Over a Quarter of Creators Ditch 9-5 Jobs for Creative Freedom, with Significant Earnings to Show
BOISE, IDAHO – May 1, 2024 – The creator economy is witnessing a remarkable transformation as an increasing number of individuals are stepping away from conventional employment to forge their paths as full-time creators, Kit’s latest 2024 State of the Creator Economy Report reveals. As the premier platform for over 650,000 creators, including renowned figures like Tim Ferriss and Lindsey Stirling, and top YouTubers like Ali Abdaal, Kit has once again compiled detailed insights into the creator economy, showcasing a year of growth, innovation, and financial success among creators.
According to the report, which surveyed over 1,000 creators, a growing number of creators continue to leave their traditional 9-5 jobs, with 5% of creators making the leap into full-time creative work last year. This marks a new milestone with 28% of creators reporting they are now self-employed. The move is not without merit, as the findings also highlight that 18% of creators have crossed the $100,000 earnings threshold, with a third anticipating even higher incomes in the coming year.
The data delves deeper into the demographics of this shift, identifying millennials as the biggest cohort of creators, and notably, marking a milestone where an equal proportion of men and women creators are reaching six-figure earnings. This underscores a significant evolution since Kit began its comprehensive tracking in 2022.
“This shift toward creative independence is not just a trend; it’s a fundamental change in how individuals envision their careers and lives. Seeing an increase in creators leaving traditional employment to pursue their passions full-time underscores the immense potential and financial viability of the creator economy,” said Nathan Barry, CEO of Kit. “Kit remains committed to empowering creators with the best tools for success, helping them to not only reach but exceed their goals.”
Additional highlights from the report note the evolving nature of content creation today:
- 23% of creators made short-form videos last year compared to 45% of creators in 2022
- The rise of full-length YouTube content creation, growing from 4% to 16%.
- Written content was the most popular creative output in 2023
- 58% of creators wrote emails or newsletters in 2023
- 51% wrote articles, blog posts or books
- 27% of creators said email was the best channel to engage their audience, followed by Instagram at 15%. Only 2% of creators reported strong engagement using TikTok.
- An impressive adoption of artificial intelligence in content creation, nearly doubling from the previous year
- 66% of creators used artificial intelligence last year to create content compared to 34% in 2022.
“In September 2023 I left a 20 year career as a 2x founder and 3x CMO to build my creator business. I had never monetized my online audience before and, in 9 months, I doubled my last CMO salary. As a single mom of 3 kids, this has been the best move for my family and career,”</ > said Amanda Goetz, Marketer & Creator of Life’s A Game Newsletter & Community.
Kit helps creators work smarter – not harder – with email, automation, and monetization tools that work together to drive growth. Through its close collaboration with creators it’s constantly conducting research and monitoring the creator economy to respond to creators’ needs.
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View last year’s 2023 report to compare year-over-year changes.
About Kit
Kit is the leading marketing platform dedicated to empowering creators to connect with their audience and transform their passions into thriving businesses. With robust tools for commerce, automations, landing pages, newsletters, and email design, Kit offers creators new ways to grow their newsletters and increase their income. For more information visit: https://kit.com
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Media Contacts:
Paul Clarke | Triple Take paul@tripletake.co – 250-212-9471
Vijay Lalwani | Triple Take vijay@tripletake.co
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