Overview
- The IAB’s 2025 report estimates U.S. creator advertising at $37 billion this year, a 26% annual increase that outpaces total media growth by a factor of four.
- Nearly half of surveyed buyers (48%) now classify creators as a must buy, reflecting a move from experimental tests to core media plans.
- Brands report reallocating spend from legacy formats like linear TV as creator content delivers distribution and cultural relevance that traditional channels struggle to match.
- Mid-tier partners dominate hiring, with 61% of marketers working with creators who have 50,000 to 500,000 followers, while celebrity tie-ups are least common.
- About three in four brands are using or planning to use AI for tasks such as editing, brief development and A/B testing, even as advertisers push for clearer attribution and standardized reporting.