Advertising & Media Outlook

Understand the wide-ranging advertising and media world and identify its future potential


Market Analytics

The Advertising & Media Outlook (AMO) combines data from a wide range of sources to provide a consistent and comparable model for key markets of the advertising & media industry. Most of the data comes from company reports and consumer surveys or are esimates prepared by analysts. The biggest problem in this context is the scarcity of consistent, comparable, and recent data points. Therefore, Statista aims at delivering market analyses that stem from numerous sources, apply knowledge of various methodologies, and implement modern data analysis techniques.

All data is reviewed, standardized and factored into the market models, or used as a reference for external validation. Mathematical models are used to transform and standardize information and enrich the data with additional insights.

Statista as your primary source

For the Statista Advertising & Media Outlook, our team of experienced analysts and market researchers combines different sources, methodologies, and survey periods and delivers coherent trend analyses and forecasts regarding the most relevant topics of the advertising and media world.

In addition, we conduct our own surveys to show the latest trends and consumer behavior regarding a specific topic, always producing fact-based, representative, and consistent results that follow our ambition of giving you immediate access to the most reliable statistics available in the market.

Methodology of the Advertising & Media Outlook

Advertising & Media Outlook: Market forecasts and Statistics

Advertising & Media Outlook: Market forecasts and statistics

Advertising & Media Outlook: Market forecasts and statistics

We combine the benefits of extensive data research and trend analyses:

  • Market research & monitoring
  • Data cleaning & standardization
  • Determine market impact
  • Trend analyses & forecasting
Market analyses and forecasts

Market analyses and forecasts

We provide independent, realistic, and consistent market sizes and forecasts using data-focused analyses and multi-causal models based on the latest findings from economic and innovation research.
Our data sources

Our data sources

Our forecasts are based on four types of relevant industry data:

  • Company reports and financial data
  • Macroeconomic indicators
  • Market research
  • Systematic press review and continuous industry monitoring
  • Studies & third-party data
Comparability and performance indicators

Comparability and performance indicators

Continuous market monitoring allows us to detect and consider relevant changes along the value chain of digital markets:

  • Supply side
  • Product innovation
  • Business model innovation
  • Demand side



  • Who can access the Advertising & Media Outlook?
    The Advertising & Media Outlook data is included in all Statista Corporate & Enterprise Accounts with ongoing contracts. Get more information.
  • Can I download the data?
    The download will be made available shortly. Then you can download the data about separate countries as an Excel or PDF file. Single graphs are already available for download as PNG files. Download buttons can be found on the top right of the page as well as in the box diagrams in the lower left corner.
  • When is the data updated?

    Updates for each market are provided once a year. In some cases, the data for individual markets is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes have occured within the market which have impact on the projected development).

    A time stamp at the bottom of each diagram shows the latest available update. Update cycles vary from market to market in terms of data availability.

    Most of the Advertising & Media Outlook data was modeled before the outbreak of COVID-19. A forecast adjusted to these global events will be published in Q2 2020.

  • Will there be more markets in the future?
    Yes, new markets will be added throughout the year. There is no release schedule yet. Please feel free to contact us for further information.

Data & methodology

  • How are the markets defined?
    All markets are defined at the beginning of each content page. You can read a short introduction about what products, services, or categories are included in our market scope and what is out of scope. Furthermore, we provide a brief explanation and market definition that can be accessed by clicking on the download button at the top of each content page. If you still have questions, please get in touch with us. We are always eager to assist you and to improve our product.
  • How are the market values calculated?

    Our market estimates are based on comprehensive secondary research, key player analyses, mathematical modeling, and market expert knowledge. Analyzing the market structure and the generation of monetary value is the key to anticipating new trends and to deriving realistic estimates.

    The quantity and diversity of data gathered by Statista make it possible for us to provide a holistic view of the market. This includes assessing relevant infrastructures, consumer behaviors and relevant social trends, and/or the economic development. These data points include statistical macro data on a country level, insights from our own market research surveys, continuous monitoring of the competitor landscape, as well as third-party studies and analyses.

Technical Questions & Support

  • What currency rates are used for the forecasts?
    We use the average exchange rate of each year to convert from one currency to another. The exact rates used can be checked in the "Key Market Indicators" box below each market. The source of the historical data is Statista, based on the IMF and other sources.
  • Can you directly compare the market data from different countries?
    A country comparison is given in the "Global Comparison" box, which ranks the top five countries by revenue plus the currently selected country. We will soon add extended download functionalities using standard formats such as XLS files in order to improve data accessibility.
  • Whom do I contact if I have feedback or questions regarding the content of the Advertising & Media Outlook?
    For all support requests regarding our content, please get in touch with our customer support. The request will be immediately forwarded to the responsible market analyst, who can give you relevant feedback.
  • Whom do I notify about technical errors?
    Please make sure that you are logged in with a Statista Corporate or Enterprise Account to have full access to Advertising & Media Outlook features. For all technical support requests, please get in touch with our customer support. The request will be immediately forwarded to our IT department, which will fix errors as soon as possible.


Get in touch with us. We are happy to help.
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