Creator commerce platform Kajabi has announced that creators on its platform have collectively earned over $10 billion in revenue, a milestone reached just months after crossing the $9 billion mark. The company’s data highlights a shift in how content creators are approaching monetization, with many moving away from social media dependency toward ownership-based business models.

The transition comes amid growing concerns about social platform volatility. According to Kajabi’s recent “State of Creator Commerce” report, fear around platform instability has doubled over the past year, with traditional social-first creators expressing 400% more concern about potential disruptions than those using Kajabi’s platform.

“Ten billion dollars in earnings for Kajabi creators is proof that the creator economy is at a turning point,” Ahad Khan, CEO of Kajabi, said in a statement. “Creators are realizing they don’t need millions of followers or viral moments to succeed. What they need is ownership: of their audience, their products, and their business model.”

This shift accelerates as creators report significant declines in traditional social media revenue streams over the past year, including a 33% decrease in platform payouts, a 36% decline in affiliate marketing income, and a 52% reduction in brand deal revenue.

Specialized Knowledge Drives Revenue

Kajabi’s data shows that expertise in specific fields is generating substantial returns. Leading categories on the platform include:

• Health & Fitness: $1.6 billion
• Business & Finance: $1.4 billion
• Personal Development: $1.4 billion
• Lifestyle & Hobbies: $274 million
• Fashion & Beauty: $154 million
• Music & Instruments: $142 million

The average six-figure earner on Kajabi maintains a modest digital footprint—between 1,000-10,000 followers, email lists of approximately 4,000 people, and just 309 paying customers. This contrasts with the perception that creators need massive followings to build sustainable businesses.

“Many people think, ‘I have to be MrBeast to build a successful business.’ That’s not the case at all,” Khan told Net Influencer in November last year. “The average transaction value on Kajabi is about $150 per transaction. If you have 12 people paying you that much monthly, you have a five or six-figure business right there.”

The Advantages of Diversification

Kajabi reports that creators on its platform earn an average of $190,000, with most working four days a week and operating with teams of two or fewer people. Nearly 1,800 Kajabi creators have reached millionaire status, with more than 70 creators crossing the $10 million threshold and one creator breaking the $100 million mark.

The data indicates that diversification proves particularly effective:

• Creators who bundle their products earn 4.5 times more than those with single offerings
• 75% of six-figure earners maintain multiple revenue streams, averaging five different income sources
• Alternative income streams show growth as social platform revenues decline:
  • Podcast revenue increased 47%
  • Digital download sales grew 20%
  • Educational content sales rose 14%
  • Membership groups expanded 10%

The “State of Creator Commerce” report also suggests improved well-being metrics for creators who diversify beyond social platforms:

• 42% report better work-life balance (versus 32% of social-first creators)
• 49% experience greater creative freedom (versus 28%)
• 58% have more control over work schedules (versus 36%)

YouTube Content Creation and Monetization

Kajabi identifies a particular synergy between content creation on platforms like YouTube and monetization through owned channels. The company reports that since early 2023, creators who joined Kajabi have uploaded 123% more content on YouTube on average. In Q4 2024, Kajabi creators increased YouTube uploads by 217%.

“YouTube is one of the best platforms in the world for building an audience — but without a monetization engine behind it, most creators hit a ceiling or never get off the ground,” Khan noted. “What we’re seeing now is a shift: when creators pair YouTube with a platform like Kajabi, they don’t just grow an audience — they grow a business.”

Migration from Social-First to Entrepreneurial Model

Kajabi reports that 60% of creators migrate to its platform after outgrowing entry-level platforms, with one in every two creators discovering Kajabi through recommendations from other creators.

The company positions this transition as part of a broader industry movement, where creators are becoming more selective about brand partnerships. According to their report, the percentage of creators willing to compromise their values for high-paying brand deals decreased from 55% in 2024 to 33% in 2025.

Founded in 2010 in California, Kajabi now serves over 100,000 creators who use the platform to sell digital products, including communities, online courses, newsletters, and coaching services.

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