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US Media & Entertainment Digital Media - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Digital Media category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Media & Entertainment Digital Media brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
youtube.com	62.6
instagram.com	13.49
ticketmaster.com	8.55
youtu.be	1.61
amazon.com	1.33
spotify.com	1.04
tiktok.com	0.99
vividseats.com	0.58
pandora.com	0.41
apple.com	0.38
others	9.02

In the digital media landscape, YouTube dominates with a 62.6% click share, overshadowing Instagram’s 13.49%. Meanwhile, ‘others’ collectively hold 9.02%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Media & Entertainment Digital Media brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	youtube.com	youtu.be	ticketmaster.com	forbes.com	vividseats.com	amazon.com	eharmony.com	stubhub.com	tiktok.com	microsoft.com
2025/01/01	24.26%	8.79%	7.44%	2.8%	1.98%	2.27%	1.83%	1.43%	2.06%	3.02%
2025/01/02	4.35%	0%	11.5%	3.15%	2.61%	4.65%	2.58%	2.2%	8.65%	8.92%
2025/01/03	4.98%	0%	9.5%	3.48%	2.75%	4.87%	1.79%	2.44%	10.97%	7.99%
2025/01/04	3.01%	11.64%	10.08%	2.97%	2.79%	2.14%	1.71%	2.36%	10.48%	7.87%
2025/01/05	33.54%	13.69%	6.91%	2.41%	1.93%	1.18%	1.07%	1.07%	6.35%	5.05%
2025/01/06	2.4%	0%	9.11%	4.18%	4.71%	4.23%	2.75%	2.81%	10.37%	0%
2025/01/07	0.11%	0%	13.7%	3.35%	2.33%	3.23%	1.9%	2.56%	16.66%	0%
2025/01/08	10.46%	0%	10.76%	3.12%	2.8%	2.03%	1.97%	1.52%	11.56%	0%
2025/01/09	2.74%	0%	10.18%	2.75%	2.63%	4.89%	1.73%	2.69%	15.98%	1.5%
2025/01/10	5.29%	0%	10.01%	3.15%	2.33%	2.94%	1.64%	2.63%	10.98%	1.47%
2025/01/11	6.46%	0%	10.26%	3.17%	2.06%	9.62%	1.86%	2.62%	8.28%	0%
2025/01/12	0.06%	0%	8.84%	3.85%	2.89%	3.35%	1.71%	1.38%	7.53%	2.73%
2025/01/13	11.06%	21.08%	9.15%	3.47%	1.84%	1.83%	1.64%	0.86%	10.32%	0%
2025/01/14	0%	0%	12.31%	3.89%	2.8%	3.28%	2.08%	1.6%	9.14%	0%
2025/01/15	10.3%	0%	10.6%	3.06%	2.71%	2.02%	1.93%	1.47%	11.39%	0%
2025/01/16	2.78%	0%	10.3%	2.77%	2.66%	4.88%	1.74%	2.72%	16.16%	1.52%
2025/01/21	8.04%	0%	11.11%	4.19%	2.4%	1.47%	2.05%	3.54%	2.43%	1.14%
2025/01/22	11.78%	10.38%	9%	3.94%	2.12%	1.69%	2.66%	2.61%	1.6%	0%
2025/01/23	19.09%	0%	8.87%	3.01%	2.02%	1.76%	1.64%	2.7%	1.15%	0%
2025/01/24	24.07%	9.09%	5.92%	3.15%	1.64%	1.19%	2.27%	1.72%	1.41%	4.88%
2025/01/25	0.09%	0%	9.99%	5.03%	2.14%	2.43%	3.05%	1.9%	3.17%	2.67%
2025/01/26	21.49%	0.16%	10.26%	3.47%	2.31%	1.44%	1.72%	1.83%	3.66%	0%
2025/01/27	56.03%	10.49%	3.79%	1.69%	0.77%	0.83%	0.9%	0.62%	1.08%	0.68%
2025/01/28	5.56%	12.24%	8.88%	4.99%	2.68%	1.6%	2.38%	1.97%	3.16%	1.23%
2025/01/29	17.99%	0%	9.12%	4.92%	1.79%	1.78%	1.96%	1.39%	2.4%	1.52%
2025/01/30	39.76%	14%	6.05%	2.28%	1.22%	1.1%	1.01%	0.62%	1.46%	0.03%
2025/01/31	28.91%	9.44%	6.61%	3.07%	2.55%	2.13%	1.99%	1.71%	1.19%	0.06%

