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The Guardian - UK

Business

Michael Savage Media editor

Social media creators to overtake traditional media in ad revenue this year

TikTok WPP Media

Fitness influencer filming himself with an iPhone on a tripod at the gym — Content creators are expected to see their revenue through ads, brand deals and sponsorships increase by 20% this year. Photograph: Posed by model; PeopleImages/Getty Images

Content on platforms such as YouTube, TikTok and Instagram will attract more advertising income this year than content from traditional media companies, according to research, marking a “huge cultural shift” for the media world.

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.

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