How

Partnerships win

in a $1T ad market

The industry’s most comprehensive affiliate marketing research report

We surveyed over 1,500 marketers, publishers, and creators across 8 countries to uncover what’s driving growth today—from diversifying partners to using AI for scale. Their insights reveal five pillars that you can use to benchmark your strategy and identify your next opportunity. Get a glimpse below to see where your program stands and where it can grow.
1
Diversify your partner mix
Diversify your partner mix
Our research shows that leading brands build ecosystems with 3-4 diverse partner types—not just one. They engage creators, publishers, affiliates, and advocates to reach customers across the entire journey.
2
The results-oriented investment shift
The results-oriented investment shift
74% of brands generate 11-30% of their total revenue from affiliate marketing. Yet budget allocation varies wildly—from minimal investment to partnership-centric strategies. Our research reveals the sweet spot where most successful programs land, and how company size impacts partnership investment strategy.
3
Deploy AI for scale
Deploy AI for scale
97% of brands and 96% of creators are already using AI in their partnership programs. If you’re not, you’re already behind. Our research shows which AI applications are driving real results—and how different partner types are using automation to scale performance.
4
Elevated creator partnerships
Elevated creator partnerships
59% of brands plan to allocate at least 25% of their affiliate budgets to creator partnerships. Creators are becoming a major line item in performance marketing. Our research reveals the budget benchmarks and how investment in creators breaks down by market.
5
Bridge the measurement gap
Bridge the measurement gap
94% of brands are experimenting with or planning to adopt alternative attribution models within the next year. Last-click is officially on its way out. Our research reveals where the industry is headed with measurement—and why early movers have a window to gain competitive advantage.

Industry benchmarks for every partnership program

Find out

  • Why 74% of brands shifted more budget to affiliate
  • How the top-performing programs structure their creator compensation
  • Which AI applications are worth the investment

Get the full report

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Thank you for downloading 2025
State of Affiliate Report

Research methodology

This analysis draws from survey results from:

818

marketers

Who manage, contribute to, or oversee their company’s affiliate marketing program.

The survey was conducted in mid-2025 in

8

countries

The United States, Canada, Australia, Singapore, the United Kingdom, France, Germany, and Italy.

Marketer respondents manage affiliate programs from fewer than

25-500+

active partners

Across companies from startups to large enterprises.

The survey captured key stakeholder perspectives on the affiliate ecosystem, including:

284

publishers

Who manage, work on, or have visibility into their company’s affiliate marketing programs.

The survey captured key stakeholder perspectives on the affiliate ecosystem, including:

421

content creators

Who actively post content, earn income through these platforms, and engage in brand collaborations.

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