GroupM's annual end-of-year advertising forecast highlights that 2024 will see a 9.5% growth in total advertising revenue, exceeding $1 trillion for the first time, driven mainly by these five tech giants: Google, Meta, ByteDance, Amazon, and Alibaba. While total ad revenue continues to increase, linear TV remains a notable exception, with a decline projected in 2025. This shift illustrates a stark divide where dominance in digital advertising is crucial.
The future seems bleak for linear TV as GroupM's predictions point toward a 3.4% revenue decline in 2025 while streaming continues to thrive, evidenced by a forecasted 19.3% rise in streaming TV revenue. The struggle of linear TV against the backdrop of burgeoning streaming platforms suggests a monumental shift in viewer habits, alongside the challenges posed by the declining cable bundle and the reluctance of subscribers to engage with ad-supported content.
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