$40 billion. That’s how much brands are projected to spend in the U.S. alone on the creator economy by the end of 2025, based on a recent study by IAB. On November 12 at ThinkLA presents IAB Spotlight On: Creators, experts broke down exactly why that shift is only accelerating.
The morning began with an exclusive preview of IAB’s 2025 Creator Economy Ad Spend & Strategy Report, which will be released to the public in late November.
After a Q&A session, a panel of experts discussed how the creator economy is redefining advertising. Key takeaways:
Creators are now full-funnel players
As Brooke Ballew (Keurig Dr Pepper) shared, creators aren’t just about awareness anymore, they’re integrated across the entire marketing funnel as trusted cultural voices. They help brands do what traditional ads can’t: embed themselves into culture.
The creator economy evolves daily
Zach Alter (Acast) reminded the room that the ecosystem is changing faster than ever - from social and display to podcasts and beyond. Even celebrities and athletes are successfully stepping into the creator space. The brands that win? The ones that test relentlessly, learn fast, and double down on what resonates.
Podcasts: the hidden influence engine
With Netflix expanding into podcasts, it's a clear sign that entertainment and creator marketing are converging. Zach also shared a stat that turned heads: 80% of podcast listeners say they’ve been influenced by something they heard on a show, yet most listeners don’t view podcasters as “influencers.”
Podcasts build deep trust even if measurement still lags.
B2B brands are joining the creator movement
Lia Haberman highlighted how SaaS and B2B companies are now turning to creators to humanize their AI offerings. With Millennials and Gen Z dominating buyer decisions, B2B is following B2C’s lead.
Creators = entrepreneurs at heart
Monika Ratner (Blue Hour Studios) described creators as “the ultimate hustlers.” They’re constantly innovating, adapting, and reinventing —> always one step ahead of platforms and trends.
Measurement is the next frontier
Zach Alter and Zoe Soon (IAB) emphasized the shift from reach to resonance. Engagement and impressions matter, but the real metric of success is how authentically a story connects and ultimately, drives sales.
Traditional ads interrupt.
Creators connect.
That’s the real shift: From attention-grabbing to trust-building.
Thanks to Manuel Prinz for his event takeaways!
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