"Digiday's survey found that, overall, a good chunk of marketers saw their revenues rise in 2025. Significantly more than a third of marketer pros (39%) told Digiday in Q4 that their 2025 revenues increased over their 2024 revenues. But, looking more closely at the data, the increase was slight: Just short of a quarter of marketers (23%) said their 2025 revenues were up by 10% or less over 2024. Meanwhile, just 11% of marketers said their revenues increased between 11% and 25% last year."
"What's more, just shy of a third of marketer pros (32%) told Digiday that their revenues decreased last year, with 20% saying their 2025 revenues were down by a significant percentage: between 11% and 25%. For context, just 5% of marketers said their revenues were down just slightly last year between 1% and 10%. And there's an even bigger "but": A whopping 86% of marketers told Digiday in Q4 2024 that they expected their 2025 revenues to be higher than their 2024 revenues."
In 2025, 39% of marketers reported revenue increases over 2024, though most gains were modest: 23% increased by 10% or less, 11% by 11–25%, and 5% by 26% or more. Thirty-two percent reported revenue decreases, with 20% down by 11–25% and 5% down by 1–10%. Expectations had been high entering 2025, with 86% expecting higher revenues than in 2024, so actual results fell short of many forecasts. Marketers anticipate bigger budgets in 2026, with much of the additional spend earmarked for brand marketing.
Read at Digiday
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