US mobile advertising is expected to grow by a 25.6 percent compound annual rate in 2019, according to PwC's "Global Entertainment and Media Outlook" study.
Mobile, which overtook Internet display advertising in 2014, is expected to supplant paid search next year to become the No. 1 `Net advertising category.
PwC predicts a 3.5 percent overall rise in US ad spending to $230B in 2019. `Net and video game ads will grow at an 11.1 percent clip.
Broadcast advertising, which will grow at a 2.5 percent clip, will trail `Net ads in 2018. The rise of over-the-top video services will reduce broadcast TV's share of total advertising from 95 percent in `14 to 91.6 percent five years from now.
"It's clear that consumers are demanding more flexibility, freedom and convenience when they want to consume content," said a statement from Joe Atkinson, PwC's US advisory and entertainment, media & communications leader. "They want it on-demand, on mobile and are readily engaging with content experiences that they can't get elsewhere."
PwC forecasts global entertainment and media spending will grow at a 5.1 percent annual clip to $2.2T in 2019.
US E&M outlays will advance by 4.9 percent to $723B.
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