Italy's creator economy projected to reach 425 million euros

The Italian creator economy is projected to reach a volume of 425 million euros by the end of 2026, following a 10.4% growth rate. According to a report titled ‘The Future of Influencer Marketing: 2026/2027 Perspectives’ by Kolsquare and B2B International, 88% of companies intend to increase their investments in creators in 2027.

Key trends indicate a shift toward ethical considerations and quality. Nearly 60% of brands now require adherence to specific codes of conduct and prioritize content style. There is also a growing preference for long-term collaborations with micro-influencers over celebrities with massive follower counts.

To manage the complexity of selecting and measuring these collaborations, 80% of companies are already utilizing automation and artificial intelligence. While Instagram, TikTok, and YouTube remain the most used platforms, LinkedIn and WhatsApp are seeing significant growth due to their ability to foster deeper, more lasting interactions.