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Creators are now the fastest-growing job segment within the digital economy. According to a new study from by the Interactive Advertising Bureau and written in conjunction with Harvard Business School professor emeritus John Deighton (and first reported by Axios), creator jobs grew 7.5 times in four years. Total job opportunities for creators grew from 200,000 in 2020 to 1.5 million in 2024. Creators now make up one out of every ten full-time, internet-dependent jobs.
How does the IAB define a creator? "Someone who produces original content, often with a specific skill, passion, or expertise at the core. Their value comes from what they show — whether it’s knowledge, creativity, or entertainment. Their audience follows them because they consistently deliver engaging, high-quality content that provides intrinsic value."
The report also states: "This remarkable growth stems from three key factors: 1) the shift of ad 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 professionalized creator economy," the report states."
And the digital economy isn't showing signs of slowing down, according to the report. In fact, the IAB claims it's the fastest-growing and leading driver of U.S. GDP growth, valued at $4.9 trillion.
Leora Kornfeld, principal research consultant and co-author of the study, told Axios that this is at least in part due to more consumer choice enabled by the internet and social media.
This comes as more and more people want to become influencers. According to a 2023 Morning Consult survey, 57 percent of young people want to be influencers. The same survey found that even 41 percent of adults would choose influencing, too.
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