Global entertainment and media advertising is projected to exceed $1 trillion by 2026 and to double from 2020 levels by 2028, driven by a surge in internet ad spending.
PwC's report highlights the increasing reliance on ads by streamers, industry consolidation, live sports, and crackdowns on password-sharing as strategies to boost sales.
Market saturation in streaming services leads to a shift towards advertising to counter subscription revenue plateau. Ad revenue to account for about 28% of global streaming revenue by 2028.
Online connected TV ads are set to double from $20.5 billion in 2023 to $41.2 billion in 2028, with the rise of 'shoppable TV' ads creating a direct purchase opportunity for consumers.
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