Market Insights Advertising & Media Advertising

TV & Video Advertising - Egypt

Egypt

Ad spending in the TV & Video Advertising market in Egypt is forecasted to reach US$205.40m in 2024.
The largest market is Digital Video Advertising with a market volume of US$136.60m in 2024.
When compared globally, the United States is expected to lead in ad spending with US$143.80bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$1.44 in 2024.
By 2029, the number of TV Viewers in Egypt is anticipated to reach 86.42m users.
Egypt's TV & Video Advertising market is experiencing a shift towards digital platforms, reflecting changing consumer preferences and increasing internet penetration.

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 Egypt is experiencing significant growth and development, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Egypt are shifting towards digital platforms and online video content. With the increasing availability and affordability of smartphones and internet access, more Egyptians are consuming video content online. This has led to a rise in demand for digital advertising, as advertisers recognize the potential of reaching a larger audience through online platforms. Additionally, customers are becoming more selective in their viewing habits, opting for personalized content and ad experiences. As a result, advertisers are focusing on creating targeted and engaging advertisements to capture the attention of their audience. Trends in the TV & Video Advertising market in Egypt are also contributing to its development. Programmatic advertising, which uses algorithms to automate the buying and selling of ad inventory, is gaining traction in Egypt. This trend allows advertisers to reach their target audience more effectively and efficiently, optimizing their ad spend. Furthermore, the rise of video streaming platforms and video-on-demand services has opened up new opportunities for advertising. Advertisers are leveraging these platforms to reach a wider audience and engage with viewers through interactive and immersive ad formats. Local special circumstances in Egypt are also influencing the TV & Video Advertising market. The country has a large and growing population, with a significant portion being young and tech-savvy. This demographic is highly engaged with digital platforms and consumes a considerable amount of video content online. Additionally, the Egyptian government has been actively promoting the development of the digital economy, including the advertising sector. This support has created a favorable environment for advertisers and encouraged investment in the market. Underlying macroeconomic factors are also driving the growth of the TV & Video Advertising market in Egypt. The country's economy has been steadily growing, leading to increased consumer spending power. This has resulted in higher demand for products and services, prompting advertisers to invest more in advertising to capture the attention of consumers. Furthermore, Egypt has a vibrant media industry, with a wide range of TV channels and production companies. This diversity in the media landscape provides advertisers with various platforms and opportunities to reach their target audience. In conclusion, the TV & Video Advertising market in Egypt is experiencing growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to the shift towards digital platforms and online video content, leveraging programmatic advertising and video streaming platforms. The young and tech-savvy population, government support, and a growing economy are further driving the market's expansion.

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.