Brands, not platforms, fund the creator economy (opens the source in a new tab)
- The FT finds that platform payouts are only part of the creator economy; the big money comes from brands that sponsor or commission content, and agencies and talent managers are racing to broker it.
- For many creators, brand deals make up about 80% of earnings. Rates climb once an account passes roughly 100,000 followers and gets an agent, and average video views now matter more than follower counts.
- YouTube pays most clearly, having shared $100bn with partners from 2022 to 2025, while TikTok, Instagram and X pay less but offer reach. Brands also fear creator misbehaviour and unclear expectations.
- ~80%
- creator earnings from brands
- $100bn
- YouTube payouts, 2022-25
Why it matters For marketers and media investors, creators are now a distribution channel with agency middlemen, so measuring reach and return is the next battleground.
Other side The money is uneven and platform payouts are patchy, and campaigns that look good on paper may not convert, as marketers themselves warn.