Originally published: Mediaweek, 16 September 2026
IAB Australia finds creator influence rises sharply among under-40s, while Australians remain cautious about AI-led creator discovery.
Six in ten Australians discover brands through creators, with their influence rising sharply among younger consumers, according to new research from IAB Australia.
The Creator Connect research found 61 per cent of Australians discover brands through creators, climbing to 85 per cent among people under 40. Among Australians aged 60 to 70, that figure falls to 21 per cent.
Gai Le Roy, CEO of IAB Australia, said the results show creator marketing has become a mainstream part of media planning.
“Creator marketing is now a mainstream part of the media mix. This data shows creators genuinely shape how consumers find and weigh up brands. The job now is building on that through partnerships people see as credible and transparent,” Le Roy said.
Credibility beats entertainment
Brand and creator credibility appear to matter more than entertainment value when Australians consider acting on a recommendation.
The reputation of the promoted brand was cited by 86 per cent of respondents, while 84 per cent pointed to a creator’s expertise. By comparison, 74 per cent considered how entertaining the content was.
The research also found disclosure of a paid partnership reduced stated intent to act to some degree, although IAB Australia said the impact was modest and stronger brand reputation helped offset it.
The Australian component of the research also draws on the IAB Australia and Pureprofile Commerce and Discovery Report 2026, which surveyed 1,079 Australians and 877 New Zealanders in June.
