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In 2024, product placement revenues worldwide will amount to an estimated billion U.S. dollars, up from around billion dollars a year earlier. This embedded marketing strategy consists of featuring a brand on a medium to grant it exposure and trying to enhance its alleged qualities.

Products and services featured in the narrative

This marketing tactic entered the decade with promising double-digit growth rates, as the increase in consumption of online videos – from streaming to connected TV (CTV) – paved the way for productions willing to include brands in their stories and, as a result, raise their budgets and profitability. In 2023, global TV product placement revenues amounted to over **** billion dollars, compared to the *** billion-dollar revenue recorded in the film segment.

The world's top product placement market

In 2023, the United States alone accounted for more than **** of the global spending on product placement. That market was also projected to expand continuously, following the global trend. In 2023, product placement revenues in the U.S. exceeded **** billion dollars.