In 2025, advertising and marketing spending worldwide will reach an estimated 1.87 trillion U.S. dollars, up from almost 1.78 trillion dollars a year earlier. For comparison, Australia's gross domestic product (GDP) amounted to approximately 1.8 trillion dollars in 2024, setting it as the world's 14th largest economy that year.

It was calculated that the digital advertising spending worldwide amounted to 549.51 billion U.S. dollars in 2022. The source projected that by 2027, the spending would reach 870.85 billion dollars.

Advertising spending - additional information

Advertising can utilize almost any form of media to meet its needs. Media including print, television, radio, cinema, outdoor, mobile and digital have all been targeted by advertisers. Global advertising spending has been constantly increasing (with the exception of 2020) since 2010, and is forecast to round up to nearly 856 billion U.S. dollars in 2023. Due to advances in technology and consumer preferences, not all media are as heavily invested in as others. As of 2022, the internet was considered the most important medium for advertisers, accounting for 62 percent of total media ad spend in 2022. Internet expenditures are projected to record a growth of 8.4 percent in 2023.

Digital advertising spending worldwide – which includes both desktop and laptop computers as well as mobile devices – stood at an estimated 522.5 billion U.S. dollars in 2021. This figure is forecast to constantly increase in the coming years, reaching a total of 835.82 billion U.S. dollars by 2026. Mobile internet advertising is a heavily invested sub-sector of the digital advertising industry. Mobile internet advertising spending is forecast to increase from 276 billion U.S. dollars in 2020 to nearly 495 billion U.S. dollars in 2024. Following this pattern, mobile advertising spending in the U.S. is also forecast to grow in the coming years. Mobile ad spending in the U.S. is projected to gain nearly 25 billion U.S. dollars in 2023.

The U.S. marketing data market was valued at 25.1 billion U.S. dollars in 2024, and it was expected to grow to 26.1 billion in 2025. In the same period, spending on data services (identity resolution analytics, measurement, attribution, and data layer integration) is forecast to increase from 7.6 to 7.9 billion dollars.

In 2025, marketing spending in the United States will surpass 800 billion U.S. dollars, according to the source's projections. Out of that total, 690 billion dollars will come from business-to-consumer (B2C) companies, while business-to-business (B2B) firms will account for the remaining 111 billion dollars. The annual values were forecast to rise as the decade unfolds, exceeding 950 billion dollars by 2028.

In 2024, marketing spending in the United States amounted to an estimated 551.9 billion U.S. dollars, of which 360.9 billion (or almost two-thirds) were allocated to online channels. The total figure was nearly 11 percent higher than the 497.4 billion-dollar expenditure recorded a year earlier. According to the same source, experiential/sponsorship and shopper marketing were among the forecast fastest-growing offline marketing channels in the U.S. in 2025.

In 2024, global advertising spending will reach an estimated 917 billion U.S. dollars, up from 845 billion dollars a year earlier. That represents a year-over-year (YoY) growth of approximately 8.5 percent. The annual value was projected to continue to expand, surpassing 1.17 trillion dollars by 2028. World's top advertising channels According to another source's forecasts, the internet alone attracted seven out of 10 ad dollars worldwide in 2024, solidifying digital channels' relevance for the industry. The rest of the top three global ad media included TV and outdoor displays, which collectively accounted for little more than 20 percent of the market. However, the out-of-home (OOH) segment was expected to be the world's fastest-growing ad medium that year, and the only one with a double-digit increase rate. Leading countries and media companies In 2023, Alphabet concentrated around one-quarter of global ad revenues. Meta, Amazon, Alibaba, and TikTok followed , revealing that five big techs held most of the world's ad revenues. Meanwhile, the United States came in first on the ranking of economies by ad spending in 2024. It stood far ahead of the second place, China, and both left the United Kingdom and Japan nearly tied for the third place.

In 2024, marketing spending worldwide grew by approximately 9.4 percent. Meanwhile, global advertising expenditure rose by 7.9 percent. On average, advertising and marketing spend worldwide increased by 8.7 percent.

