YouTube surpasses traditional studios in content spending — KPMG study
Spending by the largest entertainment platforms on content reached $207 billion, though the share for film and television is gradually declining.
The distribution of budgets in the entertainment industry is shifting: sports broadcasts and content from independent creators are receiving increasing investments, while spending by traditional media companies on films and series remains nearly stagnant. This is reported in the annual study by consulting firm KPMG.
According to analysts' estimates, in 2025, the combined spending by the largest platforms on content exceeded $207 billion, up from $156 billion in 2021. The calculations included expenses for the production and licensing of films and television programs, sports rights, payments to creators, and music content.
YouTube became the largest investor in content, with annual spending of around $28 billion. Meanwhile, budgets for independent creators' content reached $46 billion, increasing by 75% compared to 2021. The share of sports content grew by 59% and accounted for 29% of total spending.
Against this backdrop, the share of films, television programs, and streaming content decreased from 71% in 2021 to 64% in 2025. Among companies actively increasing investments, KPMG highlights YouTube, Amazon, and Meta, while spending by traditional players, including Disney, Paramount, and Comcast, remains virtually unchanged.
Despite these changes, films and series remain the foundation of Hollywood, though they are gradually occupying a smaller portion of the overall entertainment market.
