Social media creators to eclipse traditional media in global ad revenue for first time
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Social media creators to eclipse traditional media in global ad revenue for first time
"Content created by individuals on platforms such as YouTube, TikTok, and Instagram is forecast to generate more global advertising revenue this year than all traditional media combined."
The article discusses a report by WPP Media forecasting that user-generated content on platforms like YouTube and TikTok will surpass traditional media in global advertising revenue in 2023. This shift reflects changing audience habits toward personalized, creator-led content, which is expected to grow significantly in the coming years. Traditional media outlets are under pressure to adapt, with broadcasters like ITV and Channel 4 investing heavily in social media to reach younger demographics. The transformative impact of this shift challenges established norms in media power and brand engagement strategies.
#user-generated-content #advertising #social-media #content-creation #media-consumption
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