Category: In the News

Brands are upping their creator marketing budgets, but creators say their branded content business isn’t growing as a result.

It’s no secret that brands are hot for creators in 2025. Overall marketing spend on the channel is projected to grow by over 12 percent this year, with advertisers such as Unilever committing to spend half of their marketing budgets on social channels by the end of the year. But increased spending on creator marketing does not necessarily mean increased spending on creator sponsorship deals. 

With the winter holidays on the horizon, both creators and influencer marketers believe the majority of brands’ new investment in creator marketing is coming in the form of paid media inventory that allows advertisers to show up alongside creators, including Meta’s partnership ads and TikTok’s Spark Ads, as well as scalable options like affiliate marketing.

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With Labor Day behind us, and Thanksgiving still 12 weeks away, the industry is headed for its most important quarter of 2025: the holidays. With the final stretch including Black Friday, Cyber Monday and Christmas as the nights get darker and days get colder, there’s nothing better than taking a cozy moment in front of the TV (or iPad — or however you watch or stream your shows), as a way to relax.  

So as we head into 2025’s busiest period, top execs across platforms and agencies across the industry have picked out some attention-grabbing films and series that saw them through summer. Whether it’s something action packed or light-hearted, there’s something for everyone.

So pop down the laptops, pause those Slack notifications and try one of these recommendations below:

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