The goal of this research is to understand the attitudes and behaviors of creators that monetize their online content. 

Specifically, this report aims to:

• Determine the size and landscape of the creator economy, including full-time and part-time creators
• Identify what motivates creators to monetize their content, how they measure success and how they generate revenue from their content
• Reveal the challenges experienced by creators and the role of third-party companies and technology in overcoming the challenges
• Explore the role of product influencers, specifically how creators serve/collaborate as brand ambassadors

Published: November 2025