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1 week ago | 
emarketer.com | Ethan Cramer-Flood
This year will be pivotal for ecommerce penetration, but only due to China’s massive influence. In 2025, ecommerce will surpass 20% of retail sales worldwide for the first time. However, that figure falls to 12.8% if we remove China’s outsize weight from the data. China’s enthusiasm for ecommerce is incomparable. The country has produced roughly half of the world’s ecommerce sales each year since 2017, and it will do so again in 2025.
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1 month ago | 
emarketer.com | Ethan Cramer-Flood
Peacock’s enormous Olympics-driven increase in time spent last year is a major outlier. We project a slight dip for Peacock in 2025 as it loses some of its Olympics momentum, though its overall trajectory remains solidly upward. It will still land well ahead of its 2023 status, and the aforementioned NBA deal will lead to another boost (mostly in 2026). Besides the 2024 Peacock blip, positive and negative time spent growth rates consistently hover in the low single digits across every platform.
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2 months ago | 
emarketer.com | Ethan Cramer-Flood
After a mini boom in 2020 (5.8% growth), US gamer increases have mostly paralleled national smartphone growth metrics. Over 90% of gamers will use their mobile phones this year, while roughly 50% will be console gamers, and about 48% will be on desktop/laptop.
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2 months ago | 
emarketer.com | Ethan Cramer-Flood
Worldwide ad spending has nearly doubled since 2016, and the outlook remains bright. Accelerating growth in 2023 and 2024 solidified our confidence that the $1 trillion benchmark will be achieved this year. When our forecasting began in 2011, worldwide ad spending was just $384.46 billion. Although there have been ups and downs since then, momentum is currently about as strong as ever.
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Jan 13, 2025 | 
emarketer.com | Ethan Cramer-Flood
Among an industry-diverse group of winning platforms, Netflix will emerge with the fastest digital ad revenue growth this year. Netflix’s ad-supported video-on-demand experiment got off to a bumpy start in late 2022 and early 2023, but by 2024, the US leader in subscription OTT (sub OTT) viewership had righted the ship. With its ad tier proving to be incredibly popular and its ad tech improving, we forecast 43.0% growth for 2025, reaching $2.07 billion.
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Nov 26, 2024 | 
emarketer.com | Ethan Cramer-Flood
Just over two-thirds of the population will be digital audio listeners this year, including nearly 75% of internet users. With an audience of 228.6 million, digital audio has become one of the most popular media options in the country. That figure nearly matches the total for traditional TV viewers (232.2 million) and exceeds the total for subscription OTT (sub OTT) viewers (226.4 million). Digital audio is so mainstream that listener growth will inevitably be slow going forward.
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Oct 24, 2024 | 
emarketer.com | Ethan Cramer-Flood
The travel industry’s total media ad spending declined by almost 60% in 2020, but as of this year, it will have fully regained the lost ground. Travel-related companies will spend $9.86 billion on total media advertising in 2024, just a hair above the $9.85 billion they posted in 2019. Several years of towering growth rates drove this recovery, but we now expect a substantial moderation going forward. Over 78% of travel’s ad dollars will go to digital advertising this year, or $7.73 billion.
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Oct 23, 2024 | 
emarketer.com | Ethan Cramer-Flood
The travel industry set the pace for digital ad spending growth from 2021 to 2023, but its annual increases will now decelerate significantly. Growth will lag the national average for the next two years, though it won’t collapse entirely.
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Oct 9, 2024 | 
emarketer.com | Ethan Cramer-Flood
CPG digital ad spending growth in 2024 will beat the average across industries. Overall, US digital ad spending growth in 2024 will be 12.6%, but CPG will manage a 16.6% increase. That will leave CPG in third place in the growth rankings among the 10 industry verticals we track (or fourth if you count “other,” which will see an inordinate boost from political ad spending this year). CPG’s surge began last year when it vastly outperformed our expectations with an 18.6% spending increase.
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Sep 25, 2024 | 
emarketer.com | Ethan Cramer-Flood
Nearly every industry vertical we track outperformed our spending expectations last year, and most will see growth accelerate in 2024. We projected a 9.7% national increase in 2023, but the final number was a slightly more robust 10.6%. We expect most industries to build on that momentum with even higher YoY growth rates in 2024. But a few will either decelerate substantially (retail and travel) or lag the national rate by a significant margin (media and entertainment).
