SPECIAL REPORT | 2025 CREATOR ECONOMY

Creators Change Everything

1.5 Million Full-Time Creators in the U.S., a KRW 5.5 Trillion Industry in Korea — A Structural Transformation Across Media, Marketing, Investment, Policy, and Industry
Sources: Axios, Khanna.house.gov, CreatorIQ, Korea BMCC

KEY TAKEAWAY

Creators are no longer a “side channel” for media. The world is now witnessing not just the era of “one-person media” but of “one-person economic systems.” In the U.S. alone, full-time creators surpassed 1.5 million — a 7x surge since 2020. They have evolved from mere content suppliers into “micro media enterprises” that integrate their own brands, fandoms, and commerce ecosystems.

크리에이터가 모든 것을 바꾼다

크리에이터, 더 이상 미디어의 부수적 채널이 아니라, 미국·한국 모두에서 디지털 경제 성장과 고용, 마케팅, 정책 변화를 이끄는 핵심 축으로 부상. 동시에 극심한 수익 불평등과 정신건강 위기, 플랫폼 종속이라는 구조적 위험을 안고 있어 ‘공정하고 지속 가능한 크리에이터 경제’ 설계가 정부·기업·플랫폼 모두의 핵심 과제로 부상하

K-EnterTech HubJung Han

Creator media revenue is growing 5x faster than traditional media. Even Fortune 100 brands find that creator-partnered content delivers 33x production efficiency and 14x higher engagement compared to their own channels. In Silicon Valley, a $60 million creator-dedicated seed fund has been formed, and in the U.S. Congress, the “Creator Bill of Rights” has been introduced — marking the beginning of institutional recognition.

Korea is riding the same wave. The domestic digital creator industry reached KRW 5.55 trillion in 2024, with advertising, marketing, and commerce revenues surging 197.7%. More than half of the industry’s ~43,700 workers are under 30. Yet behind the rapid growth lurks inequality and fragility: the top 10% monopolize 62% of ad revenue, 71.7% of businesses earn under KRW 500 million, and 85.7% employ fewer than 5 people.

“The Maker is the Media” is now reality — but for this new media order to become a sustainable ecosystem, it must be accompanied by fair distribution, welfare systems, education, and regulatory innovation. The next competitive edge in the creator economy comes not from more clicks, but from fairer growth.

SECTION 01

The Structural Rise of Creators in the Digital Economy

Jobs created by the U.S. commercial internet grew from 3 million in 2008 to 28.4 million in 2024 — roughly a 9.5x increase. The internet-based economy now amounts to $4.9 trillion, rising from 2% to 18% of U.S. GDP over the same period. According to a joint study by IAB and Harvard Business School Professor Emeritus John Deighton, the digital economy is now the largest driver of GDP growth.

Jobs and GDP growth supported by the commercial internet (2008–2024). Data: IAB & John Deighton; Chart: Axios Visuals

The critical shift is in the nature of this digital economy. What was once dominated by technical jobs like coding has expanded into creative roles such as content creation and service jobs like food delivery. Since 2020, creators who build businesses through content and community make up 30% of new digital economy jobs, while service platform workers (Uber, DoorDash, Airbnb) account for 8%.

7.5x Growth in Creator Employment

Full-time digital creators in the U.S. grew from 200,000 in 2020 to 1.5 million in 2024 — a 7.5x increase — making it the largest and fastest-growing segment among 28.4 million internet-dependent jobs. Creator media revenue is growing 5x faster than traditional media.

This growth has been driven by new tools and services that lowered the barriers to content creation and monetization. Platforms like Substack and Beehiiv enable individuals to easily launch and monetize online publications, while apps like ByteDance’s CapCut and Instagram’s Edits let creators quickly edit and publish videos.

“Consumers are deciding what’s good — not hierarchies or intermediaries. We’ve heard this about the internet for decades, but now there are actual business cases behind it.”

— Leora Kornfeld, Senior Research Consultant & Co-Author, IAB Study

More advertising dollars are flowing toward digital platforms, streaming services, and online publishers that personalize content recommendations, further accelerating creator job growth. IAB’s Chris Bruderle, VP of Industry Insights & Content Strategy, noted: “In every congressional district in America, large or small, a significant number of people depend on the digital economy for their livelihood.”

SECTION 02

Korea: Structural Transformation of a KRW 5.5 Trillion Creator Industry

Korea’s creator economy growth is equally striking. According to the “2025 Digital Creator & Media Industry Survey” published in November 2025 by the Broadcasting & Media Communications Commission (BMCC) and the Korea Radio Promotion Association (RAPA), the domestic digital creator media industry reached KRW 5.55 trillion in 2024, a 4.4% year-on-year increase. The industry encompasses 11,089 businesses and 43,717 workers (up 3.2% YoY).

