Record-High Creator Economy Deals Forecasted for 2025

The creator economy's mergers and acquisitions are set to hit unprecedented levels this year, according to a fresh analysis from Quartermast Advisors, an M&A consultancy.

Quartermast Advisors has identified 52 transactions in the creator economy so far in 2025, reflecting a significant 73% surge over last year's figures.

Key Players in the Creator Economy Growth

This year, significant activity has been driven by private equity and industry stalwarts. Noteworthy investments include PSG Equity which infused $150 million to dominate Uscreen, a platform empowering influencers to launch their applications.

According to James Creech, Quartermast’s founder, private equity is poised to expand these developed businesses. Another player, Summit Partners, facilitated Later's $250 million acquisition of Mavely, an affiliate startup.

Trends in Media and Advertising

Established media and advertising corporations are eagerly acquiring creator startups. For instance, Publicis Groupe acquired entities like BR Media Group and Captiv8, broadening its influencer campaign capabilities. Traditional media franchises, such as Fox, have also been purchasing digital entities like Red Seat Ventures, known for conservative content.

These traditional companies recognize the burgeoning importance of the creator economy and are keen on integrating these capabilities within their operations.

Sector Breakdown of M&A Activity

In 2025, software entities that offer influencer marketing solutions and content creation tools make up roughly a quarter of the deals (26.9%). This includes acquisitions by entities like Later and Publicis.

Digital media ventures—including online publishers and short-form video studios—comprise nearly 19.2% of transactions. This category saw deals such as Wonder acquiring Tastemade.

Talent management is another area with noticeable consolidation, accounting for 13.5% of the acquisitions.

Future Outlook for 2025

Looking forward to the remaining months of 2025, Creech anticipates that the total number of M&A deals will exceed 100 by year-end, with expansions expected in sectors like talent management and influencer marketing.

Companies like Publicis are likely to spearhead this growth, having already disclosed their intent to invest significantly in acquisitions this year.

Creech also foresees an uptick in international deals, expecting the current 21% share of foreign acquisition targets in 2025’s first half to rise.