impact.com’s Global State of Affiliate Marketing Report Shows Sharp Rise in Partnerships Driving Long-Term Value and Growth

Why It Matters

The shift underscores affiliate and influencer marketing as a core, cost‑efficient growth engine, prompting brands to reallocate spend and invest in AI‑driven partnership optimization. This realignment could reshape marketing mix strategies and accelerate performance‑based revenue across the industry.

Summary

impact.com’s Global State of Affiliate Marketing 2025 report, based on a survey of 818 marketers across eight countries, shows a sharp increase in affiliate spend as 74% of brands raised budgets amid rising costs in other channels. One‑third of brands now allocate 10‑20% of marketing spend to affiliates, with another 38% dedicating 21‑30%, and 20% committing over 30%. Affiliate programs now generate 11‑30% of revenue for 74% of respondents, with 73% reporting revenue growth and 71% deeming affiliates more cost‑effective than other media. Influencer partnerships are gaining traction, with 59% planning to devote at least 25% of affiliate budgets to creators, while AI tools are being adopted for chatbots, predictive analytics and content creation.