The Creator Economy in the U.S. has evolved rapidly from a niche content movement into a central force shaping how brands connect with consumers. According to IAB’s 2025 Creator Economy Ad Spend & Strategy Report, U.S. creator ad spend is projected to reach $37 billion in 2025, up 26% year-over-year and nearly 4x faster than the media industry’s overall growth.
Over the past three years, creator advertising has more than doubled in the U.S. from $13.9B in 2021 to $29.5B in 2024, as brands increasingly treat creators not just as social media partners but as a fully-fledged channel.
Nearly half (48%) of all creator ad buyers now consider creators a “must buy,” ranking them just behind paid search and social media. However, growing investment has also increased focus on challenges such as measuring business outcomes, choosing the right creators, and understanding the evolving role of AI.
Key Takeaways:
Though creator campaigns most often seek awareness and reach, sales is also among the top goals, showing that brands use creators across the purchase journey.
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