Web Push advertising market overview⚡

We’ve all felt it firsthand—the Web Push notification market is anything but predictable. One moment, you see performance improving and budgets increasing; the next, policies change, unsubscribe rates spike, and the industry shifts toward questions about the long-term stability of the format. This is not only perception—the push ecosystem is being reshaped by evolving platform policies, stricter enforcement, and wider changes in how digital advertising ecosystems operate.

Today, push notifications remain a core channel for real-time engagement across industries, from Utilities and eCommerce to Finance and Travel. Adoption continues to grow, and the global market for push notification services—across all channels, not just Web Push—is projected to expand steadily over the next decade (from $902M in 2025 to $1.36B in 2035), reflecting continued demand for direct user engagement formats.

However, beneath these growth figures lies a more nuanced picture: Web Push is evolving under increasing platform and privacy constraints, and marketers are continuously adapting their strategies to maintain performance. This raises a key question: is Web Push losing momentum, or is it entering a longer transformation