The forecast for total hours worked in the advertising and market research industry in Poland shows notable fluctuations across the past years. Starting at 156 million hours in 2013, this figure experienced significant growth, most notably in 2016 with an 18.74% year-on-year increase. However, in 2017 and 2018, there were declines of 3.18% and 11.34% respectively. Post-2018, a gradual recovery was observed with annual increases, reaching 183.56 million hours by 2023, marking a 1.31% year-on-year rise. The Compound Annual Growth Rate (CAGR) over the last 5 years stands at 2.36%.
Looking ahead, the forecasted data from 2024 onwards indicate a steady but moderate growth trajectory. By 2028, the total hours worked are projected to reach 194.72 million hours. The forecasted 5-year CAGR is 0.93%, resulting in an overall growth rate of 4.75% over this period.
Future trends to watch for:
- Technological advancements and increased automation in the market research sector, potentially affecting labor demand.
- Growth in digital advertising, leading to potential shifts in labor distribution.
- Economic and regulatory changes in Poland impacting the advertising industry's labor needs.
- Shifts in client demands towards data-driven and performance-based advertising, influencing workforce requirements.
