U.S. Media Advertising Outlook Through 2026

PwC’s Entertainment & Media Outlook Report contains projections for U.S. advertising growth through 2026.  Following are highlights for key media:

Digital Out-of-Home Advertising

  • Digital Out-of-Home (ex. billboard, DMV, elevator, gas station) maintains its status as the fastest-growing segment with a +8.6% compound annual growth rate (CAGR)¹ through 2026.
  • Out-of-home’s +5.1% CAGR is buoyed by digital out-of-home’s strength and OOH reports the fourth consecutive quarter of year-over-year increases of at least 37%.
Online Advertising

  • Online is expected to have a +8.0%
  • Mobile online will grow faster at a +9.2% CAGR, with wired remaining at a +4.7% CAGR.
Radio Advertising

  • Radio is recovering slowing with a CAGR of just +1.5%.
  • Online radio will be the fastest-growing segment with a +5.5% 
Television Advertising

  • TV’s² overall CAGR is expected to be just +0.8%.
  • Online TV’s +6.0% CAGR will be the fastest-growing sub-segment, with broadcast TV growing modestly at +1.0% CAGR.
Newspaper Advertising

  • Newspapers continue to decline with a -3.9%
  • Digital’s CAGR of +1.0% is not growing quickly enough to offset print’s -7.7%, and digital is expected to overtake print advertising in 2026.
Magazine Advertising

  • Consumer magazines continue to fall with a -5.2% CAGR; digital’s +2.9% is not enough to offset print’s -11.7%.
  • Trade magazines’ +1.5% CAGR overall expects digitals’ +4.6% CAGR to make-up for prints’ -3.2%.
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