Creator Economy & Influencer Marketing

The creator economy is the fastest-growing media sector, with total market value reaching $480 billion in 2024 and an annual growth rate of 22%. More than 200 million creators now monetize audiences directly through platforms like YouTube and TikTok, though the top 1%—about 2 million individuals—generate 70% of all revenue. Brand influencer marketing spend hit $35 billion in 2024, and micro-influencers (10K–100K followers) deliver 60% higher engagement rates than celebrity accounts.