Content media’s share of global ad spend has halved over the past decade

Celeste Huang

An analysis of content media share of global ad spend over the past decade.

Media channels hosting professionally-produced content – ranging from audio and video (linear and connected TV), to cinema and publishing (magazines and newspapers) – will see their collective share of the global ad market drop to just over one-fourth (27.2%) of the total in 2024. 

In 2013, content media accounted for nearly three-fourths (73.9%) of total worldwide advertising spend, but this group of channels have seen their share of investment fall by 46.7 percentage points in the last decade, according to the latest forecast by WARC Media. 

The global picture is mirrored in the US, where the country’s content media share...

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