Creator marketing officially becomes a primary media channel as brands allocate their digital advertising budgets differently in 2026.
According to the latest IAB/PwC study, brands are increasingly focusing on the creator ecosystem amid the slow growth of search-based advertising.
Creator Marketing Is Not Just a Niche Anymore
The research reveals that the growth in creator ad spending surpasses overall digital advertising growth, thus indicating structural change in the media world.
- $37 billion spent on creator advertising in 2025
- By 2026, it will be about $44 billion
- The brands are moving away from influencer campaigns toward creator ecosystems
This evolution means that creator marketing becomes integral to the business, media, and even product development processes of many enterprises.
Social and Creator Media Take the Lead in Digital Advertising
Social media emerges as the primary player in the digital advertising space and is powered by the creator economy.
The social ad revenue exceeded $117.7 billion in 2025
Currently, 40% of digital advertising money flows to social media
This trend shows that users value authentic creator-driven content rather than regular advertisements more and more.
In turn, Facebook-owner Meta will overtake Google as the platform with the most advertising income due to its social and creator ecosystem in 2026.
Slowdown in Search Advertising Revenue Growth Rate
While search-based ads still generate considerable revenue for companies, their growth rate starts to decline.
$114.2 billion – search revenue
Its growth rate is declining year after year
The trend is caused by changes in search behavior, which became AI-related.
AI Shapes Discovery and Creator Content Development
The new technologies start to play a huge part in these changes, influencing:
- Content development process
- Discovery process for the right target audience
- Monetization methods
Thus, AI helps brands leverage creators better and faster, making creator marketing more performance-oriented and scalable.
From Influencer Campagins to Creator Ecosystems
One of the largest changes in media described in the report is a move from influencer marketing campaigns to an “always-on” creator marketing strategy.
Nowadays, brands:
- Hire creators to form teams
- Include creators in ongoing marketing and social media efforts
- Use creators to promote products across all sales funnel stages
“Always-on” creator marketing demonstrates the increasing significance of creators as long-term partners in business growth.
The Opportunities for Creators and Influencers
For creators, influencers, and other participants of the creator economy, such changes mean great prospects ahead:
- Long-term collaborations with brands
- More performance marketing projects
- Greater involvement in the brands’ activities
Close to half of marketers view creator marketing as a “must-buy” media channel.
Bottom Line
The media landscape undergoes substantial transformations. Today, creator marketing is a primary media channel, and traditional search-based advertising slows down.
With brands leveraging the creator economy better with the help of AI-powered technologies, the importance of this ecosystem will only grow over the upcoming years.