US Video Ad Spending

Timeframe20222023202420252026
Video ad spending (billions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total display ad spendingMaximum of two rows can be charted.
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– % of total digital ad spendingMaximum of two rows can be charted.
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Source: eMarketer

Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices; includes instream video ads such as those appearing before, during or after digital video content in a video player (pre-roll, mid-roll, post-roll video ads) and video overlays; includes social network instream video advertising in platforms such as Facebook Watch and Snapchat Shows; includes outstream video ads such as native, in-feed (including video ads in Facebook's News Feed and Twitter's Promoted Tweets), in-article, in-banner and interstitial video ads; data prior to 2017 excludes outstream video ads

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.

Comparative Estimates from Additional Sources:

Video ad spending, US, billions

Sources2020202120222023202420252026
eMarketer,October 2022
J.P. Morgan,December 2019
Pivotal Research Group,May 2018
PricewaterhouseCoopers (PwC),June 2018
Cowen and Company,January 2019
Zenith,June 2019

Video ad spending growth, US

Sources2020202120222023202420252026
eMarketer,October 2022
J.P. Morgan,December 2019
Magna Global,June 2020
Pivotal Research Group,May 2018
Cowen and Company,January 2019
Zenith,June 2019
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