96% of Online Creators Earn Less Than $100k & That’s Not the Whole Story
A recent report shared by Social Media Today revealed a statistic that’s been widely re-shared, debated and, for some, quietly internalised: 96% of online creators earn less than $100,000 per year.
On the surface, this looks like a failure of the creator economy. After all, we’re constantly told that content creation is the future of work, that anyone can monetise their audience, and that social platforms have democratised opportunity.
But the truth is more nuanced, and far more interesting.
The Myth of the “Full-Time Creator”
One of the biggest misconceptions in the creator economy is that success is binary. You’re either a full-time creator earning six figures, or you’ve somehow failed.
In reality, the vast majority of creators never intended to replace their income entirely. Many use content creation as a secondary income stream, a creative outlet, or a way to support another business, career or lifestyle.
For some, earning £500–£2,000 a month from content is not a disappointment, it’s a win. It pays for travel, reduces financial pressure, or funds a passion project. Measuring success purely by income ignores intention.
Why So Many Creators Earn Less Than £100k
There are several structural reasons behind the statistic:
1. Platform economics favour scale, not sustainability
Social platforms reward volume, consistency and virality. This benefits a small percentage of creators while the majority compete in an overcrowded attention economy.
2. Monetisation education is poor
Most creators are taught how to grow, not how to monetise. Brand pitching, pricing, usage rights, contracts and long-term partnerships are rarely explained.
3. Brands still undervalue creator work
Despite relying heavily on creators for trust and reach, many brands continue to underpay, over-brief or expect free labour in exchange for “exposure”.
4. Burnout limits earning potential
The push to post daily, stay relevant and chase trends leads many creators to cap their own growth, consciously or unconsciously, to protect their wellbeing.
Is Earning Less Actually a Problem?
Here’s the uncomfortable question: are creators unhappy earning less, or unhappy being told they should be earning more?
For many, content creation was never meant to be a hustle-first career. It’s a flexible, creative layer added to life, not the centre of it.
The issue arises when creators want to earn more but lack access to:
fair brand opportunities
long-term partnerships
strategic guidance
transparent pricing norms
That’s not a creator failure. That’s an ecosystem issue.
What Can Be Done to Change This?
If the creator economy wants to mature, a few shifts are essential:
Creators need to think like businesses
This doesn’t mean losing authenticity. It means understanding value, negotiating confidently, and building diversified income streams beyond one-off brand deals.
Brands must prioritise partnerships over posts
Long-term collaborations provide stability, better content and stronger ROI, for both sides.
Agencies and platforms must close the education gap
Clear guidance on monetisation, contracts and strategy should be accessible, not gatekept.
Success needs redefining
Not every creator wants to earn £100k. Some want flexibility, freedom and creative fulfilment, and that’s valid.
The Real Opportunity Ahead
The headline statistic is attention-grabbing, but it doesn’t tell the full story.
The creator economy isn’t broken, it’s still growing up.
As expectations become more realistic, education improves, and brands move away from transactional thinking, we’ll likely see fewer creators chasing unsustainable growth, and more building income models that actually suit their lives.
And perhaps that’s the point.
Not every creator needs to be a millionaire.
But every creator deserves clarity, fairness and choice.
