Media investment plans among market agencies worldwide 2023
A global survey of almost 1,000 marketing agencies showed that, in 2023, there would continue to be a net increase in budget and resource allocations across the whole spectrum of digital media. Online video will have the greatest net change, with an overall increase of 66 percent of those surveyed planning to invest more in this area. It is followed closely by social media stories and video streaming, with a net increase of 64 percent and 62 percent, respectively. Influencer content and social media news feeds will continue to enjoy increases in budget allocation by 59 percent and 56 percent of those surveyed. In contrast, traditional media will receive fewer resources, with magazines and newspapers forecast to experience net decreases of 45 percent and 46 percent, respectively. There are however a few outliers, as TV and TV sponsorship will enjoy a modest increase according to eight percent of those surveyed.