Source: BMCC & RAPA, “2025 Digital Creator & Media Industry Survey” (Nov 2025)

The most notable change is the restructuring of the industry itself. By number of businesses, advertising, marketing, and commerce surged 197.7% to 6,346 entities, emerging as the dominant sector. Meanwhile, video production and support services declined 58.5% to 4,154. This signals that the creator economy has evolved beyond simple content creation into a full-fledged business model.

By revenue, video production and support services (KRW 2.21 trillion) remain largest, followed by advertising/marketing/commerce (KRW 1.99 trillion, +12.6% YoY), online video-sharing platforms (KRW 805.1 billion), and creator marketing agencies (KRW 547.9 billion). In content types, informational content (39.5%) and review-based content (32.5%) dominate, followed by self-development/education (9.2%), hobby/specialty sharing (8.0%), and entertainment (6.3%).

Government Reorganization: A Dedicated Creator Industry Authority

In response to industry growth, Korea’s governance structure has been fundamentally restructured. The former Korea Communications Commission was dissolved, and on October 1, 2025, Korea Media Broadcasting Communications Commission (KMCC) was officially launched as a central administrative agency under the President.

The key innovation was consolidating IPTV/cable TV licensing and new media/digital broadcasting promotion functions — previously scattered across the Ministry of Science and ICT — into a single body. The commission was expanded from 5 standing members to 7 (3 standing, 4 non-standing) to strengthen public interest representation.

The BMCC designated the creator industry as one of its three priority areas in its 2026 work plan and opened the “Creator Media Complex” in Seoul’s Magok district in January 2026, providing production studios and office spaces for young creators and media companies.

“The digital creator industry is showing qualitative growth, expanding into new forms through convergence with advertising, marketing, and commerce. We will prepare diverse support measures for creators and businesses to generate higher value-added and enter the global market.”

— Kang Do-seong, Director, Broadcasting & Media Promotion Bureau, BMCC

Local government support infrastructure is also robust. The Seoul Metropolitan Government, through the Seoul Business Agency (SBA), has operated the public MCN platform “CreativeForce” since 2017, providing studios, equipment, education, and branded content production opportunities. As of 2025, active creators exceed 1,000 teams. The Gyeonggi Content Agency also provides selected teams with up to KRW 8.8 million in production costs, 5 hours of expert consulting, and competency-building programs.

Structural Vulnerabilities: A Fragile Ecosystem

Behind the rapid growth lie fundamental challenges. Businesses earning under KRW 500 million account for 71.7% of the total (7,879 entities), and those with fewer than 5 employees represent 85.7% (9,504 entities). The “superstar effect” where the top 10% monopolize 62% of ad revenue, platform algorithm volatility, and burnout/mental health crises are risks common to both Korea and the U.S.

The average content production cost of KRW 93.8 million (planning: 15.8M, production: 46.1M, talent fees: 12.7M, marketing: 12.0M) against the slim revenues of most businesses illustrates how difficult profitability remains. While the number of businesses fell 17.9% YoY, employment grew 3.2% and average revenue per business rose 27.2% — suggesting simultaneous consolidation of small operators and industry maturation.

SECTION 03

The Trust Shift: From Institutions to Individuals

Underlying the creator economy’s structural rise is a fundamental shift in trust. As confidence in traditional institutions and brands declines, audiences increasingly place greater trust in individuals who communicate with them directly. In an era of misinformation and AI-generated content (“AI slop”), human authenticity has become a more powerful competitive advantage than ever.

Source: Foretell & Echelon Insights joint survey (2025, 1,084 U.S. voters)

Nearly half of respondents under 50 prefer to receive business leader and brand news through social media posts, while fewer than 30% preferred traditional media. Among 18–34-year-old voters, the influence of independent journalists is growing particularly fast.

“This is a clear signal that you need to be very intentional about who your audience is, where they are, and whose word they trust.”

— Nicole Flotteron, Co-Founder, Foretell

Audiences are broadly skeptical of AI-generated news. According to Echelon Insights’ Patrick Ruffini, trust in AI news summaries is currently limited to urban voters — further underscoring the differentiated value of the “human voice” in the AI era.

Creators as a Cross-Generational Trend

“At first, everyone thought creators were for the next generation, but COVID proved that wasn’t true. People in their 40s, 50s, and 60s started seeking fashion advice on TikTok and recipe inspiration on Instagram.”

— Jo Cronk, Co-CEO, Whalar

“Creators were long considered the ‘side entrance’ for reaching audiences, but now they’ve become the ‘front door.’ Creators are brands in their own right, arriving on the market with influence rivaling that of traditional movie stars.”

— Danny Ledger, Partner, Deloitte

SECTION 04

Investment & M&A: Venture Capital Flocks to Creators

Slow Ventures: A $60 Million Creator-Only Seed Fund

Venture capital firm Slow Ventures began seed-stage investments in creators three years ago, initially allocating about 10% of its flagship fund. Now it has raised over $60 million for the industry’s first creator-dedicated fund. LPs include MIT and the University of Michigan.

