Digital Marketing Researches & Reports

Affiliate Marketing Study 2017 | IAB & PwC

Affiliate Marketing | UK

Affiliate marketing is a form of online advertising with a different payment method that is triggered by an outcome (e.g. a user-initiated action such as a purchase). In affiliate marketing, users will typically click an ad and be re-directed to the advertiser’s site to complete the transaction. This is followed by a fee is paid to the content owners (who is the affiliate) once the transaction is completed.

In a partnership with PwC, IAB UK has launched the full year 2017 study focuses solely on affiliate networks, software as a service (SaaS) platforms and major I. The study also provides additional insight around sector performance, affiliate performance, models used as well as mobile growth.

A Sneak Peek at the Top Findings of the State of Affiliate Marketing in the UK:

  • Affiliate marketing spend grew by a rate of 15.1% from £482 million to £554 million in 2017
  • In 2017, Affiliate marketing generated £8.9 billion sales, up 9.2% year-on-year
  • Affiliate marketing spend on smartphone grew by 49% year-on-year.
  • Retail dominates the largest share of affiliate revenue with a rate of 43%.
The share of affiliate revenue in the UK by sector - Affiliate Marketing Study 2017 IAB & PwC - Measuring the value of the UK affiliate market

The Share of Affiliate Revenue in the UK by Sector – 2016

Content of the “2017 IAB / PwC Affiliate Marketing Study “:

  • Introduction
  • Methodology
  • Headline Results
  • Detailed Analysis
  • Supporting YouGov Data
  • Summary

Number of Pages:

  • 26 Pages


  • Free


Data in this study is based on a survey includes UK revenues through submissions and interviews by 12 participants. Besides a range of publically available sources.


The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, IAB accounts for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.


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