New Delhi: User-generated content (UGC) is poised to overtake professionally produced media in terms of global ad spend by 2026, according to WARC’s latest Global Ad Trends report.
As advertisers lean into low-cost, high-engagement content, influencers and creators who align seamlessly with platform algorithms are increasingly attracting brand budgets.
The report highlights a growing preference for UGC due to its affordability, audience resonance, and platform-native appeal.
GroupM forecasts that by 2025, professionally produced content will account for less than half of content-driven ad spend.
This shift is further accelerated by the rise of AI-generated content and creator-journalists on platforms like TikTok and podcasts, who operate within digital ecosystems with fewer restrictions than traditional news outlets.
Kate Scott-Dawkins, Global President, Business Intelligence at GroupM, noted, “As spend from the long tail of advertisers continues to outpace growth from the top 200, UGC is likely to dominate even more.”
/buzzincontent-1/media/agency_attachments/ovtHKkiRFrKggtFNaCNI.png)
Follow Us/buzzincontent-1/media/media_files/2025/04/15/jTQ8aAbQvKOcIncj0CI5.png)