UMA Benchmark Media Investments & Digital Channels per Sector ; 1st Semester 2025

UMA, together with AdSomeNoise, blue2purple, Hybrid Agency, Ogilvy Social.Lab & Pivott, calculated the Share of Voice of ‘Digital Advetising’ in the total Media Investments in Belgium for the first semester of 2025.

The report you can download below covers different analyses of the market shares of the channels Display, Video, SEA, Social, Digital OOH & Other Digital per sector and the shares from the media segments Tv, Radio, OOH, Press, Cinema & Direct Mail in the total media investments.

The table below compares the distribution of investment across medium types among the three consecutive and comparable benchmarks, namely those for the first half of 2023, 2024 and 2025.

Our semestrial report reveals also the shares of the big international platforms such as Meta, Amazon, Youtube, Microsoft, X, TikTok, … in the Belgian advertising market for all digital channels.

All local media together account for 38,8% of the digital advertising market. If we take into account all offline investments at Belgian media, the share of “local” in the total media market is 77%. The other 23% are invested on the international platforms.