New research from global advertising powerhouse WPP Media suggests that 2025 marks the beginning of a monumental shift in the world of advertising. For the first time, content created by individuals on platforms like YouTube, TikTok and Instagram is expected to draw more ad revenue than all traditional media combined, including television, cinema and news outlets. This isn’t just a trend; it’s a seismic transformation in the media landscape. According to the new 2025 WPP Media Research report, advertising linked to creator content is projected to grow by 20% this year alone. That includes everything from brand sponsorships and influencer partnerships to ad placements on social platforms. Looking ahead, the global creator economy is forecast to more than double by 2030, reaching a staggering US$376.6 billion.
Content creation is seeing a dramatic shift
The XV Research team believes this marks a fundamental reordering of the sports media economy towards creator content and UGC. Brands are increasingly turning to micro-influencers to engage niche communities, where authenticity often outperforms reach. User-generated content (UGC) is winning the trust battle against traditional advertising, with a majority of consumers preferring the authenticity of user-created moments over polished ads. User-generated content (UGC) is a valuable social media marketing tool today that can boost brand awareness amidst all the advertising clutter while demonstrating social proof. A marketing message that features a real customer who uses your product or service is often more effective than a creative ad with professional photography and high-budget video.
Now in 2025, with more than half of all content-driven advertising spend going towards user-generated platforms, surpassing professional productions, the question is how this changes the way we invest in tomorrow's digital content innovations and AI-powered content and communications. The shift is fuelled by the ubiquity of smartphones, powerful social media algorithms and a growing appetite for content that feels personal, relatable and authentic. Today’s audiences crave stories that reflect their identities, values and communities, often delivered by creators they trust and follow daily. This change is reshaping how consumers engage with brands. Rather than relying on polished TV commercials or magazine ads, purchasing decisions of sports fans are increasingly influenced by creators who speak directly to niche audiences in a way traditional media simply can’t match. Brands are increasingly partnering with micro-influencers to reach highly targeted communities. Companies like Google, Meta, ByteDance, Amazon and Alibaba host a large majority of this content as well as profit from its growth. As creators continue to redefine culture and consumer behaviour, we will continue to watch how advertisers across the world of sports and entertainment shift their dollars toward the micro-influencer and UGC platforms where attention and influence are strongest.
