User-generated content accounts for more than a quarter of global ad revenue

An overview of GroupM’s latest global mid-year forecast on UGC and AI.

In 2022, user-generated content (UGC) accounted for more than one-quarter share of ad dollars, compared to just 9.8% in 2016, according to the latest GroupM mid-year report. 

Professional content accounted for almost two-thirds of total ad revenue in 2016 but dropped to just over one-third last year. This shift coincides with the rise of Gen Z and Alpha, whose consumption patterns are distinct from their older counterparts: they spend more time on social media and online video platforms.

GroupM forecasts that AI will disrupt this space. It predicts that AI is “likely to inform or touch in some...

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