To get the full picture of the impact of creator content for consumers and advertisers, IAB partnered with Talk Shoppe on this first-of-its-kind, multi-phased research study, The Creator Economy Opportunity: Where Authenticity Meets Impact, which combines quantitative surveys, qualitative interviews, and daily digital ethnographies.
In an era where digital content consumption is growing at an accelerated pace, we’re witnessing an unprecedented shift to creator-driven content. Creator content is not just part of digital content growth; it’s leading the charge.
This exponential growth reflects creators’ abilities to spark cultural movements, make trends go mainstream overnight, and shape purchase decisions. Creator content provides a substantial opportunity for advertising that produces tangible outcomes, and marketers are taking notice.
This report addresses these challenges as well as the opportunities, providing insights on 5 key points:
- Creator content is fueling digital video viewer growth.
- Creator and studio content have unique roles in consumers’ lives.
- Advertisers recognize the opportunity with creator content and spending is increasing.
- It has a tremendous influence on the purchase journey.
- By taking action, advertisers can find success with creator content.
