2025 vision: Social platforms expect creators, Gen Z, and older users to wield more influence as a TikTok ban looms.

YouTube creators evolve into mainstream powerhouses: Creator-led brands and billion-dollar businesses challenge traditional media’s dominance.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

Snap’s play for adrift creators: A simplified payment program could entice creators who are left stranded by a TikTok ban.

News influencers are overwhelmingly male and lean right-wing: Brands looking for creators have to carefully pick apart values to ensure an ideological match.

Amazon grows ad revenues by 19% in Q3: Sports, shoppable ads, and live news bolster its appeal to advertisers.

The 14th annual Global Media Intelligence Report details time spent with media, adoption of emerging formats, and device ownership in key markets around the world.

On today's special edition episode of the Behind the Numbers podcast, eMarketer analyst Jasmine Enberg and Yahoo Finance Senior reporter Alexandra Canal discuss the creator economy during "The Creator Era: How Creators Are Redefining Media, Marketing and Commerce" at the 2024 NAB Show NY.

Spending in the US affiliate marketing ecosystem will exceed $10 billion for the first time in 2024. But content distribution changes, advertiser focus on first-party data, and shifting consumer behavior will push the channel into a new phase.

Creator economy wars heat up: TikTok launches new subscriptions, while Patreon’s Autopilot tool boosts fan conversion rates.

The creator economy, plus CTV and commerce media more recently, have made affiliate marketing more visible among marketers.

OnlyFans posts record-breaking $6.63 billion in 2023 gross payments: Creator base grows 29%, but regulatory challenges loom.

Contrary to popular belief, not every creator has a podcast. But those who do are a driving force behind the roughly $1.50 billion US creators will generate from digital audio distribution channels this year.

39% of US creators have been approached to work on paid political content for either this election year, past election years, or both, according to June 2024 data by Censuswide and Billion Dollar Boy.

Roblox plants deeper roots in the creator economy: The video game platform is at a fascinating crossroads of gaming and digital advertising.

Quieter Vidcon spotlights maturing creator economy: Growing sector turns focus to scaling up and revenue diversification.

Creator platform LTK looks to boost engagement: CEO says she has “zero doubt” that Instagram will shut down the new shopping functionality, LTK DM.

Sponsored content will account for $8.14 billion in US creator revenues this year, up from $5.12 billion in 2021, per our March 2024 forecast.

Cannes Lions to showcase creators: The ad industry is finally catching up to the power of creators as the creator economy evolves beyond brand sponsorships.

The creator economy is maturing. While brand deals are still the No. 1 revenue stream for creators, more are going directly to consumers to monetize.