The digital advertising market in France is projected to grow annually by 11% in 2025, reaching a total of 12.4 billion euros, largely due to the increasing prominence of video advertising on various platforms like YouTube, Netflix, TF1+, and M6+. Despite the absence of major events like the Olympics or the Euro football tournament in 2025, this growth trend showcases the expanding influence and adaptation of traditional media to digital formats.

Emmanuel Amiot from Oliver Wyman highlights the market's significant increase, noting that it has doubled in size over the past five years. However, the financial benefits are not evenly distributed among European advertisers, as major players like Google, Meta, and Amazon dominate the landscape. These companies collectively control 76% of France's online advertising market and capture a staggering 83% of its growth, indicating a substantial financial concentration that leaves less room for smaller European firms.

The reliance on video advertising as a crucial growth driver signals a transformative shift in consumer media consumption. As audiences gravitate toward on-demand video content, the challenge for European platforms will be to innovate and integrate their offerings effectively in a market heavily influenced by established tech giants. This scenario underlines the ongoing battle for market share in the digital advertising arena, with implications for both content creators and advertisers in navigating an increasingly complex landscape.