Creators Move Toward Center Stage for Marketing

Brands continue to ramp up funding of creator partnerships

By Chuck Kapelke    March 2, 2026     7-minute read

As traditional marketing channels wane, brands are increasingly partnering with creators to engage new audiences and drive measurable business outcomes. Ad spending on creators is expected to reach $37 billion this year, a 26 percent hike from $29.5 billion in 2024.