WPP’s latest This Year, Next Year (TYNY) Global End-of-Year report for December 2025 shows that the global advertising market continues to display strong resilience, prompting an upward revision for 2026 projections.
According to the forecast, global advertising revenue is expected to reach $1.14 trillion in 2025, marking an 8.8% increase, with momentum carrying forward into 7.1% growth in 2026. This optimism is supported by favourable global trade conditions and rapid acceleration in AI-related investments across the marketing ecosystem.
India remains one of the fastest-growing advertising markets, ranking among the top 15 globally with $20.7 billion in ad revenue-a 9.2% year-on-year increase. The report suggests that India’s ad economy will maintain its growth curve, with revenue projected to reach $7.89 billion by 2030.
The industry, the report notes, is in the midst of “creative destruction,” as Artificial Intelligence reshapes how content is created, distributed and optimised. AI-driven workflows are influencing everything from ideation and personalisation to media planning and measurement. Meanwhile, streaming platforms continue to pull audiences away from linear TV, and creator-led content increasingly rivals traditional studio production.
One of the most significant shifts is the surge in Commerce advertising, which is expected to hit $178.2 billion in 2025, overtaking total television ad revenue for the first time. WPP has also added new forecast categories-gaming, financial services media, and travel media networks-reflecting the widening spectrum of advertising touchpoints. Gaming, while still a relatively small sector, is the fastest-growing content environment for brands.
The forecast expands the definition of “Intelligence,” replacing the traditional “search” category, and introduces the Future of Advertising Intelligence Framework, outlining the technological and strategic capabilities marketers will need to thrive in an increasingly AI-powered ecosystem.
