封面
市场调查报告书
商品编码
1625300

到 2030 年户外广告市场预测:按类型、技术、应用程式、最终用户和地区进行的全球分析

Out of Home Advertising Market Forecasts to 2030 - Global Analysis By Type (Billboards, Transit Advertising, Street Furniture, Place-Based Advertising, Digital Out-of-Home and Other Types), Technology, Application, End User and By Geography

出版日期: | 出版商: Stratistics Market Research Consulting | 英文 200+ Pages | 商品交期: 2-3个工作天内

价格

根据 Stratistics MRC 的数据,2024 年全球户外(OOH) 广告市场规模将达到 323 亿美元,预计到 2030 年将达到 524 亿美元,预测期内复合年增长率为 8.4%。

户外(OOH) 广告是一种针对户外消费者的广告形式,经常出现在广告看板、交通系统、机场、购物中心和数位萤幕等公共场所。它的目的是吸引人们移动的注意力,并提高不同地点的品牌知名度。这种广告可以是传统的,也可以是数位的,其主要优势是能够覆盖特定地理区域的不同受众。技术的进步增强了功能,允许更动态和有针对性的通讯。数位户外广告可以根据一天中的时间、天气和受众人口统计等因素即时变化。

据OMA(户外媒体协会)称,户外媒体每花费一美元所产生的线上活动比任何其他媒体都多,吸引的线上平台客户数量比电视多382%,比印刷媒体多200%,据说比广播的效果高63%。

城市人口成长

人口密集的都市区人流量大,广告商可以在街道、购物区和公共交通枢纽等人流量大的地点接触到更多的受众。随着人口的成长,对优质广告空间的需求也在增加。城市正在扩大其基础设施并采用更多的户外广告空间,例如数位广告看板和互动式服务站。技术一体化也不断加强,都市区拥有数位广告看板、互动萤幕和程式化广告所需的基础设施。

智慧型手机的普及与网路的普及

智慧型手机的兴起增加了数位干扰,使户外广告更难在公共场所脱颖而出。随着人们参与度的降低,广告看板和公车广告等传统形式的效果正变得越来越差。压倒性的数位环境,各种平台充斥着数位广告,正在造成广告疲劳,并使户外广告难以获得吸引力。来自众多线上管道的竞争使得这些广告很难保持相关性。

数位转型和程序化广告采用

户外广告的数位转型带动了数位广告看板、互动萤幕和LED显示器的兴起,实现了广告内容的即时变化。这种灵活性使广告商能够根据一天中的特定时间、天气和受众人口统计数据自订讯息。程序化广告使用自动化技术即时购买、销售和优化广告库存,现在已整合到广告中,允许广告商使用软体平台购买户外库存,从而使更高效的广告购买成为可能。

严格的规定和限制

许多城市和直辖市都制定了法规,限制在某些地区(例如住宅、历史遗迹或学校和医院附近)放置广告看板和其他户外广告 (OOH)。这减少了户外广告的可用空间,迫使广告商专注于高流量但高成本的领域。此外,出于美学和环境考虑,某些类型的户外广告,例如数位广告看板和大型广告牌,可能会被禁止或严格限制,从而限制了户外广告的创造性和技术潜力。

COVID-19 的影响

COVID-19 大流行减少了人流和活动,从而大幅减少了对传统户外广告的需求,从而户外(OOH) 广告市场产生了重大影响。随着人们将自己限制在家中并避开公共场所,广告商将预算转移到了更可衡量的数位管道。然而,数位户外广告和程式化广告的兴起使得更有针对性、灵活和资料主导的宣传活动成为可能,从而帮助该行业復苏。疫情过后,随着公民运动和广告支出逐渐恢復,市场开始復苏。

预计广告看板产业在预测期内将是最大的

广告看板细分市场预计将在预测期内占据最大的市场占有率,因为它是一种高度可见且有效的广告形式,特别是对于品牌知名度宣传活动。由于广告看板放置在人流量大的位置,因此可以吸引不同受众的注意力,并且是国家和地区广告商的强大工具。与数位和社群媒体不同,广告看板是一种被动的广告形式,这意味着观众不会主动与内容互动。

