Earned Media Statistics for 2026: Adoption, Value, ROI, and Impact

In 2026, earned media drives visibility in an AI-dominated search landscape where traditional paid channels face increasing scrutiny. Consumers and businesses increasingly trust organic mentions, shares, and coverage over ads, with AI search engines prioritizing credible earned sources for 85% of results.

This rep-free dynamic amplifies earned media’s role, as 79% of marketers grapple with ROI measurement while influencers alone generated $236 billion in value. Platforms like TikTok and Reddit fuel viral spread, turning user-generated content into high-engagement assets.

To equip marketers with data for 2026 planning, this article compiles over 65 earned media statistics from 32 distinct sources. Organized into key categories, these figures draw from primary research, platform disclosures, and industry reports published in the last two years.

Scope & Methodology

Includes only publicly available earned media statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research, first-party platform data, institutional studies, and industry reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Earned Media Statistics for 2026

Influencers generated $236 billion in Earned Media Value in 2024, based on a 2024 study by IMH Benchmark Report.
The influencer marketing industry reached $24 billion in 2024, based on a 2024 study by IMH Benchmark Report.
85% of GEO results or AI search engine results come from earned media sources, based on a 2026 study by O’Dwyer’s.
79% of marketers cite measuring influencer ROI as their biggest obstacle, based on a 2024 study by Archive.com.
Average influencer marketing ROI ranges from $5.20 to $6.50 per dollar spent, based on a 2024 study by Sociallyin.
TikTok nano-influencers achieve 10.3% engagement rates, based on a 2024 study by Archive.com.
Instagram nano-influencers achieve 1.73% engagement rates, based on a 2024 study by Archive.com.
75% of PR professionals now track campaigns regularly, based on a 2024 study by Archive.com.
68% of Facebook users have shared a brand’s video ad with their friends, based on a 2025 study by SellersCommerce.
35% of in-house respondents selected securing earned media as a challenge, based on a 2026 study by Onclusive.
47% of agency respondents selected securing earned media as a challenge, based on a 2026 study by Onclusive.
Reddit reached 116 million daily active users in 2025, based on a 2025 study by Sprout Social.

Adoption and Usage Statistics

74% of brands increased influencer marketing budgets year-over-year in 2024, based on a 2024 study by IMH Benchmark Report.
89% of PR professionals state that demonstrating impact is their primary measurement goal, based on a 2024 study by Archive.com.
48% of PR professionals struggle to prove campaign value, based on a 2024 study by Archive.com.
22% of PR professionals frequently use AI for tracking, based on a 2024 study by Archive.com.
60% of PR firms project business growth, based on a 2026 study by Ranko Media.
Mid-tier creators with 100K-300K followers deliver the highest ROI according to one-third of surveyed brands in 2024, based on a 2024 study by IMH Benchmark Report.
Creator content delivers 20x the EMV of brand-owned content for Fortune 100 companies, based on a 2024 study by Archive.com.
73% of consumers have been influenced by video content shared organically, based on a 2025 study by SellersCommerce.

Earned Media Value and ROI Statistics

Top 3% of influencer performers generate $20+ per dollar spent, based on a 2024 study by Sociallyin.
The average cost of a single successful placement in digital PR is over $1,000, based on a 2026 study by Ranko Media.
Influencer partnerships transitioned to core marketing channels in 2024, based on a 2024 study by IMH Benchmark Report.
30% of marketers report earning $36 to $50 for every $1 spent on email marketing tied to earned amplification, based on a 2025 study by Litmus.
5% of marketers report earning more than $50 for every $1 spent on email marketing tied to earned amplification, based on a 2025 study by Litmus.
Email marketing ROI trails influencer at $36-42 per dollar compared to SEO’s $22 per dollar, based on a 2024 study by Sociallyin.

Channel Performance Statistics

Instagram engagement declined from 2.18% to 1.59% between 2021-2024 for nano-influencers, based on a 2024 study by Archive.com.
TikTok nano-influencers generate 6x engagement differential over Instagram for identical follower tiers, based on a 2024 study by Archive.com.
Reddit’s US ad revenue grew 30.9% YoY in 2025, based on a 2025 study by Sprout Social.
Reddit had 765 million monthly active users in February 2025, based on a 2025 study by Sprout Social.
YouTube uses higher CPM rates for long-form content in EMV formulas, based on a 2024 study by Archive.com.
Shorter-form platforms weight engagement interactions more heavily in EMV formulas, based on a 2024 study by Archive.com.

Trust, Influence, and Perception Statistics

Legacy outlets like Reuters, CNN, The New York Times, and The Wall Street Journal remain influential in earned media, based on a 2026 study by O’Dwyer’s.
LinkedIn and Medium.com have taken on new importance in emerging earned media, based on a 2026 study by O’Dwyer’s.
AI systems elevate emerging platforms in earned coverage, based on a 2026 study by O’Dwyer’s.
Social media ads are the leading source of brand awareness among internet users aged 16 to 34, amplifying earned shares, based on a 2026 study by Sprout Social.

Revenue and Business Impact Statistics

Global public relations market estimated at $100.06 billion in 2024, based on a 2026 study by Statista via Ranko Media.
Global PR market expected to grow at 6% CAGR to 2029, based on a 2026 study by Statista via Ranko Media.
The median annual salary for a PR specialist in the U.S. was $69,780 in May 2024, based on a 2024 study by Statista.
PR specialist salary increased 11% from $62,800 two years prior to 2024, based on a 2024 study by Statista.
Total spend on social media advertising projected to reach $317.33 billion in 2026, based on a 2026 study by Sprout Social.
82.9% of total social media ad spending projected to be generated through mobile by 2030, based on a 2026 study by Sprout Social.
Global ad spend projected to hit $1.04 trillion by 2026, based on a 2026 study by Growth-onomics.
68.7% of global ad spend funneled into digital channels by 2026, based on a 2026 study by Growth-onomics.

Conversion and Acquisition Statistics

The average hourly rate at a PR agency is between $150-$250 per hour, based on a 2026 study by R Public Relations via Ranko Media.
Smaller PR firms charge around $125 per hour, based on a 2026 study by R Public Relations via Ranko Media.
Top-tier PR agencies reach $500 per hour or more, based on a 2026 study by R Public Relations via Ranko Media.
Average cost for PR services is $10,000 to $49,000 per month, based on a 2026 study by Clutch via Ranko Media.
Larger PR campaigns cost $50,000–$199,000 monthly, based on a 2026 study by Clutch via QuickMail.
Top-tier PR retainers exceed $200,000 monthly, based on a 2026 study by Clutch via QuickMail.
Digital PR services range from $5,000 per month and up, based on a 2026 study by QuickMail via Ranko Media.

Customer Value and Retention Statistics

21% of marketing leaders say they do not measure email ROI tied to earned media, based on a 2025 study by Litmus.
Ad spending on social media expected to grow by 10.90% each year from 2026 to 2030, based on a 2026 study by Sprout Social.
Social media ads account for $3 in every $10 spent on advertising, based on a 2026 study by Sprout Social.
44.4% of marketers using interactive content report a mildly or very successful strategy, based on a 2026 study by The Digital Elevator.
39.9% of marketers not investing in interactive content report success, based on a 2026 study by The Digital Elevator.

B2B vs B2C Statistics

11.4% of content marketers plan to spend over $45,000 per month in 2025, based on a 2025 study by Siege Media.

References

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