Display avenue grew for the first time in three years, according to a survey of UK online publishers.
The Digital Publishers’ Revenue Index noted a ‘surprise’ growth of 3.88% for display advertising in the third quarter of 2025, bucking the category’s persistent downward trend since Q3 2022.
It means digital advertising returns to being the largest revenue category after being overtaken by subscriptions in Q1 2025, according to data from the Association of Online Publishers (AOP) and Deloitte,
Richard Reeves, managing director at AOP,‘ said: ‘Though it’s too early to tell whether this marks a lasting change in fortunes for display advertising, I hope this is the start of publishers enjoying the best of both worlds following years of work in revenue diversification.
‘If subscription growth becomes complementary rather than compensatory, then we will no longer have to fear an eventual subscription plateau.”
The leading report is based on a survey of 13 UK digital publishers. It found that the total revenue for the quarter was just under £160m — a 4.24% year-on-year increase.
Andy Cowen, lead partner for telecoms, media and entertainment at Deloitte, said: ‘While overall growth is positive, the distribution of that growth highlights the underlying challenges in the sector, with publishers focusing on advertising and exploring acquisitions to adapt and succeed in a changing digital landscape.’
Those challenges are reflected in the survey. While a third of respondents reported growth of more than 25%, half of respondents reported decline, reflecting the top-heavy nature of online publishing. All respondents said they were planning cost reductions in the year ahead.
The survey also found that all respondents are prioritising advertising revenue as their main growth strategy, up from 75% last year.
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