"U.S. ad spend on the creator economy is projected to reach $37 billion this year, a 26% increase from the $29.5 billion spent in 2024 and almost three times the $13.9 billion spent on the channel in 2021, according to a new report from the Interactive Advertising Bureau shared with Marketing Dive. The IAB's "Creator Economy Ad Spend and Strategy Report" highlights how creators have grown in advertising, with nearly half of marketers citing creator content as a "must have." Findings also highlight the growing role artificial intelligence is expected to play in creator content."
"The creator economy has quickly evolved from an experiential channel to a marketing must-have. The IAB's new study surveyed over 450 ad-spend decision makers, 48% of whom said creators were essential to their marketing plans, ranking the channel as the third most important after paid search and social media. Respondents cited creators' ability to create personalization at scale and the connections between creators and their audience as reasons for investing in the space."
U.S. ad spend on creator-driven channels is projected to rise sharply to $37 billion, up 26% from 2024 and nearly three times 2021 levels. A survey of more than 450 ad-spend decision makers found 48% consider creators essential, ranking the channel behind paid search and social media. Brands value creators for personalization at scale and strong audience connections. Top campaign goals include brand awareness (43%) and reaching new audiences (41%), with about a third prioritizing online sales and conversions. Forty percent cite overall ROI as the top performance metric. Key challenges include finding aligned creators and improving attribution, reporting, and audience authentication, while artificial intelligence is expected to play a growing role in creator content.
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