In a landmark shift that rewrites the advertising playbook, 2025 marks the first year that ad revenue from creator-led content will eclipse traditional media. According to WPP’s newly released This Year Next Year mid-year forecast, creator-driven platforms like YouTube, TikTok, and Instagram are projected to pull in $235 billion in ad revenue - more than TV, print, and radio combined. It’s a cultural inflection point that signals not just a shift in spend, but a complete redefinition of influence.
👀 Creator Content Tops Traditional Channels
For years, creators have been building community, reach, and relatability in a way most media couldn’t touch. Now, that loyalty is translating into real economic power. Of the $235 billion going into creator content this year, creators themselves are expected to pocket a staggering $185 billion. That’s not just a win for the ecosystem - it’s a wake-up call for brands still overly reliant on legacy media.
🧠 A New Lens on Media Investment
WPP has introduced a new framework to make sense of this fast-moving terrain, breaking down media investment into four categories: Content, Commerce, Intelligence, and Location. The standout? Content. And more specifically, content made by humans with audiences - not just production teams with studio access.
Creator-generated ad revenue is up 20% from 2024 and is projected to more than double by 2030, reaching $376.6 billion.
💸 Why It Matters for Brands
For advertisers, especially those looking to capitalise on fast-growing segments like women’s sport or Gen Z lifestyle, creator content offers unmatched agility and authenticity. This shift also lowers the barrier to entry for brands without multi-million-pound production budgets. When the right creator meets the right brief, culture moves - and now, so does capital.
🌍 Global, Yet Personal
Markets like Brazil (11.9% growth) and India (8.4%) are powering ahead, while the US and UK remain dominant spenders. But the big story isn’t just geographic - it’s behavioural. Users now spend more time watching real people talk to them on a phone screen than anything broadcast at them on a larger one. And brands are finally reallocating spend accordingly.
🤖 AI & Autonomy: Accelerators of Change
The creator boom is also being fuelled by better tech. Generative AI, performance-optimised targeting, and agentic assistants are helping creators produce and monetise faster. It’s lowering friction and raising expectations. In this ecosystem, success depends on relevance, speed, and human resonance – not just reach.
🔑 Key Takeouts for Marketers:
Creator Content Is the New Mass Media: $235B in ad revenue in 2025 - creators are now bigger than TV.
Digital Dominance: Digital makes up 81.6% of total global ad spend.
Retail Media Is Surging: On track to hit $252B by 2030.
TV Isn’t Dead – But It’s Plateauing: Traditional channels offer diminishing returns.
Emerging Markets Matter: Growth in Brazil and India is outpacing the global average.
AI Is Reshaping the Industry: From content production to personalisation, automation is raising the bar.
✅ Actionable Steps for Marketers:
Reallocate Budget Towards Creator-Led Content: Make creators central to your strategy - not a bolt-on.
Design Social-First, Vertical Formats: Build natively for Reels, Shorts, and TikTok.
Pilot Retail Media Campaigns: Test placements on Amazon, Walmart Connect, and Carrefour Links.
Adopt AI Tools Across Creative Pipelines: For ideation, asset generation, and versioning.
Shift from Demographic to Content-Based Targeting: Relevance is algorithmically rewarded.
Localise for Growth Markets: Tailor creator partnerships and content for Brazil, India, and beyond.
Use WPP’s New Classifications: Reframe your spend across Content, Commerce, Intelligence, and Location for clearer ROI storytelling.
📈 The Takeaway
Creator culture is no longer a trend. It is the new media economy. If your brand wants to stay relevant, it’s time to build like one - agile, audience-first, and socially native.