Spain has 285,000 active influencers on Instagram and TikTok alone. Of those, 15,000 have over 100,000 followers and 13,600 work as creators full-time. Advertisers are following: influencer marketing investment in Spain hit 158 million euros in 2025, up 25.9% year on year and double what it was in 2023.

Those numbers come from a new report by 2betube and Favikon. Gaming and streaming creators dominate by audience size. TikTok grew sponsored content volume 73% year on year, outpacing Instagram’s 45% and the average professional creator now pulls from 4.6 income streams, which looks a lot less like a side hustle and more like a small media company.

Fascinating to see that Spain has created a mandatory registry for creators earning over 300,000 euros annually with at least a million followers.

A mandatory registry, double-digit ad growth, creators running 4.6 income streams, it’s time you go discover Spain's creator economy ecosystem below 👇🏻