The global advertising market is expected to grow 8.8% in 2025, reaching around 1,049 billion euros, and grow 7.1% in 2026, in an upward revision driven by the reduction of commercial risks and the effects of artificial intelligence, according to the “This Year, Next Year” 2025 report by WPP Media.
According to the study by the global media company, advertising revenue linked to digital commerce is expected to reach approximately 164 billion in 2025, surpassing total television advertising revenue for the first time and putting pressure on traditional models, while content-based advertising totals approximately 610.4 billion in 2025, rising to 643.0 billion in 2026.
In turn, the press drops slightly to 28.9 billion in 2025 and 28 billion in 2026. Video games grow quickly, to around 7.8 billion in 2025 and 9.8 billion in 2026, despite maintaining a reduced share.
As for out-of-home advertising, or DOOH (“Digital Out-Of-Home”), it is expected to represent 43.9% of OOH (“Out-Of-Home”) revenue by 2030, with around 28.9 billion, and television maintains moderate growth — 154.1 billion in 2025 and 157.4 billion in 2026 — with the share of streaming rising to almost 30% in 2026.
Digital and social platforms are the main driver of growth, with around 380 billion in 2025 and 409.6 billion in 2026, and the component linked to AI already reaches around 225.3 billion in 2025 (c. 21.4% of total revenue), with growth prospects exceeding 10% in 2026.
Among the largest markets, the USA leads with approximately 396.7 billion in 2025, followed by China with 198.7 billion, the United Kingdom with 53.7 billion, Japan with 47.9 billion and Germany with 37.5 billion.
The report concludes that the combination of AI, commerce and the migration of audiences to digital platforms is redesigning the distribution of advertising revenue, requiring greater proof of effectiveness in advertising commerce, responsible integration of AI and diversification between streamingsocial and emerging formats to capture sustainable growth.