In 2021, TV advertising spending in North America amounted to nearly 64.7 billion U.S. dollars. This figure represented a drop of about one percent compared to 2020, and according to the latest forecasts, spending on TV ads will likely plateau at this level.

TV advertising trends Television remains one of the most popular and effective advertising channels worldwide. Despite the ongoing digitalization of the advertising world and the proliferation of online streaming services, marketers still embrace the power of linear television. In North America, the largest TV ad region worldwide, spending on TV promotion has not fallen below the 60-billion-dollar mark since 2011. As the TV penetration rate in the United States and many other markets continues to decline, however, internet ads have overtaken TV as the leading advertising medium.

Most expensive TV slots While audiences are exposed to advertising messages on a daily basis, airtimes during top-rated TV shows, sports events, and awards ceremonies are particularly popular among advertisers. In the United States, NBC Sunday Night Football was the most expensive show for advertisers on broadcast TV during the 2020/21 season. The average price for a 30-second spot during the show stood at over 783 thousand U.S. dollars, while the cost of a Super Bowl commercial has now hit a record 5.6 million U.S. dollars, respectively.

Global TV Advertising Market to hit USD 111.25B by 2029 growing at 1.7% CAGR. Explore trends, drivers, and competition for strategic insights with The Business Research Company.

According to a survey among adults in the United States in September 2021, 25 percent of Millennials and 13 percent of Gen Z respondents said they found ads on linear TV (cable and broadcast) to be very effective in convincing people to buy a product or service. Linear TV ads were found to not be effective at all by 18 percent of Gen Z and nine percent of Millennial respondents.

The global TV Advertising Software Development market is projected to reach a value of $271 million by 2033, exhibiting a CAGR of 10.2% during the forecast period (2025-2033). This growth is attributed to factors such as increasing adoption of smart TVs and streaming services, growing demand for personalized and targeted advertising, and the need for advanced software solutions to manage and optimize TV advertising campaigns. Key market drivers include the rising popularity of over-the-top (OTT) and video-on-demand (VOD) services, which provide a wider reach for TV advertisers. Furthermore, the integration of artificial intelligence (AI) and machine learning (ML) in TV advertising software is enabling more effective audience targeting, campaign optimization, and measurement. However, factors such as data privacy concerns and the availability of alternative advertising platforms present challenges to the market growth. The market is segmented based on application (Android TV, Apple TV, Linux TV, others), type (on-premises, cloud-based), and region (North America, South America, Europe, Middle East & Africa, Asia Pacific).

The connected television advertising market in Japan was valued at more than 34 billion Japanese yen in 2021. The market size more than tripled compared to the previous year, which was largely a result of the increased demand for home entertainment due to the COVID-19 pandemic. Based on the assumption that precise targeting methods and effectiveness measurement methods would be established, it was expected that the connected TV advertising market would grow to a size of almost 170 billion yen by 2025.

The summary statistics by North American Industry Classification System (NAICS) which include: operating revenue (dollars x 1,000,000), operating expenses (dollars x 1,000,000), salaries wages and benefits (dollars x 1,000,000), and operating profit margin (by percent), of all NAICS under advertising, public relations, and related services (NAICS 5418), annual, for five years of data.

The global advertising spending market, valued at $657.28 billion in 2025, is projected to experience robust growth, exhibiting a compound annual growth rate (CAGR) of 8.51% from 2025 to 2033. This expansion is fueled by several key drivers. The increasing adoption of digital channels, particularly programmatic advertising and social media marketing, is significantly boosting spending. Furthermore, the rise of connected TV (CTV) and the expansion of streaming platforms provide new avenues for reaching targeted audiences, driving further investment. Growth is also supported by the ongoing evolution of data analytics and measurement capabilities, enabling more precise targeting and improved return on investment (ROI) for advertisers. While challenges exist, such as concerns regarding data privacy and ad fraud, the overall market trajectory remains positive due to the continuous innovation in advertising technology and the ever-increasing reliance of businesses on effective marketing strategies to reach consumers across multiple touchpoints. Geographic distribution of ad spending reflects existing market dynamics, with North America and APAC likely holding the largest market shares. The strong performance of these regions is attributed to factors such as higher disposable incomes, advanced digital infrastructure, and a significant presence of major technology companies driving innovation within the advertising landscape. European markets will also contribute substantially, although potentially at a slightly lower rate than North America and APAC due to variations in economic growth and regulatory landscapes. Emerging markets in South America and the Middle East and Africa represent areas of significant future growth potential, although currently hold comparatively smaller market shares due to factors like economic development and digital penetration levels. The diverse range of companies involved, encompassing both traditional advertising giants and digital-native players, showcases the market's dynamic and competitive nature.

