Advertising PwC Advertising Spend

Australian advertising spend to reach $23 billion in 2023


By Danielle Long | Asia Pacific Correspondent

July 12, 2019 | 2 min read

Australian advertising spend is forecast to reach $23 billion by 2023, driven by the continuing growth of online advertising, according to PwC.


Australian ad spend to reach $23 billion by 2023

The findings from PwC’s 18th annual Australian Entertainment & Media Outlook predict the sector will grow from $15.8 billion in 2018 at a steady compound annual growth rate of 7.8% over the next five years.

PwC forecasts the media and entertainment sector will grow by 4.% over the next five years, up from 3% in 2018.

Internet advertising is expected to grow its share of the market from 46.2% in 2018 to reach 57.7% in 2023. Subscription TV will also increase its share to 9.7% in 2023 up from 7.7% in 2018 and out-of-home is expected to remain stable at 6.7%.

However, the rest of the market will experience declines as free-to-air TV drops from 20.2% in 2018 to 13.9% in 2023 and newspapers fall to 4.2% from 10.3% in 2018.

The annual Australian Entertainment & Media Outlook report analyses trends and consumer and advertising spend across 12 segments including music, internet, books, filmed entertainment and interactive games.

Advertising PwC Advertising Spend

More from Advertising

View all


Industry insights

View all
Add your own content +