United Kingdom

The short answer

UK OOH revenue hit a record £1.44bn in 2025, up 2.6%, with digital at 67% of annual revenue and 69% in Q4 Outsmart (UK OOH trade body) FY2025. No UK seller publishes a GBP rate card, so every CPM you are quoted is quote-only; the market-size figures above are the only UK numbers you can put in a deck without a quote attached.

The UK board

£1.44bn

OOH revenue 2025

Outsmart, record, +2.6%

67%

Digital share

69% in Q4 2025

+3.2%

DOOH growth

vs +1.3% classic

+3.8%

H2 growth

vs +1.2% H1

All four figures: Outsmart year-end 2025 release.

Who owns UK inventory

Three groups dominate: Global (roadside and rail), JCDecaux (street furniture, rail, airports, and the Piccadilly landmark context) JCDecaux 2026, and Clear Channel UK. JCDecaux's programmatic route runs through VIOOH, the SSP it founded VIOOH 2026, which is how a DSP seat reaches UK street furniture without a London sales office.

London premium vs US top-10 premium

Structurally the same game: the capital carries the landmark units and the deepest audience, so quotes concentrate there the way US quotes concentrate in NYC and LA. The difference is disclosure: the US has AdQuick's published $5-$18 CPM band to anchor against AdQuick 2026; the UK has no equivalent published board, so your negotiation anchor is competing quotes, not a public number. Get at least one quote each from an owner and a programmatic route before you accept either.

Buying UK DOOH from a plan desk

Direct: country sales offices of the three majors; quote-only, packages by environment (roadside, rail, retail).
Programmatic: VIOOH and other SSPs list UK supply into major DSPs; fees quote-only, mechanics in pDOOH.
Self-serve: per-play platforms cover UK cities; Blindspot publishes its global median around $0.52/play Blindspot 2026, a sanity check even for GBP quotes.

UK stats in context: the stat sheet. Sellers: JCDecaux. Planner tier: set UK in the planner and it will refuse to invent a GBP CPM. Bands: rate board.