Mumbai: The World Out of Home Organization (WOO) has released its 2026 Global Out of Home Expenditure Report, revealing that global Out of Home (OOH) advertising expenditure reached $54.2 billion in 2025, accounting for 5.1% of global advertising expenditure (ADEX). The industry body expects the market to expand further to $56.4 billion in 2026, driven by the continued growth of Digital Out of Home (DOOH).
The report, based on responses from more than 100 media owners, agencies and OOH associations across 85 territories representing approximately 95% of global GDP, provides one of the industry’s most comprehensive assessments of global OOH advertising investment.
According to the findings, global OOH expenditure increased 15% year-on-year in 2025, underscoring the medium’s resilience amid evolving media consumption patterns. The report also highlights DOOH as the principal growth engine for the industry, with digital formats accounting for an increasing share of total OOH revenues.
The Asia-Pacific region retained its leadership position, contributing $29.7 billion, or nearly 55% of global OOH expenditure. It was followed by North America at $10.3 billion, Europe at $10.2 billion, Latin America at $2.9 billion, and Africa at $1.2 billion.
Among individual markets, China led global OOH spending with $18.2 billion, followed by the United States at $9.5 billion and Japan at $3.2 billion. Other leading markets included the United Kingdom, Germany, France, Brazil, South Korea, Australia, and Italy. Brazil, China and South Korea recorded some of the strongest shares of total media expenditure allocated to OOH.
Digital Out of Home continued its rapid expansion, with global DOOH revenues reaching $25.5 billion in 2025, representing 47% of total OOH revenues. WOO forecasts the segment will account for 49% of total OOH spending in 2026, reaching $28 billion and positioning digital formats to surpass traditional static OOH for the first time.
Regionally, APAC also led DOOH adoption, with digital accounting for 55.7% of OOH revenues, ahead of Europe (41.3%), North America (36.9%), Latin America (27.7%) and Africa (18%).
The report further noted that programmatic DOOH advertising reached $2.1 billion globally in 2025, representing 8.4% of total DOOH revenues. To improve consistency in measuring programmatic activity across markets, WOO has launched an independently audited survey of leading global supply-side platforms (SSPs) in partnership with PwC.
Commenting on the findings, Tom Goddard, President, World Out of Home Organization, said, “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.
“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.”
The latest report reinforces OOH’s growing role within the global advertising ecosystem, with increasing digital adoption, expanding programmatic capabilities and sustained investment positioning the medium for continued growth in the years ahead.
