CTV looks to invest in creator content to win over more ad dollars

In 2025, CTV channel operators are widening their portfolios of creator content in a bid to capture more ad dollars.

CTV companies such as Tubi, Samsung TV Plus and Netflix are leaning into creators, with all three expanding their creator offerings or announcing the production of original creator content in recent months as brands continue to raise their spending on the channel and on creators. By 2027, U.S. brands are projected to spend $13.7 billion annually on influencer marketing, according to eMarketer.

On August 14, Tubi became the latest CTV company to announce the expansion of its creator business, adding thousands of videos to its creator portfolio and hiring Kudzi Chikumbu, TikTok’s former global head of creator marketing, as a vp of creator partnerships.

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