Creator Ad Spending Expected To Reach $37 Billion This Year
By Jamie Gutfreund.
The IAB’s New Research: Inside The $37 Billion Shift To Creator Media
The new IAB Creator Economy Ad Spend Report projects $37 billion in creator-media investment for 2025, growing four times faster than total media investment.
The study surveyed more than 450 U.S. advertisers across enterprise, mid-market and emerging brands – giving one of the most explicit pictures yet of how budgets are shifting. Nearly 48% of advertisers now consider creators a must-buy channel, ranking third behind search and social.
Retail leads with $12.3 billion in planned creator spending, a 38% year-over-year increase. CPG follows at $5.5 billion, representing a 24% increase.