The data behind creator payouts.

Research and benchmarks on the creator economy and how it gets paid, built on platform transaction data, industry surveys and the payouts we run every day.

Creator Marketing

The New Wave of UGC

In 2026 everyone talks about UGC. A few years ago the only word anyone used was “influencer”. What changed, and more importantly, why? Where the budgets went, and what an influencer is still worth paying for.

$40.5B

influencer marketing spend expected in 2026

133%

growth in UGC campaigns in one year

Up to 64%

higher click-through than studio creative

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Creator Relations

What Creators Want From the Brands That Pay Them

Most brands send the same cold email to a hundred creators, then wonder why nobody replies. So what makes a creator say yes? From the first message to the final payment: what creators want, what they ignore, and what makes them walk away.

3 to 5x

higher conversion from personalised outreach

58%

of creators prefer clear guidelines to total freedom

68%

of European creators rank shared values ahead of pay

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Creator Compensation

Paying for What the Content Does

Two years ago, fewer than a quarter of creator deals tied pay to results. Today more than half do. Yet only a quarter of creators will work on commission alone. So how do you write a deal they say yes to, and pay it on time?

53%

of brand partnerships tie pay to an outcome

26%

of creators open to affiliate-only pay, down from 63%

10 to 15%

typical commission on brand-direct hybrid deals

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