The connected TV (CTV) advertising services market is experiencing robust growth, with a current market size of $31.4 billion. This market is projected to expand at a CAGR of XX% over the forecast period. This growth is primarily driven by increasing internet penetration, the rise of streaming services, and the shift in consumer behavior towards on-demand content consumption. The market is segmented into two main types: static advertising and dynamic advertising. Static advertising involves placing fixed ads on CTV platforms, while dynamic advertising allows for real-time ad targeting and personalization. Large enterprises and SMEs represent the two key application segments. Key market trends shaping the CTV advertising services market include the proliferation of programmatic advertising, the emergence of advanced targeting capabilities, and the growing adoption of data-driven marketing strategies. Programmatic advertising enables automated buying and selling of ad inventory, streamlining the process and increasing efficiency. Advanced targeting capabilities allow advertisers to target specific audiences based on their demographics, interests, and behaviors. Data-driven marketing strategies leverage data analysis to optimize ad campaigns and deliver better results. The market is characterized by intense competition, with numerous companies offering CTV advertising services. Prominent players in the market include Hotspex Media, Amsive, Power Digital, Our Own Brand, Anchour, Bob's Your Uncle, StackAdapt, Accelerated Digital Media, CAYK Marketing Inc., NinjaPromo, Digital Elevator, Adly Media, Online Optimism, Substance Communication, Greenbaum Stiers, Dragon360, Playbook Media, Grounds for Promotion, Amagi, Amazon Ads, WebFX, The Trade Desk, Madhive, Socium Media, Brill Media, Level Marketing, Max Effect Marketing, Brandefy, Moburst, and Keynes Digital. Market Size The global connected TV (CTV) advertising services market was valued at USD 13.3 billion in 2022 and is projected to reach USD 32.7 billion by 2027, exhibiting a CAGR of 18.2% during the forecast period.

According to Cognitive Market Research, the global TV analytics market size is USD 3815.2 million in 2024 and will expand at a compound annual growth rate (CAGR) of 18.20% from 2024 to 2031.

North America held the major market of more than 40% of the global revenue with a market size of USD 1526.08 million in 2024 and will grow at a compound annual growth rate (CAGR) of 16.4% from 2024 to 2031.
Europe accounted for a share of over 30% of the global market size of USD 1144.56 million.
Asia Pacific held the market of around 23% of the global revenue with a market size of USD 877.50 million in 2024 and will grow at a compound annual growth rate (CAGR) of 20.2% from 2024 to 2031.
Latin America's market will have more than 5% of the global revenue with a market size of USD 190.76 million in 2024 and will grow at a compound annual growth rate (CAGR) of 17.6% from 2024 to 2031.
Middle East and Africa held the major market of around 2% of the global revenue with a market size of USD 76.30 million in 2024 and will grow at a compound annual growth rate (CAGR) of 17.9% from 2024 to 2031.
The on-premise segment is set to rise as on-premise solutions for OTT platforms are reasonably cost-effective regarding equipment composition and cabling infrastructure. Additionally, under this model, viewers are authorized to determine the type of content, which results in more control.
The TV analytics market is driven by the growing consumer need for digital original series, and the growing trend of subscription-on-video demand (SVoD) platforms has further fuelled industry expansion. Significant demand for numerous genres and plays available on over-the-top (OTT) platforms such as Netflix and Amazon are contributing toward market development.

