How Value Is Distributed in the Creator Economy, and What Comes Next

The creator economy is scaling faster than ever. Brand investment is surging, creators are getting paid more, and creator content now drives the majority of modern reach and engagement.

But growth at the market level hasn’t translated evenly to creators. CreatorIQ’s State of Creator Compensation report examines how creator marketing has scaled and how value is currently being distributed across the ecosystem. The report reveals a growing gap between the impact creators deliver and the stability they experience, and what that gap means for the future of creator-led growth.

What the research reveals:

Drawing on market research and aggregated compensation data, the report highlights how creator pay, participation, and impact have evolved over time:

• Creator marketing investment has accelerated rapidly, while median creator earnings have seen limited movement
• Creator participation is growing, but payments remain increasingly concentrated at the top
• Creators now produce dramatically more content than brands, delivering outsized reach and engagement
• Many creators operate like businesses, often with teams and operational support, but lack consistent, repeatable brand income
• Transactional, one-off models are reaching their limits

Why it matters

As creator marketing becomes core to brand strategy, the next phase of growth will be defined by partnership quality and how value is shared.

Brands that invest in continuity, alignment, and long-term creator relationships are better positioned to build trust, improve performance, and create content that feels more human—at scale.