The Business & Technology Network
Helping Business Interpret and Use Technology
S M T W T F S
 
1
 
2
 
3
 
4
 
5
 
6
 
7
 
8
 
9
 
10
 
11
 
12
 
13
 
14
 
15
 
16
 
17
 
18
 
19
 
20
 
21
 
22
 
23
 
24
 
25
 
26
 
27
 
28
 
29
 
30
 
 
 
 
 

In Graphic Detail: Inside the state of the creator economy industrial complex

Tags: media tech
DATE POSTED:July 15, 2025

What began as a supposed rebellion against traditional media is now increasingly modeled after it — the creator economy — complete with middlemen, agency layers, and bundled tech stacks promising growth, monetization, and brand safety. In other words: business as usual.

Managing creator relationships at scale is still marketers’ biggest challenge

Around a third (33%) of U.K. marketers spend between £746,000 and £2.3 million per year on creator marketing, while 34% of U.S. marketers spend between $1 million and $3 million, annually, according to data from Billion Dollar Boy. Furthermore, 37% of U.S. marketers invest more than $3 million in creator marketing, compared to just 19% of U.K. marketers, per Billion Dollar Boy.

Still, the more cash they commit, there’s a lot more riding on it being a success.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Tags: media tech