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
Yellow Badge. Jan Bluz's documentary on political prisoners in Belarus
BARD
Imagine writing three posts on a social networking site. For a few clicks on a keyboard, you get three years in a penal colony. Sounds like a grim joke? For political prisoners in Belarus, this is the reality that Jan Bluz shows in the documentary "Yellow Badge", produced with the support of the Pulitzer Center.
Advertising market 2025. Poland, Europe and the World
Marcin Grządka
The global advertising market is growing by 8.8% in 2025 and will reach a value of 1.14 trillion dollars. The industry result in Europe records slightly lower dynamics, at the level of 5.8%. In this comparison, Poland performs clearly above the average. We will record an increase of 8.9% this year and a value of 18.56 billion PLN - estimates WPP Media in the annual report "This Year Next Year".
The print media market 2025. Three global trends
Krzysztof Fiedorek
The market value is 359.53 billion dollars, yet the erosion is visible to the naked eye. The decline for newspapers will amount to -2.3 percent. Despite this, print retains strength: it generates 76 percent of subscription revenues and enjoys 82 percent consumer trust. The future of the industry is defined by hybrid strategies and niche specialization.
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One in four information consumers relies on sources where verifying credibility is a significant challenge. Fake news remains a major issue, as indicated by 77% of respondents, with 51% admitting they struggle to discern truth from falsehood, according to Deloitte's *Digital Consumer Trends 2021* report.
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New Technologies in Journalism. PressInstitute Study
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Nearly 39% of journalists use their smartphone or tablet camera to record videos, while over 26% use the built-in camera to take photos that they later publish, according to the "Journalists and New Technologies" study by PressInstitute.
