Key stat: 7 of the 10 top affiliate publisher types increased coupon use in H1 2025, led by email where 50.1% of sales included a coupon, according to data provided to EMARKETER by Awin.
Beyond the chart:
- US affiliate marketing spending will exceed $12 billion in 2025, according to a September 2025 EMARKETER forecast.
- Cash back, loyalty, and rewards claimed the largest share of affiliate marketing ad spend last year (35%), followed by content (16%), per a June 2025 report by the Performance Marketing Association (PMA).
Use this chart: Marketers and retailers can use this chart to prioritize discount-focused partners in affiliate marketing and amplify coupon messaging, especially in email campaigns.
Related EMARKETER reports:
Note: Data was provided to EMARKETER by Awin.
