Creators rely on brand deals, but worry about the “tension” between sponsors and viewers–and just 15% say they fully trust sponsored content from other creators

CreatorIQ‘s latest State of Creators report puts creators’ relationships with branded content in a stark light. Data from 5,095 creators showed 46% of videomakers rely on brand deals for the bulk of their income–but only 15% of respondents said they fully trust sponsored content from other creators when making a purchase for themselves. Meanwhile, 53% […] Visit Tubefilter for more great stories.

Last updated Aug 17, 2026 by ATDb automated enrichment