Creator economy mergers and acquisitions are poised for a record year, with 52 deals announced in the first half of 2025, marking a 73% increase from the previous year. Private equity firms and industry incumbents are the major players in these deals. PSG Equity invested $150 million in Uscreen, while Summit Partners funded Later's acquisition of Mavely. Advertising companies like Publicis Groupe acquired influencer marketing startups. Traditional media recognizes the need for in-house capabilities in the creator economy, prompting their acquisition strategies.
Private equity is looking at some of these businesses that have been built and saying, 'Hey, there's a lot more we can do with growth equity.'
Traditional companies realize the creator economy is an important category. They need to have this DNA, they need to have these capabilities in-house, so they're looking to acquire them.
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