"The US' creator economy more than doubled from 2021 to 2024, with the IAB projecting ad spend to reach USD$37bn by the end of this year, a figure rising four times faster than the media industry overall."
"To further imagine the scale, calculations from eMarketer conclude that if all US-based creators were to move their brand deals to single, new platform, this would become the fourth-largest platform in the country - based on brand investment, which comes to USD$10.52bn (£8bn)."
"Creators are not just making content; they are running businesses, and brands are finally recognising the value of that."
The creator economy has grown rapidly, more than doubling in the US from 2021 to 2024 and driving projected ad spend of USD $37bn this year, outpacing the wider media industry. eMarketer estimates that consolidated US creator brand deals could represent USD $10.52bn (£8bn), creating a platform as large as the country's fourth-largest by brand investment. UK YouTube creators contributed £2.2bn in 2024. Creators are professionalising and operating as businesses, prompting brands to treat creators as strategic partners rather than mere content suppliers. Rising demand has driven significant price increases, and long-term creator partnerships deliver unique audience access that AI and traditional paid media cannot replicate.
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