The creator economy is no longer just a buzzword—it's a booming, investable industry attracting billions of dollars and triggering an unprecedented wave of mergers and acquisitions (M&A). In the first half of 2025 alone, M&A activity in the creator space surged to historic levels, signaling a profound shift from a grassroots movement to a sector with serious institutional validation.
According to a new report from Quartermast Advisors, a specialized M&A advisory firm, this rapid consolidation sets the stage for a record-breaking year. But what’s driving this frenzy, and who are the new players placing massive bets on the future of creator-led businesses?
Where the Action Is: Key M&A Sectors
The M&A activity is not random; it's highly concentrated in the infrastructure that powers the creator world. The Quartermast report reveals that tools and platforms enabling creators to produce, manage, and monetize content are the hottest targets.
| Sector | % of Deals (H1 2025) | Example |
|---|---|---|
| Influencer Software & Content Tools | 26.9% | Later acquires Mavely, Publicis acquires Captiv8 |
| Media Properties (Studios, Publishers) | 19.2% | Wonder acquires Tastemade |
| Talent Management Firms | 13.5% | Shine Talent Group acquires Spark Talent |
| Influencer Marketing Agencies | 13.5% | Publicis acquires BR Media Group |
| Audio & Podcasting | 9.6% | Epidemic Sound acquires Song Sleuth |
The New Players: Private Equity Moves In
Perhaps the most significant trend of 2025 is the aggressive entry of private equity (PE) firms. Unlike venture capital, which makes risky bets on early-stage startups, PE firms buy controlling stakes in more mature businesses with proven revenue models. Their arrival is a clear sign that the creator economy is no longer seen as experimental—it's seen as profitable.
A massive investment in Uscreen, a platform that helps creators launch their own subscription apps. PSG is betting on the future of creator independence.
Backed Later's acquisition of Mavely, an affiliate marketing startup, to create an end-to-end monetization solution for creators.
“Private equity is looking at these businesses and saying, ‘There’s much more we can do with growth equity.’”
Traditional Media Giants Aren't Sleeping
It’s not just institutional investors. Legacy media firms and global ad agencies, recognizing the massive shift in audience attention, are also on a buying spree to integrate creator-native capabilities.
The ad giant has acquired multiple influencer platforms like Captiv8 and BR Media Group, with plans to invest nearly €900 million more in acquisitions this year.
Acquired Red Seat Ventures, a digital media studio behind several right-leaning podcasts, integrating creator-native production directly into its media empire.
Why the Creator Economy is a Prime M&A Target
Scalability
Revenue Visibility
Cultural Reach
Tech-First Models
The logic is simple: creator platforms scale rapidly with high margins, offer predictable revenue streams (subscriptions, brand deals), and boast deeper audience engagement than many legacy media outlets. This combination makes them irresistible targets for acquisition.
The Future: A Battle for Dominance
The momentum is set to accelerate. WPP Media forecasts that creator platforms will surpass traditional media in ad revenue by the end of 2025. Quartermast's James Creech predicts over 100 total M&A deals by year-end, with a rebound in international acquisitions. As we move through the rest of the year, expect to see more strategic consolidation, a battle for platform dominance, and the continued rise of the critical tech infrastructure that powers the entire ecosystem.
