Advertising spend in the U.S. creator economy is expected to reach $37 billion this year, according to IAB, a 26 percent gain on last year.
Adspend in the creator economy has grown four times faster than the media industry overall in the last year, IAB indicates. In the last three years, creator advertising more than doubled to just under $30 billion in 2024.
IAB, creators are considered a “must buy” among half (48%) of all creator ad buyers, ranked just behind paid search and social media. There are challenges in this space, including choosing who to partner with, the role of AI and improvements needed in measurement, standards and operational tools.
