eMarketer Cuts UK 2027 Digital Ad Forecast by £1.3 Billion to £17 Billion on Under-16 Ban
Updated
Updated · The Guardian · Jun 17
eMarketer Cuts UK 2027 Digital Ad Forecast by £1.3 Billion to £17 Billion on Under-16 Ban
1 articles · Updated · The Guardian · Jun 17
Summary
£1.3 billion was cut from eMarketer’s 2027 UK digital ad forecast, lowering it to £17 billion as a social media ban for under-16s is set to take effect early next year.
Millions of under-16s would effectively vanish as targetable users on Facebook, Instagram, Snapchat and YouTube, prompting brands to rework campaigns and pause spending while rules bed in.
27 million UK viewers now use ad-supported subscriptions on Netflix, Amazon Prime Video and Disney+, giving streaming services and some family-event TV programming a likely share of displaced budgets.
eMarketer expects the hit to be concentrated in the first year, with growth rebounding later as platforms pivot harder to adult users, creator-led discovery, private messaging and commerce formats.