Advertising activity in Digital TV in 2025.

Digital TV in 2025 already accounts for 47% of all activity in the digital television segment, signaling a significant shift in the structure of media investments. Brands are increasingly using this channel, combining the strengths of television and digital environments: reach, targeting capabilities, and measurability.

Interestingly, the structure of advertising categories here is quite distinctive. Casino and betting brands generate 33% of advertising activity in Digital TV, making this category one of the key drivers of inventory. All other categories together account for 67%, including a wide range of advertisers — from FMCG and pharmaceuticals to global consumer brands.

Digital TV already features strong participation from companies such as Unilever, Reckitt, PepsiCo, Carlsberg, and L’Oréal. This indicates that the channel is gradually evolving from a niche placement into a strategic media environment.

For advertisers, Digital TV is becoming a space where the scale of television exposure can be combined with the flexibility and precision of digital tools.

Could Digital TV become one of the key channels shaping brand media strategies in the coming years?

Data processed by Media Systems