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China Ad Spending 2022

Amid Regulatory Uncertainty, a Milestone for Mobile and a Final Surge from Douyin

Report by Ethan Cramer-Flood  |  May 18, 2022

Worldwide Ad Spending 2022

Our Latest Forecasts for the US, China, Latin America, UK, Western Europe, and Canada

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Table of Contents
Executive Summary
Key Points
Impact of the Ukraine Conflict and Market Instability
Regulations and a Slowing Economy Constrain China’s Ad Growth Outlook
Mobile Takes Three-Quarters of the Ad Spend Pie
Display Ads Still Rule, and Video Ad Spending Is Settling In
Douyin’s Emergence Shatters the BAT Triopoly
What Do These Forecasts Mean for Marketers in China?
Read Next
Sources
Media Gallery
About This Report
China’s total media ad spending and digital ad spending will both grow at their lowest rates since we began tracking them in 2012, but the ad industry is nonetheless set for an eventful year in the world’s second-largest market.
Topics
Digital Ad Spending
Total Media Ad Spending
China
Table of Contents
Executive Summary
Key Points
Impact of the Ukraine Conflict and Market Instability
Regulations and a Slowing Economy Constrain China’s Ad Growth Outlook
Mobile Takes Three-Quarters of the Ad Spend Pie
Display Ads Still Rule, and Video Ad Spending Is Settling In
Douyin’s Emergence Shatters the BAT Triopoly
What Do These Forecasts Mean for Marketers in China?
Read Next
Sources
Media Gallery

Executive Summary

China’s ad market is slowing down due to regulatory constraints and a hobbled economy, but it will still produce $166.13 billion in spending this year—making China No. 2 among the countries we track, behind only the US. New digital stars like ByteDance’s Douyin are well positioned to claim share.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What are the 2022 figures for total ad spending, digital ad spending, and mobile ad spending in China?
  2. How has China’s regulatory crackdown on data privacy changed the outlook for the largest ad publishers?
  3. How high will Douyin rise in the ad revenue rankings, particularly in comparison with Alibaba, Baidu, and Tencent?

WHAT’S IN THIS REPORT? Our latest forecasts for total media ad spending, digital ad spending, traditional media ad spending, mobile ad spending, display ad spending, and search ad spending in China. Plus, company-level forecasts for China’s largest digital advertisers.

Digital Ad Spending in China, 2021-2026 (billions, % change, and % of total media ad spending)
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KEY STAT: In 2022, 81.5% of total media ad spending in China will go to digital. No other country in the world focuses on digital to such an extent (the UK will be No. 2 in this regard, at 77.2%). However, the 11.5% spending growth rate will be China’s lowest since we began tracking it.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Impact of the Ukraine Conflict and Market Instability
  4. Regulations and a Slowing Economy Constrain China’s Ad Growth Outlook
  1. Mobile Takes Three-Quarters of the Ad Spend Pie
  2. Display Ads Still Rule, and Video Ad Spending Is Settling In
  3. Douyin’s Emergence Shatters the BAT Triopoly
  4. What Do These Forecasts Mean for Marketers in China?
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Digital Ad Spending in China, 2021-2026 (billions, % change, and % of total media ad spending)Total Media Ad Spending in China, 2021-2026 (billions and % change)
Total Media Ad Spending in China, by Media, 2021-2025 (billions)Total Media Ad Spending Growth in China, by Media, 2021-2025 (% change)
Mobile Ad Spending in China, 2021-2026 (billions, % change, and % of total media ad spending)Digital Ad Spending in China, by Format, 2022 (billions, % change, and % of total digital ad spending)
Net Digital Ad Revenues in China, by Company, 2022 (billions and % change)Net Digital Ad Revenues Worldwide, by Company, 2022-2024 (billions)

authors

Ethan Cramer-Flood

Contributors

Paul Briggs
Principal Analyst
Brian Lau
Digital Apprentice
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