London, England — WPP Media, the prominent global media buying firm recently rebranded from GroupM, has revised its forecast for advertising revenue growth in 2025. Initially projecting a 7.7 percent increase, the company has now lowered its prediction to 6 percent, attributing the change to ongoing economic uncertainties and a lack of clarity in global trade dynamics.

This year marks a notable transformation in the advertising landscape, with more than half of ad spending directed toward creator-driven platforms such as YouTube, TikTok, and Instagram. WPP Media highlights this shift as a pivotal moment in the evolving relationship between professionally produced content and user-generated content.

According to Kate Scott-Dawkins, WPP Media’s global president of business intelligence, the distinction between these two forms of content is becoming increasingly indistinct. Prominent creators have started producing content for major streaming services, while established entertainment companies frequently utilize creator platforms for their own content distribution.

Scott-Dawkins noted that this transformation is driven by fundamental differences in business models. Traditional media outlets, burdened by fixed costs related to staffing, often struggle to innovate compared to their creator counterparts, who can rapidly reinvest revenue into advancements such as artificial intelligence and targeted advertising.

WPP Media’s report anticipated a substantial increase in creator-generated revenue, estimating that it will reach $184.9 billion this year—an uptick of 20 percent from last year. Projections suggest this figure could more than double to $376.6 billion by 2030.

The downgrade of global advertising revenue to $1.08 trillion for 2025 reflects significant activity in major markets like the United States and China. Scott-Dawkins explained that trends in these markets significantly influence global advertising performance, underscoring the ongoing volatility that marketers face on a larger scale.

The challenges presented by economic uncertainty are prompting a shift in advertising strategies toward greater flexibility and agility, as opposed to substantial cutbacks, Scott-Dawkins remarked. Advertisers are navigating a complex landscape that demands adaptive approaches.

WPP Media’s findings further illustrate the dominance of digital advertising, which now constitutes 73.2 percent of the global ad revenue share. This percentage rises to 81.6 when including streaming television and digital out-of-home advertising.

In contrast, traditional television, once the leading advertising medium, is only expected to grow by 1 percent in 2025, resulting in a projected total of $162.5 billion. Streaming television is estimated to account for $41.8 billion of that figure, although its growth trajectory appears to be on the decline.

As the advertising industry braces for these changes, the implications for content creators and traditional media alike remain profound, with a rapid adaptation to new trends becoming crucial for sustaining growth in an unpredictable market.