Investment in UK creator marketing will break the ten-figure barrier by 2026. Advertiser spending on creator partnerships will reach £1.22 billion according to a study released by IAB UK on May 22, 2024. This figure marks a shift for a sector that moved from tactical experiments to a cornerstone of digital strategy.
The Institute for Advertising and Media Statistics (IRM) conducted the research to provide the first dedicated benchmark for the UK market. Data shows the sector outperforms the broader digital advertising market's growth rate. In 2025, creator partnership revenues reached £966 million. This represents a 20.1% increase from the £804 million recorded in 2024.
Creator Partnerships Outpace Traditional Digital Ads
The study highlights a disparity between creator-led marketing and other digital channels. While the total digital advertising market (excluding creators) grew by 9.6% in 2025, creator partnerships expanded at more than double that rate. By 2026, the year-on-year growth will accelerate to 26%.
Connie Hawker, TV+ and Creator Lead at IAB UK, stated the industry previously lacked a clear picture of the market's scale. She noted that these figures provide necessary transparency as creators become a vital part of the ecosystem.
Investment is set to pass £1.2bn in 2026, with creator partnerships growing significantly faster than the wider digital ad market.
Moving Toward Long-Term Collaborations
The shift toward a £1 billion market reflects a maturing industry. Brands now favor integrated, long-term collaborations over one-off posts. Paul Greenwood, Head of Cultural Strategy and Insight, EMEA at We Are Social, explained that brands have adopted more sophisticated approaches. They treat partnerships as a core method for reaching audiences rather than a secondary social media tactic.
The report also analyzed "paid amplification," which involves placing ad spend behind creator content. While general social and video ad figures already capture this spend, industry experts suggest amplification budgets could double or triple the initial partnership revenue.
Tracking and Attribution Become Paramount
The growth of this sector broadens the conversion funnel for affiliate managers and performance marketers. As investment climbs toward the £1.2 billion mark, marketers must prioritize the integration of tracking and attribution within these partnerships. The IAB UK findings suggest the creator economy is now a billion-pound pillar of the UK’s £40.5 billion digital advertising landscape.
The £1 billion benchmark allows agencies and brands to justify budget allocations. They are shifting creator spend from experimental pots into permanent performance and brand awareness budgets.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
