Expected changes in influencer marketing budget over the following 12 months according to decision-makers in selected markets in Western Europe as of October 2025
Characteristic
Increase by ≥ 50%
Increase by 20-49%
Increase by 10%-19%
Increase by < 10%
Stay the same
Decrease by < 10%
Decrease by 10%-19%
Decrease by 20-49%
Decrease by ≥ 50%
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among decision-makers from brands and agencies using influencer marketing
Method of interview
Online survey
Supplementary notes
* The source surveyed 39 marketers in the Benelux region (Belgium, the Netherlands, and Luxembourg); 131 in France; 104 in Germany; 96 in Italy; 39 in Nordic countries (Denmark, Finland, Norway, and Sweden); 113 in Spain; and 96 in the United Kingdom.
Percentage points exceeding 100 are probably due to rounding.
Citation formats
Changes in influencer marketing budgets in selected markets in Western Europe 2026
During an October 2025 survey among decision-makers from brands and agencies using influencer marketing across Western Europe, nearly **** (** percent) of respondents said their company or biggest client planned to increase their spending on influencer marketing over the following 12 months. In the United Kingdom, around ** percent of participants stated that they intended to raise influencer marketing budgets by 50 percent or more.
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Kolsquare. (November 20, 2025). Expected changes in influencer marketing budget over the following 12 months according to decision-makers in selected markets in Western Europe as of October 2025 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 05, 2026, from /statistics/1559688/share-of-marketing-budget-spending-on-influencer-marketing-europe/
Kolsquare. "Expected changes in influencer marketing budget over the following 12 months according to decision-makers in selected markets in Western Europe as of October 2025." Chart. November 20, 2025. ÌÇÐÄÆƽâ°æ. Accessed August 05, 2026. /statistics/1559688/share-of-marketing-budget-spending-on-influencer-marketing-europe/
Kolsquare. (2025). Expected changes in influencer marketing budget over the following 12 months according to decision-makers in selected markets in Western Europe as of October 2025. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 05, 2026. /statistics/1559688/share-of-marketing-budget-spending-on-influencer-marketing-europe/
Kolsquare. "Expected Changes in Influencer Marketing Budget over The following 12 Months According to Decision-makers in Selected Markets in Western Europe as of October 2025." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 20 Nov 2025, /statistics/1559688/share-of-marketing-budget-spending-on-influencer-marketing-europe/
Kolsquare, Expected changes in influencer marketing budget over the following 12 months according to decision-makers in selected markets in Western Europe as of October 2025 ÌÇÐÄÆƽâ°æ, /statistics/1559688/share-of-marketing-budget-spending-on-influencer-marketing-europe/ (last visited August 05, 2026)
Expected changes in influencer marketing budget over the following 12 months according to decision-makers in selected markets in Western Europe as of October 2025 [Graph], Kolsquare, November 20, 2025. [Online]. Available: /statistics/1559688/share-of-marketing-budget-spending-on-influencer-marketing-europe/
