Linear TV adspend drops $47bn while online video is up $39bn

James McDonald

An overview of linear TV and online video advertising spend globally between 2016 and 2021.

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.

Prior to the 2020 downturn, linear TV had recorded a negative compound annual growth rate (CAGR) in each of WARC's key markets, barring only India (+9.9%) and Russia (+0.1%). The rate of decline ranged from -1.8% in Japan to -6.2% in Canada.

Online video, inclusive of advertiser-funded video-on-demand (AVOD), broadcaster video-on-demand (BVOD)...

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