Creators · Sep 16
UK Creator Partnerships Market Set to Pass £1bn as 93% Plan Bigger Spend
IAB UK’s first market sizing puts creator partnerships on a media plan footing, with Marketing Week reporting 93% plan to spend more.
- Use the £1bn market benchmark to negotiate clearer rates, usage rights, and campaign scope.
- Treat creator partnerships as a planned media channel, not leftover social spend.
- Watch whether increased brand budgets translate into better creator terms, not just larger intermediary cuts.