Brand creator spend up 23%, TV budgets fell 8%
Brand creator spend jumped 23% last year while traditional TV ad budgets fell 8%, marking a structural shift in advertising allocation.
Snapshot · Pivot
Starmer Resigns, Reflecting Pool Fiasco, and Amazon Dumps OpenAI Movie
Explore episode
Jun 23, 2026
Where this was said
Intro: Cannes, the Creator Economy & Pivot Live
At 5:56 · chapter starts 1:39
Recording from the Côte d'Azur, Kara and Scott trade notes on the sweltering Paris heat and the peculiarity of Cannes — Scott from his luxury hotel, Kara in the Vox apartment. The conversation quickly turns to the festival's identity crisis: the ad agencies that once dominated (Sorrell, Levy, Wren) are now sidelined by YouTube creators. Scott marshals fresh data to make the case — roughly 500 creators are at Cannes this year, creator revenues will top $21 billion in 2026, brand creator spend jumped 23% while traditional TV budgets fell 8%, and nano and micro-influencers are capturing 49% of US creator ad spend. Kara floats OnlyFans as their next business venture; Scott gamely agrees. The segment ends with a tease of the Adweek house event and broader reflections on where podcasting is headed — Scott predicts proprietary data sets and interpretation will be the next frontier.
The Creator Economy Takes Over Cannes
Creator revenues are set to exceed $21 billion in 2026, more than doubling since 2022, and Cannes Lions is the bellwether. About 500 YouTube creators are attending this year — up from 400 last year — and nano and micro-influencers now take 49% of US creator spend while traditional TV ad budgets shrink.
Creator revenues to exceed $21B in 2026
Creator economy revenues are projected to exceed $21 billion in 2026, more than doubling since 2022, driven partly by nano and micro-influencers.
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