---
title: US Online Media Spend in 2022 and the Outlook for 2023 — Winterberry Group
description: "MediaPost covered the release of our latest research, “The Outlook for Identity in Advanced Television: Challenges & Opportunities,” citing spend on identity software for Advanced TV."
---

[Insights | Winterberry Group ](https://winterberrygroup.com/whats-new)

# [US Online Media Spend in 2022 and the Outlook for 2023 — Winterberry Group](https://winterberrygroup.com/whats-new/news-posts/us-online-media-spend-in-2022-and-the-outlook-for-2023)

 Written by [Winterberry Group](https://winterberrygroup.com/whats-new/author/winterberry-group) | Feb 15, 2023 7:38:00 PM

Marketing Charts covered Winterberry Group’s latest report, [Outlook for Advertising, Marketing and Data 2023](https://www.winterberrygroup.com/insights-library/the-outlook-for-advertising-marketing-and-data-2023?__hstc=21858660.73b65bf96274697545d5ec67deb46b13.1683302228773.1684165921205.1684175641083.9&__hssc=21858660.1.1684175641083&__hsfp=766461909&hsLang=en), which highlights the media spend in 2022 and media spend estimates for 2023.

*“Online media spend in the US totaled $277.3 billion last year, up 13.5% from 2021, according to the latest *[*data*](https://www.winterberrygroup.com/insights-library/the-outlook-for-advertising-marketing-and-data-2023?__hstc=21858660.73b65bf96274697545d5ec67deb46b13.1683302228773.1684165921205.1684175641083.9&__hssc=21858660.1.1684175641083&__hsfp=766461909&hsLang=en)* from Winterberry Group. This growth is slightly below the *[*16.6% year-over-year growth predicted for last year*](https://www.marketingcharts.com/advertising-trends/spending-and-spenders-224812)*, indicating a slight deceleration in digital media spending. Nonetheless, online marketing spend accounted for roughly 57.7% of the $480.8 billion in total, up from about 55.6% share in 2021. This year, online marketing spending is forecast to grow by 10.8%, with its share predicted to rise to 60.3% share of the total ($509.2 billion).*

*Here’s a rundown of this latest look at spending on each channel, in order of total spend last year.*

#### *Search*

*Consistent with the past few years, search accounted for the largest portion of US online media spending in 2022. Spend in this channel totaled $98.4 billion in 2021, up 16.1% over the previous year. This year’s growth is expected to be slower, at 9.3% year-over-year (y-o-y), with total spending projected to well exceed $100 billion ($107.6). For context, that would be larger than the two biggest offline spending categories (linear TV and direct mail), combined.”*

[**Read the full article.**](https://www.marketingcharts.com/advertising-trends/spending-and-spenders-228539?mc_cid=12beb60a87&mc_eid=246ba2e4a0)

[View full post](https://winterberrygroup.com/whats-new/news-posts/us-online-media-spend-in-2022-and-the-outlook-for-2023)

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