Published On: April 22, 2024
Got Questions? Submit Your Email to Get All the Answers from Our Presentation!
We know you all have submitted questions you’re interested in getting answers to. Our presentation addresses some but not all, so we have answered them here.
Just share your email address below and we will send them to you!
Access timely cultural trends, strategic creator guidance, and industry best practices.
Cannes Lions has always been where the industry takes stock, not just of the work, but of where the money is going and why. This year, creator marketing will be front and centre. Not because it’s new, but because the ground underneath it is shifting in ways that are forcing brands to fundamentally rethink how they plan, measure and value creator partnerships.
Here are the three topics we expect to define the week.
The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
Join our community and get cultural insights, creator strategy guides, and real-world best practices.
State of Influence Index 2026 now LIVE - Explore the creators, trends and platforms driving conversations
