Latest data on the US creator sector reveals huge growth in digital creator and social media influencer employment.

A new report from the Interactive Advertising Bureau (IAB) has revealed a major milestone in the rise of the digital creator economy: more than 1.5 million Americans are now earning a full-time living as digital creators or social media influencers.

This figure, taken from IAB’s “Measuring the Digital Economy: Advertising, Content, Commerce, and Innovation” report published in April 2025, shows a nearly eight times increase in just five years. Back in 2020, the number of full-time creators in the US was significantly lower. Now, content creators and influencers make up more than 10% of all full-time internet-dependent jobs in the country.

According to the report, “Back in 2008, internet-driven employment made up just 3 million jobs. Today, that number has grown to more than 28.4 million.” The creator sector has played a major role in this growth.

While traditional media in the US is expanding at an average of 5% per year, the creator economy is growing at five times that pace. This means more people are choosing to become independent creators and earn a living online, using platforms like YouTube, TikTok, and Instagram to share content and build loyal audiences.

David Cohen, CEO of the IAB, said: “The creator economy has clearly become a major factor in the digital growth story, driving spend, engagement, culture, and of course, employment. The impact is felt across the ecosystem, shifting the way that we think about information, entertainment, commerce, and community. In some ways, it has become a self-fulfilling prophecy. The more that creators succeed, the stronger the platforms they use become.”

If you’re an independent artist or musician, this report can be viewed as both inspiring and concerning. The opportunities to grow an audience and earn money online have never been greater, but neither has the competition. With over 1.5 million full-time digital creators in the US alone, grabbing attention on social media is no small feat.

That being said, the growth of the creator economy proves that making a living through online content is not only possible – it’s happening. Independent musicians can tap into this momentum by treating content creation as a serious part of their career. Regular posting, fan engagement, and understanding your niche are more important than ever.

The IAB’s report paints a clear picture: the digital creator economy is now a major force in employment and culture. As an independent musician or content creator, there’s never been a better time to build your brand and connect with fans online. A key point to remember – while the tools are there, it’s your creativity, consistency, and authenticity that will set you apart.

For more tips and advice on how to master social media and content marketing as an independent artist, head to the RouteNote blog now.

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