Yesterday we had the pleasure of hosting the APMA’s State of the Affiliate Nation 2026 launch event at Everyman Broadgate in London, and what an afternoon it was! Around 100 senior marketers gathered from across the affiliate and partner marketing world — brands, agencies, networks and affiliates — to get the first look at this year’s numbers and talk through what they mean for the industry.
The headline figure is hard to ignore. UK brands invested £1.8bn in affiliate and partner marketing in 2025, generating £20.7bn in revenue — a 15:1 return on investment that rises to 19:1 in travel. The channel grew by 7.3% last year, outpacing the UK economy by a factor of five. These aren’t vanity metrics; they’re the kind of numbers that make the case for affiliate marketing in any boardroom conversation.
What makes the State of the Affiliate Nation report so valuable is that it’s built directly from network and platform data — eleven businesses shared their 2025 figures to make it possible. That means the statistics aren’t estimates or surveys; they reflect what actually happened.
The full 93-page report is available here for APMA membersA free highlights report is available to everyone – please fill in the form below
Beyond the data, the afternoon featured a brilliant panel session supported by Genie Shopping and some genuinely thought-provoking contributions from across the industry. A huge thank you to all of our panelists and presenters who gave their time and shared their expertise:
- Warrick Lambert, Genie Shopping
- Rachel Said, Genie Goals
- Lydia Perrin, B&Q
- Lee-Ann Johnstone, Affiverse
- Red Barrington, Red Star
- James Bently, Numeric
- Alex Springer, OpenAttribution.org
- Hannah Pain, McDonald’s
A huge thanks to our event sponsor:
The full 93-page report is available here for APMA members
A free highlights report is available to everyone – please fill in the form below
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