For those working in the creator economy, much of what’s in Deloitte’s latest Digital Media Trends Survey might feel like old news. Creators have long known they’re outpacing traditional media in relevance, reach, and resonance. But now the numbers are catching up.

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Deloitte’s 19th annual report confirms what many in the influencer marketing space have suspected (or already built strategies around): audiences—especially Gen Z and millennials—are spending more time with social creators than with film stars or TV personalities. In fact, 56% of Gen Z and 43% of millennials say social media content feels more relevant than traditional entertainment. Nearly half also say they feel a deeper personal connection to creators than to actors.

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This data isn’t just validation, it’s fuel. It gives marketers, brands, and platforms the credibility (and urgency) to shift budgets and strategies toward creator-led content.

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Below are the key takeaways from Deloitte’s 2025 report, and what they mean for anyone operating in the influencer space right now:

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1. Social Platforms Are the New Center of Gravity

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• Social platforms are overtaking studios and streamers in terms of audience time and ad dollars. They now draw over half of U.S. ad spending.
  
  
• These platforms offer free, algorithmically-optimized content, giving creators and influencers massive reach potential.
  
  
• For influencer marketers, this cements social platforms as the primary battlefield for attention and the most effective place to spend budgets.
  
  

Opportunity: Brands that prioritize creator collaborations on social over traditional ads will likely get higher ROI and better engagement.

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2. Creators Are the New Celebrities

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• ~50% of Gen Z and millennials feel more connected to creators than traditional celebrities.
  
  
• Creators are not just entertainers—they’re trusted influencers who drive purchasing decisions.
  
  
• This "parasocial connection" is fueling brand loyalty, especially when influencers share personal, behind-the-scenes, or values-driven content.
  
  

Opportunity: Invest in long-term creator partnerships, not just one-off campaigns. Authenticity and relatability trump production polish.

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3. SVOD Fatigue Is Your Opening

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• Consumers are canceling streaming subscriptions due to cost and content fatigue. 39% canceled at least one SVOD in the last 6 months.
  
  
• In contrast, social media (free, personalized, and creator-driven) is where younger audiences are spending their time—not Netflix or Hulu.
  
  

Opportunity: As consumers cut paid media, they’re doubling down on free, creator-led content. Position influencer campaigns as the main event, not the supporting act.

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4. Influencers Are Driving Discovery

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• 56% of younger consumers say they discover TV/movies through creators on social media—not traditional ads or trailers.
  
  
• Social creators are cultural gatekeepers. They set the agenda, build buzz, and move audiences across platforms.
  
  

Opportunity: For entertainment, lifestyle, or product launches, get creators involved at the awareness phase. Let them lead the narrative.

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5. AI & Ad Tech Give Social Platforms the Edge

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• Social platforms are now ad tech powerhouses, offering advanced targeting, personalization, and performance tracking.
  
  
• 54% of Gen Z and millennials say social ads are more relevant than those on streaming or cable.
  
  
• Influencers benefit from these tools too—especially with generative AI tools for editing, scripting, and audience targeting.
  
  

 Opportunity: Use AI-driven creator discovery tools and audience insights to match brands with the right influencers—down to niche micro-creators with hyper-engaged followings.

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6. Reevaluating the Value of “Premium”

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• Studios are grappling with high production costs and falling ROI, while creators deliver low-cost, high-impact content with huge reach.
  
  
• A short-form TikTok can drive more engagement than a million-dollar ad spot. Studios are even starting to release content directly to social platforms.
  
  

Opportunity: For brands and agencies, this is your moment to reframe influencer content as “premium” media—not filler.

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7. Cross-Pollination Is the Future

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• 40% of Gen Z/millennials follow reality stars or athletes after seeing them on TV. Likewise, influencers are crossing over into film/TV—and vice versa.
  
  
• The lines between social and traditional stardom are dissolving.
  
  

Opportunity: Use influencers to bridge campaigns across platforms—TikTok to Twitch, IG to Netflix promos. Think 360° creator integration.

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Final Thought:

If studios and streamers are struggling to justify their costs and retain audiences, creators are winning hearts, time, and wallets with content that's faster, cheaper, and often more relevant. For influencer marketers, this is a golden age.

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You can read Deloitte’s full report here.

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