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?

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.