New first-of-a-kind study shows there are 27m paid creators operating in the US. 11.6m of them working full-time as creators.

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Trade press, consulting firms, and academia have offered creator economy stats covering size, scope and growth. All provide positive directional value. But, argues Ed Keller, CEO, The Keller Advisory Group they all contain a flaw in their sampling. 

Keller’s new study: “Creators Uncovered: Insights from a Nationally Representative Study of US Creators” purports to be the first nationally representative study of Creators in the US. The results provide a solid and scientific grounding for better understanding the US Creator universe.

Number of creators in US

  • 27m paid Creators in the US (14% of all 16-54s)
  • 11.6m full-time Creators
  • 8.5m part-time Creators 
  • 6.5m Creators who consider it a hobby

How much creators earn

  • More than half of Creators make less than $10k annually; 1/3 makes $1-2k
  • Meanwhile, the livelihood of the 11.6m full-time creators is a robust $179k/year affirming the ability of Creators to make a good living once they can devote full-time to being a Creator

A look to the future

  • Creators are overwhelmingly optimistic about their future as a paid Creator (62% are very optimistic, 34% are somewhat) 
  • Consistent with other findings in this survey, they are most excited about growing and connecting with fans; money is secondary
  • Despite their generally optimistic outlook, 35% of Creators (45% among full timers) report burnout due to the demands of creating content; 29% find it stressful keeping up with demands to publish regularly
  • 73% of Creators post or publish to platforms at least once a day (with 22% posting x4 per day).



CREATORS DEFINED: Creators are defined as those who consider themselves to be a Creator or influencer AND received income in the past year for their work as a Creator, whether in the form of cash or goods/services.

My thanks to Mark Schaefer for introducing me to Ed Keller and this research.

Scott Guthrie is a professional adviser within the influencer marketing industry. He is an event speaker, university guest lecturer, media commentator on influencer marketing and active blogger. He works with brands, agencies and platforms to achieve meaningful results from influencer marketing. That tells you something about him but it's not giving you a lot of detail, is it? So, read more here.

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New first-of-a-kind study shows there are 27m paid creators operating in the US. 11.6m of them working full-time as creators.

More...

Trade press, consulting firms, and academia have offered creator economy stats covering size, scope and growth. All provide positive directional value. But, argues Ed Keller, CEO, The Keller Advisory Group they all contain a flaw in their sampling. 

Keller’s new study: “Creators Uncovered: Insights from a Nationally Representative Study of US Creators” purports to be the first nationally representative study of Creators in the US. The results provide a solid and scientific grounding for better understanding the US Creator universe.

Number of creators in US

  • 27m paid Creators in the US (14% of all 16-54s)
  • 11.6m full-time Creators
  • 8.5m part-time Creators 
  • 6.5m Creators who consider it a hobby

How much creators earn

  • More than half of Creators make less than $10k annually; 1/3 makes $1-2k
  • Meanwhile, the livelihood of the 11.6m full-time creators is a robust $179k/year affirming the ability of Creators to make a good living once they can devote full-time to being a Creator

A look to the future

  • Creators are overwhelmingly optimistic about their future as a paid Creator (62% are very optimistic, 34% are somewhat) 
  • Consistent with other findings in this survey, they are most excited about growing and connecting with fans; money is secondary
  • Despite their generally optimistic outlook, 35% of Creators (45% among full timers) report burnout due to the demands of creating content; 29% find it stressful keeping up with demands to publish regularly
  • 73% of Creators post or publish to platforms at least once a day (with 22% posting x4 per day).



CREATORS DEFINED: Creators are defined as those who consider themselves to be a Creator or influencer AND received income in the past year for their work as a Creator, whether in the form of cash or goods/services.

My thanks to Mark Schaefer for introducing me to Ed Keller and this research.