The creator economy is approaching a critical juncture in its development, with an estimated 50 million creators generating content for 5 billion social media users worldwide, according to a report from Deloitte examining the sector’s future. Social commerce is expected to reach $2 trillion by 2026, with a projected 25% compound annual growth rate.
The report identifies three macro forces likely to shape the future relationship between content creators and platforms: competition, government policy, and corporate social responsibility. This relationship, which has been symbiotic since the early days of the creator economy, faces new pressures as the sector continues to expand.
Financial Realities for Creators
According to Deloitte’s research, 58% of creators make less than $50,000 per year, with 89% using multiple platforms to generate income. Nearly 75% of creators rank fair pay opportunities among their top three priorities when choosing a platform.
This financial instability, coupled with a lack of traditional professional support, contributes to growing creator burnout and signals potential areas for future policy focus. The report suggests these economic realities could fuel momentum for a labor movement within the creator economy.
Labor Movement Parallels with Gig Economy
The creator economy developed from the gig economy but departed from that model by providing creators with greater individuality and agency. However, the report notes similarities in how both sectors are maturing, with established rideshare platforms now facing increased demands for transparency, fair pay, and protective regulatory pressure.
Recent Hollywood union strikes have further complicated the situation. While these strikes provided a short-term economic boost for creators and platforms, Deloitte notes they could potentially spark broader labor movements throughout the creator economy, especially when combined with concerns about the impact of artificial intelligence.
Four Potential Future Scenarios
Deloitte’s analysis presents four potential scenarios for the future of creator-platform relationships, based on the interplay between competition and regulation:
Image source: Deloitte
Empowered Creators – This scenario envisions a world where consumer and creator demands drive platforms toward unique value propositions. Creator support and protections stem from emerging policy discussions and social activism, as well as the growing recognition of creators as a significant segment of the labor market.
Signals pointing toward this future include platforms providing creator support only when legally required or when it serves business growth goals, fragmented labor activism among specific creator segments, and increasing government policies providing greater protections and rights to creators.
Platforms on Defense – In this scenario, the consolidation of “super apps” leads to market overlap and the need for differentiation to attract and retain creators. Creator protections emerge from catalyzing events that spark political activity, primarily focused on limiting Big Tech’s power.
Indicators include platforms offering additional creator support services to increase loyalty, creators mobilizing labor efforts and joining other groups lobbying against Big Tech, and policymakers addressing concerns around corporate consolidation and the impact of AI.
Platforms in the Driver’s Seat – Here, platforms steer toward unique value propositions driven by consumer and creator demands. Creator support aligns with the platform’s value proposition and target audience. Regulation remains limited due to disagreements on policy, perception of sufficient competition across platforms, or the limited scale of the creator economy within the overall workforce.
Signs of this future include platforms offering creator funds and incentives without providing worker-like compensation or benefits, labor activism lacking coordination to gain traction, and lawmakers failing to enact related legislation despite attention on these issues.
Platform-Creator Mutualism – This scenario features “super app” consolidation with market overlap driving the need to differentiate. Regulation remains limited due to policy disagreements, creators’ inability to align interests across different types, or the absence of a catalyzing event to inject political pressure.
Indicators include platforms proactively engaging in policy discussions related to creator economy labor issues, labor activism failing to gain traction, and proposed legislation lacking sufficient support to pass.
Platforms Have First-Mover Advantage
The report suggests that platforms have an opportunity to get ahead of both competition and potential regulations by treating creators as part of their workforce ecosystem and offering better support and tools. This approach could garner greater creator loyalty and engagement.
“What new creativity or psychological safety could be unlocked if creators had access to a support team that they could speak to when issues arise, regardless of follower count? Or a team of mental health and well-being professionals?” the report asks, suggesting potential benefits of enhanced creator support.
Social Media Capital as a Regulatory Force
Even if policymakers remain focused on other labor market sectors, the report notes that social media platforms are not immune to reputational risk. Social activism is increasing both broadly and within the creator economy, with discourse on these platforms increasingly outpacing traditional media in shaping popular culture.
User bases are likely to hold platforms accountable for their policies and practices, particularly since social media influencers have both substantial voices and valuable audiences. This social media pressure could eventually attract policymakers’ interest and focus.
AI Concerns Could Accelerate Changes
The report highlights that artificial intelligence, coupled with broader concerns about working conditions, could be the spark that leads to a labor movement within the creator economy. The recent SAG-AFTRA union strikes, along with concerns about AI, exemplify how these pressures are already manifesting in adjacent creative industries.
Creator Priorities
The report describes creators as the “lifeblood of the platform,” recognizing their value in driving engagement through content that inspires, informs, or entertains. Without resonant content to keep users engaged, platforms risk becoming irrelevant.
As the industry continues moving forward, the relationship between platforms and creators will likely be shaped by increasing competition, potential government intervention, and corporate social responsibility considerations. The report suggests that whichever direction this evolution takes, both creators and platforms have a vested interest in developing sustainable models that benefit all ecosystem participants.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
The creator economy is approaching a critical juncture in its development, with an estimated 50 million creators generating content for 5 billion social media users worldwide, according to a report from Deloitte examining the sector’s future. Social commerce is expected to reach $2 trillion by 2026, with a projected 25% compound annual growth rate.
