Creators eclipsed celebrities at the 2026 World Cup, driving massive fan buzz
Data from Nectar shows creator‑led posts captured 10 of the top 15 EMV spots, with median views of 929,000 versus 573,000 for celebrity‑backed content. Brands like Kalshi, Polymarket and Airbnb leveraged these creators to rack up millions of views and likes, while 25‑34‑year‑olds fueled 52% of the online conversation.