creators’ job opportunities have increased 7 times in recent years [April 2025]

If you want to be a creator, I’m giving you good news: there’s a lot of work.

Creators are now the fastest-growing area of ​​work in the digital economy. According to a new study by the Interactive Advertising Bureau and written with Harvard Business School professor John Deighton (first report by Axios), creator Jobs has increased 7.5 times in four years. The total job opportunities for creators grew from 200,000 in 2020 to 1.5 million in 2024. Now, creators are full-time every 10, relying on one of the internet’s jobs.

How does IAB define a creator? “A person who often produces original content with specific skills, enthusiasm or expertise. Their value comes from what they present (whether it is knowledge, creativity or entertainment). Their audience follows them because they consistently deliver attractive, high-quality content with intrinsic value.”

The report also noted: “This significant growth stems from three key factors: 1) the transfer of advertising budgets to digital platforms, streaming services and online publishers, 2) the ease of creating and distributing digital content, and 3) the rise of a more specialized creator economy, “reporting.”

The report said the digital economy showed no signs of slowing down. In fact, the IAB claims this is the fastest-growing and most leading driver of U.S. GDP growth, worth $4.9 trillion.

Leora Kornfeld, the study’s lead research consultant and co-author of the study, told Axios that this is at least partly due to the greater consumer choices achieved by the internet and social media.

As more and more people want to become influencers. According to a consulting survey in the morning of 2023, 57% of young people want to be influential. The same survey found that even 41% of adults choose to influence.