Market Insights Advertising & Media Advertising

TV & Video Advertising - Europe

Europe

Ad spending in the TV & Video Advertising market in Europe is forecasted to reach US$53.31bn in 2024.
The largest market is Traditional TV Advertising with a market volume of US$29.53bn in 2024.
When compared globally, the United States is expected to generate the highest ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$41.17 in 2024.
By 2029, the number of TV Viewers in Europe is estimated to be 0.72bn users.
In France, the TV & Video Advertising market is seeing a shift towards targeted digital campaigns to reach specific audience segments 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 Europe has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for this growth is the changing preferences of customers. With the rise of digital technology, consumers are increasingly turning to online platforms to watch TV shows and videos. This shift in consumer behavior has created new opportunities for advertisers to reach their target audience through digital channels.

Trends in the market: One of the key trends in the TV & Video Advertising market in Europe is the increasing popularity of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the growing use of data and analytics to target specific audiences and measure the effectiveness of advertising campaigns. Another trend in the market is the rise of mobile advertising. With the widespread use of smartphones and tablets, consumers are spending more time on their mobile devices, creating a new advertising channel for brands. Mobile advertising offers unique opportunities for advertisers to reach consumers on the go and target them with personalized and location-based ads.

Local special circumstances: In addition to these global trends, there are also local special circumstances that are shaping the TV & Video Advertising market in Europe. For example, in countries with strong public service broadcasters, there is a high demand for advertising slots during popular TV shows. These slots are often sold at a premium and provide advertisers with a unique opportunity to reach a large and engaged audience.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market in Europe is also influenced by underlying macroeconomic factors. For example, the overall economic growth in the region has led to increased consumer spending, which in turn has driven up advertising budgets. Additionally, the increasing competition among brands has led to a greater emphasis on advertising and marketing to gain a competitive edge. In conclusion, the TV & Video Advertising market in Europe is experiencing significant growth due to changing customer preferences, the rise of programmatic advertising, the popularity of mobile advertising, local special circumstances, and underlying macroeconomic factors. Advertisers in Europe are increasingly turning to digital channels to reach their target audience and are utilizing data and analytics to improve the effectiveness of their advertising campaigns.

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.