social media advertising, to capitalize on the market trend. The market has witnessed significant growth due to the increasing use of laptops and PCs for social media engagement. The report provides a comprehensive analysis of these trends and the challenges they present, including data security concerns and the need for seamless integration with e-commerce platforms. Adopting these strategies can help businesses tap into the vast potential of social commerce and stay competitive In the ever-evolving digital landscape.

What will be the Size of the Social Commerce Market During the Forecast Period?

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The market represents a dynamic and rapidly evolving segment within the broader e-commerce landscape. This market enables customers to shop and discover products directly within virtual environments of social media platforms. The shopping process on these platforms often begins with content sharing and product discovery through organic or paid posts. Interested buyers can engage with brands and sellers through messaging features, influencer collaborations, and shoppable posts. Millennials and the internet-savvy population are key demographics driving the growth of social commerce. Brands and sellers leverage this market to increase brand awareness and reach a wider audience. Small businesses and individuals also benefit from the personalized shopping experience offered by social media platforms.
Modern technologies, such as messaging features, secure payment methods, and user data protection, contribute to the convenience and safety of social commerce. The market encompasses various product categories, including electronics, home decor, and more. Changing consumer preferences and the increasing use of user-generated content further fuel its growth. Despite its advantages, the market faces challenges such as privacy concerns, regulatory compliance, and ensuring secure payment methods. As the market continues to evolve, large players and smaller niche providers will need to adapt to meet the evolving needs and preferences of consumers.

How is this Social Commerce Industry segmented and which is the largest segment?

The social commerce industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Device

  Laptops and PCs
  Mobiles
  Tablets
  Others


Business Segment

  Business to consumer
  Business to business
  Consumer to consumer


Product Type

  Fashion and apparel
  Beauty and personal care
  Electronics and gadgets
  Home decor and furniture
  Others


Geography

  APAC

    China
    India
    Japan
    South Korea


  North America

    Canada
    US


  Europe

    Germany
    UK


  South America

    Brazil


  Middle East and Africa

By Device Insights

The laptops and PCs segment is estimated to witness significant growth during the forecast period. These devices offer a larger screen size, enhancing the visual appeal of social media platforms and facilitating product discovery through customer reviews, ratings, and advertisements. Social media platforms have become essential tools for shopping, with users comparing prices across various social commerce websites. Virtual environments, such as social networks and messaging features, enable interested buyers to engage in immediate communication with brands, sellers, and influencers, fostering personalized customer experiences and brand awareness. Modern technologies, including Video Commerce, livestream shopping, and shoppable posts, have further enhanced the buyer experience.
Millennials and younger generations, in particular, have shown a strong preference for social commerce, with mobile technology enabling seamless shopping on-the-go. However, concerns over cyberattacks, data collection, and security have emerged as challenges, necessitating regulatory compliance, secure payment methods, and user data protection. Brands, sellers, small businesses, and individuals alike leverage social media for marketing, personalized shopping, and consumer engagement, driving conversion rates. The latest technology trends, such as artificial intelligence and augmented reality, continue to shape the social commerc

The Australian skin care products market, valued at approximately $X million in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 6.95% from 2025 to 2033. This expansion is driven by several key factors. Increasing consumer awareness of skincare benefits, coupled with rising disposable incomes, fuels demand for premium and specialized products. The burgeoning popularity of natural and organic skincare aligns with the growing health-conscious consumer base in Australia. Furthermore, the expanding e-commerce sector provides convenient access to a wider range of products, fostering market growth. Strong competition amongst established players like Procter & Gamble, L'Oréal, and Unilever, alongside the emergence of niche brands and independent retailers, shapes the market landscape. The market is segmented by product type (facial care, body care, and other types) and distribution channels (supermarkets/hypermarkets, convenience stores, specialist retail stores, and online retail stores), with online retail experiencing significant growth. While potential restraints like economic fluctuations could impact consumer spending, the overall positive trends suggest continued expansion in the foreseeable future. The dominance of facial care products, driven by the desire for anti-aging and skin-brightening solutions, highlights a key segment within the market. The forecast period (2025-2033) anticipates sustained growth, driven by ongoing innovation in product formulations, increased marketing efforts, and the continuing popularity of personalized skincare routines. The Australian market’s relatively high per capita spending on beauty and personal care products further contributes to its strong growth trajectory. Competition will likely intensify, prompting companies to focus on product differentiation, brand building, and strategic partnerships to maintain market share. Understanding specific consumer preferences and adapting product offerings accordingly will be crucial for success in this dynamic and competitive market. Given the strong performance of online retail channels, a further shift towards digital commerce is anticipated, requiring businesses to optimize their online presence and customer experience. Recent developments include: March 2023: Shiseido's skincare brand Drunk Elephant launched its latest moisturizer, the Protini Polypeptide Cream, in Australia. This innovative product is enriched with Pygmy waterlily extract, essential amino acids, and a unique blend of signal peptides to provide deep hydration and restore your skin's natural vitality., February 2023: The Australian skincare brand STUFF unveiled a line of eight supercharged skincare products designed specifically for men. Among these offerings, the SPF 50+ Face Lotion stands out as a remarkable all-in-one solution, boasting paraben-free ingredients and eco-friendly, recyclable packaging., July 2022: The clinical skincare brand Tula Skincare, known for its products featuring probiotic extracts and superfoods, made its entry into the Australian and New Zealand markets through a strategic partnership with the esteemed beauty retailer Mecca.. Key drivers for this market are: Growing Influence of Social Media and Impact of Digital Technology, Rising Demand for Natural and Organic Skincare Products. Potential restraints include: Growing Influence of Social Media and Impact of Digital Technology, Rising Demand for Natural and Organic Skincare Products. Notable trends are: Growing Influence of Social Media and Impact of Digital Technology.

Content marketing is an emerging field that straddles the barriers between public relations, marketing, advertising and media publishing. The rise of the internet has opened up opportunities for private and public sector organisations to communicate with audiences in different ways, which is fuelling the growth prospects of this small but growing industry. Third-party content marketing agencies offer downstream clients a cost-effective alternative to developing in-house content teams, blending expert marketing strategy with the scope to produce video, audio or written content. In a saturated information environment, content marketing is growing in popularity, while an increasing range of services is creating new revenue streams. Industry revenue is expected to have climbed at an annualised 4.3% over the five years through 2024-25, to $453.2 million. This includes an anticipated uptick of 0.8% in 2024-25. Content marketing is a hybrid industry. As well as operating as a broadcaster or video and content producer, content marketers also offer clients strategic expertise, which is often associated with optimising content to capture attention and match commercial strategies. Social media is one of the most prominent factors underpinning recent growth in this nascent industry, fostering demand among a range of downstream sectors who seek strategic expertise to help communicate to changing audiences. Although the industry is maturing, it remains highly fragmented, with low barriers to entry and a high frequency of small-scale operators. This trend has limited market share concentration, while rising wages have weighed on industrywide profitability. The industry is poised to continue expanding over the coming years, although this growth is likely to slow as the market becomes more saturated and an increasing range of downstream clients move content marketing capacities in-house. Nevertheless, it’s costly to develop an in-house content marketing team, which will drive continued growth in demand and encourage a steady flow of new entrants. Overall, industry revenue is forecast to climb at an annualised 2.5% over the five years through 2029-30, to reach $514.0 million.