TL;DR
The 2026 creator economy is projected to exceed $40 billion in the U.S. and over $200 billion globally
Globally, 59% of marketers expect to increase influencer marketing spending
Measurement remains difficult, as half of marketing leaders cite accurate measurement of ROI or ROAS as the greatest challenge they face in influencer marketing
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Email Address2026 will be a defining moment for marketing leaders: influencer budgets are accelerating while the industry races to build better measurement frameworks.
Recent data from Later reveals that 28% of U.S. marketers increased their influencer budgets by over 50% in 2024. However, measurement remains a significant obstacle as half of Western European marketing leaders identify ROI measurement as their biggest challenge.
Here are the key trends shaping the marketing landscape and the creator economy as we head into 2026.
Global influencer marketing budget trajectory
Contrary to speculation that influencer marketing would get absorbed into general paid media budgets, the channel continues to grow as its own distinct investment category. A September 2024 survey of U.S. marketers shows continued, aggressive commitment from marketers across key regions.
In the US, only 12% of marketers decreased their influencer budgets or kept them flat in 2024. Globally, 59% of marketers expect to increase spending while just 9% plan reductions. Even as the growth rate moderated slightly from 17-18% in 2023 to 14.2% in 2025, the trajectory remains firmly upward.
Western European marketers are equally bullish, with a majority planning to boost influencer spending by 10-19% within the next twelve months.
The great reallocation: How CMOs are shifting priorities to fund creator campaigns
CMOs are strategically rebalancing their media portfolios by accelerating investment in digital formats while divesting from legacy channels. This pivot includes significant allocations for creator-driven content and AI-powered campaigns.
Later data reveals that US CMOs projected their digital marketing budgets increased by 7.3% in 2025 while traditional advertising spend declined by 0.3%. Globally, the exodus from legacy channels is even more pronounced. 60% of brand leaders planned to reduce print advertising investment, and 50% intended to cut linear TV spending in 2025.
Where’s the budget being redirected to? As of July 2024, CMOs have made substantial investments in creator-led tactics:
41% invested in branded content
37% in influencer partnerships
33% in user-generated content (UGC) campaigns
AI-driven advertising is also entering the mix. Forty eight percent of marketers allocated less than 10% of their budget to AI campaigns in 2024, while 19% allocated over 40%.
The takeaway is clear: CMOs are dismantling traditional media plans to fund digital-first, creator-driven strategies.
The $40 billion creator economy expansion
The US creator economy is projected to nearly double from $12.33 billion in 2023 to $20.64 billion in 2025 to over $40 billion in 2026, with some estimates putting the global creator economy exceeding $230 billion in 2026. This explosive growth means more opportunities across every monetization channel.
Brand deals remain the dominant revenue source for creators by a significant margin, based on 2022 data from the US and Canada. But the market expansion suggests rising opportunities in affiliate marketing, ad share revenue, and direct product sales.
As the total market grows, all boats rise. Creators who’ve built sustainable businesses around brand partnerships will see as many opportunities as creators experimenting with newer monetization models.
The ROI challenge that’s driving innovation
Despite this growth, measurement continues to be a challenge. According to a summer 2024 survey of marketing decision-makers in Western Europe, 50% identified accurate measurement of ROI or ROAS as the greatest challenge they face in influencer marketing.
This finding highlights a significant perceived gap among brands regarding their ability to effectively track and prove the value of their influencer marketing campaigns. The continued budget growth despite measurement challenges indicates that CMOs see the strategic value clearly enough to invest ahead of perfect measurement. The brands and platforms that crack the attribution code will define the next era of creator marketing.
What brands need to know for 2026 planning
The 2026 creator economy landscape represents a strategic opportunity for brands ready to lead. Here’s how Later recommends capitalizing on these trends:
Invest in measurement infrastructure now: The brands that build robust attribution and ROI tracking will gain competitive advantage as budgets continue to grow. Prioritize tools and partnerships that strengthen your measurement capabilities while the industry standards are still taking shape. Solutions like Later EdgeAI help produce AI-first campaigns that accelerate ROI and prove the measurable impact of influencer marketing for your brand.
Diversify your creator partnerships strategically: With budgets growing and traditional media declining, your creator roster becomes your media mix. Build ongoing relationships across different creator tiers, content formats, and monetization models to maximize reach and resilience.
Embrace the AI-creator convergence: As AI adoption becomes widespread and creators continue to use AI in brand collaborations, forward-thinking brands have an opportunity to pioneer new partnership models. Position your brand at the intersection of these trends by using AI strategically for concept development, influencer selection, and performance analysis.
The influencer marketing momentum heading into 2026 is undeniable. The brands that move decisively on measurement, diversification, and emerging opportunities will set the standard for creator partnerships in the years ahead.
Ready to prove the impact of your creator marketing investment in 2026? Later's AI-powered platform helps brands build, measure, and scale influencer campaigns that deliver measurable ROI. Book a call with one of our experts today.