Integration of Advanced Technologies to Provide Viable Market Output

The TV analytics market is rapidly evolving with the integration of advanced technologies. Innovations such as AI-driven content recognition, real-time data processing, and machine learning algorithms transform how broadcasters and advertisers analyze audience behavior and content performance. These technologies enable precise targeting, personalized recommendations, and insightful audience insights, revolutionizing advertising strategies and content creation. As the industry embraces these advancements, it fosters more efficient decision-making processes and enhances the overall viewer experience, driving the evolution of television analytics.

For instance, in July 2022, MiQ launched its groundbreaking analytics and measurement capacity for cross-channel YouTube and TV campaigns in the UK. The creative solution bridges the intermission between the two channels. By connecting these often-disparate datasets, brands can reach almost 100% of their target viewers on YouTube and calculate reach deterministically across these channels.

(Source:https://www.wearemiq.com/press-releases/miqs-youtube-and-tv-analytics-capability-officially-lands-in-the-uk/ )

Increasing Digitalization and Shifting Viewer Preference to Propel Market Growth

The TV analytics market is experiencing significant growth due to increasing digitalization and shifting viewer preferences. As more viewers consume content across various digital platforms, there's a heightened need for data-driven insights into audience behavior and content performance. With the expansion of streaming assistance and on-demand viewing, traditional TV networks and advertisers are investing in analytics tools to understand viewer engagement, demographics, and content consumption patterns. This trend underscores the critical role of analytics in optimizing content strategies and advertising campaigns amidst evolving viewer dynamics.

For instance, in December 2022, TV analytics firm TVSquared launched its cross-platform measurement and attribution platform for all types of TV, ADvantage XP, in the UK and Germany. The scalable solution brings continuous and impression-based measurement of ad exposure and outcomes to TV campaigns across linear, streaming, and addressable TV.

(Source:https://www.marketingtechnews.net/news/2021/nov/02/tvsquared-launches-cross-platform-analytics-solution-in-uk-and-germany/ )

Complexity of Measuring Viewership across Multiple Platforms to Restrict Market Growth

The TV analytics market faces challenges in measuring viewership across multiple platforms due to the proliferation of streaming services, DVR, an...

The global advertising services market, valued at $659.14 billion in 2025, is projected to experience robust growth, driven by the increasing adoption of digital channels and the expanding reach of e-commerce. A compound annual growth rate (CAGR) of 4.34% from 2025 to 2033 indicates a significant expansion in market size, reaching an estimated $950 billion by 2033. This growth is fueled by several factors. The rise of digital advertising, encompassing search engine marketing (SEM), social media marketing, and programmatic advertising, is a primary driver. Businesses are increasingly investing in targeted digital campaigns to reach specific demographics and measure campaign effectiveness precisely. Furthermore, the evolution of data analytics and artificial intelligence (AI) allows for more sophisticated audience segmentation and personalized advertising experiences. The increasing use of video advertising across various platforms, including streaming services and social media, further contributes to market expansion. While print and out-of-home (OOH) advertising continue to hold a share, their growth is comparatively slower, indicating a clear shift toward digital dominance. However, challenges exist, such as increasing advertising fraud and concerns about data privacy, which necessitate responsible and transparent advertising practices. The market is highly fragmented, with a mix of global giants like Alphabet Inc. and WPP Plc alongside numerous specialized agencies catering to niche markets. Geographical expansion, particularly in emerging markets with growing internet penetration, provides additional opportunities for growth. The competitive landscape is characterized by both intense rivalry among large multinational firms and the emergence of smaller, specialized agencies. These agencies often excel in particular advertising niches, such as social media management or content creation. To maintain competitiveness, established players are actively investing in technological advancements, acquiring smaller agencies, and broadening their service portfolios to encompass a wider range of digital and traditional advertising capabilities. Regional variations in market growth are also expected, with North America and Asia-Pacific likely to remain key growth drivers, driven by high levels of internet and mobile penetration, strong economic growth, and rising consumer spending. The ongoing evolution of advertising technology and the changing consumer landscape require constant adaptation from industry players to ensure sustainable success within the competitive global advertising services market.

