Over the last five years, advertising spend on linear TV formats has fallen by $47.1bn globally, while online video investment has grown $38.7bn and more than doubled in size. This is according to WARC Data's latest analysis report, Global Advertising Trends: Next Generation TV.

Why it matters

Linear TV is 2.5x larger than online video but ad investment has essentially flatlined in recent years. Instead, online video was one of the few formats to see growth in 2020 (+7.2%) and now accounts for a quarter of the global video ad market. These trends show no signs of slowing in...