According to market estimates, total media advertising spending the United States in 2020 would amount to 225.8 billion U.S. dollars. By 2024, the figure is expected to grow to 322 billion dollars.. Advertising spending in the U.S. – additional information

Advertising can utilize almost any form of media to meet its needs, including print, television, radio, cinema, outdoor, mobile and online. If there is a space where consumers are going to look at, advertisers will buy it up. The United States, in particular, is the largest advertising market in the world. China is to be the second leading market according to the ranking, yet its ad expenditures are estimated to represent less than half of the amount calculated for the U.S. Television is the main medium for advertisers in the U.S., as it has accounted for about 40 percent of all advertising spending in the country since 2010. However, with the rise of digital platforms, not all mediums are as heavily invested in as others. Particularly traditional mediums such as radio, magazines and newspapers all suffered a decrease in ad spending, with newspapers suffering the most. Newspaper ad spent is forecast to decline from nearly 15 percent in 2010 to about 5.5 percent in 2020. Despite being a leader in the advertising industry as of 2015, television’s share of advertising spending is also projected to decrease in the coming years. Digital is forecast to become the main media for advertisers in the U.S., accounting for 37 percent of all advertising spending in the country in 2017. In terms of revenue, digital advertising in the U.S. is forecast to generate more than 210 billion U.S. dollars by 2022, with search advertising accounting for the largest portion of this amount. Banner ads and social media advertising also belong to digital formats important for advertisers in the U.S. Within the digital market, mobile advertising is also a heavily invested in sub-sector of the advertising industry. In 2020, this spending on mobile ads in the country reached 98.3 billion U.S. dollars. Search advertising and display advertising account for the majority of mobile advertising spending.

In the fiscal year 2024 (ending March 2024), video game publisher Take-Two Interactive spent 1.1 billion U.S. dollars on advertising and marketing-related activities. This represents a slight decrease compared to the previous year.

During a global survey carried out in 2022, 27 percent of responding marketers said their company spent up to less than one thousand U.S. dollars each month on content marketing efforts. According to ten percent of surveyed industry professionals, their monthly content marketing budgets for 2022 ranged between ten thousand and 20 thousand U.S. dollars.

During a global 2025 survey among marketers and industry leaders, 14.4 percent of respondents stated they invested 10 to 15 percent of their marketing budget into influencer marketing. Nearly 12 percent of respondents devoted more than 50 percent to this type of digital marketing activity. The state of influencer marketing As social platform users continue to rise in recent years, influencer marketing has become an essential format of digital campaigns. Marketers have used this channel to increase brand awareness. Influencer marketing's value worldwide was estimated at over 24 billion U.S. dollars in 2024, compared to nearly 10 billion in 2020. Furthermore, the global influencer marketing platform market size amounted to 15.2 billion dollars in 2022 and was projected to surpass 22 billion dollars in 2025. The epicenter of influencer marketing: Instagram In the spring of 2024, Instagram ranked third among the biggest social media platforms, with roughly two billion monthly active users. With such an impressive user base, the Meta-owned social network proves to be the perfect spot for creators and marketers alike.

In 2023, Netflix spent around 2.66 billion U.S. dollars on marketing activities. This figure increased by over five percent compared to the previous year, when Netflix's marketing expenses amounted to 2.53 billion dollars.

Netflix in numbers

Netflix is one of the most influential SVOD streaming services and entertainment companies worldwide. Initially started as a DVD-by-mail rental service in 1997, the California-based business has since become an undisputed champion in the world of video streaming. In late 2021, Netflix’s revenue surpassed a record 7.7 billion U.S. dollars globally, which is even more impressive considering that viewers can watch unlimited video content from its catalog for a set monthly fee. But as these fees are gradually rising in many parts of the world and competition from platforms such as Disney+ or Amazon Prime is getting tighter every year, the number of Netflix subscribers dipped for the first time in early 2022.

