WPP Media has revised its ad revenue forecast for 2025 from 7.7% growth to 6% growth, influenced by economic uncertainty and limited visibility in global trade. The report highlights a pivotal shift towards creator-driven platforms like YouTube, TikTok, and Instagram, predicting that over half of ad dollars will go to these platforms. WPP's Kate Scott-Dawkins emphasizes the blurred lines between professional and user-generated content. Creator-generated revenue is projected to grow significantly, indicating a changing landscape where traditional media may struggle to keep up with innovation.
"The lines are absolutely blurring between professional content and UGC. Many creators now produce shows on major streaming platforms, and large entertainment companies frequently post on creator platforms."
"One of the reasons, I think, is the fundamental disparity between a professional publisher like a TV station or a newspaper where there are real fixed costs for employees. It's a very different cost model..."
"Creator-generated revenue will hit $184.9 billion this year, up 20 percent from 2024, and is expected to more than double to $376.6 billion by 2030."
"A downgrade in ad revenue forecast for 2025 is driven primarily by the U.S. and China, as those markets will heavily influence global trends."
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