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Worldwide Ad Spending Forecast 2026
Cautious Optimism for Next Year, as 2025’s Turmoil Proves to Be More Bark Than Bite
After an unpredictable 2025, worldwide ad spending will edge higher in 2026. Digital’s strength and a rebound in traditional media will drive a modest growth acceleration. Western Europe and several emerging markets will lead the way. Among companies, Meta and TikTok will be the main stories.
Key Question: What is the outlook for ad spending and revenues worldwide and country-by-country in 2026 and beyond?
Key Stat: Google and YouTube will combine to bring in $229.42 billion in digital ad revenues in 2026, just slightly more than Facebook and Instagram will bring in for Meta. In our 14 years of tracking, the gap between the two duopoly giants has never been as small as it will be next year.
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authors
Ethan Cramer-Flood
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