Creator Economy Ad Spend Projected To Hit $37B This Year, IAB Report Says

"The creator economy ad market will hit $37B this year, growing at four times the rate of the overall media industry, according to a new report on the sector. The Interactive Advertising Bureau ( IAB)'s 2025 Creator Economy Ad Spend & Strategy Report forecast the massive growth in the sector in the U.S. this year, up 26% year-over-year. The figures point to marketers and advertisers increasingly treat contenting creators as distinct channels, rather than elements of social media campaigns, the IAB report claimed."

"Spend included in IAB's report includes direct partnerships and their paid amplification, along with 'content adjacencies,' defined as brands investing "intentionally run ads adjacent to creators with whom they do not have a direct partnership." For context on the 2025 figure, media as a sector overall grew 5.7%, per a separate IAB study from September."

""Leveraging the creator economy to connect with audiences is no longer experimental for marketers - it's essential," said David Cohen, CEO at the IAB. "The significant growth we're seeing reflects a deepening commitment from brands to invest in creator-driven strategies. However, with that maturity comes a need for clear standards, better measurement, and tools to navigate an incredibly fragmented ecosystem.""

The IAB forecasts U.S. creator-economy ad spending will reach $37 billion in 2025, a 26% increase versus 2024. Spend counts direct creator partnerships, paid amplification, and "content adjacencies" where brands intentionally run ads adjacent to creators without direct partnerships. Creator-economy ad growth far outpaces overall media growth, which increased 5.7% in a separate study. Creator ad spending rose from $13.9 billion in 2021 to $29.5 billion in 2024, with a projected $43.9 billion in 2026 (18% growth). Brands increasingly treat creators as distinct channels, driving calls for standards, better measurement, and tools amid a fragmented ecosystem. IAB expanded NewFronts to include gaming and creator events.

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