A. Guttmann
Research Lead covering media
Advertising worldwide – statistics & facts
All advertising markets across the globe win, yet some win more than others. Ad spending worldwide increased by five percent to almost 832 billion U.S. dollars in 2025, compared to a growth rate of eight percent in the previous year.ÌýWhereas global ad revenues concentrate in areas with large populations or high purchasing power – preferably both – their evolution depends on a wider set of indicators. It was projected that, in 2026, the APAC region would be the world's fastest-growing in terms of advertising and the only one whose expansion matched the global average. The second-placed region, The Americas, would follow closely behind, while EMEA is expected to register growth of little over four percent.
Expanding markets, different evolutions
The Americas' relevance for the advertising world cannot be understated. The United States remains the largest ad market on the planet, with spending exceeding 450 billion dollars in 2025. Canada and Brazil also make it to the top 10. The Canadian ad market stands out as one of the highest-digitized across the globe: Sources predict that, in 2026, online channels will account for about three-quarters of Canada's total ad revenues.
Meanwhile, Asian markets are set to outperform those in the Americas. Within the region, China leads with a total advertising market of around 250 billion U.S. dollars. The data also highlights China’s particularly rapid momentum in retail media, one of today’s most dynamic segments in advertising. In fact, China surpasses Canada, Germany, and the U.S. by more than 30 percent in share of retail media in digital ad spending.Ìý
Within EMEA, the United Kingdom, Germany, and France stand among the 10 leading global ad markets. The UK harbors an industry known for its creativity, pushing the country to rank as Europe's most effective ad market as of 2025, an index score-based list informed by each territory's performance at award shows. Germany still stands out for very different reasons: the persistent importance of TV and daily newspapers for its advertisers. The two media combined account for over 60 percent of Germany's ad spend, while online channels lag with about 13 percent. France's ad revenues grew by three percent in 2025, surpassing 19 billion euros that year. Part of its solid development comes from housing corporations such as Publicis, the second-largest ad holding worldwide, and JCDecaux, the largest out-of-home (OOH) media company on the planet.
Global ad trends: CTV, RMN, and influencers
The three terms define the major digital trends in the advertising sector worldwide. During a survey published at the end of 2025, four in five participating global brands reported plans to invest more in advanced or connected TV (CTV) in 2026. Online retail media networks (RMNs) were a close second, with a large share of respondents saying they intended to increase the budget for that significantly. Their continued interest reflects the format's still unstoppable appeal, as digital marketplaces like Amazon, Alibaba, and Mercado Libre compete for consumers and advertisers alike. Some 58 percent of participants stated they would raise influencer marketing budgets, thus boosting an industry whose revenues were forecast to skyrocket by about one-third in 2025, exceeding 32 billion dollars. Brands focus on consolidated trends that meet potential clients where they are: watching TV and video, shopping online, and following their favorite content creators.Ìý
