Creators

Hard truth: In 2025, creators are winning vs traditional media, now pulling in half of all content-driven ad spend.

Why it matters

- Creator ad revenue is set to jump +20% this year and could more than double to $376.6 B by 2030.

- Just five platforms (Google, Meta, ByteDance, Amazon, Alibaba) already command 54% of global ad dollars.

- AI Chatbots are replacing Google searches, eliminating the need to click on blue links and tanking referrals to news sites. As a result, traffic that publishers relied on for years is plummeting.

- Traditional media is scrambling: TV studios are still doing layoffs, everyone is rushing to YouTube, Netflix etc.

The media landscape has changed.

Creators are not just here to stay, they're taking over.