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TV still matters a great deal to marketers in much of Europe and India. Thanks to these countries, even-numbered years will continue to buttress total media ad spending growth, while stagnant odd-numbered years will not significantly drag down the overall outlook. Among formats and channels, display and retail media stand out.

The challenge of reclaiming content rights from JioCinema in India has led WBD to explore partnerships with midsize local players. Strategic partnerships with regional distributors like U-Next in Japan demonstrate WBD's commitment to building strong local connections.

The top 10 countries for digital ad spending will be the same next year as this year, but in 2026 India will join the list. India is still a relatively small player in the digital ad space, but its fast pace of growth will lead it to overtake South Korea for 10th place in 2026. In total media ad spending, India has been in the top 10 for two years already and will pass the $13 billion mark in 2024.

Our take: Higher tariffs will add to the challenges luxury brands and retailers are facing, and could drive them to focus more attention and resources on emerging markets like India and the Middle East to make up for sluggish demand in the US and China.

India, once its largest audience, banned the app in 2020 after a dispute with China. Canada’s move to shut down TikTok’s offices pertains to its owner ByteDance’s connection to Beijing and concerns over data security. However, that shutdown makes it tougher for the government to address its concerns.

Sustainability awareness is high in Asia-Pacific, where the majority of consumers are open to spending more on eco-friendly products. How can brands and retailers capitalize on the green opportunity—while also doing good for the environment?

India and Latin America will stand out, as usual. Now that China’s era of seemingly universal high growth across all categories has ended, the next exciting markets are India and Latin America. For sub OTT, Brazil, Mexico, India, and Argentina will round out the top five for viewer growth in 2024 and in 2025, trailing only Indonesia both years.