크리에이터 마케팅 서비스 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the creator marketing services market size was valued at USD 54.22 billion in 2025 and is estimated to grow from USD 67.52 billion in 2026 to reach USD 192.55 billion by 2031, at a CAGR of 23.32% during the forecast period (2026-2031).

This report is Segmented by Service Type (Creator Discovery and Selection Services, Campaign Management Services, Creator Relationship Management Services, and More), End-User Industry (Fashion and Beauty, Consumer Goods, Food and Beverage, Technology and Electronics, Healthcare and Wellness, Travel and Hospitality, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Creator Marketing Services Market Trends and Insights

Rising Reallocation of Digital Advertising Budgets Toward Creator-Led Media

The shift in budget source is a major force in the creator marketing services market. Creator-economy advertising spending reached USD 37 billion in 2025 and is expected to reach USD 43.91 billion in 2026. The IAB described creator advertising as a core media channel, which places it closer to planned media activity than discretionary experimentation. Spending is increasingly redirected from traditional digital and paid channels rather than funded only through new advertising budgets. That movement brings stronger expectations for reporting, attribution, and performance-based contracts. It also increases demand for service providers that can operate creator programs with the controls used in established media channels. Brands are moving from occasional activations to continuous creator programs that need regular planning and supply of content. This change can make creator budgets more durable when programs show consistent commercial value. It also puts pressure on providers to connect campaign activity with business measures rather than engagement alone. The creator marketing services market gains from this shift because advertisers need discovery, contract administration, production, tracking, and creator relationship support. Agencies with limited measurement capabilities may find it harder to defend their fees as budgets become more accountable. Platforms that provide reliable data can become central to a brand's operating model.

Expansion of Social Commerce Integrations Driving Shoppable Creator Content

Social commerce expands the role of creator activity from awareness building to transaction support. Creator content can now lead consumers from product discovery to a purchase within the same platform session. This process is especially relevant to categories where demonstrations, reviews, and personal recommendations influence conversion. The creator marketing services market benefits when agencies manage both content and commerce-linked creator relationships. Service providers must then coordinate links, affiliate terms, product availability, creative approvals, and performance reporting. These activities require a more connected workflow than a conventional sponsored post campaign. The effect is particularly important across China and India, where social and commerce systems are closely connected. Fashion, beauty, consumer goods, food and beverage, and travel have clear use cases because creators can showcase products and offer a direct purchase path. Brand teams can use affiliate structures to connect compensation with sales outcomes. This gives finance and marketing teams a clearer basis for assessing program results. It also makes creator selection more consequential because the creator becomes part of the customer acquisition process. The creator marketing services market can therefore reward operators with commerce data and established retailer or platform connections.

Persistent Measurement and ROI Attribution Challenges Limiting Budget Confidence

Measurement fragmentation remains a major restraint for the creator marketing services market. Discovery, contracting, payment, and performance reporting are often handled through separate tools. Platform reporting systems also use different measures and attribution rules. This makes direct comparisons between campaigns harder for advertisers. The IAB identified measurement and attribution as a central barrier to additional creator investment. Brands may therefore rely on proxy metrics when they cannot connect creator activity to a business outcome. The issue is more significant for products with long buying cycles or sales that occur offline. In these cases, a view or click alone may not show whether creator content influenced a later purchase. Marketing teams need consistent definitions and reporting methods across TikTok, Meta, YouTube, and other platforms. Agency operations must also align commercial objectives, content, and measurement before a campaign begins. Providers that can produce transparent reporting are better placed to retain recurring budgets. The creator marketing services market will continue to face a medium-term constraint until shared measurement practices become more widely adopted.

Other drivers and restraints analyzed in the detailed report include:

1. AI-Enabled Creator Discovery, Matching, and Campaign Optimization
2. Accelerating Adoption of Short-Form Video Formats by Brands Globally
3. Influencer Fraud, Fake Engagement, and Brand Safety Incidents Eroding Advertiser Trust

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Creator Discovery and Selection Services held 29.33% of the creator marketing services market share in 2025. The position reflects the importance of matching a creator with the right audience, brand setting, and campaign objective. A poor selection can affect several campaigns when brands work with creators on an ongoing basis. Campaign Management Services and Creator Relationship Management Services address the operational work of coordinating creator groups, approvals, and payments. These services help brands scale programs without increasing internal staffing at the same pace.