According to a survey among adults in the United States in September 2021, 16 percent of white respondents, 22 percent of Hispanic, and 20 percent of Black respondents said they found ads on linear TV (cable and broadcast) to be very effective in convincing people to buy a product or service. Linear TV ads were found to not be effective at all by eight percent of Black and 12 percent of white respondents.

The digital video advertising market is experiencing explosive growth, projected to reach $86.31 billion in 2025 and maintain a remarkable Compound Annual Growth Rate (CAGR) of 48.05% from 2025 to 2033. This expansion is fueled by several key factors. Firstly, the increasing consumption of video content across various platforms, including smartphones, tablets, and connected TVs, provides advertisers with an expansive and engaged audience. Secondly, advancements in programmatic advertising and data analytics allow for more targeted and effective campaigns, maximizing return on investment (ROI) for businesses. Thirdly, the rise of short-form video platforms and influencer marketing has created new avenues for creative and impactful advertising strategies. The market is segmented by end-user (Retail, Consumer Goods & Electronics, Media & Entertainment, Automotive, Others) and by type (Desktop, Mobile), each segment contributing to the overall market expansion at varying rates. North America, particularly the US, and APAC regions, especially China and Japan, represent significant market shares, driven by high internet penetration and digital adoption rates. While competitive pressures among established players like Google, Meta, and Amazon are inevitable, the market's dynamism continues to draw new entrants, fostering innovation and further market expansion. The robust growth trajectory is, however, subject to certain constraints. Data privacy concerns and regulations, like GDPR and CCPA, are influencing advertising practices and necessitate more transparent and user-centric approaches. Further challenges include ad fraud and brand safety issues, requiring robust verification and monitoring systems. Despite these challenges, the long-term outlook for the digital video advertising market remains exceptionally positive, propelled by continuous technological innovation, evolving consumer behavior, and the increasing sophistication of advertising technologies. The integration of video advertising into emerging technologies like virtual reality (VR) and augmented reality (AR) promises to further unlock new avenues for growth in the coming years. The forecast period of 2025-2033 anticipates consistent expansion across all segments and geographical regions, driven by the factors outlined above.

Snapshot img

Advertising Services Market Size 2024-2028

The advertising services market size is forecast to increase by USD 156 billion at a CAGR of 4.34% between 2023 and 2028.

The market is experiencing significant growth, driven by several key trends. One major factor fueling market expansion is the increasing adoption of in-app advertising, as businesses seek to engage consumers in more personalized and interactive ways. Another trend shaping the market is the integration of augmented reality (AR) technology into advertising campaigns, enabling more interactive experiences for consumers. Additionally, the growing use of ad-blocker solutions poses a challenge for advertisers, necessitating the development of innovative strategies to reach audiences effectively. Overall, these trends are transforming the advertising landscape, offering opportunities for growth and innovation In the market.

What will be the Size of the Advertising Services Market During the Forecast Period?

Request Free Sample

The market continues to evolve, driven by the increasing adoption of digital media and the proliferation of mobile phone users worldwide. Online advertising, including search engine advertising and social media advertising, dominates the landscape, with digital strategies and data-driven approaches becoming the norm. Emerging economies are witnessing significant growth in this sector, fueled by increasing internet penetration and the rise of e-commerce. Advertisement channels are expanding beyond display ads to include video ads and email advertising. Artificial intelligence and data analytics are transforming the industry, enabling more targeted and personalized campaigns. However, challenges persist, including ad fraud and privacy concerns, necessitating the development of strong security measures and ethical practices.
The market size is substantial and continues to grow, with advertising agencies playing a crucial role in helping businesses navigate this complex and dynamic landscape.

