Creator Economy Ad Spend Leaps 26 Percent

Ad spend in the U.S. creator economy in 2025 is expected to grow 26 percent—four times faster than the broader media industry—to $37 billion, per a new report from IAB.

This spend includes direct partnerships brands with creators, paid amplification of those partnerships and content adjacencies. Brands report that the top goals of these partnerships is building brand awareness and reaching new audiences. Driving online sales was the fourth goal.

Despite the rapid growth, brands say their top challenge is identifying the right creators to partner with, given various partnership models, dispersed budgets and limited standardization.

Ad spend in the U.S. creator economy doubled from 2021 to 2024 and is expected to grow from the project $37 billion this year to $43.9 billion in 2026.

“The creator economy in the U.S. has rapidly evolved from a niche content movement into a central force shaping how brands connect with consumers,” the report said. “What began as a wave of individual voices has become one of the fastest-growing sectors in all of media, now blurring the lines between entertainment, commerce and community.

“As creators take on a larger role in driving brand relevance, trust and cultural impact, the creator economy is increasingly defining the future of advertising and marketing.”