VAB research examines impact of digital creators on premium video advertising

The Video Advertising Bureau released research Aug. 11 finding that viewers who follow digital creators were more likely to consider, search for and purchase brands advertised or integrated into TV and streaming programs featuring creators they follow.

The report, “Expanding the Creator-Verse: Why Digital Creators Are Embracing Premium Video Platforms,” was based on an online survey of 1,600 people ages 16 to 74 conducted with Hub Entertainment Research in June 2026.

The research found that 55% of respondents ages 16 and older actively followed at least one digital creator. That included 84% of respondents ages 16 to 24, 83% of those ages 25 to 34, 54% of those ages 35 to 54 and 23% of those ages 55 to 74.

Among viewers who followed online content creators, 50% said they were more likely to pay attention to a brand advertised or integrated into a show featuring a creator they followed.

The survey also found that 48% said they were more likely to consider a brand featured in such a show, while 52% said they were more likely to search for the brand. Forty-three percent said they were more likely to buy the brand and 41% said they were more likely to tell a friend about it.

“Digital creator engagement spans generations and audiences are desiring more creator-type content on Premium Video Platforms, making creators a scaled media opportunity, not just a social media tactic,” said Leah Pujalte, vice president of audience and behavioral insights at VAB.

“Rising expectations around scale, quality, reliability, brand safety and performance are making deeper creator relationships more valuable. Premium video offers all the attributes that both marketers and creators increasingly seek, helping to elevate creator credibility and brand outcomes.”

“The convergence of creators and Premium Video Platforms offers an opportunity to pair trusted creator voices with media environments built for scale, engagement and outcomes,” Pujalte said.

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