How is this Advertising Services Industry segmented and which is the largest segment?

The industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Type

  Digital advertising
  TV advertising
  Print advertising
  OOH advertising
  Others


Geography

  North America

    US


  APAC

    China
    Japan


  Europe

    Germany
    UK


  South America



  Middle East and Africa

By Type Insights

The digital advertising segment is estimated to witness significant growth during the forecast period. The market encompasses the utilization of the Internet and advanced technologies, including search engine marketing, email advertisements, and various digital media and platforms, to promote products or services. Global advertising expenditures are projected to experience significant growth during the forecast period. With the global population increasingly turning to digital media, businesses must adapt and engage online consumers. Key drivers for digital advertising spending include the expanding global Internet penetration, increasing mobile phone user base, escalating number of online searches, and ongoing digitalization across industries, which is propelling businesses to enhance their online presence. Digital advertising formats include search engine advertising, online display advertising, social media advertising, video ads, and mobile advertising.
Emerging technologies, such as Artificial Intelligence (AI) and Data Analytics, are transforming the advertising landscape by enabling data-driven strategies, personalization, and performance-based advertising. The market is further segmented into eCommerce, healthcare, and traditional media, among others. Advertising on eCommerce platforms, such as Microsoft Advertising, has gained popularity due to the large audience size and consumer data availability. Advertising agencies specializing in digital media are increasingly adopting data-driven strategies and sustainable advertising practices to gain a competitive advantage. The market is also witnessing the rise of programmatic advertising, which allows for real-time bidding and automated ad placements, enhancing efficiency and targeting capabilities. However, concerns regarding ad fraud and privacy issues persist, necessitating the development of ethical brands and sustainable advertising practices. The market is further influenced by emerging technologies, such as Virtual Reality (VR) and Augmented Reality (AR), which offer great media experiences and cater to evolving consumption habits.

Get a glance at the market report of share of various segments Request Free Sample

The Digital advertising segment was valued at USD 304.00 billion in 2018 and showed a gradual incr

Success.ai’s Connected TV Data for Broadcast Media & Entertainment Professionals Worldwide offers a comprehensive dataset tailored for businesses seeking to engage with key decision-makers and innovators in the broadcast and entertainment industries. Covering professionals from global media corporations, production studios, streaming platforms, and ad-tech companies, this dataset provides verified contact numbers, email addresses, and geographic location data.

With access to over 700 million verified global profiles and 30 million company profiles, Success.ai ensures your outreach, marketing, and strategic planning are powered by accurate, continuously updated, and AI-validated data. Supported by our Best Price Guarantee, this solution empowers businesses to thrive in the dynamic world of connected TV and entertainment.

Why Choose Success.ai’s Connected TV Data?

1. Verified Contact Data for Precision Targeting

   • Access verified phone numbers, work emails, and LinkedIn profiles of professionals in broadcast media, OTT platforms, and connected TV ecosystems.
   • AI-driven validation ensures 99% accuracy, minimizing wasted efforts and maximizing campaign efficiency.

2. Comprehensive Global Coverage

   • Includes profiles of professionals and companies from major entertainment hubs like Los Angeles, London, Mumbai, Seoul, and more.
   • Gain insights into regional content trends, technology adoption, and market opportunities across continents.

3. Continuously Updated Datasets

   • Real-time updates reflect changes in leadership, business expansions, content strategies, and technology investments.
   • Stay aligned with fast-evolving industry trends and maintain relevance in your outreach efforts.

4. Ethical and Compliant

   • Adheres to GDPR, CCPA, and other global privacy regulations, ensuring responsible and lawful use of data for your campaigns.

Data Highlights:

• 700M+ Verified Global Profiles: Connect with decision-makers, content creators, and tech innovators in broadcast media and entertainment worldwide.
• 30M Company Profiles: Access detailed firmographic data, including company sizes, revenue ranges, and geographic locations.
• Contact and Location Data: Gain direct access to verified phone numbers, email addresses, and physical office locations for strategic outreach.
• Leadership Profiles: Engage with CEOs, CTOs, production heads, and ad-tech professionals shaping connected TV strategies.