January saw fluctuating PPC spend shares. YouTube’s dominance peaked mid-month, while TikTok surged early on. Ticketmaster maintained steady performance, and Microsoft experienced a decline. The month concluded with YouTube leading, followed by TikTok.

Market Exposure

Competitor Count for US Media & Entertainment Digital Media

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2025/01/01	1327
2025/01/02	1298
2025/01/03	1340
2025/01/04	1237
2025/01/05	1218
2025/01/06	1449
2025/01/07	1240
2025/01/08	1328
2025/01/09	1299
2025/01/10	1359
2025/01/11	1364
2025/01/12	1402
2025/01/13	1266
2025/01/14	1360
2025/01/15	1328
2025/01/16	1299
2025/01/21	1350
2025/01/22	1397
2025/01/23	1337
2025/01/24	1291
2025/01/25	1337
2025/01/26	1266
2025/01/27	1324
2025/01/28	1267
2025/01/29	1381
2025/01/30	1424
2025/01/31	1372

January saw fluctuating advertiser numbers, peaking at 1,449 on the 6th. The month concluded with 1,372 advertisers, indicating a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for US Media & Entertainment Digital Media

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
youtube.com	25.37%
youtu.be	0.22%
reddit.com	0.11%
soundcloud.com	0.09%
canva.com	0.04%
spotify.com	-0.95%
amazon.com	-1.25%
tiktok.com	-1.83%
ticketmaster.com	-5.34%
instagram.com	-9.3%

YouTube.com surged with a 25.37% click share increase, while Instagram.com plummeted by 9.3%.

