The creator economy is entering a cautious but structurally strong phase, with brands increasing spend on creator media even as consumer budgets tighten and platforms realign around new formats and financial rails.

Recent data from Underscore Talents 2026 Trends and Insights report shows US creator advertising has more than doubled in three years, rising from 13.9 billion dollars in 2021 to 29.5 billion in 2024, with projections of 37 billion in 2025.1 This confirms that, despite wider macro uncertainty, brands are still shifting marketing budgets away from traditional channels toward creator led media across retail, consumer goods, and entertainment.1

At the same time, consumers, especially younger ones, are pulling back. Deloitte’s 2025 holiday survey cited in the same report finds that 74 percent of Gen Z shoppers rely on influencers and social platforms for inspiration, yet they expect to cut holiday spending by 34 percent versus last year.1 This is a marked change from earlier periods when rising creator influence was matched by rising discretionary spend. Now, creators remain central to discovery, but the average basket size is under pressure.

On the platform side, brand campaigns are increasingly led by Instagram, with TikTok and YouTube Shorts used as secondary placements, a reversal of earlier years when TikTok often set the tone.1 Serialized, episodic content on TikTok, Instagram, and YouTube is driving higher uploads, engagements, and views, rewarding creators who build repeatable formats rather than one off virals.1

Financial infrastructure is also evolving. In India’s 1.46 billion dollar creator economy, stablecoins now account for about 30 percent of on chain crypto transaction volume, with global stablecoin volumes exceeding 4 trillion dollars annually.2 This addresses long standing pain points such as cross border fees above 10 percent and slow settlement for the 88 percent of Indian creators who report payment bottlenecks.2 Compared with earlier reliance on ad revenue and brand deals alone, this represents a notable shift toward programmable, global, and creator first payments.

In response to these pressures, leading creators are diversifying: expanding affiliate commerce with retailers like Walmart and Sephora, building direct audience channels such as newsletters and broadcast groups, and adding offline events and meetups into brand programs to deepen loyalty beyond algorithm driven feeds.1

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This content was created in partnership and with the help of Artificial Intelligence AI