Content Creation and Production Services is projected to record a 24.66% CAGR from 2026 to 2031. The creator marketing services market size for this service is supported by demand for content that can appear in organic social posts, paid partnership ads, retail media, and connected television. Brands increasingly seek creator material that can be adapted across several media placements. AI-assisted production tools can help creators increase output while keeping content suited to each platform. Agentio stated that its infrastructure allowed brands to move from creative insight to live partnership ads in less than 1 week. This compares with traditional agency production schedules of 6-10 weeks described in the supplied material.

Complete Report Scope:

• By Service Type
  • Creator Discovery and Selection Services
  • Campaign Management Services
  • Creator Relationship Management Services
  • Content Creation and Production Services
  • Performance Tracking and Analytics Services
  • Other Service Types
• By End-User Industry
  • Fashion and Beauty
  • Consumer Goods
  • Food and Beverage
  • Technology and Electronics
  • Healthcare and Wellness
  • Travel and Hospitality
  • Gaming and Entertainment
  • Other End-user Industries
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East and Africa
    • Saudi Arabia
    • United Arab Emirates
    • South Africa
    • Rest of Middle East and Africa

Geography Analysis

North America accounted for 36.52% of the creator marketing services market size in 2025. The United States leads the region because large advertisers, platforms, agencies, and creator networks are concentrated there. The IAB's treatment of creator advertising as a core media channel supports more formal budget planning. Federal Trade Commission guidance provides rules for endorsements, influencers, and reviews. The Consumer Reviews and Testimonials Rule adds a further compliance framework for deceptive practices.

Canada contributes bilingual creator talent that can support cross-border campaigns. Mexico is becoming more important as its creator ecosystem and e-commerce activity develop. U.S. advertisers are expected to bring creator production and paid amplification closer together by 2027. Europe is shaped by disclosure expectations, data privacy requirements, and AI-content transparency obligations. Germany, the United Kingdom, France, Italy, and Spain form a developed regional base for creator marketing operations. Clear disclosure can support advertiser confidence by setting transparent rules for sponsored activity.

Asia-Pacific is expected to be the fastest-growing regional area at a 24.34% CAGR through 2031. China's live-commerce systems support direct paths from content to purchases. India's creator economy benefits from widespread mobile usage and closer links to domestic commerce platforms. South Korea combines K-beauty and K-pop creator networks with global cultural influence. Japan's compliance requirements have encouraged formal disclosure procedures among brands and agencies. South America and the Middle East and Africa provide additional growth paths where mobile-first audiences and creator trust can extend commerce activity beyond traditional media.

1. Publicis Groupe S.A.
2. WPP plc
3. Interpublic Group of Companies, Inc.
4. Omnicom Group Inc.
5. Dentsu Inc.
6. Daniel J. Edelman Holdings, Inc.
7. Whalar Group Ltd.
8. IZEA Worldwide, Inc.
9. Viral Nation Inc.
10. Billion Dollar Boy Ltd.
11. Open Influence, Inc.
12. Obviously Social LLC
13. HireInfluence LLC
14. Socially Powerful Ltd.
15. The Influencer Marketing Factory LLC
16. CreatorIQ Inc.
17. Traackr, Inc.
18. Upfluence SAS
19. Onalytica Ltd.
20. TopRank Marketing, Inc.
21. NeoReach Inc.
22. Linqia, Inc.
23. LTK Co.
24. AnyMind Group, Inc.
25. Later, Inc.
26. Meltwater NV
27. Impact.com, Inc.
28. Grin Technologies Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising Reallocation of Digital Advertising Budgets Toward Creator-Led Media
  • 4.2.2 Expansion of Social Commerce Integrations Driving Shoppable Creator Content
  • 4.2.3 AI-Enabled Creator Discovery, Matching, and Campaign Optimization
  • 4.2.4 Accelerating Adoption of Short-Form Video Formats by Brands Globally
  • 4.2.5 B2B Enterprise Adoption of Creator Marketing for Thought Leadership and Executive Positioning on LinkedIn
  • 4.2.6 Agentic AI Deployment in Autonomous Creator Campaign Management Reducing Human Overhead
• 4.3 Market Restraints
  • 4.3.1 Persistent Measurement and ROI Attribution Challenges Limiting Budget Confidence
  • 4.3.2 Influencer Fraud, Fake Engagement, and Brand Safety Incidents Eroding Advertiser Trust
  • 4.3.3 Creator Talent Burnout and High Attrition Rates Disrupting Long-Term Brand Partnership Continuity
  • 4.3.4 Fragmented Global Regulatory Frameworks for Sponsored Content Disclosure Creating Compliance Complexity
• 4.4 Industry Value Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Porter's Five Forces Analysis
  • 4.7.1 Threat of New Entrants
  • 4.7.2 Bargaining Power of Buyers
  • 4.7.3 Bargaining Power of Suppliers
  • 4.7.4 Threat of Substitute Products and Services
  • 4.7.5 Competitive Rivalry within the Industry
• 4.8 Impact of Macroeconomic Factors on the Market