Key Features of the Dataset:

1. Decision-Maker Profiles in Media & Entertainment

   • Identify and connect with executives, content strategists, and technology leaders driving innovation in connected TV and broadcast media.
   • Target professionals responsible for ad placement, content distribution, and audience engagement.

2. Firmographic and Geographic Insights

   • Access detailed business information, including company hierarchies, geographic locations, and operational structures.
   • Pinpoint key players in regional markets and identify emerging content hubs.

3. Advanced Filters for Precision Campaigns

   • Filter companies by segment (streaming platforms, cable networks, production studios), geographic location, company size, or revenue range.
   • Tailor outreach to align with specific industry challenges, such as audience targeting, ad-tech integration, or content localization.

4. AI-Driven Enrichment

   • Profiles enriched with actionable data enable personalized messaging, highlight unique value propositions, and improve engagement outcomes with media professionals.

Strategic Use Cases:

1. Ad-Tech and Marketing Solutions

   • Present innovative ad-placement technologies, audience analytics tools, or campaign management platforms to ad-buyers and media strategists.
   • Build relationships with professionals managing programmatic ad campaigns and audience segmentation strategies.

2. Content Distribution and Partnerships

   • Engage with streaming platforms, OTT services, and broadcast networks exploring partnerships for content distribution or technology integration.
   • Foster alliances to expand content reach, improve viewer engagement, or enhance monetization strategies.

3. Market Research and Consumer Trends

   • Analyze trends in content consumption, connected TV adoption, and audience preferences to refine your product or service offerings.
   • Leverage these insights to identify untapped opportunities and create competitive advantages.

4. Recruitment and Talent Solutions

   • Engage HR professionals and production leads seeking top talent for roles in media production, ad-tech development, or content marketing.
   • Offer workforce optimization solutions or recruitment services tailored to the media and entertainment industries.

Why Choose Success.ai?

1. Best Price Guarantee
   • Access premium-quality connected TV data at competitive prices, ensuring ...

Advertising Video Production Market size was valued at USD 67.04 Billion in 2024 and is projected to reach USD 103.43 Billion by 2031, growing at a CAGR of 12.2% during the forecasted period 2024 to 2031.

The advertising video production market is driven by the increasing demand for compelling digital content that enhances brand engagement across various platforms, including social media, streaming services, and mobile applications. As consumers spend more time online, businesses are leveraging video as a powerful medium for storytelling and customer engagement, fueling demand for high-quality video production. The rise of influencer marketing, branded content, and interactive ads has further accelerated the need for creative and engaging video solutions. Additionally, advancements in production technology, including 4K/8K resolution, animation, and virtual production techniques, enable more cost-effective and visually appealing advertisements. Growth in sectors like e-commerce, along with the trend of personalized, targeted advertising enabled by data analytics and AI, also drives investment in video content as brands aim to capture audience attention in an increasingly crowded digital space.

During a November 2020 survey carried out among ad professionals from the United Kingdom (UK), 67 percent of respondents stated that they believed connected TV (CTV) advertising was more effective than linear TV advertising; 68 percent said that it provided better value for money.

