Big Tech Dominance Reshapes Global Advertising as Market Hits $1.19 Trillion

Alphabet, Amazon and Meta to control 58.8% of ad spending outside China by 2027

Three companies now control more than half the global advertising market. Alphabet, Amazon and Meta will take 56.1% of all ad spending outside China this year $556.6bn and their grip is tightening. By 2027, that share climbs to 58.8%.

The global advertising market will reach $1.19 trillion in 2025, up 8.9% and 1.5 percentage points above the WARC forecast predicted in September.

Next year brings another 9.1% jump to $1.30 trillion. By 2027, the market will reach $1.40 trillion, double its size in the pandemic year of 2020.

That’s equivalent to $150 spent for every person alive today.