Global Trends in Digital Spending and Advertising: What 2025 Holds for Marketers

$1.1B

Consumer spending on in-app purchases grew 13% YoY to $150B globally in 2024, with non-gaming apps driving $14B of that growth (+25% YoY). Generative AI apps like ChatGPT and Google Gemini saw over $1.1B in spending, growing 200% YoY, and could enter the top 10 categories by 2025. Time spent on mobile devices also rose 5.8% YoY, reaching 4.2 trillion hours worldwide.

82%

In 2025, 40% of consumers think it’s cool when brands join viral trends, but 33% find it embarrassing, with Gen Z more receptive than boomers. Notably, 82% of Gen Z are on TikTok, but a potential ban could disrupt marketing strategies. Additionally, 93% of consumers expect brands to combat misinformation, making authenticity and responsibility essential.

39%

Trust in advertising has risen from 36% to 39% over the past year, with a significant 16-point increase among 18-34-year-olds. Young people are nearly three times more likely to trust ads than those over 55, with 51% of 18-34s trusting online ads compared to just 14% of those 55 and older. TV and cinema remain the most trusted media, especially among younger audiences.

19M

Netflix added 19 million subscribers in Q4, reaching 302 million, and raised prices in several countries. Its ad-supported service accounted for 55% of new sign-ups, with ad revenue expected to double again in 2025. Revenue rose 16% to $10.2 billion, and the company projects $43.5 billion to $44.5 billion in revenue for 2025.

$600

T-Mobile is set to acquire Vistar Media for $600 million, enhancing its Advertising Solutions business with Vistar's digital-out-of-home technology. The deal will provide access to over 1.1 million digital screens and aims to revolutionize targeted advertising with T-Mobile's data and Vistar's platform.

$241.4B

Holiday e-commerce sales reached a record $241.4 billion, up 8.7% year-over-year, with mobile transactions making up 54.5% of online purchases. Key shopping days like Cyber Monday saw $13.3 billion in sales, and buy-now-pay-later options drove $18.2 billion in online spending.

$1T

Global ad spending is set to surpass $1 trillion in 2025, with streaming TV, gaming, and retail media expanding. Marketers will focus on efficiency, leveraging tools like generative AI, while brands must stay authentic as consumers demand more values-driven messaging.