Market Insights Advertising & Media Advertising

TV & Video Advertising - Benelux

Benelux

Ad spending in the TV & Video Advertising market in Benelux is forecasted to reach US$2.90bn in 2024.
The largest market in Benelux is Traditional TV Advertising with a market volume of US$1.77bn in 2024.
In a global context, the United States is expected to generate the most ad spending (US$143.80bn in 2024).
The average ad spending per user in the Traditional TV Advertising market in Benelux is projected to be US$71.77 in 2024.
The number of TV Viewers in Benelux is anticipated to reach 25.00m users by 2029.
In Benelux, TV & Video Advertising is seeing a shift towards targeted digital campaigns to reach specific audiences effectively.

Key regions: United States, Europe, United Kingdom, Japan, Germany

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.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Benelux has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, and local special circumstances. Customer preferences in the Benelux region have shifted towards consuming video content through digital platforms, such as streaming services and online video platforms. This preference can be attributed to the convenience and flexibility offered by digital platforms, allowing viewers to access content anytime and anywhere. As a result, advertisers have recognized the need to adapt their strategies and allocate more of their budgets towards digital video advertising to reach their target audience effectively. Trends in the market indicate a steady increase in programmatic advertising, where automated technologies are used to buy and sell advertising space. Programmatic advertising offers advertisers the ability to target specific audiences and optimize their campaigns in real-time, resulting in higher efficiency and effectiveness. This trend is particularly prevalent in the Benelux region, as advertisers seek to maximize the return on their investments in TV and video advertising. Another trend in the market is the rise of connected TV (CTV) advertising. With the increasing adoption of smart TVs and streaming devices, viewers are consuming video content through CTV platforms, which provide a more personalized and interactive viewing experience. Advertisers are leveraging this trend by incorporating interactive and targeted advertisements into CTV content, allowing them to engage with viewers in a more meaningful way. Local special circumstances in the Benelux region also contribute to the development of the TV & Video Advertising market. The region has a high level of internet penetration and smartphone usage, providing a fertile ground for digital advertising. Additionally, the Benelux countries have a strong tradition of creativity and innovation in the media industry, attracting both local and international advertisers to invest in TV and video advertising campaigns. Underlying macroeconomic factors further support the growth of the TV & Video Advertising market in the Benelux region. The stable economic conditions and high levels of disposable income in the region create a favorable environment for advertisers to invest in advertising campaigns. Furthermore, the Benelux countries have a highly developed infrastructure and advanced technology, enabling seamless delivery of TV and video advertisements to a wide audience. In conclusion, the TV & Video Advertising market in Benelux is developing rapidly due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting their strategies to cater to the growing demand for digital video advertising, leveraging programmatic advertising and CTV platforms. The region's strong media industry, stable economy, and advanced technology infrastructure contribute to the overall growth and success of the 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) 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.