December 4, 2017
In 2017, we estimated that global branded content spend was approximately $5 billion USD. The world’s most sophisticated publishers took home the lion’s share of total spend, estimated to be roughly $3 billion among the Top 100 publishers. This works out to an average of $30 million in branded content revenue per top performing publisher.
The good news for publishers? The branded content market is expected to continue growing at an average rate of 40 percent year-over-year until 2020. Based on these figures, digital branded content revenue is handily outpacing overall global digital growth trends. By 2020, this total branded content market will reach almost $14 billion.
As we know, the publishing industry continues to consolidate. The big are certainly getting bigger! This naturally skews a large of total branded content spend towards the leaders in the industry. By 2020, we estimate the Top 100 publishers will collectively generate over $10 billion in branded content revenue. This means the largest players will capture almost 75% of total global spend on digital branded content.
From a regional revenue perspective, U.S. based publishers will capture $3 billion in revenue, or 43% of the market, in 2018. Our estimates suggest the U.K. market will capture 7 percent of global spend, or $500 million of the total market. Australia will take almost three percent of the market and represent $200 million of branded content spend.
Kunal Gupta is the Founder & CEO of Polar. Follow his leadership blog at findfocus.today. At Polar, Kunal leads a talented team transforming the media publishing industry with technology. He is passionate about leadership and finding focus in a modern era. Connect with him on LinkedIn, Medium or Twitter.
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