Executive Summary

The US media industry will decrease its digital ad spending by 9.3% to $6.28 billion in 2020, while the US entertainment industry will reduce its digital ad spend by 6.9% to $7.03 billion. The digital ad dollars they will spend should go predominantly toward mobile and display, particularly video (which we classify as a subset of display).

What will be media and entertainment’s respective shares of total US digital ad spending?

Media will make up 4.7% of total US digital ad spending in 2020, while entertainment will account for 5.2%. Gaming and video streaming companies have spent heavily on digital ads throughout the pandemic, but the shutdown of live entertainment and film and TV production will cause digital spending by both verticals to

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