互动媒体产业预计在预测期内复合年增长率最高

在预测期内,由于触控萤幕、动作感测器、脸部辨识、二维码、扩增实境和近距离广告等互动广告技术鼓励消费者积极参与,互动媒体领域将出现最高的成长率。这提高了知名度,并允许广告商根据消费者的行为和偏好定制体验。这种个人化改善了消费者体验,使户外广告感觉更具相关性和客製化性,使其更具相关性和吸引力。

占比最大的地区:

由于传统广告看板和静态展示向数位户外广告技术的重大转变,预计北美地区在预测期内将占据最大的市场份额。这包括数位看板、互动式显示器和程式化户外技术,提供增强的针对性、灵活性和动态内容。程序化户外广告使广告主能够根据资料主导的洞察即时购买和投放广告,从而提高定位效率、实现个人化广告体验、提高消费者参与度并提高投资回报率。

复合年增长率最高的地区:

预计亚太地区在估计和预测期内将实现最高成长率。这是因为,由于城市人口和人口稠密地区的增加,户外OOH(其他室内)广告的需求正在迅速增加。广告看板、公车广告和街道设施等户外广告形式在城市中心很受欢迎,为广告商提供了大量受众。由于智慧型手机普及率较高,消费者越来越多地转向行动主导的户外广告,以推动线上参与和转化,并支持跨通路行销策略。

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  • 公司简介
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    • 根据产品系列、地理分布和策略联盟对主要企业基准化分析

目录

第一章执行摘要

第二章 前言

  • 概述
  • 相关利益者
  • 调查范围
  • 调查方法
    • 资料探勘
    • 资料分析
    • 资料检验
    • 研究途径
  • 研究资讯来源
    • 主要研究资讯来源
    • 二次研究资讯来源
    • 先决条件

第三章市场趋势分析

  • 促进因素
  • 抑制因素
  • 机会
  • 威胁
  • 技术分析
  • 应用分析
  • 最终用户分析
  • 新兴市场
  • COVID-19 的影响

第4章波特五力分析

  • 供应商的议价能力
  • 买方议价能力
  • 替代品的威胁
  • 新进入者的威胁
  • 竞争公司之间的敌对关係

第五章全球户外广告市场:依类型

  • 招牌
    • 静态广告看板
    • 数位广告看板
  • 交通广告
    • 公车和火车广告
    • 地铁、机场广告
  • 街道家具
  • 基于位置的广告
  • 数位户外广告
  • 其他类型

第六章全球户外广告市场:依技术分类

  • 静态媒体
  • 数位媒体
  • 互动媒体
  • 程式化广告
  • 其他技术

第七章全球户外广告市场:依应用程式分类

  • 品牌推广及宣传宣传活动
  • 产品发布及推广
  • 活动推广
  • 公共服务公告(PSA)
  • 娱乐和媒体
  • 其他应用

第八章全球户外广告市场:依最终用户分类

  • 零售
  • 饮食
  • 金融服务
  • 医疗保健/製药
  • 政府和公共部门
  • 其他最终用户

第九章全球户外广告市场:按地区

  • 北美洲
    • 美国
    • 加拿大
    • 墨西哥
  • 欧洲
    • 德国
    • 英国
    • 义大利
    • 法国
    • 西班牙
    • 其他欧洲国家
  • 亚太地区
    • 日本
    • 中国
    • 印度
    • 澳洲
    • 纽西兰
    • 韩国
    • 其他亚太地区
  • 南美洲
    • 阿根廷
    • 巴西
    • 智利
    • 南美洲其他地区
  • 中东/非洲
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 卡达
    • 南非
    • 其他中东和非洲

第10章 主要进展

  • 合约、伙伴关係、协作和合资企业
  • 收购和合併
  • 新产品发布
  • 业务拓展
  • 其他关键策略

第十一章 公司概况

  • BroadSign International LLC
  • Christie Digital Systems Inc.
  • Clear Channel Outdoor Holdings Inc.
  • Daktronics Inc.
  • Exterion Media Group
  • EyeMedia LLC
  • JCDecaux Group
  • NEC Display Solutions Ltd.
  • oOh!media Limited
  • OUTFRONT Media
  • Prismview LLC
  • QMS Media Limited
  • SevenOne Media GmbH
  • Stroer SE & Co. KGaA
  • Talon Outdoor Ltd
  • The Times Group
Product Code: SMRC28255

