The digital out of home (DooH) market was valued at $18.80 billion in 2020, and is estimated to reach $58.67 billion by 2031, growing at a CAGR of 11.6% from 2022 to 2031. The global digital out of home market share is expected to witness considerable growth, owing to an increase in demand for digital signage solutions across retail, telecom, and healthcare sectors, especially in Asia-Pacific and LAMEA, due to the rise in demand for digital infrastructure solutions in these regions.
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The growth of the global digital out of home market is majorly driven by a decline in demand for traditional billboards paired with the reduced cost of digital screens across the globe. Further, rapid digitization & decline in demand for traditional billboards is anticipated to drive the growth of digital out of home market. However, complex and expensive digital signage coupled with rising in the trend of online/broadcast advertisement acts as a prime restraint of the global market.
The Entertainment Segment to cite the fastest CAGR
By end-user, the entertainment segment would manifest the fastest CAGR of 14.9% from 2022 to 2031. Rise in demand for digital advertisement solution across the sports & entertainment industry is driving the market growth. The others segment, on the other hand, garnered the major share in 2020, holding more than one-fifth of the global digital out of home market, due to surge in the utilization of digital signage solutions across other sectors.
The Billboard Segment to rule the Roost
Based on format type, the billboard segment generated the major share in 2020, holding more than two-fifths of the global digital out of home (DOOH) market. Digital billboards are primarily used for advertisement purposes, thus offering significant growth opportunities for the market. The others segment, however, would cite the fastest CAGR of 13.5% by 2031. This is because digital out-of-home advertisement is considered to be a significant backhaul solution in the digital advertisement infrastructure, majorly used in the automotive, retail, and healthcare sectors.
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The Outdoor Segment to maintain the Lion’s Share
By application, the outdoor segment contributed to nearly three-fourths of the global digital out of home market share in 2020, and is expected to retain its dominance by 2031. Rise in demand for smart infrastructure solutions across emerging economies drives the segment growth. The indoor segment, however, is expected to exhibit the fastest CAGR of 14.3% from 2022 to 2031, due to rise in demand for enhanced interaction solutions across indoor facilities.
North America Garnered The Major Share in 2021
Based on region, North America held the major share in 2020, generating around two-fifths of the global digital out of home market. Asia-Pacific, simultaneously, would garner the fastest CAGR of 13.0% by 2031. This is attributed to rising awareness of artificial intelligence and IoT technology across the province.
The key players profiled in the report include Broadsign International, Inc., Clear Channel Outdoor Holdings, Inc., Daktronics, Inc., JCDecaux SA, Lamar Advertising Company, NEC Corporation, Ooh!media Ltd, Outfront Media Inc., Samsung Electronics Co. Ltd., and Mvix Inc. Market players have adopted various strategies, such as product launch, collaboration& partnership, joint venture, and acquisition, to expand their foothold in the digital out of home market.