In 2025, creator platforms like YouTube, TikTok, and Instagram are expected to surpass traditional media, including TV networks, news companies, and radio, in ad revenue for the very first time, capturing more than half of the market.

Consumer Technology Association (CTA)’s new Exploring The Creator Economy report revealed Americans spend 39% of their time consuming user-generated content like TikTok, Instagram, YouTube, and podcasts, compared to 61% for traditional studio media.