According to Stratistics MRC, the Global Out of Home Advertising Market is accounted for $32.3 billion in 2024 and is expected to reach $52.4 billion by 2030 growing at a CAGR of 8.4% during the forecast period. Out of Home (OOH) advertising is a form of advertising that targets consumers outside their homes, often found in public spaces like billboards, transit systems, airports, shopping malls, and digital screens. It aims to capture the attention of people on the move, increasing brand visibility in various locations. This advertising can be traditional or digital, and its primary advantage is its ability to reach a diverse audience in specific geographic areas. Technological advancements have enhanced capabilities, allowing for more dynamic and targeted messaging. Digital OOH ads can change in real-time based on factors like time of day, weather, or audience demographics.

According to outdoor media association (OMA), OOH drives more online activity per ad dollar spent than any other media and is 382% more effective than TV, 200% more effective than print, and 63% more effective than radio in driving customers to the online platform.

Market Dynamics:

Driver:

Increasing urban population

Urban areas with dense populations generate more foot traffic, providing advertisers with larger audiences in high-traffic areas like streets, shopping districts, and public transportation hubs. As the population grows, demand for prime advertising spaces also rises. Cities are expanding infrastructure and adopting more OOH advertising spaces, such as digital billboards and interactive kiosks. In addition technological integration is also increasing, with urban areas providing the necessary infrastructure for digital billboards, interactive screens, and programmatic advertising.

Restraint:

Growing use of smartphones and internet penetration

The rise of smartphones has led to increased digital distraction, making out of home advertising difficult to stand out in public spaces. Traditional formats like billboards and transit ads are less effective due to people's reduced engagement. The overwhelming digital environment, flooded with digital ads across various platforms, can cause ad fatigue, making it harder for out of home ads to capture attention. This competition with numerous online channels makes it difficult for these ads to remain relevant.

Opportunity:

Digital transformation & programmatic advertising adoption

Digital transformation in out of home advertising has led to the rise of digital billboards, interactive screens, and LED displays, allowing real-time changes in ad content. This flexibility allows advertisers to tailor messages to specific times of day, weather conditions, or audience demographics. Programmatic advertising, which uses automated technology to buy, sell, and optimize ad space in real-time, is now integrated into advertising, allowing advertisers to purchase out of home ad space using software platforms, resulting in more efficient ad buying.

Threat:

Stringent regulations and restrictions

Many cities and municipalities have implemented regulations restricting the placement of Outdoor Advertising (OOH) advertising, such as billboards and other ad formats in specific zones like residential areas, historical sites, or near schools and hospitals. This reduces the available space for OOH ads, forcing advertisers to focus on high-traffic but high-cost areas. Additionally, certain types of OOH advertising, such as digital billboards and large-scale signs, may be banned or severely restricted due to aesthetic or environmental concerns, limiting the creative and technological potential of out of home advertising.

Covid-19 Impact

The COVID-19 pandemic significantly impacted the Out of Home (OOH) advertising market by reducing foot traffic and travel, leading to a sharp decline in demand for traditional OOH ads. As people stayed home and avoided public spaces, advertisers shifted budgets to digital channels with more measurable results. However, the rise of digital OOH and programmatic advertising helped the sector recover, allowing for more targeted, flexible, and data-driven campaigns. The market began to recover post-pandemic as public movement and advertising spending slowly rebounded.

The billboards segment is expected to be the largest during the forecast period

The billboards segment is expected to account for the largest market share during the projection period owing to highly visible and effective advertising format, particularly for brand awareness campaigns. Positioned in high-traffic areas, they capture the attention of diverse audiences, making them a powerful tool for national and regional advertisers. Unlike digital media or social media, billboards offer a passive form of advertising, where the audience doesn't actively interact with the content.

The interactive media segment is expected to have the highest CAGR during the forecast period

Over the forecast period, the interactive media segment is predicted to witness the highest growth rate owing to Interactive advertisements technologies like touchscreens, motion sensors, facial recognition, QR codes, augmented reality, and proximity-based advertising to encourage active consumer engagement. This leads to higher attention and allows advertisers to tailor the experience based on consumer behavior or preferences. This personalization enhances the consumer experience, making OOH advertising feel more relevant and customized, making it more relevant and engaging.

