Ad-funded streaming TV will continue to grow
Within traditional media owners, non-cyclical national television ad sales will drop 1.7% to $46 billion. For linear ad sales, broadcast and cable networks will fall by 6.8%, while streaming video sales will increase by 19.3% to $11 billion and account for nearly 25% of the total market.
Non-political local TV sales are expected to drop 3.9% to $17.3 billion, though total ad revenue will grow by +25% when including political ad sales. Audio ad sales will rise 1% to $16 billion, as a 7% growth in audio streaming and podcasting will offset a decline of 3% in broadcast radio ad sales. Meanwhile, OOH ad revenues will increase by 5.3% to $9.7 billion.
Digital pure players capture growth
Digital pure players, including search, retail, social, and short-form video, are capturing most of the market growth, with non-cyclical advertising sales set to grow by more than 13.6% to $264 billion, a 72% market share.
Moving forward, ad sales will stay strong in 2025, with non-cyclical ad spend growing 6.3% to $391 billion. Digital pure players will again drive the market, growing +9.3% to $289 billion, while traditional media owners will erode by -1.5% to $102 billion.