PQ Sees Growth For Media, Related Tech Consumer Spending

Why It Matters

The deceleration signals a shift in consumer priorities and highlights the growing dominance of digital media, affecting advertisers, content creators, and tech investors. Anticipated 2026 growth tied to major sporting events offers a clear catalyst for renewed spend.

Key Takeaways

• Global media spending grew 2.8% to $2.44 trillion in 2025
• Digital media spend rose 4% to $1.85 trillion, outpacing traditional
• US remained largest market with $553 billion consumer media spend
• Digital audio streaming grew 13.4%, fastest among tracked categories
• PQ Media forecasts 3.7% growth in 2026, driven by World Cup

Pulse Analysis

The latest PQ Media forecast underscores a pivotal moment for the global media ecosystem. After a robust 2024 surge, overall consumer spend on media content and technology slowed to 2.8% growth in 2025, reflecting the absence of marquee events and a plateau in advertising‑driven demand. While total spend reached $2.44 trillion, the split between digital and traditional channels reveals a clear divergence: digital media climbed 4% to $1.85 trillion, whereas legacy formats slipped 0.7% to $584.7 billion. This pattern mirrors broader shifts in consumer behavior toward on‑demand, internet‑based experiences.

Digital audio streaming emerged as the standout performer, posting a 13.4% year‑over‑year increase, the fastest growth among PQ Media’s ten spend silos. Satellite radio also posted solid gains, yet radio’s overall share remains modest at $33.8 billion, dwarfed by pure‑play mobile services that command $572.4 billion. The report notes that AI, while widely discussed, has yet to translate into substantive consumer outlays, positioning it as a future growth lever rather than an immediate driver. This underscores the industry’s reliance on proven content delivery innovations—broadband, smartphones, and streaming—to fuel spend.

Looking ahead, PQ Media anticipates a 3.7% rebound in 2026, anchored by the FIFA World Cup and Winter Olympics, events that historically trigger spikes in advertising and subscription purchases. The United States is projected to grow at a comparable 3.6% rate, reinforcing its role as the world’s premier media market. Stakeholders—from advertisers to platform operators—should prepare for a resurgence in spend by aligning inventory, pricing strategies, and content investments with the heightened consumer attention that global sporting spectacles generate.