How Creators Make Money Is Changing

In 2021, we reported on a survey that measured creators’ top sources of revenue. At that time, sponsorships with advertisers took the top spot by far. Some 77% of creators said it was their single highest source of income. Three years later, other revenue sources are starting to gain more ground. 

For instance, affiliate marketing, where creators earn commissions on product recommendations, is now the third highest income driver, growing to represent about $894 million in creator revenue on social media in 2023, according to data from Emarketer that hasn’t previously been reported. That’s up almost 57% since 2021. Emarketer expects creators’ revenue from affiliate marketing to increase nearly 23% to more than $1 billion this year.