Digital Ad Spending Penetration Worldwide, by Country

% of total media ad spending
Timeframe20222023202420252026
ArgentinaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
AustraliaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
BrazilMaximum of two rows can be charted.
Deselect another chart icon to add this one.
CanadaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
China*Maximum of two rows can be charted.
Deselect another chart icon to add this one.
FranceMaximum of two rows can be charted.
Deselect another chart icon to add this one.
GermanyMaximum of two rows can be charted.
Deselect another chart icon to add this one.
IndiaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
IndonesiaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
ItalyMaximum of two rows can be charted.
Deselect another chart icon to add this one.
JapanMaximum of two rows can be charted.
Deselect another chart icon to add this one.
MexicoMaximum of two rows can be charted.
Deselect another chart icon to add this one.
New ZealandMaximum of two rows can be charted.
Deselect another chart icon to add this one.
RussiaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
South KoreaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
SpainMaximum of two rows can be charted.
Deselect another chart icon to add this one.
ThailandMaximum of two rows can be charted.
Deselect another chart icon to add this one.
UKMaximum of two rows can be charted.
Deselect another chart icon to add this one.
USMaximum of two rows can be charted.
Deselect another chart icon to add this one.

Source: eMarketer

Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms; excludes SMS, MMS and P2P messaging-based advertising; *excludes Hong Kong

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, estimates from other research firms, and consumer internet usage trends.

Comparative Estimates from Additional Sources:

Digital ad spending (% of total media ad spending), Argentina

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,March 2018

Digital ad spending (% of total media ad spending), Australia

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Digital ad spending (% of total media ad spending), Brazil

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Digital ad spending (% of total media ad spending), Canada

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Digital ad spending (% of total media ad spending), China

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Dentsu Aegis Network,March 2020

Digital ad spending (% of total media ad spending), France

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Magna Global,June 2019

Digital ad spending (% of total media ad spending), Germany

Sources2020202120222023202420252026
eMarketer,October 2022
Dentsu Aegis Network,June 2019
Zenith,December 2019

Digital ad spending (% of total media ad spending), India

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Dentsu Aegis Network,January 2020

Digital ad spending (% of total media ad spending), Indonesia

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Digital ad spending (% of total media ad spending), Italy

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Digital ad spending (% of total media ad spending), Japan

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Digital ad spending (% of total media ad spending), Mexico

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Digital ad spending (% of total media ad spending), New Zealand

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Digital ad spending (% of total media ad spending), Russia

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Digital ad spending (% of total media ad spending), South Korea

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Digital ad spending (% of total media ad spending), Spain

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Digital ad spending (% of total media ad spending), Thailand

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Digital ad spending (% of total media ad spending), UK

Sources2020202120222023202420252026
eMarketer,October 2022
GroupM,June 2019
Zenith,December 2019

Digital ad spending (% of total media ad spending), US

Sources2020202120222023202420252026
eMarketer,October 2022
Cowen and Company,January 2019
J.P. Morgan,December 2019
Zenith,December 2019
Nomura Instinet,June 2019
Become a Client
Powerful data and analysis on nearly every digital topic.