The creator economy is entering a new phase! What once revolved mainly around advertising revenue and brand partnerships is now evolving into something much bigger. Creators are increasingly building independent revenue streams and long-term businesses around their audiences.
According to the 2026 Creator Economy Report by The Influencer Marketing Factory, product sales, merchandise and affiliate marketing now account for 21.2% of creator income. That’s a huge signal that creators are moving towards owning their revenue streams, rather than relying purely on platform monetisation. Creators aren’t just producing content anymore, they’re becoming entrepreneurs, building brands, launching ventures and creating their own media ecosystems - something we’ve increasingly started to see first-hand through the creators we work with!
The Rise of the Creator Middle Class
One of the most interesting insights from the report is the rise of what’s being called the creator “middle class.”
- 48.7% of creators earn under $10K annually
- 45.6% earn between $10K and $100K
- 5.7% earn over $100K from their content
While there is still a relatively small group of top earners, what’s really exciting is seeing more creators building sustainable careers, rather than simply chasing viral moments.
In fact, 44.9% of creators said they prefer consistent brand partnerships over one-off campaigns. Stability is becoming more important, and creators are thinking long-term about how they grow their businesses.
This reflects a wider shift across the industry. Creators aren’t just looking for the next deal anymore, they’re looking for the infrastructure, funding and support that allows them to build real businesses around their audiences.
The Professionalisation of Creators
Another major theme from the report is just how strategic creators are becoming when it comes to building their brands.
- 22.4% of creators are focusing on video production
- 20% are prioritising brand development
What this tells us is simple. Creators are investing in production quality, brand identity and intellectual property, much like traditional media companies have done for years.
Digital-First Media Is Expanding Beyond Social Platforms
And this shift isn’t limited to digital-native creators either.
Established talent are also recognising the opportunity to build digital-first platforms that live beyond traditional broadcast ecosystems.
A great example of this is Belta Box, the new digital entertainment platform created by Ant & Dec and produced by Mitre Studios.
Designed specifically for YouTube and social platforms, Belta Box brings together:
- Original digital formats
- Ant & Dec’s first ever podcast
- A curated archive of content from across their career
The goal isn’t simply to distribute content online. It’s about creating a digital identity outside traditional broadcast, allowing audiences to engage with the brand across the platforms.
For talent who built their careers in television, this represents a really interesting strategic move. It’s about owning a digital platform that can grow far beyond traditional scheduling and distribution models.
Why This Matters for the Next Phase of the Creator Economy
The data coming out of the creator economy points in a clear direction, creators will continue to stay innovative in a fast-moving landscape, constantly finding new ways to grow their brands and connect with their audiences.
That’s where the right support really matters. These ventures need the capital, data and infrastructure to scale sustainably.
At Viewture, this is exactly where we focus! By providing funding and strategic support to creators building long-term businesses, whether that’s expanding content production, launching new ventures, or developing digital platforms like Belta Box, we help creators turn audiences into sustainable companies.
Because the creator economy is no longer just about content!
