"In a Financial Times op-ed late last month, he pointed to a major milestone in the creator economy: an analysis from WPP Media indicated that creator-generated content would fetch the same share of global ad revenue as the radio and newspaper industries would in 2025. "Advertising revenues are not flowing to traditional platforms," Donovan wrote. "To get a message across in the modern world, you need to find a 15-year-old with a smartphone and a nice set of dance moves.""
"But a wider pool of people can tap into this business. For example, more musicians can now make money by putting out their music on streaming services, which bypass record labels that historically acted as gatekeepers. "Online marketplaces abound, allowing anyone who thinks they have something to sell to find a customer without any of the expense of having to rent a physical shop," Donovan explained."
Side hustles and creator-economy activities are generating substantial economic value, with creator-generated content reaching comparable global ad revenue share to radio and newspapers in 2025. Advertising revenues are shifting toward individual creators and influencers rather than traditional platforms. Many creators earn supplementary income rather than full-time wages. Digital platforms, streaming services, and online marketplaces enable musicians and small sellers to reach customers without traditional gatekeepers or physical shops, reducing fixed costs. Official statistics and labor surveys do not track occupations like social media influencer, and data collectors focusing on large retailers undercount small online sellers, causing underreported consumer spending and labor input.
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