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The number of FTE creators has grown 5 times as fast as the traditional media sector annually since 2020. Yes, but: Burnout, unpredictable income, and increasing competition are simultaneously prompting many creators to seek more traditional jobs. (We predicted this in our Creator Economy Trends to Watch 2025 report).

Live sports programming accounted for nearly 40% of US national TV ad spend in both Q4 2022 and Q4 2023, according to September 2024 data from iSpot.tv.

Digital advertising typically outperforms traditional media during periods of economic uncertainty. Its flexibility, precise targeting, and performance-driven nature make it especially resilient. However, growth is likely to slow as marketing budgets tighten. In this environment, brands are expected to reallocate their digital ad budgets.

Ahead of this year鈥檚 highly competitive holiday season, retailers like Dollar General, Neiman Marcus, and Amazon are releasing print versions of their holiday catalogs, focusing on curation, inspiration, and showcasing the best deals.

Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. China in Perspective. Media consumption in China is distinct from other countries in the GMI Report.

Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Western Europe in Perspective. Traditional media maintains a firm hold on many consumers in Western Europe. The region is home to four of the top 10 countries in the world with the highest median age: Italy, Spain, Germany, and Greece.

More than 4 in 10 (42%) of US adults trust the information in podcasts at least somewhat more than traditional media, per October 2024 Quill Inc. data. That trust can also translate to product, service鈥攐r candidate鈥攅ndorsements by the host, per Quill鈥檚 research. Podcasts are also a prime channel for traditional media personalities.

The format is unique because it can be consumed anytime, anywhere, particularly during times when traditional media is more difficult to access, like commuting. Podcasts also benefit from an intimacy that other platforms struggle to mimic.

Working with creators beyond social media platforms also means bringing them into other kinds of campaigns by featuring them in places like out-of-home, connected TV, in-store, and traditional media campaigns. Poppi鈥檚 recent Super Bowl commercial did this by featuring creators Alix Earle and Jake Shane.

Once a stalwart of TV advertising, we expect the automotive industry鈥檚 US traditional media ad spend (which includes TV) to decline 8.6% this year to $7.3 billion鈥搕hough digital ad spend will jump 14.7%. Q2 automotive TV expenditures fell 13.1%, with impressions declining steeply as well. End-of-year 2023 spending was also down: November and December 2023 spending fell 15.8% and 14.9%, respectively.

Four years later, the narrative has flipped entirely: CPG has moved away from traditional media more dramatically than any industry besides tech and retail. Click here to view our full forecast for US traditional media ad spending, by industry. If we combine digital and traditional, CPG鈥檚 total media ad spending will hit $62.30 billion this year.

There are also minor differences between the data for respondents 65 and older and the data for respondents ages 16 to 64 that鈥檚 featured in our report: The 65 and older cohort tends to use traditional media more and digital devices/media less, for example.

The New York Times insists Perplexity halt its use of NYT content, underscoring the brewing tension between media rights and AI-driven data access.

Traditional media companies are increasingly partnering with podcasters, YouTubers, and digital-first creators to maintain relevance in an era where independent voices often outdraw legacy media in engagement. Monetization and advertising potential.

Toys R Us and Bed Bath & Beyond expand their physical presences: Brick-and-mortar stores serve as three-dimensional billboards that drive awareness and sales, but success is far from guaranteed.

Most of the individual industries we track will land near that figure, although technology and electronics (87.1% digital this year) has nearly abandoned traditional media. Click here to view our full forecasts for US digital ad spending share of total media, by industry and US traditional media ad spending share of total media, by industry.

There are also minor differences between the data for respondents 65 and older and the data for respondents ages 16 to 64 that鈥檚 featured in our report: The 65 and older cohort tends to use traditional media more and digital devices/media less, for example. Saudi Arabia. South Africa. UAE.

The Movie Gen partnership鈥檚 early feedback highlights both creative promise and fears of AI replacing human filmmakers.

If we include traditional media in the rankings, sub OTT trails only TV (2:45). There is a significant gap between TV and sub OTT and the range of activities that come next. Click here to view various forecasts for time spent with digital media by activity or time spent with traditional media by activity. Sub OTT is closing in on TV鈥檚 share of daily time with video.

Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Central and Eastern Europe in Perspective. Central and Eastern Europe generally lagged all other regions in many categories across time spent with media and adoption of digital activities.