Region with largest share:

The North America region is expected to hold the largest share of the market during the forecast period owing to significant shift from traditional billboards and static displays to digital out-of-home advertising technologies. These include digital billboards, interactive displays, and programmatic OOH technologies, offering enhanced targeting, flexibility, and dynamic content. Programmatic OOH allows advertisers to purchase and place ads in real-time based on data-driven insights, improving targeting efficiency and enabling personalized ad experiences, increasing consumer engagement, and optimizing ROI.

Region with highest CAGR:

During the estimation period, the Asia Pacific region is forecasted to record the highest growth rate due to surge in the demand for Outdoor OOH (Other-Indoor) advertising due to the growing urban populations and densely populated areas. OOH advertising formats like billboards, transit ads, and street furniture are popular in urban centers, providing advertisers with large audiences. With high smartphone penetration, consumers are increasingly using mobile-driven OOH ads, driving online engagement and conversions, and supporting cross-channel marketing strategies.

Key players in the market

Some of the key players in Out of Home Advertising market include BroadSign International LLC, Christie Digital Systems Inc., Clear Channel Outdoor Holdings Inc., Daktronics Inc., Exterion Media Group, EyeMedia LLC, JCDecaux Group, NEC Display Solutions Ltd., oOh!media Limited, OUTFRONT Media, Prismview LLC, QMS Media Limited, SevenOne Media GmbH, Stroer SE & Co. KGaA, Talon Outdoor Ltd and The Times Group.

Key Developments:

In December 2024, NEC Display Solutions Ltd announced the launch of its brightest LCD-based projector to date: the XP-A201U-B. This projector creates a large color space and maximum color reproduction for the ultimate viewing experience.

In November 2024, Daktronics, Inc. manufacturer of best-in-class dynamic video communication displays and control systems for customers worldwide, announced to the Company's existing Shareholder Rights Agreement.

Types Covered:

  • Billboards
  • Transit Advertising
  • Street Furniture
  • Place-Based Advertising
  • Digital Out-of-Home
  • Other Types

Technologies Covered:

  • Static Media
  • Digital Media
  • Interactive Media
  • Programmatic Advertising
  • Other Technologies

Applications Covered:

  • Branding & Awareness Campaigns
  • Product Launches & Promotions
  • Event Promotion
  • Public Service Announcements (PSAs)
  • Entertainment & Media
  • Other Applications

End Users Covered:

  • Retail
  • Automotive
  • Food & Beverage
  • Financial Services
  • Healthcare & Pharmaceuticals
  • Government & Public Sector
  • Other End Users

Regions Covered:

  • North America
    • US
    • Canada
    • Mexico
  • Europe
    • Germany
    • UK
    • Italy
    • France
    • Spain
    • Rest of Europe
  • Asia Pacific
    • Japan
    • China
    • India
    • Australia
    • New Zealand
    • South Korea
    • Rest of Asia Pacific
  • South America
    • Argentina
    • Brazil
    • Chile
    • Rest of South America
  • Middle East & Africa
    • Saudi Arabia
    • UAE
    • Qatar
    • South Africa
    • Rest of Middle East & Africa

What our report offers:

  • Market share assessments for the regional and country-level segments
  • Strategic recommendations for the new entrants
  • Covers Market data for the years 2022, 2023, 2024, 2026, and 2030
  • Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
  • Strategic recommendations in key business segments based on the market estimations
  • Competitive landscaping mapping the key common trends
  • Company profiling with detailed strategies, financials, and recent developments
  • Supply chain trends mapping the latest technological advancements

Free Customization Offerings:

All the customers of this report will be entitled to receive one of the following free customization options:

  • Company Profiling
    • Comprehensive profiling of additional market players (up to 3)
    • SWOT Analysis of key players (up to 3)
  • Regional Segmentation
    • Market estimations, Forecasts and CAGR of any prominent country as per the client's interest (Note: Depends on feasibility check)
  • Competitive Benchmarking
    • Benchmarking of key players based on product portfolio, geographical presence, and strategic alliances

