The creator economy is reshaping where and how brands invest in media 

The UK digital advertising market has now surpassed £40bn, reaching £40.5bn in 2025, according to the latest IAB UK Digital Adspend Study, conducted with Oliver Wyman. 

Much of that growth is being driven by environments where audiences spend a growing share of their time, particularly social platforms and video. 

Social media investment increased by 21% to £11.5bn, while video advertising grew by 20% to £9.3bn. Within social platforms specifically, video now accounts for 59% of total investment. 

Behind these figures is a broader shift in the media landscape: the growing influence of creators and influencer-led content. 

Creators as modern media channels 

Creators are no longer simply contributors within social platforms. For many audiences, they have become the primary way people discover content, entertainment and cultural conversation. 

Across platforms such as TikTok, YouTube and Instagram, creators have built highly engaged communities that rival traditional media in both reach and influence. Their ability to connect directly with audiences gives brands new opportunities to engage consumers through authentic and culturally relevant storytelling. 

For advertisers, this represents a powerful new form of media distribution built around people and communities rather than traditional channels. 

Where creators fit in the modern media mix 

The growth of creator-led content reflects wider trends across the digital advertising market. 

Advertisers are increasingly investing in environments that offer both engagement and measurable outcomes. Creator partnerships often sit at the intersection of these goals. They allow brands to tap into trusted voices while benefiting from the sophisticated targeting and measurement tools available across digital platforms. 

In this way, creators are becoming an important bridge between brand storytelling and performance marketing. 

Ensuring responsible growth 

As the creator economy expands, maintaining trust and transparency will be essential. 

Clear disclosure of commercial partnerships, consistent measurement standards and strong approaches to brand safety will all play an important role in building a sustainable creator ecosystem. 

Achieving this will require collaboration across the industry, including platforms, agencies, brands and creators themselves. 

Looking ahead 

The UK digital advertising market is forecast to grow to £44.7bn in 2026 and £49.1bn by 2027. 

As video and social environments continue to evolve, creators will play an increasingly significant role in how brands connect with audiences. 

Because the future of advertising is not only about platforms or formats. 

It is about the people, communities and stories that capture attention and shape culture. 

Check our full Adspend report here.