Quartermast Reports Record M&A in Creator Economy
Deal News | Jul 10, 2025 | EIN
Quartermast Advisors, a boutique M&A advisory firm, published a report revealing significant consolidation within the creator economy during the first half of 2025. The report details that there were 52 mergers and acquisitions (M&A) in this sector, marking a 73% increase from the first half of 2024. Notable transactions involved various fields such as entertainment, influencer marketing, talent management, and technology development, with a predominance in North America. M&A targets were primarily software companies, media entities, agencies, and talent management firms. Summit Partners and PSG Equity are highlighted as private equity leaders investing in this space. The acquisition strategy focuses on blending resources with the expertise of digital media companies. Projections suggest sustained M&A activity with a potential increase in international participation.
Sectors
- Creator Economy
- Private Equity
- Media & Entertainment
Geography
- North America – The majority of the M&A deals (79%) in the first half of 2025 were centered in North America, underscoring the region's leadership in the creator economy.
- International – Although international targets were less prominent in the first half of 2025, there is anticipation of increased global M&A activity in the latter half of the year.
Industry
- Creator Economy – This article focuses on M&A activity within the Creator Economy, a sector involving digital content creators, influencer marketing, and related businesses.
- Private Equity – Private Equity firms play a significant role in the M&A transactions described in the article, with notable investments by Summit Partners and PSG Equity.
- Media & Entertainment – Many of the M&A deals highlighted involve media companies and entertainment sectors, reflecting their importance in the creator economy.
Financials
- $250 million – The sum paid by Later, backed by Summit Partners, to acquire social commerce brand Mavely.
- $150 million – The amount PSG Equity invested to acquire a majority stake in Uscreen, a membership platform.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Quartermast Advisors | Analyst | Companies | A boutique M&A advisory firm providing insights and analysis on M&A activities in the creator economy. |
| Summit Partners | Investor | Companies | A private equity firm active in investing within the creator economy, notably in the Later-Mavely acquisition. |
| PSG Equity | Investor | Companies | A private equity firm that acquired a majority stake in Uscreen, actively participating in the creator economy. |
| Publicis Groupe | Buyer | Companies | A major company making strategic acquisitions to build a dominant influencer marketing platform. |
| Skybound | Acquirer | Companies | Involved in the acquisition of Nine Four, a transaction within the entertainment sector. |
| gen.video | Acquirer | Companies | Acquired Bounty, a deal within the influencer marketing sector. |
| Whalar Group | Acquirer | Companies | Added Sixteenth to its portfolio, a transaction in the talent management field. |
| Super League | Acquirer | Companies | Acquired Supersocial, a deal in the Roblox development sector. |