Watch Out Hollywood: Creators and Sports Are Eating More of the Content Budgets

Where the entertainment business spends its content budget is shifting, with sports and independent creators reaping the rewards.

The consultancy KPMG released its annual media content spend analysis on Thursday, calculating the totals and outlining where the major entertainment platforms (like Disney and Netflix, but also YouTube, Meta and Amazon) are spending their money. Traditional film and TV content still has a role, but the report underscores how the winds are shifting.

The good news? Content spend is continuing to rise. In 2025, the companies KPMG tracks topped $207 billion, up from $156 billion in 2021. KPMG calculates spend based on costs associated with film and TV production, programming and licensing; sports rights; revenue sharing payments to creators; and music costs.

But while most traditional players (Paramount, Comcast, Disney) are seeing their content spend stagnate, it is companies like YouTube, Amazon and Meta where spend is rising.

That is reflected in the data, where YouTube is now king of the spenders, with an estimated $28 billion annually. Creator content now accounts for $46 billion of the annual content pie, up 75 percent from 2021. Sports meanwhile is now 29 percent, up 59 percent from 2021, as places like Netflix, Amazon, Apple and others pour cash into the space.

And of course places like Netflix, Disney+ and others are also cutting creator deals, bringing more types of content into their streaming fold.

“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. “As the lines between creator-led and traditional entertainment blur, the question for media companies is how those formats work together to win consumer engagement and drive value.”

In 2021, film, TV and streaming content accounted for 71 percent of all content spend, but the new KPMG report finds that number sinking to 64 percent, as both sports and creator content surge.

“A successful ‘super app’ starts with a clear view of what your audience values,” said Scott Purdy, media sector leader, strategy, KPMG U.S. “The opportunity is to combine the content, experiences, and benefits that give your customers more reasons to stay, while making that relationship more valuable over time.”

Still, the data shows a shifting landscape for Hollywood, one that newly-enlarged giants like Fox-Roku and Skydance will need to navigate. Premium film and TV remains the heart of Hollywood, but it is careening toward a future where it is a smaller and smaller piece of the puzzle.