Media budget plans worldwide 2024

A global survey of around 900 marketing professionals from advertisers, agencies and media companies showed that, in 2024, there would continue to be a net increase in budget and resource allocations across the whole spectrum of digital media. Online video will have the greatest net change, with an overall increase of 74 percent of those surveyed planning to invest more in this area. It is followed closely by video streaming and influencers content, with a net increase of 62 and 59 percent, respectively. Social media stories and TV streaming will continue to enjoy increases in budget allocation by 59 percent of those surveyed. In contrast, traditional media will receive fewer resources, with magazines and newspapers forecast to experience net decreases of 44 percent and 47 percent, respectively. There are however a few outliers, as TV and TV sponsorship will enjoy a modest increase of six and two percent, respectively.

Net percentage change of marketing agency budget allocations in media worldwide for 2024

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Release date

September 2023

More information

Region

Worldwide

Survey time period

as of September 2023

Number of respondents

900 respondents

Special properties

marketing professionals

Supplementary notes

The results of the survey indicate net changes in budget and resource allocations. They were calculated by subtracting the percentage of respondents who said that they will decrease investment from the percentage of those pledging an increase in the coming year. The survey interviewed around 900 marketing professionals from advertiser, agency, and media companies worldwide.

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