- Variety, Monday, August 24, 2026 12:23 AM
Vertical media is expected to generate $150 billion in revenue in markets outside China, a 42% gain YoY, according to a study by Owl & Company,
Variety reports. Of that money, $131 million will come from advertising revenue in TikTok, Instagram, YouTube, Facebook and other platforms. The picture will change as formats such as
microdramas will generate more advertising, subscription and in-app purchase revenue, the study says.
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