Credit: Sean Benesh via Unsplash
Global consumer spending on media content and technology is forecast to grow 3.7% in 2026, up from 2.8% in 2025, as the Winter Olympics in Italy and the FIFA World Cup in the US, Canada and Mexico drive spending on video content and devices, according to PQ Media research.
Total global consumer spending on media reached $2.439 trillion in 2025, with digital media content and technology accounting for $1.854 trillion and traditional media $584.68 billion.
The US remained the largest consumer media market at $553.06 billion, while South Africa was the fastest growing of the top 20 markets at 6%.
Despite the 2026 acceleration, the longer-term picture is one of deceleration.
The share of discretionary spending allocated to media content and technology has fallen to 2.4%, the lowest since 1998, as geopolitical tensions, the Iran War and tariff-driven inflation weigh on consumer confidence.
"Consumer confidence indicators have fallen to their lowest level in decades, even surpassing the chaotic years of the Great Recession," said Patrick Quinn, CEO and founder of PQ Media.
"The Iran War and tariffs are impacting both developed and emerging markets, particularly relating to electronically delivered content and the devices that are used to upload this content."
Digital audio streaming and satellite radio were the fastest growing digital categories in 2025, both up 13.4%.
Among traditional media, physical music units posted the strongest growth at 3.8%, part of a broader return to physical formats as consumers experience screen fatigue.
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