Contenting Market Size, Share, Industry Analysis, Trends, Growth, 2032

Contenting Industry Prospective:

The global contenting market size was worth around USD 467.29 billion in 2023 and is predicted to grow to around USD 2,129.08 billion by 2032 with a compound annual growth rate (CAGR) of roughly 16.40% between 2024 and 2032.

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Contenting Market: Overview

Contenting refers to a long-existing and constantly evolving market strategy for attracting, engaging, and retaining a target audience. This strategy revolves around the creation of relevant content across several digital and manual platforms and methods, including podcasts, videos, written articles, and others. Some of the key end goals of content marketing are to establish expertise on a particular topic or field, generate awareness, and engage customers to ultimately sell a service or a product. Content has always been regarded as pivotal in establishing a brand as a consumer favorite. It is the only way companies can communicate with potential customers or stakeholders about their vision, products, and services. In modern times, businesses are leveraging the wide-scale presence of digital platforms including social media tools to reach a broader group of audience in minutes. The demand for contenting is expected to be fueled by the growing globalization rate worldwide. However, the lack of skilled professionals in the contenting industry along with the rapidly evolving characteristics of the industry may impact the market growth rate.

Key Insights:

• As per the analysis shared by our research analyst, the global contenting market is estimated to grow annually at a CAGR of around 16.40% over the forecast period (2024-2032)
• In terms of revenue, the global contenting market size was valued at around USD 467.29 billion in 2023 and is projected to reach USD 2,129.08 billion, by 2032.
• The contenting market is projected to grow at a significant rate due to the growing user database on social media platforms
• Based on the application, the brand awareness segment is growing at a high rate and will continue to dominate the global market as per industry projection
• Based on the type, the social media segment is anticipated to command the largest market share
• Based on region, North America is projected to dominate the global market during the forecast period

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Contenting Market: Growth Drivers

Growing user database on social media platforms to drive market demand rate

The global contenting market is expected to be driven by the expanding user database on social media platforms. Applications such as Instagram, YouTube, Snapchat, Facebook, LinkedIn, Twitter, and Pinterest are some of the most popular social media sites used by people globally. These platforms host millions of users, thus forming an extensive consumer group for brands and companies that sell products or services. As of early 2024, Instagram has more than 1.99 billion monthly users logging into the application for browsing through video or text-based content. The platforms were initially designed to act as a way of connecting with friends or families and sharing personal stories. However, with time, they have evolved into excellent marketing tools that function using smartly curated content. For instance, Instagram launched a feature called Reels in 2020. As of 2024, it is one of the most popular short-form video content platforms that brands leverage to create product awareness or engage customers with the view of generating more sales.

Global expansion of businesses will generate more customers for contenting

Businesses worldwide are increasingly targeting global customers. Brands are actively seeking ways to enter new markets and tap into unexplored segments for higher profit. However, establishing a brand in a new country or among a fresh set of customers who are already loyal to other competing brands can be difficult. Well-planning contenting is one of the most effective ways brands can generate product awareness, followed by an actual product launch. Through this method, businesses can estimate the kind of sales they can expect depending on the number of people engaging with their digital or manual content. For instance, Fenty Beauty, owned by global personality Rihanna, runs a YouTube channel that has been highly effective in driving brand sales. This platform is used by Fenty Beauty to deliver behind-the-scenes (BTS) content. This method allows customers to become a part of the production and launch process. Such excellent marketing tactics adopted by brands will help promote growth in the global contenting market.

Contenting Market: Restraints

Lack of sufficient skilled professionals in the industry may limit the market growth trend

The global industry for contenting is expected to be limited due to the lack of trained professionals or experts. Content creation or marketing has been rapidly evolving primarily due to the rising number of ways in which relevant content can be created and distributed. Mastering the algorithms of all platforms can be challenging. Additionally, digital content-distributing websites frequently update algorithm rules, which directly impact content reach leading to a loss of potential revenue. Moreover, contenting has reached a point of saturation as almost all companies, including small and large businesses, are using the same digital tools to reach customers causing a lack of innovation.