Table of Contents

1 Executive Summary

2 Preface

  • 2.1 Abstract
  • 2.2 Stake Holders
  • 2.3 Research Scope
  • 2.4 Research Methodology
    • 2.4.1 Data Mining
    • 2.4.2 Data Analysis
    • 2.4.3 Data Validation
    • 2.4.4 Research Approach
  • 2.5 Research Sources
    • 2.5.1 Primary Research Sources
    • 2.5.2 Secondary Research Sources
    • 2.5.3 Assumptions

3 Market Trend Analysis

  • 3.1 Introduction
  • 3.2 Drivers
  • 3.3 Restraints
  • 3.4 Opportunities
  • 3.5 Threats
  • 3.6 Technology Analysis
  • 3.7 Application Analysis
  • 3.8 End User Analysis
  • 3.9 Emerging Markets
  • 3.10 Impact of Covid-19

4 Porters Five Force Analysis

  • 4.1 Bargaining power of suppliers
  • 4.2 Bargaining power of buyers
  • 4.3 Threat of substitutes
  • 4.4 Threat of new entrants
  • 4.5 Competitive rivalry

5 Global Out of Home Advertising Market, By Type

  • 5.1 Introduction
  • 5.2 Billboards
    • 5.2.1 Static Billboards
    • 5.2.2 Digital Billboards
  • 5.3 Transit Advertising
    • 5.3.1 Bus and Train Ads
    • 5.3.2 Subway and Airport Ads
  • 5.4 Street Furniture
  • 5.5 Place-Based Advertising
  • 5.6 Digital Out-of-Home
  • 5.7 Other Types

6 Global Out of Home Advertising Market, By Technology

  • 6.1 Introduction
  • 6.2 Static Media
  • 6.3 Digital Media
  • 6.4 Interactive Media
  • 6.5 Programmatic Advertising
  • 6.6 Other Technologies

7 Global Out of Home Advertising Market, By Application

  • 7.1 Introduction
  • 7.2 Branding & Awareness Campaigns
  • 7.3 Product Launches & Promotions
  • 7.4 Event Promotion
  • 7.5 Public Service Announcements (PSAs)
  • 7.6 Entertainment & Media
  • 7.7 Other Applications

8 Global Out of Home Advertising Market, By End User

  • 8.1 Introduction
  • 8.2 Retail
  • 8.3 Automotive
  • 8.4 Food & Beverage
  • 8.5 Financial Services
  • 8.6 Healthcare & Pharmaceuticals
  • 8.7 Government & Public Sector
  • 8.8 Other End Users

9 Global Out of Home Advertising Market, By Geography

  • 9.1 Introduction
  • 9.2 North America
    • 9.2.1 US
    • 9.2.2 Canada
    • 9.2.3 Mexico
  • 9.3 Europe
    • 9.3.1 Germany
    • 9.3.2 UK
    • 9.3.3 Italy
    • 9.3.4 France
    • 9.3.5 Spain
    • 9.3.6 Rest of Europe
  • 9.4 Asia Pacific
    • 9.4.1 Japan
    • 9.4.2 China
    • 9.4.3 India
    • 9.4.4 Australia
    • 9.4.5 New Zealand
    • 9.4.6 South Korea
    • 9.4.7 Rest of Asia Pacific
  • 9.5 South America
    • 9.5.1 Argentina
    • 9.5.2 Brazil
    • 9.5.3 Chile
    • 9.5.4 Rest of South America
  • 9.6 Middle East & Africa
    • 9.6.1 Saudi Arabia
    • 9.6.2 UAE
    • 9.6.3 Qatar
    • 9.6.4 South Africa
    • 9.6.5 Rest of Middle East & Africa

10 Key Developments

  • 10.1 Agreements, Partnerships, Collaborations and Joint Ventures
  • 10.2 Acquisitions & Mergers
  • 10.3 New Product Launch
  • 10.4 Expansions
  • 10.5 Other Key Strategies

