Chapter 1: The Creator Economy

Learning Objectives

After reading this chapter, you should be able to:

1. Define the creator economy and distinguish among the roles within it, including influencer and creator.
2. Describe how content, attention, money, and data flow among creators, audiences, platforms, and brands.
3. Summarize the realities of creator income, including how income is distributed and how many creators work full time.
4. Identify entry points where you might participate in the creator economy.

The Audience Came First

In 2020, Laufey Lín Jónsdóttir was a student at Berklee College of Music. Like many of her classmates, she recorded herself performing and posted the videos online. Her material was unusual for TikTok, though. Instead of dance trends or comedy, she sang jazz standards, songs written decades before she was born, and accompanied herself on cello and piano. No record label had discovered her. No radio programmer had put her in rotation. She posted, people watched, and the audience grew.

What happened next reversed the traditional order of a music career. Laufey already had what labels usually provide, an audience. So instead of signing away her recordings to a label in exchange for promotion, she partnered with AWAL, a distribution company that leaves artists in control of their own work. Her 2023 album Bewitched had the biggest jazz album debut in Spotify’s history, according to AWAL, and won the Grammy Award for Best Traditional Pop Vocal Album in 2024. Time magazine named her one of its Women of the Year in 2025, and her follow-up album, A Matter of Time, won the same Grammy in 2026. The gatekeepers did not find Laufey. Her audience found her, and the industry followed.

This chapter is about the system behind a story like that: what the creator economy is, who works in it and what to call them, and how money moves through it. And, because this book is written for you and not for a record label or an advertising agency, one more question sits underneath it all: where might you fit?

1.1 What Is the Creator Economy?

You’ve probably spent years inside the creator economy as an audience member without ever hearing anyone call it that. Every video you’ve streamed, newsletter you’ve opened, and podcast you’ve queued up was made by someone, distributed through a platform, and paid for somehow. The term names the business side of all that activity:

Definition: Creator economy. The businesses built by independent influencers and creators, plus the platforms, tools, and marketplaces that help them reach audiences and earn income (adapted from SignalFire, 2024).

The definition has three parts worth separating. First are the people who make things and build audiences. We’ll define them carefully in the next section. Second are the platforms, services such as YouTube, TikTok, Instagram, Twitch, Spotify, and Substack, where audiences gather and content circulates. Third is a growing layer of tools and businesses that exist to serve the first group: editing software, newsletter services, payment processors, talent agencies, and analytics dashboards, among many others. When investors and journalists talk about the creator economy, they mean all three layers together.

The ecosystem developed in stages (SignalFire, 2024). The platforms came first, in the late 2000s, and gave anyone with an internet connection a way to publish. In the 2010s, advertisers noticed that audiences trusted these new voices, and influencer marketing became a profession with budgets, agencies, and contracts. The current stage is the one that matters most in this book. People who make content are increasingly running full businesses, with products, subscriptions, and staff, built on the audiences they gathered.

The money involved is not small. Goldman Sachs Research (2023) estimated the creator economy at roughly $250 billion and projected it to approach $480 billion by 2027. Spending by brands on influencer marketing in the United States alone was expected to pass $10.5 billion in 2025 and reach roughly $12.2 billion in 2026 (eMarketer, 2025). How many people share in that money is less settled. Estimates range from roughly 50 million worldwide (SignalFire, 2024) to more than 200 million (Linktree, 2022), depending on who counts as a creator. That gap between estimates is instructive, and we’ll return to it in Chapter 2.

1.2 Influencers and Creators

Before we can map how the economy works, we need to settle what to call the people in it. The words “influencer” and “creator” get used loosely, sometimes as synonyms, sometimes as compliments or insults. This book follows the distinction drawn by Kozinets, Gretzel, and Gambetti (2023). We’ll start with influencers:

Definition: Influencer. A person, animal, or even an anthropomorphized object that builds relationships with an audience through a consistent and distinctive voice and image expressed through social media content. In the words of Kozinets, Gretzel, and Gambetti (2023), “The term ‘influencer’ refers to personal brands that build relationships with an engaged audience through a regular flow of consistent, authentic, and distinctive content posted on at least one social media platform.”