Contenting Market: Opportunities

Rising use of Artificial Intelligence (AI) in creating content will deliver exceptional expansion possibilities

The global contenting market is expected to generate more growth opportunities during the projection period. The introduction of several AI tools for creating engaging content has helped several brands and companies reach their target audience and generate more leads. In June 2024, YouTube, a popular platform of long-form and short-form video content, announced the launch of an AI-powered tool that can be used by content creators. The tool is equipped to assist creators in brainstorming novel ideas, learning about the audience, streamlining workflow, and generating more efficient videos. Jasper AI is another popular tool used by blog post writers as it can be used by businesses as well as individuals. The tool provides access to 50 templates. It can be used for creating content for online websites and e-commerce portals. Apart from AI, several other digital systems are available in the commercial space that aid the creation of relevant, statistically correct, and highly engaging content. In July 2024, Captions, an AI-powered video editing platform, announced that it raised USD 60 million in series C funding. The company is expected to use the fund for further research and development.

Contenting Market: Challenges

High costs associated with contenting and concerns over Intellectual Property (IP) theft may prove challenging for the industry players

The global contenting industry is projected to be challenged by the high cost of leveraging contenting services. Creating high-quality digital or manual content requires extensive investment. For instance, Jasper AI services for small businesses generally start at USD 5000 annually, while an enterprise-level solution may cost between USD 20,000 and USD 50,000. Additionally, the growing number of cases related to IP theft is a major market growth rate inhibitor.

Contenting Market: Segmentation

The global contenting market is segmented based on application, type, and region.

Based on the application, the global market divisions are brand awareness, thought generation, customer acquisition, and lead generation. In 2023, the highest growth was observed in the brand awareness market. Contenting is a form of dispersing information related to products or services. It acts as the first point of communication between brands and potential customers. Effective brand awareness content can lead to an increase in revenue. In 2022, Amazon was reported to have spent over USD 16 billion on content.

Based on the type, the contenting industry segments are social media, blogging, online articles, videos, research reports, and others. In 2023, the highest growth was observed in the social media segment. The growing access to consumer electronics has amplified the number of people using social media platforms. These tools can reach a broader audience group in a limited time. As of August 2024, YouTube hosts over 2.69 billion users monthly.

Contenting Market: Report Scope

Contenting Market: Regional Analysis

North America to generate massive growth driven by higher spending on contenting

The global contenting market is projected to be led by North America during the forecast period. According to market research, the US is one of the highest-paying countries for digital marketing services. The region is rich in terms of the availability of a skilled talent pool. Additionally, it also hosts numerous global companies across sectors that rely heavily on digital content for product awareness and customer engagement. The top regional advertisers in the US retail sector include Amazon, Target, and Walmart. In 2023, as per official statistics, Target spent around USD 1.51 billion on advertising. The country also has a large consumer base on social media platforms that help generate extensive revenue. Some of the leading social media companies are based out of the USA, including dominant businesses such as YouTube, Facebook, and Snapchat.

Asia-Pacific is a growing market for contenting. Countries such as China and India form a large part of the consumer base and are also registering a steady rise in the number of consumer electronics users. However, China has strict regulatory policies and guidelines outlining the type of content that can be circulated in the country. The emergence of several new companies with domestic or international origin drives India’s contenting sector.

Contenting Market: Competitive Analysis

The global contenting market is led by players like:

• BuzzSumo
• HubSpot
• CoSchedule
• Adobe Experience Manager
• Hootsuite
• Contentful
• WordPress
• Sprinklr
• Percolate
• SEMrush
• Skyword
• Contently
• Ceros
• Marketo
• Kapost.

The global contenting market is segmented as follows:

By Application

• Brand Awareness
• Thought Generation
• Customer Acquisition
• Lead Generation

By Type

• Social Media
• Blogging
• Online Articles
• Videos
• Research Reports
• Others

By Region

• North America
  • The U.S.
  • Canada
• Europe
  • France 
  • The UK
  • Spain
  • Germany
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Southeast Asia
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • GCC
  • South Africa
  • Rest of Middle East & Africa