Unilever’s 300,000 Creators: Why the Creator Economy is Now an Acquirable Asset Class
Unilever's pivot to 300,000 creators proves that the creator economy is no longer a niche market—it's a massive, acquirable asset class.
Is user-generated content just a content trend, or is it a legitimate asset class? Unilever just gave us a 300,000-strong answer. When a global powerhouse of this scale shifts its strategy so drastically, it’s a signal to every creator and agency owner in the world: the rules of the game have changed.
Unilever CEO Fernando Fernandez recently shared a staggering update: the company grew its direct creator network from 10,000 to 300,000 in only two years. Even more telling is that nearly half of their digital budget is now dedicated to social-first, creator-led content. This isn't just a "marketing milestone"—it’s a institutional shift. The creator economy is no longer just "the internet doing its thing"; it is now a structured, acquirable, and massive asset class.
The Billions Behind the Boom
The numbers coming out of the financial sector prove this isn't a fluke. Goldman Sachs projects the creator economy will hit $480 billion by 2027. We aren't talking about spare change; we are talking about half a trillion dollars. In 2025 alone, we saw 81 major M&A transactions, including Publicis Groupe's $175 million acquisition of Captiv8 and Bending Spoons' billion-dollar play for Vimeo.
When brands like Unilever restructure 50% of their spending around creators, it validates the entire supply side of our industry. Large holding companies and private equity firms are no longer watching from the sidelines. They want to own the infrastructure that powers these results. For them, owning the distribution engine is far more efficient than renting it.
The Valuation Gap: Content vs. Infrastructure
If you’re a creator, you need to understand how the big players value a business. It’s rarely about your follower count; it’s about your infrastructure. According to recent M&A reports, there is a clear hierarchy in valuations:
What Drives the Multiples?
- Agencies: Typically trade at 5.3x to 9.2x EBITDA. The high end goes to those with long-term brand commitments.
- Media Companies: See a massive range of 8.0x to 17.0x EBITDA, largely based on owned IP.
- Software (SaaS): Commands 3.2x to 10.7x Annual Recurring Revenue (ARR).
The hard truth for many is that a seven-figure YouTube channel or TikTok account might not be "acquirable" if it depends entirely on the founder's face. Talent is licensed, but enterprises are acquired. To bridge this gap, businesses must move away from "key person risk" and toward owned IP and recurring revenue.
The Blueprint for Exit-Ready Creators
Acquirers are looking for three specific things right now. First, owned audience and commerce—tools that convert attention into sales. Second, recurring-revenue software that creates predictable cash flow. And third, IP-rich media like characters or formats that live on even if the founder stops filming.
As I always tell our network at UGC LATAM, the creators who win this cycle aren't just the ones getting paid for one-off posts. The real winners are the founders using brand deals to finance their own transition off "renting" space on social platforms. They are building email lists, community infrastructure, and trademarked brands. They are turning their influence into an engine that runs whether the camera is on or off.