Entertainment platforms are spending more on content than ever, but the mix has moved. KPMG’s annual media content spend analysis, released Thursday, puts total content spend at $207 billion in 2025, up from $156 billion in 2021. The bigger story is where the money shifted: premium film, TV and streaming lost share while creator payouts and sports rights surged.
The shift matters because content budgets are the leading indicator of where audience attention is moving. Sports rights and creator deals are not just line items; they drive subscription decisions, ad inventory and platform engagement. For media planners and entertainment marketers, the annual KPMG numbers are a calibration point for next year’s plans.
The composition changed, not the total
In 2021, film, TV and streaming content made up 71 percent of all content spend. In the new analysis, that share is 64 percent. Creator content reached $46 billion, up 75 percent since 2021. Sports took a 29 percent share, up 59 percent, as Netflix, Amazon, Apple and others bid for live rights.
“Creator content is taking on a larger role in the content portfolio because it can build frequent engagement, attract highly engaged audiences, and create new opportunities for advertising and monetization,” said Frank Albarella, Jr., U.S. sector leader, media and telecommunications, at KPMG US.
Who is spending now
YouTube is the largest single spender at an estimated $28 billion annually. Growth is concentrated at YouTube, Amazon and Meta, while traditional players such as Paramount, Comcast and Disney are roughly stagnant. At the same time, Netflix, Disney+ and other streamers are cutting creator deals to bring creator-led formats into their apps.
- Total tracked content spend: $207B in 2025, up from $156B in 2021.
- Creator content: $46B, up 75% since 2021.
- Sports share: 29%, up 59% since 2021.
- Traditional film, TV and streaming share: 64%, down from 71% in 2021.
What media planners should do
The report is not a case for abandoning premium film and TV. It is a signal to rebalance test budgets. Creator-led formats can function as a frequency and engagement layer, while live sports buys premium attention and ad load opportunities. The KPMG team frames the broader strategic move as a super app question: combine content, experiences and benefits that give customers more reasons to stay.
For buyers, that means testing small allocations in creator inventory and sports windows, measuring whether those dollars deliver reach and return without cannibalising core premium campaigns. Watch how bundling and distribution deals from enlarged players like Fox-Roku and Skydance change the value of the shrinking traditional slice.
Source: The Hollywood Reporter
