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EMARKETER

YouTube Influencer Marketing 2025

For Marketers, YouTube Creator Content Is—and Isn't—the “New TV”

Report by Jasmine Enberg  |  Sep 17, 2025
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Table of Contents
Executive Summary
YouTube creators are the new entertainment power players
YouTube strategies must include influencer marketing
YouTube is getting serious about influencer marketing
Recommendations for marketers
Sources
Media Gallery
About This Report
YouTube creators aren’t just publishing more TV-like content; they’re reinventing the TV medium. Brands can’t just shift TV budget to YouTube; they must also shift their thinking about what “television” is.
Topics
Influencer Marketing
TV
United States
Table of Contents
Executive Summary
YouTube creators are the new entertainment power players
YouTube strategies must include influencer marketing
YouTube is getting serious about influencer marketing
Recommendations for marketers
Sources
Media Gallery

YouTube creators have infiltrated consumers’ living room screens, helping redefine TV. Brands and agencies must also reinvent old TV ad playbooks to engage YouTube creators’ audiences, who are fragmented across channels, devices, and content formats.

Key Question: How can marketers and advertisers capitalize on the YouTube creator opportunity?

Key Stat: Roughly half (50.2%) of US marketers will work with creators and influencers on YouTube in 2025, per our forecasts.

For the First Time, Over Half of US Marketers Will Use YouTube for Influencer Marketing in 2025 (% of US marketers using select social/video platforms for influencer marketing, 2021-2025 (redacted))
E-Mail ChartDownload

Here’s what’s in the full report

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Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. YouTube creators are the new entertainment power players
  3. YouTube strategies must include influencer marketing
  1. YouTube is getting serious about influencer marketing
  2. Recommendations for marketers
  3. Sources
  1. Media Gallery

Charts in This Report

For the First Time, Over Half of US Marketers Will Use YouTube for Influencer Marketing in 2025 (% of US marketers using select social/video platforms for influencer marketing, 2021-2025 (redacted))YouTube Dominates Streaming Watch Time, (time spent with streaming TV as % of total US time spent with TV, by platform/company, July 2025)
Many People Watch Creator Content During Peak TV TimeOver Three-Fourths of US Media Agency Professionals Believe Their Clients Want to Avoid Kids Content on YouTube (% of US media agency professionals, Nov 2024)
YouTube Is the Top Influencer Marketing Platform Based on Sponsored Content Revenues (billions in US creator revenues from social media sponsored content, by social/video platform, 2025)For the First Time, Over Half of US Marketers Will Use YouTube for Influencer Marketing in 2025 (% of US marketers using select social/video platforms for influencer marketing, 2021-2025)
YouTube Creators Demand and Receive the Most Pay per Collaboration

authors

Jasmine Enberg

Contributors

Rahul Chadha
Director, Report Editing
Nikolai Dineros
Donte Gibson
Senior Charts Editor
Minda Smiley
Paul Verna
VP, Content
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