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While much of the advertising industry continues to navigate budget cuts, shifting priorities, and cautious clients, one corner of the ecosystem is doing something rather unexpected: it's growing.
That’s one of the key takeaways from the Native Advertising Institute’s newly released Global Industry Report 2025, based on a worldwide survey of media companies and branded content studios. The report paints a striking picture of resilience, innovation, and opportunity within native advertising and branded content - at a time when other formats are treading water.
Let’s unpack a few of the more notable findings.
Budgets Are Not Just Being Met - They’re Being Beaten
In an industry where just staying on track with budget can feel like a win, many of the media companies surveyed reported being ahead of budget. On average, companies reached an index score of 103, compared to 90 the last time this study was conducted. That’s a substantial leap - and an important signal that native formats are delivering measurable business value.
Even more encouraging, respondents expect this trend to continue. Projected year-over-year growth clocks in at 12%, mirroring last year’s expectations and reinforcing a longer-term pattern of expansion.
Repeat Business Is Driving Revenue Stability
New business may get the glory, but it’s repeat clients who drive stability - and profit. According to the report, 60% of native advertising revenue now comes from returning clients, a modest increase from last year. It’s a figure that highlights not just strong client relationships, but also an ability to deliver ongoing performance and ROI.
As competition heats up, the ability to retain advertisers may prove more valuable than ever.
Video and Events Rise as Star Performers
When asked about growth opportunities, two formats stood out: video and events. While video has long been a pillar of branded content, events have experienced something of a breakout. Surprisingly, they were barely mentioned in the last report. Now, they’re front and center.
Podcasts are growing too, though some respondents noted challenges with margins compared to more scalable formats like video and events.
The growth in these areas may reflect broader shifts in consumer engagement. As audiences demand more immersive, entertaining experiences, media companies are moving beyond traditional content to meet that demand in new ways.
A Changing Channel Landscape
One of the more surprising trends uncovered in the report is the declining dominance of media websites and print. While still important, these channels saw notable drops in advertiser demand.
In contrast, campaign microsites, brand-owned websites, podcasts, and YouTube are all gaining traction. It’s a shift that suggests advertisers are thinking more strategically about distribution - and looking for platforms that give them more control, data, or integration with the customer journey.
Advertisers Are Asking for More Than Clicks
Clicks and impressions are still table stakes. But today’s advertisers increasingly expect native campaigns to drive traffic to their own websites - and even generate measurable sales or acquisitions.
For media companies, this presents both a challenge and an opportunity. Aligning campaign goals more closely with advertiser KPIs could unlock stronger partnerships and greater differentiation.
Beyond Classic Native: New Products, New Revenue Streams
A growing number of media companies are branching out beyond what might be considered “classic” native advertising. Think paid social, shoppable formats, branded podcasts, and experiential content. For some, this requires investment in new talent or capabilities. For others, it’s a natural evolution of the brand studio model.
Regardless of how they get there, the message is clear: innovation is essential. And those willing to experiment are finding promising new revenue streams.
Want the Full Picture?
This blog post only scratches the surface of what’s covered in the Global Industry Report 2025. From granular data on internal KPIs and studio sizes, to advertiser insights and sector-specific growth trends, the full report offers a detailed look at where native advertising is heading—and how media companies can position themselves for success.
If you're looking to benchmark your performance, identify new business opportunities, or simply understand the direction of the industry, the report is worth your time.
--> Download the full report here
