Media and Entertainment Ad Spending 2022

Streaming Video Consumption Sets Divergent Courses for Ad Spend

Report by Max Willens  | Sep 7, 2022
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Table of Contents
Executive Summary
Key Points
Entertainment Aggressively Spends Ad Dollars as Media Continues Its Cautious Approach
What’s Driving Each Industry’s Approach to Spending?
What Does This Mean for Advertisers?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
US digital ad spending in the entertainment industry will grow faster than in almost any other industry over the next two years.
Topics
Media & Entertainment
Digital Ad Spending
United States
Table of Contents
Executive Summary
Key Points
Entertainment Aggressively Spends Ad Dollars as Media Continues Its Cautious Approach
What’s Driving Each Industry’s Approach to Spending?
What Does This Mean for Advertisers?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

The media and entertainment industries are nearly done with the first phases of their direct-to-consumer (D2C) revolutions. But differences in distribution dynamics will temper ad spending growth for media more than for entertainment.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will these two industries spend on advertising in 2022?
  2. Where will those budgets go?
  3. What’s driving each category’s approach to spending?

WHAT’S IN THIS REPORT? Our forecast for US digital ad spending by the media and entertainment industries, as well as projections around the key drivers of those investments.

US Entertainment and Media Industry Digital Ad Spending, 2020-2024 (billions)
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KEY STAT: In 2022, US digital ad spending in entertainment will be more than double what it was in 2019.

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Entertainment Aggressively Spends Ad Dollars as Media Continues Its Cautious Approach
    1. What’s Driving Each Industry’s Approach to Spending?
    2. What Does This Mean for Advertisers?
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    US Entertainment and Media Industry Digital Ad Spending, 2020-2024 (billions)US Digital Ad Spending Growth, by Industry, 2020-2024 (% change)
    US Entertainment Industry Mobile Ad Spending, 2020-2024 (billions and % change)US Entertainment Industry Video Ad Spending, 2019-2023 (billions and % of total digital entertainment ad spending)
    US Media Industry Mobile Ad Spending, 2020-2024 (billions and % change)

    Interviewed for This Report

    Paul Dergarabedian
    Comscore Inc.
    Senior Media Analyst
    Interviewed July 19, 2022
    Arvid Tchivzhel
    Mather Economics
    Managing Director, Digital Services
    Interviewed August 12, 2022

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    authors

    Max Willens

    Contributors

    Ethan Cramer-Flood
    Senior Forecasting Writer
    Oscar Orozco
    Director, Forecasting
    Shelleen Shum
    Senior Director, Forecasting
    Paul Verna
    Principal Analyst