“In the early 2000s, when kids were building apps, professional VCs called it ‘cute.’ When we talk about creator investing now, VCs have exactly the same reaction. They’ll miss the opportunity again.”

— Sam Lessin, Partner, Slow Ventures

Investment Structure & Strategy

The fund focuses not on celebrities or athletes but on creators who have built authority in niche areas like automotive or gardening. The investment structure involves acquiring a 10% stake in a holding company and securing preferred investment rights in spin-out businesses such as restaurants, merchandising, and shows.

“You have to verify they’re true entrepreneurs with the DNA of someone who would go to Y Combinator. Compared to other seed investments, there’s much more data available — they operate publicly, you can see their community interactions, and vine-style vertical analysis is possible.”

— Megan Lightcap, Investor, Slow Ventures

Slow Ventures primarily scouts YouTube, viewing it as the only platform where serious monetization is possible — a judgment that aligns with YouTube commanding 65.9% of creator distribution in Korea.

Traditional Companies’ M&A Activity

Growth in the creator economy has also triggered investment and acquisitions by traditional companies. Advertising agency Publicis acquired creator-focused agency Influential, and Live Nation took a majority stake in Timeline, a creator-centric talent management firm.

SECTION 05

Creator Marketing Spreads Across Industries

Creators now function as core marketers across nearly every domain — from news broadcasts and sports leagues to record labels, political campaigns, and presidential elections. The global creator marketing market was valued at approximately $32.6 billion in 2025, with average influencer marketing spend growing 171% year-over-year.

In brand performance, creator influence is overwhelming. According to CreatorIQ, among Fortune 100 brands, creators produce 33x more brand-related content than brand-owned channels, generate 11x more impressions, and achieve 14x higher engagement on TikTok, Instagram, and YouTube.

“The barriers to entry are very low, and the effects are being maximized. The goal isn’t reaching as many people as possible — it’s reaching the people who genuinely care.”

— Megan Lightcap, Investor, Slow Ventures

SECTION 06

Reality Check: Deepening Revenue Inequality

Despite rapid growth, the benefits are not evenly distributed. According to CreatorIQ’s “State of Creator Compensation” report, creator marketing is expanding far faster than compensation is being distributed across the ecosystem, posing risks to long-term growth and stability.

Source: CreatorIQ, State of Creator Compensation Report (Jan 2026)

The stability gap is severe: 62% of creators receive operational support and effectively operate as businesses, yet their revenue still depends on one-off campaigns rather than repeatable programs. Creators cite platform algorithm volatility, inconsistent brand deals, and undervaluation of content as major barriers.

“Creator marketing is driving meaningful growth for brands, and creators are earning more in aggregate, but most are failing to build momentum or predictable income. This gap is creating real instability in the creator ecosystem.”

— Brit Starr, CMO, CreatorIQ

Globally, only 4% of creators earn more than $100,000 per year (Goldman Sachs, 2023). The fact that 71.7% of Korean creator businesses earn under KRW 500 million reflects the same structural problem. CreatorIQ’s Brit Starr noted that the future lies in “more intentional investment — long-term partnerships, clear communication, and shared success models.”

SECTION 07

Policy Recognition: The “Creator Bill of Rights”

In January 2026, U.S. Representative Ro Khanna (D-CA-17) introduced the “Creator Bill of Rights” — a resolution supporting fair treatment, economic security, and transparency for creators and digital workers. The creator economy is valued at $250 billion globally and projected to reach $480 billion by 2027. Twelve percent of U.S. adults earn income through creator activities, with over 10 million working full-time.

Key Provisions

→  Affordable, reliable, and portable health insurance options for creators and digital workers

→  Cross-platform benefit portability and portable benefits/retirement options for independent workers

→  Mandatory clear, transparent, and predictable revenue-sharing terms between platforms and creators

→  Decentralized, opt-in audience relationship preservation when creators switch platforms

→  Small business resources, algorithm transparency affecting compensation and visibility, and misclassification prevention

→  Rapid customer support and clear appeals processes when platform actions materially affect accounts, content, or income

→  Transparency, consent, and accountability standards when AI and synthetic media impact creator identity, reputation, or livelihood

Creator Mental Health Crisis

According to joint research by Creators 4 Mental Health and Lupiani Insights & Strategies, more than half of full-time creators experience burnout or anxiety, with some reporting suicidal ideation linked to income instability and unpredictable platform changes.

“Creators are a growing workforce building the culture and economy we all rely on, but they’re doing it without basic protections or support systems. This resolution is an important step toward closing that gap and building a safer, more sustainable industry.”

