Creator Economy Revenues Forecast 2024

The Way Creators Make Money on Social Media Is Changing

Report by Jasmine Enberg  | May 20, 2024
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Executive Summary
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Table of Contents
Executive Summary
Creators are diversifying their revenue streams
Creators are going direct-to-consumer
Affiliate marketing will be a $1 billion-plus business for creators this year
Platform payouts are a headache, but can be lucrative
What does this mean for marketers and the platforms?
Sources
Media Gallery
About This Report
The creator economy is maturing. While brand deals are still the No. 1 revenue stream for creators, more are going directly to consumers to monetize.
Topics
Influencer Marketing
Social Commerce
US
Table of Contents
Executive Summary
Creators are diversifying their revenue streams
Creators are going direct-to-consumer
Affiliate marketing will be a $1 billion-plus business for creators this year
Platform payouts are a headache, but can be lucrative
What does this mean for marketers and the platforms?
Sources
Media Gallery

Creators are diversifying their revenue streams beyond influencer marketing. That’s a net positive for the creator economy, but it also puts some creators in direct competition with brands for consumer spending.

Key Question: How much are creators earning from their activities on social media, and how do their evolving monetization strategies affect marketers?

Creators Make the Most Money From Brand Deals, but Their Earnings Breakdown Is Changing (billions in US social media creator revenues, by stream, 2021 & 2024)
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Key Stat: Creator revenues in 2024 from tipping ($160 million), subscriptions ($270 million), and merchandising ($450 million) on social media will each have at least tripled between 2021 and 2024.

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Table of Contents

  1. Executive Summary
  2. Creators are diversifying their revenue streams
  3. Creators are going direct-to-consumer
  1. Affiliate marketing will be a $1 billion-plus business for creators this year
  2. Platform payouts are a headache, but can be lucrative
  3. What does this mean for marketers and the platforms?
  1. Sources
  2. Media Gallery

Charts in This Report

Creators Make the Most Money From Brand Deals, but Their Earnings Breakdown Is Changing (billions in US social media creator revenues, by stream, 2021 & 2024)US Creator Revenues From Social Media Tipping and Gifting, 2021-2025 (billions and % change)
How US Consumers Prefer to Support Their Favorite Creators, April 2023 (% of respondents)US Creator Revenues From Social Media Subscriptions, 2021-2025 (billions and % change)
US Creator Revenues From Social Media Merchandising, 2021-2025 (billions and % change)US Creator Revenues From Social Media Affiliate Marketing, 2021-2025 (billions and % change)
Topics That US Creators Who Participate in Affiliate Marketing Programs Post Most Commonly About, Oct 2023 (% of respondents)US Creator Revenues From Social Platform Payouts, 2021-2025 (billions and % change)

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authors

Jasmine Enberg

Contributors

Minda Smiley
Senior Analyst, Social Media
Yoram Wurmser
Principal Analyst