Ad media owners' revenue worldwide from 2018-2028

In 2023, media owners' global advertising revenue will amount to an estimated 874.47 billion U.S. dollars, up from less than 826 billion dollars a year earlier – an annual growth of about six percent. The figure was projected to continue to expand, surpassing 1.1 trillion dollars by 2028.

The world's largest ad markets

According to another source, the United States and Canada collectively account for most of the global ad spend, followed by the Asia-Pacific (APAC) region. Europe, Latin America, the Middle East, and Africa leg far behind: In 2023, these four regions' ad expenditures combined amounted to less than three-quarters of APAC's and little more than half of the U.S.' and Canada's. On a country-level, the U.S., China, and Japan were the world's leading markets by estimated ad spend in 2023. The United Kingdom, Germany, and Canada rounded up the top six.

The relevance of online advertising

Most of the global ad revenues have come from the internet, which continues to boost the industry's total gains year after year. It was projected that, in 2023, digital's share in the world's ad spend would surpass two-thirds. Three years later, the figure was forecast to get closer to three-quarters. The performance of emerging online ad economies will likely push this concentration. A source predicted that Peru, Argentina, Chile, India, and Colombia would be the fastest-growing digital ad markets, with estimated increase rates of at least 16 percent.