— Shira Lazar, Founder, Creators 4 Mental Health

“The economy has changed dramatically but labor protections haven’t kept up. Freelancing and nonlinear careers are now the norm, but creators still operate within systems designed for W-2 employees. As independent contractors creating massive value for billion-dollar platforms, they lack protection when their livelihood disappears overnight.”

— Lisandra Vásquez, Creator & Digital Worker

SECTION 08

Implications for the K-Content Industry

The structural changes in the U.S. creator economy and Korea’s KRW 5.5 trillion creator industry present five key implications for the K-Content sector.

First, creator partnerships are now an “essential channel” for global K-Content distribution. Leveraging Hallyu fandom through local creator partnerships delivers far greater cost-effectiveness than traditional media buying. The 197.7% surge in Korea’s ad/marketing/commerce creator sector confirms this transition is already underway.

Second, creator integration strategies for new distribution platforms like FAST channels are critical. As the FAST market grows from $5.8 billion in 2025 to $10.6 billion by 2030, combining creator content with K-Content can generate new revenue models. Diversifying beyond YouTube’s 65.9% dominance toward FAST and Naver Premium Content is strategically essential.

Third, “authenticity” as a weapon for differentiation is key in the AI era. With AI-generated content flooding the market and audiences skeptical of AI news, Korean creators’ cultural uniqueness and expertise can be powerful assets globally. That 39.5% of Korean creator content is informational and 32.5% review-based signals a strength in expertise-driven content.

Fourth, the Slow Ventures model offers a blueprint for building a K-Creator investment ecosystem. Investing in niche-area creators and expanding through spin-out businesses can support K-Content creators’ business diversification and overseas expansion. In an industry where 85.7% have fewer than 5 employees, such investment models could be key to scaling.

Fifth, proactive preparation for creator rights protection policy frameworks is necessary. The U.S. Creator Bill of Rights could become a global benchmark. While Korea’s government operates production support programs, more structural protection frameworks covering revenue-sharing transparency, algorithm fairness, and mental health support remain underdeveloped.

BOTTOM LINE

The creator economy is no longer an “emerging trend.” In the U.S. alone — 1.5 million full-time workers, 5x faster growth than traditional media, a $60 million dedicated VC fund, and legislative-level policy recognition — this is the most powerful structural shift within the commercial internet ecosystem. Creators have moved from the “side entrance” to the “front door.”

Korea is on the same trajectory. A KRW 5.55 trillion industry, 43,717 workers, and a 197.7% surge in ad/marketing/commerce — the Korean creator economy has already entered the phase of qualitative transformation. With 52.3% of workers under 30, this industry is Korea’s new growth engine and a core employment driver.

Yet behind the growth lies structural risk. In the U.S., the top 10% monopolize 62% of ad revenue; in Korea, 71.7% of businesses earn under KRW 500 million. Burnout, mental health crises, platform algorithm dependency, and the absence of labor protections designed for the gig era all pose fundamental questions about sustainability.

For the K-Content industry, this is both crisis and opportunity. The imperative is clear: position creator partnerships as a core strategy (not a side channel), proactively build K-Creator ecosystems on new distribution platforms like FAST and social media, and establish structural protection frameworks covering revenue-sharing transparency, algorithm fairness, and mental health support.

The task is not simply to grow the number of creators, but to design a “fair and sustainable creator economy” — a challenge for Korean government, enterprise, and platforms alike, and one that will determine the future success of Hallyu content’s global expansion.

“Creators don’t wait for gatekeepers to hand over the keys and open the door. They don’t live by a rulebook they’ve never read. They just do it. And the money follows them. The people follow them.”

— Jo Cronk, Co-CEO, Whalar

SOURCES

1. Kerry Flynn, "Creators change everything," Axios, 2025

2. Kerry Flynn & Sara Fischer, "Exclusive: Digital creator jobs jump 7.5x since pandemic," Axios, May 9, 2025

3. Dan Primack, "Slow Ventures raises $60 million seed fund for creators," Axios, Feb 12, 2025

4. Eleanor Hawkins, "Direct communication from CEOs builds more trust, per new survey," Axios, Oct 2, 2025

5. Rep. Ro Khanna, "Creator Bill of Rights" press release, Khanna.house.gov, Jan 15, 2026

6. CreatorIQ, "State of Creator Compensation" report, creatoriq.com, Jan 21, 2026

7. BMCC & RAPA, "2025 Digital Creator & Media Industry Survey," Nov 28, 2025

8. Ministry of Science and ICT, "2025 Creator Media Content Production Support Program," Feb 2025

9. Seoul Metropolitan Government & SBA, "CreativeForce" Creator Development Program, 2025

10. Goldman Sachs, Creator Economy Report, 2023

11. IAB & John Deighton (Harvard Business School), Internet Economy Study, 2025

This report has been restructured and analyzed by K-EnterTech Hub for Korean and global industry audiences based on the above sources.