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User-generated content set to attract more ad revenue than big media firms
The Guardian
|June 10, 2025
Content generated on sites such as YouTube, TikTok and Instagram will attract more global advertising income this year than content from traditional media companies, according to research marking a "huge cultural shift".
For the first time, user-generated content will eclipse the ad revenue attracted by professional media producers such as TV networks and news companies, a new analysis by WPP Media finds. Content creators are expected to see their revenue through ads, brand deals and sponsorships increase by 20% this year. It is then expected to more than double to £278.3bn by 2030.
"In 2025, for the first time, more than half of content-driven advertising revenue will come from user-generated platforms and content rather than professionally produced content," the analysis says.
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