The Future of Digital 2025: Europe

Opportunities for Growth in a Digitally Diverse Region

Report by Bill Fisher, and Carina Perkins  | UPDATED: Mar 18, 2025
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About This Report
The digital landscape in Europe is slowing, but opportunities for advertisers, brands, and retailers still exist. Knowing where to look to achieve the best outcomes will be paramount.
Topics
Time Spent with Media
Digital Ad Spending
Ecommerce Sales
Western Europe
Central & Eastern Europe

As Europe's economy recovers from a post-pandemic dip, growth in digital ad spend and retail ecommerce sales is decelerating, while time spent on digital media is flatlining. But Europe is not homogenous: Digital maturity and growth opportunities vary widely across the region.

This deck will:

  • Explain the current state of digital across Europe as a whole.
  • Identify four distinct digital economies in Europe, based on digital ad spend and ecommerce maturity.
  • Explore where future digital growth will come from across each of those groups.
  • Analyze the implications for advertisers and retailers.

Here’s what’s in the full report

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First Published on Feb 24, 2025

authors

Bill Fisher, and Carina Perkins

Contributors

Rahul Chadha
Director, Report Editing
Vladimir Hanzlik
Executive Editor and SVP, Content
Madan Kumar
Copy Editor
Emma Noyes
Graphic Designer, Data Visualization
Andrew Spink
Forecasting Analyst
Matt Torpey
Senior Chart Editor
Paul Verna
VP, Content
Zia Daniell Wigder
Chief Content Officer