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Advertisers will ramp up spend on creators in 2024, IAB forecasts

December 7, 2023


Advertiser investment in creators continues to ramp up, with the category viewed as a “must-buy” due to its vibrancy and ability to engage consumers, according to IAB and TalkShoppe’s inaugural report, titled “The Creator Economy Opportunity: Where Authenticity Meets Impact.” The creator economy is valued at $250 billion this year, per Goldman Sachs data cited in the report, and is expected to grow to $480 billion by 2027.

“Savvy marketers know that they need to reach their customers in content that resonates with them,” said David Cohen, CEO of IAB, in a statement. “There is no doubt — creator content is now a vital part of the mix.”

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