The number of self-employed people in the advertising and market research sector in Italy stood at 37.4 thousand units in 2023. From 2013 to 2023, the data shows significant year-on-year variations, with notable declines in earlier years and some recovery in recent years. Notable drops were observed in 2014 and 2016, whereas the sector saw positive growth in 2018, 2019, and a marked increase in 2021. The compound annual growth rate (CAGR) over the last five years leading up to 2023 was 1.22%, indicating a gradual recovery.
For future trends, the forecasts from 2024 to 2028 suggest modest and steady growth, with the sector's CAGR projected to be 0.16%. Factors to watch include technological advancements, shifts in digital marketing, and changes in consumer behavior, which may influence the number of self-employed professionals in this sector.