Influencers typically emphasize one or more personal attributes in their content: appearance, personality, talent, activities, experiences, knowledge, skill, expertise, profession, or social position. Whatever the attribute, the influencer’s work runs through social media, which they use to attract an audience, give it content, engage with it, and understand it. Underlying all of this is a personal brand, the unique combination of a person’s identity, values, expertise, and online presence, which we’ll cover in detail in Chapter 7.

Three misconceptions are worth addressing right away. Not all influencers are profit-oriented. Some want to educate, inspire, or entertain, and money never enters the picture. Not all influencers have large audiences. A nano-influencer with 900 engaged followers is still an influencer, and Chapter 18 explains why brands sometimes prefer audiences that size. And not all influencers speak to consumers. Business-to-business influencers build audiences of professionals, such as purchasing managers and software engineers.

Now for creators:

Definition: Creator. A person whose primary goal is to create content that is high quality, unique, and professional. Kozinets, Gretzel, and Gambetti (2023) put it this way: “A creator or content creator produces professional content that is recognised for its quality, uniqueness, aesthetics, or style. They post this content on their own social media channels or grant others the right to use it, often for a fee.”

Photographers, illustrators, writers, graphic designers, videographers, video editors, and podcast producers are all creators in this sense. What distinguishes them from influencers is the emphasis. Creators put the work first. They often invest less in personal branding and audience engagement than influencers do, and some creators sell or license their work to appear on other people’s channels rather than their own. Consider the illustrator Richard Skipworth, whose social media accounts are a stream of drawings, most famously his cartoons of greyhounds and whippets. His followers come for the illustrations, which he sells as greeting cards, calendars, and prints. His personality stays in the background. The work is the brand.

Some people prefer “creator” or “content creator” because “influencer” can suggest manipulation or a sales agenda, and they choose the gentler word even when “influencer” describes their activity more accurately. We’ll use both terms without judgment, because the distinction is analytical, not moral. It’s a difference of emphasis: influencers stress the personal brand and the audience relationship, and creators stress the qualities of the content itself. The two roles overlap, and what they share is a consistent flow of content (see Figure 1.1).

Note that either role, influencer or creator, may or may not have commercial sponsorships. Making money is not what separates them. And as roles, they are made up of activities, so one person can occupy both at once. Laufey builds an audience relationship and produces polished musical work. MrBeast, whom we’ll meet shortly, leans hard toward the influencer side. Skipworth sits at the creator end. Most working influencers and creators, and most students reading this book, will land somewhere in between.

1.3 How the Creator Economy Works

Now we can draw a map of the creator economy. Four players account for most of what happens in it: creators (using the word here, as the industry label does, to cover both roles), audiences, platforms, and brands. Four things flow among them: content, attention, money, and data (see Figure 1.2).

The cycle starts when creators publish content on platforms. Audiences pay attention to that content, and attention is the raw material of the whole economy. Platforms convert attention into advertising revenue and share a portion of it with creators. They also collect data about what audiences watch, skip, and click. That data makes the attention more valuable to advertisers and shapes what the platform shows next. Brands enter from two directions. They can buy advertising from platforms, or they can pay creators directly, through sponsorships and partnerships, to reach the audience that trusts those creators. Finally, audiences can also pay creators directly, through subscriptions, tips, memberships, and purchases.

Money reaches creators primarily from two directions, from brands and from the audience itself:

Definition: Brand-funded and audience-funded revenue. Creators earn money in two basic ways: from businesses that pay to reach their audience (brand-funded revenue, including sponsorships and shared advertising), or directly from the audience itself (audience-funded revenue, including subscriptions, tips, and purchases).

Brand money currently dominates. Goldman Sachs Research (2023) estimated that brand partnerships account for roughly 70% of creator revenue. But the mix varies widely from creator to creator. Jimmy Donaldson, known as MrBeast, runs the most-subscribed channel on YouTube and in 2025 became the first creator to reach 400 million subscribers. Yet by 2025 his company earned more from Feastables, its own chocolate brand sold in retail stores, than from YouTube (Bloomberg, 2025). At the other end of the funding spectrum, the fiction writer George Saunders runs Story Club, a six-dollar-a-month subscription newsletter in which he teaches how short stories work. With hundreds of thousands of subscribers (Substack, 2026), it’s a working example of an audience directly funding an artist’s teaching and craft.