11 Company Profiling

  • 11.1 BroadSign International LLC
  • 11.2 Christie Digital Systems Inc.
  • 11.3 Clear Channel Outdoor Holdings Inc.
  • 11.4 Daktronics Inc.
  • 11.5 Exterion Media Group
  • 11.6 EyeMedia LLC
  • 11.7 JCDecaux Group
  • 11.8 NEC Display Solutions Ltd.
  • 11.9 oOh!media Limited
  • 11.10 OUTFRONT Media
  • 11.11 Prismview LLC
  • 11.12 QMS Media Limited
  • 11.13 SevenOne Media GmbH
  • 11.14 Stroer SE & Co. KGaA
  • 11.15 Talon Outdoor Ltd
  • 11.16 The Times Group

List of Tables

  • Table 1 Global Out of Home Advertising Market Outlook, By Region (2022-2030) ($MN)
  • Table 2 Global Out of Home Advertising Market Outlook, By Type (2022-2030) ($MN)
  • Table 3 Global Out of Home Advertising Market Outlook, By Billboards (2022-2030) ($MN)
  • Table 4 Global Out of Home Advertising Market Outlook, By Static Billboards (2022-2030) ($MN)
  • Table 5 Global Out of Home Advertising Market Outlook, By Digital Billboards (2022-2030) ($MN)
  • Table 6 Global Out of Home Advertising Market Outlook, By Transit Advertising (2022-2030) ($MN)
  • Table 7 Global Out of Home Advertising Market Outlook, By Bus and Train Ads (2022-2030) ($MN)
  • Table 8 Global Out of Home Advertising Market Outlook, By Subway and Airport Ads (2022-2030) ($MN)
  • Table 9 Global Out of Home Advertising Market Outlook, By Street Furniture (2022-2030) ($MN)
  • Table 10 Global Out of Home Advertising Market Outlook, By Place-Based Advertising (2022-2030) ($MN)
  • Table 11 Global Out of Home Advertising Market Outlook, By Digital Out-of-Home (2022-2030) ($MN)
  • Table 12 Global Out of Home Advertising Market Outlook, By Other Types (2022-2030) ($MN)
  • Table 13 Global Out of Home Advertising Market Outlook, By Technology (2022-2030) ($MN)
  • Table 14 Global Out of Home Advertising Market Outlook, By Static Media (2022-2030) ($MN)
  • Table 15 Global Out of Home Advertising Market Outlook, By Digital Media (2022-2030) ($MN)
  • Table 16 Global Out of Home Advertising Market Outlook, By Interactive Media (2022-2030) ($MN)
  • Table 17 Global Out of Home Advertising Market Outlook, By Programmatic Advertising (2022-2030) ($MN)
  • Table 18 Global Out of Home Advertising Market Outlook, By Other Technologies (2022-2030) ($MN)
  • Table 19 Global Out of Home Advertising Market Outlook, By Application (2022-2030) ($MN)
  • Table 20 Global Out of Home Advertising Market Outlook, By Branding & Awareness Campaigns (2022-2030) ($MN)
  • Table 21 Global Out of Home Advertising Market Outlook, By Product Launches & Promotions (2022-2030) ($MN)
  • Table 22 Global Out of Home Advertising Market Outlook, By Event Promotion (2022-2030) ($MN)
  • Table 23 Global Out of Home Advertising Market Outlook, By Public Service Announcements (PSAs) (2022-2030) ($MN)
  • Table 24 Global Out of Home Advertising Market Outlook, By Entertainment & Media (2022-2030) ($MN)
  • Table 25 Global Out of Home Advertising Market Outlook, By Other Applications (2022-2030) ($MN)
  • Table 26 Global Out of Home Advertising Market Outlook, By End User (2022-2030) ($MN)
  • Table 27 Global Out of Home Advertising Market Outlook, By Retail (2022-2030) ($MN)
  • Table 28 Global Out of Home Advertising Market Outlook, By Automotive (2022-2030) ($MN)
  • Table 29 Global Out of Home Advertising Market Outlook, By Food & Beverage (2022-2030) ($MN)
  • Table 30 Global Out of Home Advertising Market Outlook, By Financial Services (2022-2030) ($MN)
  • Table 31 Global Out of Home Advertising Market Outlook, By Healthcare & Pharmaceuticals (2022-2030) ($MN)
  • Table 32 Global Out of Home Advertising Market Outlook, By Government & Public Sector (2022-2030) ($MN)
  • Table 33 Global Out of Home Advertising Market Outlook, By Other End Users (2022-2030) ($MN)

Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.