By the numbers
Last updated: Published by Tim Kilroy
The 2026 numbers point one way: there are more agencies than ever, and most say their growth engine is not strong enough.
This page, compiled and published by Tim Kilroy, collects published statistics on agencies, pipelines, content marketing and AI. Each figure is stated as published, with its source named and linked. None of these are Tim's own numbers.
Haus Advisors reports over 71,000 digital agencies in North America alone, yet 93% of marketing service firms say their growth engine is not strong enough (RSW/US 2025 Agency Survey). SparkToro's 2025 State of Digital Agencies found 14% of agencies describe their sales pipeline as very healthy.
Together, those numbers explain why a repeatable demand system matters more than another tactic: the market is crowded, and most agencies know their pipeline is fragile.
| Statistic | Figure | Source |
|---|---|---|
| Digital agencies in North America | Over 71,000 | Haus Advisors |
| Growth engine not strong enough | 93% of agencies | RSW/US 2025, via Haus Advisors |
| Pipeline described as very healthy | 14% of agencies | SparkToro 2025, via Haus Advisors |
| Average gross income, US growth report agencies | $23 million | B2B Marketing, 2026 |
| B2B marketers with a content strategy | 97% | CMI and MarketingProfs, via Digital Applied |
| Expected content budget increase, 2025 vs 2024 | 46% of respondents who knew their budget | CMI and MarketingProfs, via Digital Applied |
| Agencies with AI fully implemented | 33% (48.5% exploring, 18.5% unsure or no plan) | Promethean Research, 2026 |
| Digital agencies under 50 employees | 87% | Promethean Research, 2026 |
The agency growth gap, as Tim Kilroy reads this data, is the distance between how many agencies exist and how few have a pipeline they trust. With most firms under 50 people and referrals as the main source of new business, growth usually rests on one founder's network and energy.
That is the problem DemandOS for agencies is designed to address: make demand a team capability, so the pipeline does not depend on one person. For the stage-by-stage view, read how to grow a marketing agency.
Short, direct answers. All 50 answers are in the full DemandOS FAQ.
AI implementation, growth pressure and fragmentation lead the list. Promethean Research reports 71,000 digital agencies in North America, up 42% since 2024, with 33% having fully implemented AI. SparkToro's 2025 State of Digital Agencies found only 14% of agencies describe their sales pipeline as very healthy, which is why demand systems matter.
See this answer in the FAQ: What are the key trends in ad agencies for the year 2026?Nobody can say for certain, but the evidence so far points to change rather than replacement. Promethean Research's 2026 report found 33% of digital agencies have fully implemented AI and 48.5% are exploring it. Agencies that sell understanding of a client's business, not just production hours, are better placed as delivery gets faster.
See this answer in the FAQ: Will AI replace creative agencies?The big five holding companies are traditionally listed as WPP, Omnicom, Publicis Groupe, Interpublic Group (IPG) and Dentsu. Omnicom announced a deal to acquire IPG in December 2024, so that list is consolidating. Most independent agencies compete in a very different market: Promethean Research reports that 87% of digital agencies employ fewer than 50 people.
See this answer in the FAQ: Who are the big 5 media agencies?Very likely. Referrals cannot be turned up on demand, which is why so many agencies plateau when they slow down. The RSW/US 2025 Agency Survey, as cited by Tim Kilroy, found 75% of agencies name referrals as their top new-business source while 93% say their growth engine is not strong enough. DemandOS adds a repeatable source alongside referrals.
See this answer in the FAQ: My agency has outgrown referrals. Is this for me?It keeps your agency present and trusted while buyers are not shopping. Tim Kilroy's playbook cites Gartner research that roughly 70% or more of the B2B buying journey happens before a vendor is contacted. Content that shares a clear point of view earns a place in the buyer's consideration set before that contact, so your name is already in the room.
See this answer in the FAQ: How does content marketing for agencies actually create demand?Tell Tim Kilroy where your agency is stuck. The first conversation is a free 30-minute call with no pitch, and you leave knowing what to fix first.
