Forecast: Self-Employed People in Advertising and Market Research Sector in Poland

From 2013 to 2023, the self-employed people in the advertising and market research sector in Poland experienced fluctuations. The value stood at 74.89 million hours in 2023. The yoy variation between 2022 and 2023 showed a growth of 2.29%. Over the last two years, variations in percentage were marked by a sharp rise in 2022 (11.14%) and moderate growth in 2023. The CAGR for the past five years stands at 1.85%, indicating steady but slow growth over the recent years.

The forecast from 2024 to 2028 anticipates consistent increases in the value of self-employed working hours in this sector, with a projected CAGR of 1.53% and an overall growth rate of 7.9%. This suggests a stabilizing market with steady improvements, benefiting from digital transformation and increasing demand for specialized advertising and market research skills.

Future trends to watch for include:

• Expansion of digital advertising platforms.
• Growth in demand for data-driven market research.
• Increasing influence of AI and automation within the sector.
• Shifts towards freelance and gig economy opportunities in the industry.