po polsku
illustration: Bing AIThe annual value of the global advertising market has surpassed the 1 trillion dollar mark for the first time in history this year, following a year-on-year growth of 9.5%. Such high global growth dynamics are driven, among others, by the strong performance of the largest ad sellers, recovery in key markets (led by China and the US), and, above all, the rapid development of the digital channel.
- For 2025, GroupM analysts forecast a global growth rate of 7.7%
- and the global market to exceed 1.1 trillion dollars by the end of 2025.
Digital advertising remains the strongest channel – the report estimates its growth in 2024 reached 12.4% globally. In 2025, digital will account for 72.9% of the global advertising pie. Within digital, retail media is growing particularly dynamically, projected to reach a value of $176.9 billion in 2025, for the first time surpassing television (including streaming).
Out-of-home advertising (OOH) grew by 10.5% in 2024 and maintains its stable share in the global advertising industry (around 5% of the total media mix) – mainly due to rapid growth in DOOH (Digital OOH), which is expected to account for 42% of total OOH revenues in 2025. Global audio advertising revenues will remain stable in 2025, while print advertising will continue to experience declines due to increasing digitization and the growing influence of AI.
All 10 of the largest advertising markets recorded growth in 2024, although to varying degrees. The US and China remain the two largest markets, with total advertising revenues at the end of 2024 expected to be up year-on-year by 9.0% and 13.5%, respectively. The UK holds third place, just ahead of Japan. Germany and France maintain their positions, followed by Canada, Brazil, India, and Australia.
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New articles in section Media industry
Journalism in the age of AI. Why people prefer humans over machines
Krzysztof Fiedorek
Only 12% of people accept news created solely by AI, while 62% prefer those written by humans. At the same time, only 19% notice labels indicating the use of artificial intelligence, while younger audiences ask AI to explain the content to them. These are the findings of the Reuters Institute report on artificial intelligence in media.
Why do we believe fakes? Science reveals the psychology of virals
KFi
Why do emotions grab more attention than evidence, and why can a fake authority overshadow scientific data? Researchers from Warsaw University of Technology, Jagiellonian University, and SWPS University in Poland sought the answers. Here are their findings.
Investigative journalism in Europe. Newsrooms face pressure
KFi, Newseria
Media and political representatives point to the difficult situation of investigative journalism in Europe. Newsrooms are reluctant to invest in this segment due to high costs and the large amount of time and effort required. Most of all, however, they fear legal proceedings.
See articles on a similar topic:
Television 2025. Report by the European Broadcasting Union
Krzysztof Fiedorek
Europeans are watching less and less television. In 2024, the average viewing time was 3 hours and 13 minutes per day. Only 54% of young people had any contact with TV, and public broadcasters held a 23% share. Television is losing relevance, especially among the youngest viewers.
"No One Should Know the Truth" [DOCUMENTARY FILM]
BARD
According to the Belarusian Association of Journalists, around 554 journalist detentions occurred in Belarus between August 2020 and July 2023. Criminal charges were brought against 73 media workers, and 33 of them remain in prison to this day.
New Individual Mass Media (Mass Self Communication)
Grzegorz D. Stunża
In the latest issue of "Le Monde Diplomatique," there’s an article by Manuel Castells titled "Individual Mass Media." The author points out that media, once subjective and often party-affiliated (as with newspapers), only briefly moved away from one-sidedness when under various pressures.
Streaming Services. Rapid Growth of Subscribers in Poland
RINF
Compared to 2020, 20% more Poles declared having a subscription to video streaming services in 2021, according to the *Digital Consumer Trends 2021* report published by Deloitte.
