U.S. Media Advertising Outlook Through 2025

PwC’s Entertainment & Media Outlook Report contains projections for U.S. advertising growth through 2025.  Following are highlights for major media:

Digital Out-of-Home Advertising

  • Digital Out-of-Home (ex. billboard, DMV, elevator, gas station) maintains its status as the strongest OOH segment with a +15.3% compound annual growth rate (CAGR)¹ through 2025.
  • Out-of-home’s growth with a +11.7% CAGR is buoyed by digital out-of-home’s.
Online Advertising

  • Online is expected to have a +7.4%.
  • Mobile online will grow faster at a +8.6% CAGR, with wired at a +4.7%.
Radio Advertising

  • Radio is recovering slowing with a CAGR of +3.7%.
  • Online radio will be the fastest-growing segment with a +7.5%,
Television Advertising

  • TV is starting to recover with a +4.1%.
  • Online TV’s +11.5% CAGR will help lift total TV, with broadcast TV growing modestly at +1.9%.


Digital Music Streaming Advertising

  • Digital Music Streaming accounted for 83% of total U.S. recorded music industry revenues last year.
  • Digital Music Streaming ad revenue is set to see steady, yet modest, growth with a +4.6%.
Magazine Advertising

  • Consumer magazines remain pessimistic with a -2.8% CAGR; digital’s +3.1% is not enough to offset print’s -10.9%.
  • Trade magazines +3.7% CAGR expects digital’s +5.7% to make up for print’s -0.5%.
Newspaper Advertising

  • Newspapers continue to decline with a -2.0%.
  • Digital’s CAGR of +1.2% is not growing quickly enough to offset print’s -4.6%.

¹The compound annual growth rate (CAGR) is the proportional growth rate from year to year for a business, used to calculate growth over a time period.

Source:  PwC’s Entertainment & Media Outlook, reported by Marketingcharts.com