The report identifies three macro forces likely to shape the future relationship between content creators and platforms: competition, government policy, and corporate social responsibility. This relationship, which has been symbiotic since the early days of the creator economy, faces new pressures as the sector continues to expand.
Financial Realities for Creators
According to Deloitte’s research, 58% of creators make less than $50,000 per year, with 89% using multiple platforms to generate income. Nearly 75% of creators rank fair pay opportunities among their top three priorities when choosing a platform.
This financial instability, coupled with a lack of traditional professional support, contributes to growing creator burnout and signals potential areas for future policy focus. The report suggests these economic realities could fuel momentum for a labor movement within the creator economy.
Labor Movement Parallels with Gig Economy
The creator economy developed from the gig economy but departed from that model by providing creators with greater individuality and agency. However, the report notes similarities in how both sectors are maturing, with established rideshare platforms now facing increased demands for transparency, fair pay, and protective regulatory pressure.
Recent Hollywood union strikes have further complicated the situation. While these strikes provided a short-term economic boost for creators and platforms, Deloitte notes they could potentially spark broader labor movements throughout the creator economy, especially when combined with concerns about the impact of artificial intelligence.
Four Potential Future Scenarios
Deloitte’s analysis presents four potential scenarios for the future of creator-platform relationships, based on the interplay between competition and regulation:
Image source: Deloitte
Empowered Creators – This scenario envisions a world where consumer and creator demands drive platforms toward unique value propositions. Creator support and protections stem from emerging policy discussions and social activism, as well as the growing recognition of creators as a significant segment of the labor market.
Signals pointing toward this future include platforms providing creator support only when legally required or when it serves business growth goals, fragmented labor activism among specific creator segments, and increasing government policies providing greater protections and rights to creators.
Platforms on Defense – In this scenario, the consolidation of “super apps” leads to market overlap and the need for differentiation to attract and retain creators. Creator protections emerge from catalyzing events that spark political activity, primarily focused on limiting Big Tech’s power.
Indicators include platforms offering additional creator support services to increase loyalty, creators mobilizing labor efforts and joining other groups lobbying against Big Tech, and policymakers addressing concerns around corporate consolidation and the impact of AI.
Platforms in the Driver’s Seat – Here, platforms steer toward unique value propositions driven by consumer and creator demands. Creator support aligns with the platform’s value proposition and target audience. Regulation remains limited due to disagreements on policy, perception of sufficient competition across platforms, or the limited scale of the creator economy within the overall workforce.
Signs of this future include platforms offering creator funds and incentives without providing worker-like compensation or benefits, labor activism lacking coordination to gain traction, and lawmakers failing to enact related legislation despite attention on these issues.
Platform-Creator Mutualism – This scenario features “super app” consolidation with market overlap driving the need to differentiate. Regulation remains limited due to policy disagreements, creators’ inability to align interests across different types, or the absence of a catalyzing event to inject political pressure.
Indicators include platforms proactively engaging in policy discussions related to creator economy labor issues, labor activism failing to gain traction, and proposed legislation lacking sufficient support to pass.
Platforms Have First-Mover Advantage
The report suggests that platforms have an opportunity to get ahead of both competition and potential regulations by treating creators as part of their workforce ecosystem and offering better support and tools. This approach could garner greater creator loyalty and engagement.
“What new creativity or psychological safety could be unlocked if creators had access to a support team that they could speak to when issues arise, regardless of follower count? Or a team of mental health and well-being professionals?” the report asks, suggesting potential benefits of enhanced creator support.
Social Media Capital as a Regulatory Force
Even if policymakers remain focused on other labor market sectors, the report notes that social media platforms are not immune to reputational risk. Social activism is increasing both broadly and within the creator economy, with discourse on these platforms increasingly outpacing traditional media in shaping popular culture.
User bases are likely to hold platforms accountable for their policies and practices, particularly since social media influencers have both substantial voices and valuable audiences. This social media pressure could eventually attract policymakers’ interest and focus.
AI Concerns Could Accelerate Changes
The report highlights that artificial intelligence, coupled with broader concerns about working conditions, could be the spark that leads to a labor movement within the creator economy. The recent SAG-AFTRA union strikes, along with concerns about AI, exemplify how these pressures are already manifesting in adjacent creative industries.
Creator Priorities
The report describes creators as the “lifeblood of the platform,” recognizing their value in driving engagement through content that inspires, informs, or entertains. Without resonant content to keep users engaged, platforms risk becoming irrelevant.
As the industry continues moving forward, the relationship between platforms and creators will likely be shaped by increasing competition, potential government intervention, and corporate social responsibility considerations. The report suggests that whichever direction this evolution takes, both creators and platforms have a vested interest in developing sustainable models that benefit all ecosystem participants.
The full report is available here.