Digital Signage enters 2026 with strong momentum, powered by Retail Media, DooH growth and rapid AI adoption - even as global markets face economic headwinds. Our annual outlook shows why large providers are pulling ahead and how AI is reshaping competitiveness across the entire industry.
Outlook 2026: Retail Media, DooH and AI Drive Growth in a Challenging Year
2026 begins under difficult global conditions. Tariffs, geopolitical tensions and continued consumer restraint are weighing heavily on the economy – particularly in retail and automotive, where reduced consumer spending in Europe and North America remains clearly visible. Yet it is precisely in this environment that a familiar trend continues: Digital Signage remains a growth engine – and for many providers, even a beneficiary of several special market dynamics.
While traditional retail sectors stagnate, several forces are pushing Digital Signage forward:
- Retail Media has evolved from a side project into a strategic cornerstone for retailers.
- Digital Out-of-Home is booming worldwide, fuelled by expanding reach, stronger measurement capabilities and data-driven campaigns.
- Managed Services generate recurring revenue streams and reduce dependency on hardware cycles.
- And above all: AI is entering enterprise workflows at full speed, from automated content creation to predictive maintenance.
Under these conditions, upper mid-single-digit global growth for Digital Signage appears realistic – varying by region but overall positive.
Market Shifts: Big Players Gain, Smaller Ones Come Under Pressure
The market is changing fast. Large international integrators and software companies hold clear advantages:
They can integrate AI more rapidly, benefit from global scale and disproportionately capture value from Retail Media and Managed Services. Many of these players are expected to post double‑digit growth in 2026.
On the other side, smaller integrators and traditional ProAV system providers face increasing headwinds:
- rising investment and development requirements
- growing demands for software and managed service capabilities
- a technological shift that requires significantly deeper AI expertise
The outcome is clear:
Those who do not deploy AI intelligently and deeply across their offerings in 2026 will lose competitiveness.
A Look Ahead: CES, NRF and ISE Set the Direction
The industry will soon reveal how it is responding to these new challenges. The upcoming major shows—CES in Las Vegas, NRF in New York City, and ISE in Barcelona—will showcase the technologies and trends shaping the year ahead:
- AI‑first Digital Signage solutions
- new DooH measurement frameworks
- automated CMS workflows
- Retail Media ecosystems that extend far beyond screens and hardware
2026 will be an innovation-driven year—one that will further reshape the competitive landscape.
As invidis enters its 20th year, we remain committed to providing critical, analytical and globally connected coverage of one of the world’s most dynamic digital industries.
Looking Back at 2025: A Milestone Year for invidis
2025 was another record year for the invidis newsroom:
- more than 3,100 articles across all three invidis platforms
- five million industry readers, producing nearly 10 million page views
- around four million newsletters delivered (free subscription)
- additional six‑figure readership through yearbooks
- plus millions of impressions across social media, YouTube and podcasts
Our daily, independent reporting is valued by the global Digital Signage and DooH community—made possible by our Munich-based newsroom and correspondents in North America and Asia. We also continue to be present at nearly every major industry event worldwide, speaking directly with vendors, integrators, and end clients while experiencing installations and concepts firsthand.
2026 promises to be just as dynamic – technologically, economically and creatively.
