US Content Marketing Spending, by Channel, 2019 & 2020 (billions and % of total)
Purchased distribution defined as a business paying others to distribute its content via media channels. Owned distribution is defined as commercial content that is distributed using the business's own channel. Data was provided to eMarketer by Borrell Associates.
Data is from the October 2020 Borrell Associates report titled "State of Content Marketing in 2020" in association with The Branded Content Project, Local Media Consortium, Local Media Association and Facebook Journalism Project. 200 US local business were surveyed during October 2020. Local Media Association is a digital transition resource for local media companies and Local Media Consortium is a strategic alliance of local media companies.