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Ad spending on creator content hits $44B in 2026, reshaping media and advertising strategies.

Market News
16 May 2026
CNBC
View Source
Bullish
pluang ai news

Ad spending on creator content, such as videos by YouTube stars and influencers, reached $37 billion in 2025 and is projected to grow to $44 billion in 2026. This shift reflects advertisers' recognition of creators as trusted community leaders with large, engaged audiences, making creator content a key part of media upfront presentations alongside traditional Hollywood shows. Legacy media companies like Fox and Warner Bros. Discovery are increasingly integrating creator content into their platforms, especially in food and home improvement genres, to attract younger viewers and expand reach. Streaming platforms like YouTube and Fox's Tubi are leading this trend, offering advertisers more targeted and cost-effective options to engage elusive younger demographics.

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