Campaign Efficiency

US Media & Entertainment Digital Media Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	youtube.com	youtu.be	ticketmaster.com	instagram.com	stubhub.com	vividseats.com	seatgeek.com	amazon.com	pandora.com	ticketsonsale.com
2025/01/01	53.9%	11.38%	2.74%	6.86%	1.25%	0.97%	0.88%	1.25%	3.33%	0.36%
2025/01/02	26.97%	0%	6.35%	11.93%	3.8%	2.13%	2.94%	4.99%	2.65%	3.18%
2025/01/03	37.15%	0%	4.51%	11.27%	3.23%	1.69%	2.11%	4.89%	5.25%	1.71%
2025/01/04	22.59%	22.13%	5.39%	10.09%	3.15%	1.88%	2.41%	2.28%	2.28%	1.35%
2025/01/05	27.31%	31.04%	4.25%	7.1%	1.67%	1.79%	1.21%	1.39%	3.1%	0.95%
2025/01/06	24.29%	0%	5.88%	3.74%	5.07%	5.24%	5.05%	4.73%	2.74%	2.22%
2025/01/07	1.35%	0%	10.03%	24.98%	4.69%	0.86%	2.08%	2.97%	1.19%	1.27%
2025/01/08	57.75%	0%	3.95%	8.78%	1.2%	0.85%	1.2%	1.11%	1.53%	0.9%
2025/01/09	22.12%	0%	5.33%	19.94%	3.7%	2.43%	2.92%	4.06%	2.58%	1.34%
2025/01/10	34.43%	0%	4.15%	18.09%	3.55%	0.96%	2.47%	2.45%	0.31%	2.61%
2025/01/11	22.17%	0%	5.38%	13.43%	3.81%	1.15%	2.39%	8.13%	2.04%	2.03%
2025/01/12	0.12%	0%	6.28%	22.36%	2.31%	2.49%	3.28%	3.3%	0.59%	0.91%
2025/01/13	32.97%	32.63%	3.98%	4.96%	0.83%	0.4%	0.35%	1.32%	1.63%	1%
2025/01/14	0%	0%	9.75%	18.25%	3.22%	2.18%	3.29%	3.37%	4.64%	1.23%
2025/01/15	57.93%	0%	3.96%	8.8%	1.19%	0.84%	1.19%	1.13%	1.53%	0.9%
2025/01/16	22.3%	0%	5.37%	20.09%	3.73%	2.45%	2.94%	4.04%	2.6%	1.35%
2025/01/21	49.35%	0%	4.5%	9.96%	4.34%	1.34%	4.74%	0.85%	0.08%	1.01%
2025/01/22	57.63%	11.53%	2.81%	5.27%	2.41%	0.96%	1.3%	0.74%	0.07%	1.06%
2025/01/23	59.87%	0%	2.55%	1.83%	2.08%	0.3%	0.6%	0.74%	1.25%	0.37%
2025/01/24	30.9%	20.6%	3.76%	6.27%	2.8%	1.63%	1.46%	1.17%	0.1%	1.9%
2025/01/25	0.43%	0%	7.47%	25.89%	4.33%	2.48%	3.29%	2.11%	0.06%	1.88%
2025/01/26	75.25%	0.06%	2.29%	5.69%	1.3%	0.75%	0.72%	0.48%	0.87%	0.86%
2025/01/27	63.43%	16.89%	1.8%	3.86%	0.67%	0.17%	0.92%	0.48%	0.84%	0.26%
2025/01/28	35.47%	17.74%	3.78%	13.41%	1.93%	0.97%	1.39%	1.06%	0.07%	1.09%
2025/01/29	53.07%	0%	3.75%	13.45%	0.86%	0.4%	0.31%	1.09%	0.08%	1.61%
2025/01/30	39.2%	28.52%	3.47%	8.64%	0.37%	0.34%	0.21%	0.94%	0.1%	0%
2025/01/31	51.93%	14.91%	2.95%	2.3%	2.19%	1.85%	1.82%	1.36%	1.36%	0.74%

In January 2025, YouTube’s impression share fluctuated significantly, peaking at 75.25% on the 26th. Instagram saw a notable spike on the 25th with 25.89%. Ticketmaster maintained a steady presence, while Amazon’s share was relatively low. The month concluded with YouTube leading, followed by Instagram and Ticketmaster.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Media & Entertainment Digital Media

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data

1
Start Connecting on Instagram https://www.instagram.com
Share Life's Fun Moments — There's always something to see or share on Instagram.
2
SeatGeek - Find Better Deals | Great Seats and Prices https://www.seatgeek.com
100% Guaranteed Tickets at Our Lowest Possible Price. Buy Tickets the Smart Way.
3
Better Value at StubHub™ https://www.stubhub.com
100% Guaranteed by FanProtect™ — At StubHub tickets are never sold out. Get tickets at StubHub now. All tickets 100...
4
Ticketmaster https://www.ticketmaster.com
Event Tickets — Shop Millions Of Live Events And Discover Can't-Miss Concerts, Games, Theater And More. Ticketmaster: Buy Verified Tickets For Concerts, Sports, Theater And Other Events. Onsale.
5
youtube https://www.youtube.com
Watch now — Watch on youtube movies songs music and much more. Also watch games and sports.

In the vibrant world of PPC, Instagram entices with moments of connection, while SeatGeek and StubHub promise unbeatable ticket deals. Ticketmaster offers a gateway to live events, and YouTube captivates with endless entertainment. Each ad uniquely highlights its platform’s essence.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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The PPC Market Share Report 2024 is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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