Market Insights Advertising & Media Advertising

TV & Video Advertising - United States

United States

Ad spending in the TV & Video Advertising market in the United States is forecasted to reach €134.10bn in 2024.
The largest market within this industry is Digital Video Advertising, with a market volume of €79.18bn in 2024.
When looking at global figures, the United States is expected to lead in ad spending, reaching €134.10bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be €249.30 in 2024.
By 2029, the number of TV Viewers the United States is estimated to reach 226.5m users.
In the United States, the shift towards programmatic buying is revolutionizing TV & video advertising strategies, optimizing targeting and efficiency.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

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Analyst Opinion

The TV & Video Advertising market in United States has been experiencing significant growth in recent years. This can be attributed to several factors, including changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in the United States have shown a strong preference for TV and video advertising. This can be attributed to the widespread availability of high-speed internet and the increasing popularity of streaming services. Many consumers now prefer to watch their favorite TV shows and movies online, and this has created a demand for targeted advertising on these platforms. Additionally, customers appreciate the convenience and flexibility of being able to watch content on-demand, which has further fueled the growth of TV and video advertising.

Trends in the market: One of the key trends in the TV & Video Advertising market in United States is the shift towards programmatic advertising. Programmatic advertising uses algorithms and data analysis to automate the buying, placement, and optimization of ads. This allows advertisers to reach their target audience more effectively and efficiently. Programmatic advertising has gained popularity in the United States due to its ability to deliver personalized and relevant ads to consumers. Another trend in the market is the increasing use of mobile devices for video consumption. With the widespread adoption of smartphones and tablets, consumers are now watching videos on their mobile devices more than ever before. This trend has created new opportunities for advertisers to reach their target audience through mobile video advertising. Advertisers are increasingly investing in mobile video ads to capture the attention of consumers on the go.

Local special circumstances: The United States has a large and diverse population, which presents both opportunities and challenges for advertisers. Advertisers need to consider the cultural, linguistic, and regional differences within the country when developing their advertising campaigns. This requires a deep understanding of the local market and the ability to tailor messages to specific audiences. Advertisers that can successfully navigate these local special circumstances are more likely to succeed in the TV & Video Advertising market in United States.

Underlying macroeconomic factors: The strong economy in the United States has contributed to the growth of the TV & Video Advertising market. A robust economy means that companies have more resources to invest in advertising, and this has led to increased spending on TV and video ads. Additionally, the United States has a highly competitive business environment, which encourages companies to invest in advertising to gain a competitive edge. These underlying macroeconomic factors have created a favorable environment for the growth of the TV & Video Advertising market in United States. In conclusion, the TV & Video Advertising market in United States is experiencing significant growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers that can adapt to these factors and tailor their advertising strategies accordingly are well-positioned to succeed in this dynamic market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.