WPP Media, formerly known as GroupM, has revised its global ad revenue forecast for 2025 downward to 6 percent growth from an initial projection of 7.7 percent. This adjustment reflects economic uncertainties and reduced visibility in global trade. Concurrently, the report highlights a pivotal shift in advertising dynamics, with creator-driven platforms like YouTube, TikTok, and Instagram set to surpass professional content platforms in ad revenue. By 2030, creator-generated revenue is projected to exceed $376.6 billion, doubling its 2025 value. This trend is attributed to lower operational costs and rapid innovation in areas such as AI and ad targeting. Traditional media, meanwhile, struggles to adapt at the same pace. The downgrade primarily affects markets like the U.S. and China, where macroeconomic uncertainties persist. Digital advertising continues to dominate, accounting for over 73 percent of global ad revenue.
— new from The Hollywood Reporter
