A new survey by Bigo Live, which collected data from 3,578 U.S.-based content creators in June 2025, reveals that 54% now use their digital work as either a part-time or full-time job.
According to Bigo Live’s findings, 27% of respondents consider content creation their full-time job, while 28% earn income part-time through their content. Only 16% create content solely for personal enjoyment or self-expression.
This trend toward professionalization comes despite financial challenges highlighted in NeoReach’s parallel “2025 Creator Earnings Report.” Their data indicates that 56.55% of full-time creators earn below the U.S. “living wage” threshold of $44,000, despite the industry’s estimated $250 billion valuation. The report shows an increase in creators earning less than $15,000 annually, rising from 48.10% in 2023 to 50.71% in 2025.
Brand deals remain the primary revenue source for creators, with 49% of surveyed creators earning most of their revenue from this channel—a 10% decrease from 2023. Shifts toward ad revenue (up to 21% from 13%) and self-owned businesses (up to 18% from 15%) indicate diversification in revenue streams.
Career Commitment Despite Financial Uncertainty
Despite modest earnings for many—Bigo Live reports 63% making less than $5,000 annually—creators demonstrate strong commitment to their careers. When asked what salary would convince them to return to traditional employment, nearly a quarter (23%) of Bigo Live respondents said no salary could persuade them.
Furthermore, content creators display strong entrepreneurial tendencies. NeoReach reports that nearly 45% of creators surveyed own a business or brand beyond their content creation, with an additional 22.5% planning to launch one soon. This approach correlates with higher earnings—creators who own businesses report average annual incomes approaching $100,000.
Similarly, Bigo Live found that if creators stopped their content work, 29% would start another business, 32% would return to traditional employment, and 20% would take time to reassess.
Work Patterns and Community Building
Content creation requires significant time investment, with Bigo Live reporting 28% of creators spending more than 20 hours weekly on their work—equivalent to a part-time job. A third (33%) use earnings to cover essential living expenses.
Beyond financial aspects, the profession offers social benefits, with nearly 70% of Bigo Live respondents having formed offline friendships or business relationships through their content work, and 46% making close personal connections through livestreaming and online communities.
With more than three-quarters of Bigo Live respondents indicating they could see themselves in content creation long-term, and 39% being “all in” on content creation as a long-term career, the data suggests that content creation has matured from a hobby into an established, if financially challenging, career path.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
A new survey by Bigo Live, which collected data from 3,578 U.S.-based content creators in June 2025, reveals that 54% now use their digital work as either a part-time or full-time job.
According to Bigo Live’s findings, 27% of respondents consider content creation their full-time job, while 28% earn income part-time through their content. Only 16% create content solely for personal enjoyment or self-expression.
This trend toward professionalization comes despite financial challenges highlighted in NeoReach’s parallel “2025 Creator Earnings Report.” Their data indicates that 56.55% of full-time creators earn below the U.S. “living wage” threshold of $44,000, despite the industry’s estimated $250 billion valuation. The report shows an increase in creators earning less than $15,000 annually, rising from 48.10% in 2023 to 50.71% in 2025.
Brand deals remain the primary revenue source for creators, with 49% of surveyed creators earning most of their revenue from this channel—a 10% decrease from 2023. Shifts toward ad revenue (up to 21% from 13%) and self-owned businesses (up to 18% from 15%) indicate diversification in revenue streams.
Career Commitment Despite Financial Uncertainty
Despite modest earnings for many—Bigo Live reports 63% making less than $5,000 annually—creators demonstrate strong commitment to their careers. When asked what salary would convince them to return to traditional employment, nearly a quarter (23%) of Bigo Live respondents said no salary could persuade them.
This aligns with recent Her Campus Media’s findings that 82% of Gen Z wants to become full-time creators, with 87% aiming to secure brand deals.
Furthermore, content creators display strong entrepreneurial tendencies. NeoReach reports that nearly 45% of creators surveyed own a business or brand beyond their content creation, with an additional 22.5% planning to launch one soon. This approach correlates with higher earnings—creators who own businesses report average annual incomes approaching $100,000.
Similarly, Bigo Live found that if creators stopped their content work, 29% would start another business, 32% would return to traditional employment, and 20% would take time to reassess.
Work Patterns and Community Building
Content creation requires significant time investment, with Bigo Live reporting 28% of creators spending more than 20 hours weekly on their work—equivalent to a part-time job. A third (33%) use earnings to cover essential living expenses.
Beyond financial aspects, the profession offers social benefits, with nearly 70% of Bigo Live respondents having formed offline friendships or business relationships through their content work, and 46% making close personal connections through livestreaming and online communities.
With more than three-quarters of Bigo Live respondents indicating they could see themselves in content creation long-term, and 39% being “all in” on content creation as a long-term career, the data suggests that content creation has matured from a hobby into an established, if financially challenging, career path.
More information on Bigo Live’s website.
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