Marketing the Netflix way

Netflix is not only a global trendsetter when it comes to online video streaming, but the company also continues to set new bars for marketing. One of the most vital contributors to Netflix’s multimedia marketing success is its use of social media. The streaming giant can be found across all major social platforms, and in addition to promoting its content with a blend of humor and relatable pop culture references, Netflix also boosts audience engagement by posting polls and challenges. On a more personalized level, Netflix successfully employs user data and browsing behavior for e-mail marketing purposes. The company only notifies its subscribers of upcoming releases that are relevant to them without spamming their inboxes daily.

During a September 2024 survey among chief marketing officers (CMOs) from for-profit companies in the United States, respondents reported an average increase in digital marketing spending of 11.1 percent throughout the previous 12 months. Meanwhile, investments in traditional advertising were expected to rise 0.8 percent. Marketing budgets and spending in the United States In the past several years, U.S. marketing executives devoted on average between seven and 10 percent of their company’s revenues towards marketing budgets. As of September 2024, this figure stood at 7.7 percent. That was the lowest average share for an autumn edition of the CMO survey since 2018. Online marketing's highlight While spending on traditional media decreases in favor of digital channels, U.S. CMOs invested more and more in mobile marketing. As of March 2023, around one-fifth of CMOs' marketing budgets were allocated to mobile platforms, with a forecast for an increase in the following year.

In 2024, spending on advertising and marketing in digital and alternative media worldwide grew by over 13 percent. Meanwhile, investments in traditional media increased by little more than four percent. The same study projected that online and offline advertising and marketing combined global revenues would surpass 1.87 trillion dollars.

In 2021, expenditure on third party audience data in the United States amounted to 22 billion U.S. dollars, out of which 13.3 billion was spent on data itself and 8.7 billion on audience data activation solutions.

During September 2024 a survey among chief marketing officers (CMOs) from for-profit companies in the United States, respondents reported that the overall marketing spending of education corporations increased by an average of 19.67 percent throughout the preceding 12 months. The same sector raised its digital marketing spend by over 31 percent. Meanwhile, the mining and construction segment reduced its overall and digital marketing expenditures by 7.5 and five percent, respectively.

It was calculated that the total advertising expenditure in North America in 2021 amounted to about 297.5 billion U.S. dollars. However, the spending increased by nearly 19 percent that year, after decreasing by just above one percent in the previous year due to the impact of the coronavirus. Advertising spending in the United States The United States is the largest advertising market in the world, with ad spending amounting to 250 billion U.S. dollars in 2020. Looking at breakdowns of expenditures by medium, in 2021 and 2025, approximately 153 billion U.S. dollars were directed towards internet ads in 2021, which is estimated to increase even further in 2025. This was followed by over 72 billion U.S. dollars spent on ads on TV in 2021 and is expected to increase by roughly 10 billion in 2025. Advertising spending in Canada The advertising market in Canada is also following the global growth trend. Media spending in Canada has been steadily growing since 2012, reaching 11.8 billion U.S. dollars in net ad spend in 2019. Unsurprisingly, in 2020, when the global advertising market was affected by the outbreak of the coronavirus pandemic, the Canadain market also suffered. That year ad spend in the country fell to 10 billion U.S. dollars. Nonetheless, once the industry returns to normal, data on specific media expenditures in Canada suggest that the rise of the digital channels is evident in the country, as the advertising dollars are being directed towards the internet, while traditional media such as magazines and newspapers will be seeing less and less investments in the near future.

In 2023, the New York Times Company invested over 138 million U.S. dollars in marketing activities. The company's revenue stood at $2.43 billion dollars that year.

During a September 2024 survey among chief marketing officers (CMOs) from for-profit companies in the United States, respondents reported that, on average, their marketing spending increased by 5.8 percent during the 12 months preceding the study. Respondents also expected the expenditure to grow by 8.6 percent in the following 12 months.

In 2022, B2B marketing data spending in the United States equaled 3.65 billion U.S. dollars. During 2023, this number stood at around 3.74 billion, and is expected to grow to approximately 3.98 billion by 2025.