User-generated content (UGC) on platforms such as TikTok, YouTube, and Instagram will attract more advertising revenue than traditional media for the first time in 2025, according to WPP Media’s “Mid-Year Global Advertising Forecast.” The report indicates more than half of content-driven advertising revenue will now come from creator platforms rather than professionally produced content.
Creator-generated revenue is projected to hit $184.9 billion in 2025, up 20% from 2024, and is expected to more than double to $376.6 billion by 2030. This shift marks a significant transition in the global media field as viewing habits continue to move toward digital platforms.
Digital advertising continues to lead the global advertising market, with pure-play digital expected to account for 73.2% of global ad revenue in 2025, rising to 81.6% when including digital extensions such as streaming TV and digital out-of-home.
The total global advertising market is forecast to reach $1.08 trillion in 2025, growing at 6.0% – a downward revision from the 7.7% growth projected in December 2024. WPP Media now projects a compound annual growth rate of 5.4% between 2025 and 2030.
Image credit: WPP Media, IMF
YouTube’s Growing Economic Impact
YouTube’s rise exemplifies this shift, with the platform positioned to overtake Disney as the largest media company by revenue by the end of 2025, according to research from Wall Street firm MoffettNathanson. YouTube generated $54.2 billion in revenue in 2024 and contributed over $55 billion to the U.S. GDP while supporting approximately 490,000 full-time equivalent jobs.
The video platform has become a notable economic force, with its creative ecosystem enabling creators to build substantial businesses. YouTube reports it paid more than $70 billion to creators, artists, and media companies in the three years prior to January 2024.
Digital Video and Retail Media
Digital video emerged as the fastest-growing format in the U.S. digital advertising market with 19.2% year-over-year growth, reaching $62.1 billion and representing 24% of total digital ad revenue in 2024, according to the IAB and PwC’s annual “Internet Advertising Revenue Report.”
Retail media remains one of the fastest-growing segments globally, projected to reach $169.6 billion by 2025 and grow to $252.1 billion by 2030, accounting for 18% of all ad revenue by the end of the decade.
Market Concentration and Industry Response
According to The Guardian, traditional media companies are adapting to these changes, with broadcasters like Channel 4 creating in-house studios and placing more content on platforms like TikTok and YouTube to reach younger audiences.
The concentration of digital advertising power continues, with five companies accounting for 54% of all revenues last year – Google, Meta, ByteDance, Amazon, and Alibaba.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
User-generated content (UGC) on platforms such as TikTok, YouTube, and Instagram will attract more advertising revenue than traditional media for the first time in 2025, according to WPP Media’s “Mid-Year Global Advertising Forecast.” The report indicates more than half of content-driven advertising revenue will now come from creator platforms rather than professionally produced content.
Creator-generated revenue is projected to hit $184.9 billion in 2025, up 20% from 2024, and is expected to more than double to $376.6 billion by 2030. This shift marks a significant transition in the global media field as viewing habits continue to move toward digital platforms.
Digital advertising continues to lead the global advertising market, with pure-play digital expected to account for 73.2% of global ad revenue in 2025, rising to 81.6% when including digital extensions such as streaming TV and digital out-of-home.
The total global advertising market is forecast to reach $1.08 trillion in 2025, growing at 6.0% – a downward revision from the 7.7% growth projected in December 2024. WPP Media now projects a compound annual growth rate of 5.4% between 2025 and 2030.
Image credit: WPP Media, IMF
YouTube’s Growing Economic Impact
YouTube’s rise exemplifies this shift, with the platform positioned to overtake Disney as the largest media company by revenue by the end of 2025, according to research from Wall Street firm MoffettNathanson. YouTube generated $54.2 billion in revenue in 2024 and contributed over $55 billion to the U.S. GDP while supporting approximately 490,000 full-time equivalent jobs.
The video platform has become a notable economic force, with its creative ecosystem enabling creators to build substantial businesses. YouTube reports it paid more than $70 billion to creators, artists, and media companies in the three years prior to January 2024.
Digital Video and Retail Media
Digital video emerged as the fastest-growing format in the U.S. digital advertising market with 19.2% year-over-year growth, reaching $62.1 billion and representing 24% of total digital ad revenue in 2024, according to the IAB and PwC’s annual “Internet Advertising Revenue Report.”
Retail media remains one of the fastest-growing segments globally, projected to reach $169.6 billion by 2025 and grow to $252.1 billion by 2030, accounting for 18% of all ad revenue by the end of the decade.
Market Concentration and Industry Response
According to The Guardian, traditional media companies are adapting to these changes, with broadcasters like Channel 4 creating in-house studios and placing more content on platforms like TikTok and YouTube to reach younger audiences.
The concentration of digital advertising power continues, with five companies accounting for 54% of all revenues last year – Google, Meta, ByteDance, Amazon, and Alibaba.