The North American Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising market is experiencing robust growth, projected to reach a market size of $10.69 billion in 2025 and exhibiting a Compound Annual Growth Rate (CAGR) of 4.97% from 2025 to 2033. This expansion is driven by several key factors. Firstly, the increasing adoption of programmatic DOOH advertising allows for more targeted and efficient campaigns, mirroring digital trends in other advertising channels. Secondly, the continuous innovation in digital display technologies—higher resolution screens, interactive displays, and improved data analytics capabilities—enhances the effectiveness and appeal of DOOH for advertisers. Thirdly, the strategic placement of OOH and DOOH assets in high-traffic areas, particularly in major metropolitan centers, ensures maximum brand visibility and audience engagement. This is further strengthened by the growing integration of OOH and DOOH with other marketing strategies, creating synergistic effects and improved ROI. Finally, the shift towards data-driven decision making in the OOH/DOOH industry enables more precise targeting and better campaign performance measurement. The market segmentation reveals a dynamic landscape. While traditional static OOH (billboards, transit ads, street furniture) continues to hold significant value, the digital segment is experiencing considerably faster growth. Within DOOH, programmatic buying is gaining traction, enabling sophisticated targeting and real-time campaign optimization. The application segments, including billboards, transportation advertising (airports, transit), and street furniture, all contribute significantly, with transportation advertising benefiting from increasing passenger numbers and targeted advertising opportunities. Key end-user industries include automotive, retail & consumer goods, healthcare, and BFSI, each leveraging OOH/DOOH's unique reach and impact to engage specific target audiences. Major players like JCDecaux, Clear Channel Outdoor, Lamar Advertising, and OUTFRONT Media are shaping market trends through innovative formats and strategic partnerships, indicating a highly competitive yet dynamic market ripe for further expansion. This report provides a detailed analysis of the North American Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising market, covering the period from 2019 to 2033. It delves into market size, segmentation, trends, key players, and future growth projections, offering valuable insights for industry stakeholders. The report uses 2025 as its base year and leverages data from the historical period (2019-2024) to forecast market performance from 2025 to 2033. Key search terms included: North America OOH market, DOOH advertising trends, Programmatic OOH, OOH advertising revenue, Billboard advertising, Transit advertising. Recent developments include: June 2024: Stripe, the digital payment provider, initiated a transatlantic brand campaign. The campaign aims to showcase the diverse range of products and services Stripe offers to businesses across the world. The campaign started with a significant out-of-home presence in London and key US cities, notably New York City and Los Angeles, in collaboration with Wake the Bear.May 2024: CRAFTSMAN+, a prominent provider of creative advertising solutions, broadened its services to include creative advertising solutions for Connected TV (CTV) and Digital Out of Home (DOOH) platforms.. Key drivers for this market are: Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects, Increase in Air Traffic Owing to Growth in the Tourism Industry Aided the Spending on Airport Advertisement in Vietnam. Potential restraints include: Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects, Increase in Air Traffic Owing to Growth in the Tourism Industry Aided the Spending on Airport Advertisement in Vietnam. Notable trends are: The Digital OOH (LED Screens) Segment is Expected to Drive the Market.

During a July 2020 survey carried out among consumers from the United States, 71 percent of respondents stated that they were more likely to tell a friend about a brand after seeing it in a connected TV (CTV) ad than after seeing it in a linear TV ad.

The Real-Time Bidding (RTB) market is experiencing robust growth, driven by the increasing adoption of programmatic advertising and the expansion of digital media consumption. The market's size, while not explicitly stated, can be reasonably estimated based on industry reports and the mentioned CAGR. Assuming a 2025 market size of approximately $50 billion (a figure consistent with market estimations for similar technologies in the programmatic advertising space) and a CAGR of, let's assume, 15% (a conservative estimate given the growth in digital advertising), the market is projected to reach significant value by 2033. Key drivers include the rise of mobile advertising, the increasing sophistication of data analytics for targeted advertising, and the growing demand for efficient and transparent ad buying processes. Trends such as the increasing use of AI and machine learning in RTB platforms, the adoption of header bidding, and the growing focus on viewability and brand safety are further shaping market dynamics. However, challenges persist including ad fraud, data privacy concerns, and the complexity of managing diverse ad exchanges and platforms. Market segmentation by ad type (display, video, mobile) and application (e-commerce, entertainment, etc.) is crucial for understanding specific growth trajectories. The competitive landscape is characterized by established players like the companies mentioned, who are continually innovating to maintain their market share. Regional variations reflect the varying levels of digital penetration and advertising maturity across different parts of the world. North America and Europe currently hold the largest market shares, but Asia-Pacific is exhibiting rapid growth due to the expanding internet and mobile user base in countries like China and India. The future of the RTB market hinges on addressing challenges related to transparency, accountability, and user privacy. Further advancements in AI and machine learning will likely drive automation and optimization, leading to even greater efficiency in ad buying. The increasing adoption of connected TV (CTV) advertising will also significantly impact market growth. As the industry continues to evolve, companies will need to invest in innovative technologies, data security measures, and strategic partnerships to remain competitive in this dynamic marketplace. The focus on delivering high-quality, relevant advertising experiences to users will be paramount in maintaining user trust and driving continued market expansion.

