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