The rise & rise of content creators User-generated material – videos, podcasts and posts put together by individual creators – will eclipse the ad revenue attracted by professional media produced by TV networks, cinemas and news companies, the analysis found. It comes alongside a sharp increase in the advertising income attracted by creator-generated content amid a huge global change in viewing habits and media consumption. Content creators are expected to see their revenue through ads, brand deals and sponsorships increase by 20% this year, according to an assessment by WPP Media. It is expected to more than double to $376.6bn (£278.3bn) by 2030. Excerpt for The Guardian Image source - Kit Read more: https://www.theguardian.com/media/2025/jun/10/social-media-creators-to-overtake-traditional-media-in-ad-revenue-this-year