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Rising Star
Yuck
My brands I work on spend half of all media on Tik Tok and Meta. Used to be just 10/20% 4 years ago,.
That doesn’t surprise.
YouTube is massive for ad spend. Lumping YouTube as simply “UGC” ignores the fact that a ton of channels on YouTube are as professional as any reality show on linear TV.
This also doesn’t change the ad content itself and doesn’t mean ads are being made by “creators”.
Streamers are likely to add more and more ads as time goes on. Eventually it’ll all just behave like TV does. That’s how it’s sustainable financially. Going back to square one.