Platforms are businesses with their own interests, and they set rules that creators do not control: what gets recommended, what gets buried, and what share of advertising money gets passed along. Those rules can and do change. Patreon’s State of Create report (2025) documented a shift that working creators feel daily. As platforms moved from follower-based feeds to algorithmic recommendations, posts increasingly failed to reach even the people who had chosen to follow their maker. Chapter 4 examines why platforms behave the way they do, and Chapter 15 takes up the strategic response, building channels you own. For now, the point is that every arrow on the map that passes through a platform is an arrow someone else can redraw.

1.4 What Creators Earn

Becoming an influencer or creator is a mainstream ambition. In a 2024 Morning Consult survey, 57% of Gen Z respondents said they would become influencers if given the chance (CNBC Make It, 2024). But creator income is highly unequal. Goldman Sachs Research (2023) estimated that only about 4% of creators worldwide earn $100,000 or more per year. Even among people creating full time, Linktree (2022) found that only about 12% earned more than $50,000 per year. The shape of the distribution is a long tail: a small group earns a great deal, a larger group earns a livable amount, and most earn little or nothing from their creative work (see Figure 1.3).

Three implications follow:

1. Part-time creating is the norm. Few can live on creative income alone, so most support their creative work with a regular job.
2. The gap between the many who earn little and the few who earn a great deal is rarely due to luck alone. It tracks strategy: choosing an audience deliberately, making content that audience values, and building revenue that fits both. Those are learnable skills, and they are the subject of this book.
3. The skills transfer. Audience research, positioning, content planning, and analytics are among the most sought-after skills in modern marketing, and Chapter 24 returns to the careers they open even for people who never post under their own name.

Which brings the question back to you. This book asks you to develop a creative venture of your own. You don’t need to be internet-famous to begin, and you don’t need to want fame at all. You need what Laufey had in 2020 and what Richard Skipworth has now: something you can make, an idea of who might value it, and a willingness to put it in front of them consistently. Chapter 2 starts with what marketing means when the product is your own work.

Summary

This chapter defined the creator economy as the businesses built by independent influencers and creators, together with the platforms, tools, and marketplaces that support them, an ecosystem estimated at roughly $250 billion and growing (LO1). It distinguished influencers, who emphasize personal brand and audience relationships, from creators, who emphasize the quality and distinctiveness of the content itself. The roles overlap, share a consistent flow of content, and are not defined by sponsorship, scale, or profit motive (LO1). It mapped how the economy works: creators, audiences, platforms, and brands, linked by flows of content, attention, money, and data, with creator revenue arriving either brand-funded or audience-funded (LO2). It reported the income realities. Earnings follow a long tail, with about 4% of creators earning six figures, an argument for strategy rather than discouragement (LO3). And it opened the question of where your own work might fit, which the semester project will answer (LO4).

Questions for Discussion and Application

1. Choose a creator or influencer you follow and place them on the map from Figure 1.2. Which platforms do they use? Who pays them, and through which arrows? Which flows look strong, and which look weak?
2. Place each of the following on the influencer-creator axis and defend your placement: a novelist with no social media presence, a dentist with a popular TikTok account, a wildlife photographer who never appears in her own feed, and a student who streams video games to nine regular viewers.
3. The chapter reports that 57% of Gen Z would become influencers if given the chance, and also that about 4% of creators earn $100,000 or more per year. What explains the gap between how many want the career and how many earn a living from it? For one specific person you can imagine, what would closing that gap require?

Semester Project

List three creative ventures you could plausibly start this semester. A creative venture is work you would make and offer to an audience: videos, songs, essays, illustrations, arts, crafts, inventions. It can be built around you, your name, and your voice, or around the work itself. “Plausibly” means with the time, skills, and equipment you have now. For each candidate, write one sentence on who the audience would be and one sentence on what that audience would get. Make the three differ in audience or in what you would make, so the choice ahead of you is a real one. If you already make things or already have an audience, use that as one of your candidates; the other two can be new directions for it or departures from it.

References