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In 2025, the French holding JCDecaux SE remained the world's leading out-of-home (OOH) advertising company based on revenue, with an annual result surpassing **** billion U.S. dollars. Lamar ranked second with nearly **** billion dollars. Germany-based Ströer SE & Co. KGaA ranked sixth because, despite a total revenue of over **** billion dollars, almost **** billion dollars (or ** percent) of that figure came from its non-OOH-related divisions.

OOH top player

JCDecaux has led the global outdoor advertising industry for years. Between 2021 and 2025 – when people increasingly returned to public spaces worldwide as COVID-19 subdued – the company's revenue increased by almost ** percent. The 2025 result, however, marked a deceleration, with year-on-year growth of less than *** percent. That, at least in part, reflects JCDecaux's radical reduction in number of billboards operated worldwide throughout 2025, as it pursues a stronger focus on digital OOH displays.

Lamar's moment

The largest outdoor advertising company based in the United States, too, has increasingly focused on new technology. In 2019, around * of Lamar's billboard revenue came from digital billboards. In 2025, the share stood at about ****. Meanwhile, Lamar's net revenue also decelerated in 2025, compared to 2024. Yet it reached an all-time high at almost **** billion dollars.