The influence of smartphones on advertising is now extending to television, as brands are transforming their strategies to incorporate creator-led content into connected TV platforms. This shift indicates a potential permanent change in the competition for television's most valuable revenue streams. Advertisers are not only increasing budgets for creators but also placing this content onto connected TVs, challenging traditional television and opening up possibilities for collaboration with creator-driven programming.

Data from the 2025 Creator & Influencer Marketing Report by Advertiser Perceptions reveals that 54% of companies currently utilizing creator or influencer marketing intend to boost their investments in 2025. This increase aligns with goals such as enhancing product consideration, boosting sales, and attracting new customers. While local broadcasters stick to conventional formats, advertisers are redirecting funds towards on-demand platforms where creator-fronted content is becoming the prime focus.

According to the survey involving 305 high-spending advertising professionals, nearly three-quarters anticipate advertisers embracing creator content on streaming TV and connected television, leading to increased investment and higher CPMs. This signifies a growing intersection between the influencer economy and connected TV (CTV), an area where broadcast groups are increasingly engaging through FAST channels, hybrid streaming platforms, and sports licensing agreements.

What differentiates creator content goes beyond just distribution channels; it involves how it's crafted and financed. Two-thirds of advertisers adopt a "creative-led" approach, hiring influencers to produce content disseminated across native platforms, with media dollars used to expand reach. These funds are progressively managed by general advertising and paid media teams, who also oversee TV budgets.

Artificial intelligence may soon reshape this landscape further. A significant 70% of marketers think AI will simplify the process of matching brands with suitable creators, enhancing efficiency and minimizing campaign setup challenges. This is crucial as influencer spending diversifies across various tiers, with advertisers distributing creator budgets evenly among nano, micro, mid-tier, macro, and mega influencers.

As creator content continues to gain traction, the television advertising industry faces a pivotal moment. The integration of AI and the evolution of content creation models promise to redefine how brands connect with audiences, potentially reshaping the future of television advertising. With more investment flowing into creator-driven content, the lines between traditional and digital advertising continue to blur, offering exciting opportunities for innovation and growth.