Key stat: US social media creators saw a nearly 40% (39.8%) YoY increase in tipping and gifting revenue, according to our March forecast.

Beyond the chart:

• Most creators find their incomes to be unpredictable on Instagram (81%), TikTok (75%), and YouTube (70%), according to August 2024 data from Patreon.
• Creators will generate more than $1 billion in revenue from podcasts next year, EMARKETER forecasts.

Use this chart: Marketers can use this chart to consider the saturation of sponsored content, and how partnerships that span beyond social feeds can benefit both creators and brands.

Related EMARKETER reports:

• SXSW 2025: Brands and Creators Forge New Paths for Growth as AI Gets a Reality Check (EMARKETER subscription required)
• Creator Economy Trends to Watch in 2025 (EMARKETER subscription required)

Note: US-based creators can generate revenues from audiences or brands located inside or outside of the US.

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption, company reports, and device adoption trends.