In 2025, video games and eSports formed the fastest-growing advertising channel in the United States, with ad revenues rising ** percent. Only one other medium experienced a ** increase rate: the internet, at **** percent.
The size of the U.S. online ad market
Between 2010 and 2025, digital ad spending in the U.S. grew over **. In the latter year, the annual figure almost reached * U.S. dollars. The leading online ad touchpoints in the U.S. as of September 2025 included social media, search engines, online stores, and video platforms. Video game ads ranked sixth, reaching around ** percent of adults surveyed.
Games and billboards
It was estimated that, in 2026, in-game ad revenues worldwide would surpass * dollars. For comparison, in 2019, before the pandemic, the value stood below dollars. Meanwhile, the medium relying the most on physical devices and in-person interaction or movement, out-of-home (OOH) advertising, saw its ad revenue reach nearly * dollars in 2026, up from about * dollars in 2019.
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IAB (U.S.), & PwC US. (April 15, 2026). Change in advertising revenues in the United States in 2025, by medium [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/233742/change-in-advertising-spending-in-the-us-by-media-type/
IAB (U.S.), und PwC US. "Change in advertising revenues in the United States in 2025, by medium." Chart. April 15, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/233742/change-in-advertising-spending-in-the-us-by-media-type/
IAB (U.S.), PwC US. (2026). Change in advertising revenues in the United States in 2025, by medium. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/233742/change-in-advertising-spending-in-the-us-by-media-type/
IAB (U.S.), and PwC US. "Change in Advertising Revenues in The United States in 2025, by Medium." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 15 Apr 2026, /statistics/233742/change-in-advertising-spending-in-the-us-by-media-type/
IAB (U.S.) & PwC US, Change in advertising revenues in the United States in 2025, by medium ÌÇÐÄÆƽâ°æ, /statistics/233742/change-in-advertising-spending-in-the-us-by-media-type/ (last visited July 26, 2026)
Change in advertising revenues in the United States in 2025, by medium [Graph], IAB (U.S.), & PwC US, April 15, 2026. [Online]. Available: /statistics/233742/change-in-advertising-spending-in-the-us-by-media-type/