Snapshot img

Pay TV Market Size 2024-2028

The pay TV market size is forecast to increase by USD 23.6 billion at a CAGR of 2.09% between 2023 and 2028. The market is experiencing significant shifts as online streaming platforms gain popularity and consumer preferences lean towards more flexible and convenient viewing options. The sustained demand for live programming and sports remains a driving force, attracting viewers seeking real-time entertainment experiences. Cord-cutting, the trend of canceling traditional cable or satellite TV subscriptions in favor of streaming services, continues to rise. Regulations and licensing requirements remain important considerations for market players, necessitating strategic alliances and product development to remain competitive. Ease of use benefits offered by streaming services, such as on-demand access to content and the ability to watch shows and movies at any time, further contribute to the market's growth. As the industry evolves, players must adapt to these trends and challenges to maintain market share and meet the evolving needs of consumers.

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

Request Free Sample

The market is witnessing significant growth, driven by advancements in broadcasting technologies, globalization of content, and the increasing disposable incomes of consumers. This trend is observed across various television platforms, including cable, satellite, and Internet Protocol Television (IPTV). Broadcasting technologies have evolved, enabling high-definition content and on-demand viewing. These advancements have led to an increase in the availability of diverse viewing options, catering to different consumer preferences. The globalization of content has further expanded the entertainment landscape, allowing consumers access to a wide range of premium content from around the world.

Similarly, subscription fees for Pay TV services have become more competitive, with bundled service packages offering a combination of exclusive sports channels, digital platforms, and free-to-air television. This strategy appeals to consumers seeking value for their investment. Digital infrastructure plays a crucial role in the market, enabling customization options and advanced technology integrations. Artificial intelligence (AI) is increasingly being used to provide content recommendations based on viewer preferences and watching history. Hybrid set-top boxes, which combine traditional cable or satellite services with IP-based content, are also gaining popularity. Premium content remains a key driver for the market.

Also, content providers are investing heavily in producing high-quality programming to attract and retain subscribers. Exclusive sports channels, in particular, continue to be a significant draw for many consumers. In conclusion, the market is characterized by continuous advancements in technology, global content availability, and competitive pricing strategies. These trends are shaping the future of television entertainment, offering consumers diverse viewing options and personalized experiences.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Application

  Residential
  Commercial


Type

  Cable TV
  Satellite TV
  IPTV


Geography

  North America

    US


  Europe

    Germany
    UK


  APAC

    China
    India


  South America



  Middle East and Africa

By Application Insights

The residential segment is estimated to witness significant growth during the forecast period. The market experienced significant growth in 2023, with the residential segment holding a substantial share. Traditional cable pay TV continues to provide a reliable and consistent signal in regions with established digital infrastructure, making it an attractive option in areas with unreliable internet connectivity. To remain competitive, pay TV providers have adapted their services, offering digital features and on-demand content.

Furthermore, the integration of streaming services and smart TV functionalities has become commonplace to enhance user experience. The advancement of technology has led to the introduction of high-definition content, such as 4K and HDR broadcasting, which has significantly improved picture quality. Bundling services with internet and phone packages has also emerged as a popular strategy to retain customers. Hybrid set-top boxes enable seamless access to both traditional pay TV and on-demand content, providing flexibility and convenience to viewers. Artificial intelligence and content recommendations further personalize the viewing experience, catering to individual preferences.

Get a glance at the market share of various segments Request Fr