Digital marketing in Turkey: the market in numbers
Three quarters of media spending in Turkey now goes to digital. The size of the market and what it means for businesses, in numbers.
Market size
According to IAB Turkey's report published in April 2025, media and advertising investment in Turkey reached 253.6 billion lira in 2024, up 78.9 percent on the previous year. Of that, 213 billion lira was media investment. The report ranked Turkey as the fastest growing of the 20 countries with the largest media spending that year, at 39.4 percent.
Part of the lira growth reflects inflation. Even so, digital's share of the total shows where budgets are really moving.
Digital's share
- Digital media investment passed 158 billion lira, 74.2 percent of all media investment.
- Digital investment grew 83 percent year on year.
- Social media ads made up 47.08 percent of digital investment.
- 79.4 percent of digital ads were served on mobile devices.
- Influencer campaigns and content work reached 6.75 billion lira.
The user side
DataReportal's Digital 2026 report counted 77.5 million internet users in Turkey at the end of 2025, 88.3 percent of the population. As of October 2025 there were 62.3 million social media user identities (70.9 percent), and at the end of 2025 there were 81.9 million mobile connections (93.3 percent). Most customers are online, and most of them connect by phone.
What it means for businesses
As the digital ad market grows, attention gets more expensive, so spending based on which channel actually brings customers matters more every year. The weight of mobile means sites and ads must work flawlessly on phones first; see our guide on making a site mobile friendly.
Social media's share is large, but when a need arises customers still mostly search, and some of those searches now happen in AI assistants. To be visible in search engines and AI answers, see our SEO and GEO pages.