Creator economy expands as brands leverage digital partnerships

The creator economy is expanding significantly, with Goldman Sachs valuing the market at $250 billion and projecting it to reach $480 billion by 2027. Research from the Video Advertising Bureau (VAB) indicates that digital creator partnerships are increasingly effective when integrated into premium television and streaming platforms.

VAB findings show that 55 percent of people aged 16 and older follow at least one digital creator, with engagement highest among younger demographics. Specifically, 84 percent of those aged 16 to 24 and 83 percent of those aged 25 to 34 follow creators. This engagement translates to higher brand effectiveness; 50 percent of creator followers are more likely to pay attention to advertised brands, and 43 percent are more likely to purchase them.

Modern digital marketing is shifting toward user-generated content (UGC) that appears more natural than traditional polished advertisements. While UGC traditionally refers to unpaid customer reviews, many brands now hire creators to produce content that mimics organic recommendations. Brands are increasingly utilizing these creator-made assets across various channels, including product pages and email campaigns, prioritizing creator trust and audience engagement over mere follower counts.