Social media creators to overtake traditional media in ad revenue this year

User-generated material to surpass advertising income from professional media amid change in viewing habitsContent on platforms such as YouTube, TikTok and Instagram will attract more advertising income this year than content from traditional media companies, according to research, marking a “huge cultural shift” for the media world.User-generated material – videos, podcasts and posts put together by individual creators – will eclipse the ad revenue attracted by professio