Global Trends in Digital Signage Development in 2025

Digital signage is a professional multimedia audio-visual system. It uses terminal display devices in public spaces to present public information, advertising, and other content in a dynamic, customizable, and interactive manner. It is often referred to as the "fifth medium" following newspapers, radio, television, and the Internet. 

The characteristic of digital signage which is designed to play advertising information to specific people in specific physical locations and during specific time periods, has enabled it to achieve advertising effects. Advertisers can utilize this medium of digital signage to convey brand image, promotional activities, new product recommendations, etc. to the target audience, thereby expanding brand influence and promoting sales. In 2023, the advertising market size in China was 1,412.18 billion yuan. 

On the one hand, digital display technology is constantly evolving and improving. Technologies such as LCD displays and LED displays have become increasingly mature, resulting in better display effects for digital signage. They can present high-definition and colorful images, capturing the attention of viewers. 

On the other hand, the consumer market is recovering continuously, and the demand for advertising placements is increasing. Digital signage, as an efficient advertising display medium, can present advertising content in various rich forms and is favored by advertisers. The global market size of digital signage is approximately 38.2 billion yuan in 2024. 

In the future, the demand for digital signage in China will become diversified. The retail industry will maintain a concentrated growth pattern, with an increase in the number of new shopping centers, expansion of shopping centers, jewelry and gold stores, and display stores of new energy vehicle manufacturers. The demand for digital signage will continue to rise. Moreover, new products such as subway screen for announcement and government service hall announcement screens will gradually penetrate transportation and public service scenarios. In the elevator media sector, a single dominant player in the niche market will dominate. If it acquires high-quality positions and customer resources from the trendy sector, the curve of scale effect will rise again. The demand for expansion of domestic positions will decrease, and the focus will shift to overseas. This may lead to the outward expansion of the entire industry chain. The digital signage industry is expected to continue to expand its overseas market. The overseas digital signage market will have a larger scale, higher concentration, standardized products and a larger profit margin, and will increasingly attract domestic manufacturers to go global.