In 2023, Germany led European production volumes in advertising and market research with €35.67 million, followed by Italy at €29.29 million. The Netherlands, Belgium, and Austria trailed with €14.28 million, €8.33 million, and €6.96 million respectively. Smaller markets like Finland and Greece accounted for less than €2 million each, while Slovenia, Estonia, and Luxembourg comprised the smallest shares.
Year-on-year variations showed Germany and Austria with modest increases of 0.46% and 0.51%. Compelling growth was noted in Slovenia at 1.92% and Estonia at 2.21%. However, Greece and Luxembourg experienced declines of 3.4% and 2.4% respectively.
Future trends suggest increased digital transformation impacting advertising and market research, potentially shifting regional dynamics. Markets like Slovenia and Estonia are expected to grow from technology adoption, while traditional markets like Germany and Italy may face saturation challenges. Monitoring technology disruptors and consumer behavior changes will be crucial for sustaining growth.
Top countries in Production Volumes of Advertising and Market Research Share by Country (Million Euros)
| # | 10 Countries | Percent | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 Germany | 35.67 | 2023 | +0.16% | +0.46% | View data |
| 2 | 2 Italy | 29.29 | 2023 | +0.71% | +1.66% | View data |
| 3 | 3 Netherlands | 14.28 | 2023 | +0.93% | +1% | View data |
| 4 | 4 Belgium | 8.33 | 2023 | -0.87% | -0.82% | View data |
| 5 | 5 Austria | 6.96 | 2023 | +0.55% | +0.51% | View data |
| 6 | 6 Finland | 1.97 | 2023 | +0.29% | +0.058% | View data |
| 7 | 7 Greece | 1.43 | 2023 | -5.15% | -3.4% | View data |
| 8 | 8 Slovenia | 0.93 | 2023 | +2.09% | +1.92% | View data |
| 9 | 9 Estonia | 0.79 | 2023 | +3.24% | +2.21% | View data |
| 10 | 10 Luxembourg | 0.36 | 2023 | -2.14% | -2.4% | View data |
