Global Advertising Revenue Is Recovering — Except for Linear TV

Story by Alex Weprin

Image from The Hollywood Reporter

scrn logline

Global ad spending is roaring back, but linear TV is the odd one out as streaming takes over the entertainment landscape.

beat sheet

By 2025, streaming TV ad revenue will overtake linear TV, as the collapsing cable bundle hits pay-TV channels hard and streaming platforms struggle to balance ad loads with subscriber preferences.
Google, Meta, TikTok, Amazon, and Alibaba will account for over 50% of global ad revenue, further cementing the dominance of tech giants in the advertising industry.

call sheet

Ben Affleck, GroupM, Google, Meta, ByteDance, Amazon, Alibaba, Netflix, Disney+, Max, Paris Olympics