📊 Creator Platforms = New Media Empire
- 2025 is the tipping point: Creator-driven platforms (YouTube, TikTok, Instagram) will officially overtake traditional media (TV, print, radio, cinema) in global ad revenue according to WPP.
- This is a generational shift — from institutions to individuals, from editors to algorithms.
- Creator content is cheaper, performs better, and scales instantly: everything traditional media can’t replicate.
🧨 Implication: The idea of “mass media” as a centralized, curated product is functionally obsolete. The old “Fourth Estate” has become just another subcontractor in the creator economy.
https://www.wppmedia.com/news/tyny-midyear-2025
🧠 By 2026:
- Major news brands see 30–50% drops in ad revenue unless they pivot to platforms or niche subs.
- WPP-style agencies become AI consultants or collapse.
- Legacy media brands reliant on institutional ad buys will become financially nonviable.
⏳ By 2028:
- Traditional mass-media “broadcast” model is effectively dead.
- AI + influencer-driven content replaces both ads and articles as dominant storytelling format.
- Only brand-heavy outliers (e.g., NYT, Disney) and ideological anchors (e.g., Fox, MSNBC) will survive if only barely.
Up next the death of the LNP, ALP duopoly?
