IAB: MEASURING THE DIGITAL ECONOMY

Summary from the TLDR Marketing newsletter

Full-time creator jobs in the US have grown 7.5X to 1.5M since 2020. They now outpace traditional media by 5X and account for over 10% of internet-dependent jobs. Creators contributed to 30% of digital economy job growth, with the digital economy itself doubling to $4.9 trillion and 18% of US GDP. The 2025 Super Bowl saw 2B hashtag views thanks to 150 creator partnerships. Unilever plans to work with 20X more influencers as it shifts 50% of its ad budget to social.