Product placement revenue worldwide 2021-2024

In 2024, product placement revenues worldwide will amount to an estimated 32.98 billion U.S. dollars, up from around 29.42 billion dollars a year earlier. This embedded marketing strategy consists of featuring a brand on a medium to grant it exposure and trying to enhance its alleged qualities.

Products and services featured in the narrative

This marketing tactic entered the decade with promising double-digit growth rates, as the increase in consumption of online videos – from streaming to connected TV (CTV) – paved the way for productions willing to include brands in their stories and, as a result, raise their budgets and profitability. In 2023, global TV product placement revenues amounted to over 20.6 billion dollars, compared to the 3.5 billion-dollar revenue recorded in the film segment.

The world's top product placement market

In 2023, the United States alone accounted for more than half of the global spending on product placement. That market was also projected to expand continuously, following the global trend. In 2023, product placement revenues in the U.S. exceeded 16.5 billion dollars.