A new report by the Interactive Advertising Bureau (IAB) has shown that more than 1.5 million Americans now work full-time as digital creators or social media influencers, which is a dramatic rise in the sector that’s transforming online employment.
The number of full-time creators has grown nearly eightfold since 2020. Digital creators now account for over 10% of all full-time jobs that rely on the internet in the United States.
The report also emphasizes the swift growth of internet-driven employment overall. In 2008, around 3 million Americans held jobs tied to the internet. Today, that number stands at more than 28.4 million.
Compared to traditional media’s steady 5% annual growth, the creator economy is expanding at five times that rate. Platforms such as YouTube, TikTok, and Instagram continue to attract more individuals seeking to build careers through direct audience engagement and online content.
For independent musicians and artists, the findings spotlight both opportunity and competition. While the path to building an online career has become more accessible, the crowded field demands strategic content creation, consistent posting, and strong audience connection.
