Observed Signal · Nov 22, 2018 · Market Research · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Study: Partner & Affiliate Marketing Today and Tomorrow
This article reports on a global survey by WBR Research assessing the role, growth, and business impact of partnerships and affiliate marketing in the marketing mix. The study surveyed roughly 300 participants per region (EMEA 301, North America 301, Australia/New Zealand 298, Asia 300) from retail/online retail, travel, and financial services. It finds partnerships generate meaningful revenue and are a high-priority growth channel for many firms. Among respondents, 82% held senior roles above middle management and 40% were at CEO level or higher. Companies tend to be large: 72% report annual revenue above $500M; 38% above $2B; 24% above $5B. Key takeaways include that 54% say partnerships generate more than 20% of total revenue; 74% rate partnerships/affiliate marketing as high or very high priority; and 69% see growth potential for partner channels (with 24% expecting substantial growth). Note: Partnerize is the new brand name of Performance Horizon.
Growing adoption and revenue contribution of partnerships; high executive priority; global survey indicates industry impact.
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Key Takeaways & Evidence Grounding
- Questionnaires completed: Retail/Online Retail 400; Travel 401; Financial Services 399.
- Regional participants: EMEA 301, North America 301, Australia/New Zealand 298, Asia 300.
- Leadership: 82% held roles above middle management; 40% were at CEO level or higher.
- Company size: 72% of participants from firms with revenue >$500M; 38% >$2B; 24% >$5B.
- Key findings: 54% report >20% of revenue from partnerships; 74% rate partnerships/affiliate marketing as high or very high priority; 69% see growth potential (24% substantial). Partnerize is the new brand name of Performance Horizon.
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Affiliate Marketing Soars as Brands Boost Partnership Investments
Impact.com's Global State of Affiliate Marketing in 2025, based on surveys of 818 marketers, 284 publishers, and 421 content creators across eight countries, shows continued growth in affiliate activity as brands counter rising customer acquisition costs. The study finds 74% of brands increased affiliate investment in the past year; budget allocations include 30% of brands spending 10-20%, 38% spending 21-30%, 20% spending 31-50%, and 6% spending more than 50% of their marketing budgets on affiliate programs. Influencer marketing is gaining priority, with AI deployment shaping campaigns and partnerships driving measurable results. Top goals for the year ahead are to increase sales, run cost-effective marketing, and reach a targeted audience. Impact.com identifies five pillars of partnership sophistication: diversified partner portfolio; elevated creator partnerships; strategic investment; intelligent AI deployment; and evolved measurement. Methodology covered eight countries: US, Canada, Australia, Singapore, UK, France, Germany, and Italy.
Study: Affiliate Marketing Gains Importance in Germany
The Affiliate and Partner Marketing Circle (APMC) within the German Bundesverband Digitale Wirtschaft (BVDW) published its first consolidated market data for affiliate and partner marketing in Germany. Based on submissions from 13 affiliate networks and platforms for 2024–2025, the study reports a 2025 investment volume of €932 million (up 8.3% year-over-year) and channel-generated revenues of €18.7 billion (up 12%). The APMC found 228 million online transactions mediated by affiliate partnerships in 2025 and that almost one quarter of assessed online transactions included at least one affiliate touchpoint, while classic last-click models register only 12.4%. Approximately 80% of investments were paid strictly on measurable business success (performance/CPA). The report is the first public output from the newly formed APMC working group inside the BVDW.
Beyond Program Noise: How a Global Luxury Retailer Streamlined 1,400+ Partners and Drove 38% Q4 Growth
Managing a global partnership program across multiple markets often leads to an unexpected challenge: program noise. Over time, inactive or low-yield accounts accumulate, creating bloated databases that obscure top performers ...
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