Global Ad Forecast Downgraded as Creator Platforms Poised to Overtake Pro Content

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WPP Media, previously known as GroupM, has revised its predicted advertising revenue growth for the year 2025. Initially forecasting a 7.7% increase in December, they now anticipate a more modest 6% growth due to economic uncertainties and limited insight into global trade conditions.

In 2025, we can expect a substantial change in advertising as the divide between professional content and user-generated content becomes more pronounced. According to WPP Media, an increasing proportion of ad spending – over half this year – is moving towards creator-focused platforms such as YouTube, TikTok, and Instagram.

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2025 will bring a major change in advertising landscape, with the boundary between professional and user-generated content blurring. WPP Media predicts that more than half of all ad dollars spent this year will be directed towards platforms that support creators like YouTube, TikTok, and Instagram.

It’s worth noting that Kate Scott-Dawkins, the global president of business intelligence for WPP Media, points out to The Hollywood Reporter that the boundaries are becoming increasingly indistinct between professional content and user-generated content (UGC). This is because creators like MrBeast and Ms Rachel, who were initially known for their UGC, now create shows on major streaming platforms. Furthermore, large entertainment companies often post content on creator platforms as well.

One reason for the change we’re observing could be the significant difference in operational costs between established media outlets like TV stations or newspapers, which require substantial investments for their staff, compared to newer platforms. This cost structure is distinct, enabling them to invest profits into AI, advertising technologies, and other areas where traditional media might be less quick to innovate. Comprehending these business aspects can provide a foundation for understanding this shift, and one of the factors behind our focus on this topic.

According to the latest WPP Media report, it’s predicted that income generated by creators will reach an impressive $184.9 billion in this very year, marking a substantial 20% increase from the figure recorded in 2024. Furthermore, analysts anticipate that this number could more than double, reaching an astounding $376.6 billion by the year 2030.

Regarding the projected decrease of global ad revenue to approximately $1.08 trillion by 2025, according to Scott-Dawkins, this trend is largely influenced by the United States and China.

The state of these markets, specifically the U.S. and China, significantly influences global trends. This year, we’ve slightly lowered our assessment for both of them, acknowledging the broader uncertainties that affect marketers worldwide.

She mentions that it poses some challenges for advertisers, and this is why she’s emphasized on one of the major trends this year being a move towards greater adaptability and swiftness, as opposed to retreating.

The WPP Media report further highlights how digital advertising has become a dominant force, taking up approximately 73.2% of worldwide ad income, and 81.6% if we include streaming TV and digital out-of-home spending.

Television, which was once a dominant force in advertising, is projected to experience a minimal growth of 1% by the year 2025, bringing its overall value to approximately $162.5 billion. This figure includes streaming services, however, it’s anticipated that the portion attributed to streaming TV will actually decrease.

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2025-06-10 02:24