Our newsletterVendor reportKantar, 2026
A net 61% of marketers plan to increase their creator investment in 2026, while only 27% of creator content ties strongly to the brand
Budget allocation
61%
of marketers plan to increase their creator investment in 2026, while only 27% of creator content ties strongly to the brand
- Reader Note:
- Both figures come from Kantar's Media Reactions 2025, as cited inside Marketing Trends 2026. The 61% is a net figure — those planning to increase minus those planning to cut — and it is a stated plan rather than recorded spend. The steepest increases were in Africa and the Middle East and in Latin America. Marketing Trends is a curated digest, and it publishes no sample size or fieldwork date for any of its figures.
- Evidence:
- Stated intention
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Not disclosed
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Getting a rough orientation, and deciding what to check yourself.
Not for
- Predicting what people will actually do. Intentions and behaviour come apart.
- The source never says how big its sample was or what went into it.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source never says how this number was measured.
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