Source: eMarketer, July 2022 - May 2023
Note: payments made to influencers or their representatives to promote products and services primarily on social media and other platforms featuring user-generated content; excludes noncash payments such as free products or trips; excludes paid media
Additional Note: An influencer is an individual who can sway the brand preferences, buying decisions, and loyalty of a broader population, regardless of follower count. Examples include celebrities, public figures, YouTube/Instagram/TikTok creators, and subject matter thought leaders/experts.
Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption, company reports and device adoption trends.