Creator content set to overtake professionally produced content in ad revenue, says report
In the UK, digital-only channels such as search, retail media and social are expected to dominate the ad market in 2025, comprising 81.4% of total revenue, according to WPP Media’s This Year Next Year report.
More than half of content-driven advertising revenue will come from user-generated platforms such as TikTok, YouTube and Instagram Reels in 2025, surpassing professionally produced content from studios and media companies for the first time, according to WPP Media’s This Year, Next Year report.
Revenue is moving away from professional studios, media companies and publications towards individual creators and the platforms that host their content, signalling a shift in the advertising landscape.
