Global ad spending has steadied after a turbulent year, setting the stage for modest acceleration in 2026. Digital is still the main engine, but traditional media’s rebound will add lift as markets stabilize.

In Central and Eastern Europe, streaming trails TV as desktops and smart TVs shape habits. Social media is a daily habit, while spending on creators lags. This report shows how these patterns recalibrate media mixes, from radio-heavy markets to fast-growing CTV.

Online marketplaces are a crucial channel for growth in Europe. But brands need a nuanced strategy to navigate the complex, fragmented landscape.

The outlook for worldwide retail sales in 2025 is slightly down from what we expected in Q1, but worst-case scenarios now seem unlikely. For ecommerce, the news is somewhat positive.

Europe's digital market will reach $135 billion this year, driven largely by Western Europe. The fastest growth exists in countries where digital spend is reaching parity with traditional.​