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) and short-form social formats, was one of the few formats to grow last year (+7.2%). It now accounts for a quarter of the global video ad market. Linear TV remains 2.5x larger in absolute site, though.
Growth in linear TV advertising, however, has essentially flatlined in recent years. Over two-thirds of its five-year decline came in 2020, equal to $33.5bn, with growth of just 3.6% expected this year.
Credit: WARC