Australian Advertising Market Outlook

Digital will continue to drive growth but almost all the growth will go offshore to the tech giants.

Vinay Chhoda · Venture Insights1 August 2019Period: FY198 min read

Last updated 10 June 2026

$18.7bn↑

Total Australian advertising spend forecast (2023)

66%↑

Digital share of total advertising expenditure (2023F)

Locked

+2more stats

Companies covered:GoogleFacebookYouTubeNetflixTwitchInstagramStanFoxtelOptus SportTelstra Sport

Abstract

This report forecasts the Australian advertising market through 2023, projecting total expenditure to grow at a 3.2% CAGR to reach $18.7bn. While digital remains the primary growth engine, its expansion is expected to moderate from historical highs of 18.6% to a 7.5% CAGR. A critical shift is identified as approximately one-third of all Australian advertising revenue now flows offshore, with Google and Facebook capturing over 60% of the total digital ad spend.

Key Takeaways

Total Australian advertising expenditure is forecast to reach $18.7bn by 2023, growing at a 3.2% CAGR.
Digital advertising growth is moderating to a 7.5% CAGR through 2023, down from 18.6% in the previous five-year period.
Google and Facebook dominate the landscape, accounting for over 60% of digital ad spend and driving one-third of total market revenue offshore.

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Frequently Asked Questions

The market is projected to reach $18.7bn by 2023, representing a steady 3.2% CAGR. While growth remains positive, the digital engine is cooling significantly, with expansion moderating to a 7.5% CAGR from a historical high of 18.6%.

Market leakage is substantial, with one-third of all Australian advertising revenue now flowing offshore. Google and Facebook have consolidated their dominance, capturing over 60% of the total digital ad spend.

Broadcaster Video on Demand (BVOD) is the primary growth outlier with a forecast 36.1% CAGR. Online video more broadly is expected to grow at 24%, while digital out-of-home will account for 76% of all outdoor advertising by 2023.

Traditional print media is in a state of structural collapse, with magazines facing a steep 21.4% annual decline through 2023. Newspaper advertising expenditure is also forecast to contract at a 15.0% CAGR over the same period.

Australian Advertising Market Outlook

Abstract

Key Takeaways

Frequently Asked Questions

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