The number of self-employed people in the advertising and market research sector in Poland has experienced significant fluctuations over the past decade. In 2023, the sector stood at 35.2 thousand persons, with a year-on-year variation of 2.62%. Over the last five years, the compound annual growth rate (CAGR) was 2.51%, showcasing moderate growth. Looking retrospectively, the sector endured both substantial growth and decline, such as a peak in 2020 with a 22.45% increase, followed by a notable drop of 20.83% in 2021. The upcoming years forecast a steady increase, with the number of self-employed expected to reach 39.9 thousand by 2028, reflecting a forecasted CAGR of 1.97% and a 5-year growth rate of 10.22%.
Future trends to watch for include the increasing digitalization of marketing, the role of emerging technologies such as artificial intelligence and big data analytics, and the impact of regulatory changes on freelancing and self-employment patterns in the sector. Additionally, economic conditions and changing client needs will significantly influence the market dynamics.