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Service Type
  • 5.1.1 Creator Discovery and Selection Services
  • 5.1.2 Campaign Management Services
  • 5.1.3 Creator Relationship Management Services
  • 5.1.4 Content Creation and Production Services
  • 5.1.5 Performance Tracking and Analytics Services
  • 5.1.6 Other Service Types
• 5.2 By End-User Industry
  • 5.2.1 Fashion and Beauty
  • 5.2.2 Consumer Goods
  • 5.2.3 Food and Beverage
  • 5.2.4 Technology and Electronics
  • 5.2.5 Healthcare and Wellness
  • 5.2.6 Travel and Hospitality
  • 5.2.7 Gaming and Entertainment
  • 5.2.8 Other End-user Industries
• 5.3 By Geography
  • 5.3.1 North America
    • 5.3.1.1 United States
    • 5.3.1.2 Canada
    • 5.3.1.3 Mexico
  • 5.3.2 South America
    • 5.3.2.1 Brazil
    • 5.3.2.2 Argentina
    • 5.3.2.3 Chile
    • 5.3.2.4 Rest of South America
  • 5.3.3 Europe
    • 5.3.3.1 Germany
    • 5.3.3.2 United Kingdom
    • 5.3.3.3 France
    • 5.3.3.4 Italy
    • 5.3.3.5 Spain
    • 5.3.3.6 Rest of Europe
  • 5.3.4 Asia-Pacific
    • 5.3.4.1 China
    • 5.3.4.2 Japan
    • 5.3.4.3 India
    • 5.3.4.4 South Korea
    • 5.3.4.5 Australia
    • 5.3.4.6 Rest of Asia-Pacific
  • 5.3.5 Middle East and Africa
    • 5.3.5.1 Saudi Arabia
    • 5.3.5.2 United Arab Emirates
    • 5.3.5.3 South Africa
    • 5.3.5.4 Rest of Middle East and Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Publicis Groupe S.A.
  • 6.4.2 WPP plc
  • 6.4.3 Interpublic Group of Companies, Inc.
  • 6.4.4 Omnicom Group Inc.
  • 6.4.5 Dentsu Inc.
  • 6.4.6 Daniel J. Edelman Holdings, Inc.
  • 6.4.7 Whalar Group Ltd.
  • 6.4.8 IZEA Worldwide, Inc.
  • 6.4.9 Viral Nation Inc.
  • 6.4.10 Billion Dollar Boy Ltd.
  • 6.4.11 Open Influence, Inc.
  • 6.4.12 Obviously Social LLC
  • 6.4.13 HireInfluence LLC
  • 6.4.14 Socially Powerful Ltd.
  • 6.4.15 The Influencer Marketing Factory LLC
  • 6.4.16 CreatorIQ Inc.
  • 6.4.17 Traackr, Inc.
  • 6.4.18 Upfluence SAS
  • 6.4.19 Onalytica Ltd.
  • 6.4.20 TopRank Marketing, Inc.
  • 6.4.21 NeoReach Inc.
  • 6.4.22 Linqia, Inc.
  • 6.4.23 LTK Co.
  • 6.4.24 AnyMind Group, Inc.
  • 6.4.25 Later, Inc.
  • 6.4.26 Meltwater NV
  • 6.4.27 Impact.com, Inc.
  • 6.4.28 Grin Technologies Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment