The World Out of Home Organisation (WOO) estimates global media spend on outdoor advertising will hit $54 billion (A$77.9 billion) in 2025, with digital driving nearly half of all revenue.
Global out-of-home spend reached grew by 15 per cent on 2024, and now represents 5.1 per cent of global advertising expenditure. Spend is forecast to rise further to A$81.06 billion in 2026.
Regionally, APAC accounts for around 55 per cent of global OOH spend (A$42.68 billion) largely thanks to China. North America (A$14.8 billion) and Europe (A$14.7 billion) follow ahead of LATAM (A$4.17 billion) and Africa (A$1.73 billion).
The figures were revealed in WOO’s annual Global Out of Home Expenditure Report, which surveys members covering 85 territories that account for 95 per cent of global GDP.
The top 10 markets volume are led by China (A$26.15 billion) and the United States (A$13.65 billion), followed by Japan (A$4.6 billion), the United Kingdom (A$2.66 billion), Germany (A$2.46 billion), France (A$2.11 billion), Brazil (A$1.92 billion), South Korea (A$1.5 billion), Australia (A$1.31 billion) and Italy (A$1.22 billion).
According to the Outdoor Media Association in Australia, the outdoor industry’s net revenue for 2025 was $1.4 billion.
Global digital OOH expenditure rose to $25.5 billion (A$36.64 billion) in 2025, equivalent to 47 per cent of all OOH revenues and remains the principal driver of growth across the medium. DOOH is forecast to account for 49 per cent of OOH spend in 2026, reaching $28 billion and poised to overtake static for the first time. Investment in DOOH infrastructure varies considerably by region.
Programmatically traded DOOH reached a reported $2.1 billion (A$3.03 billion) globally in 2025, representing 8.4 per cent of total DOOH revenues. As this activity is not yet captured consistently across all markets, WOO have launched an independently audited survey of the leading global SSPs in partnership with PwC.
“Any industry needs up to date, accurate numbers to compete and thanks to the diligent work of our Measurement Gurooh, Gideon Adey, we are now able to publish that for the entire global Out of Home industry. Thanks, of course, are also due to the many media owners, media agencies and OOH associations, who contribute generously and collaboratively to this herculean data collection project,” WOO president Tom Goddard said.
“We now have irrefutable evidence of a mature legacy medium making its way progressively in the digital age, enabling us to face whatever challenges the future will undoubtedly bring.”
