Voices of the Creator Economy 2025: A European Survey

This study provides the first-ever comprehensive look into the European creator economy, uncovering key pain points, challenges, and trends shaping influencer marketing in 2025. Discover the critical insights driving the evolution of the creator industry, including:

• Professionalism & income stability
  While 28% of creators work full-time in content creation, many still juggle side jobs. Income instability remains a challenge, as creators balance multiple revenue streams and platforms.
• Gender pay gap
  Despite being a female-dominated industry, a clear gender pay gap persists. 38% of women earn under €500 a month, compared to 23% of men. This highlights ongoing challenges around pay equity.
• Platform dominance
  Instagram continues to lead as the primary income source for 53% of creators. TikTok and YouTube follow with 14% and 13%, respectively, illustrating the platform-specific revenue differences in the creator economy.
• Ethical brand collaborations
  Creators prioritize working with brands that align with their values. Transparency, sustainability, and ethical alignment have become key criteria when selecting brand partnerships.
• AI integration in content creation
  80% of creators are utilizing AI for tasks such as ideation, scripting, and performance analysis. This reflects the growing professionalism and efficiency of content creators as they leverage technology to enhance their work.
• Mental well-being challenges
  65% of creators report stress from the demands of content creation, with many juggling multiple platforms and tight deadlines. Additionally, 30% have faced online harassment, further underlining the mental health challenges in the creator space.

Why download this report?

This detailed report is essential for anyone involved in influencer marketing, from creators to brands and agencies. The insights shared in this survey will help you understand the evolving landscape of the creator economy, identify key trends, and make data-backed decisions to shape your influencer marketing strategies.

Download the full study now to discover how European creators are navigating the challenges of 2025, and how you can stay ahead of the curve in the rapidly changing influencer marketing space.

Methodology

In partnership with NewtonX, this survey was conducted across six key European markets, including France, Germany, Italy, Spain, the UK, and the Nordics. We gathered insights from 783 creators who met the following criteria: 5K+ followers on at least one social media platform, active in at least one of the countries, and with at least one brand collaboration in the past 12 months.

Geographic breakdown:

• France: 216 creators (28%)
• Germany: 139 creators (18%)
• Spain: 78 creators (10%)
• Italy: 89 creators (11%)
• United Kingdom: 173 creators (22%)
• Nordics (Denmark, Sweden, Finland, Norway): 88 creators (11%)

Download now to get the full study and empower your influencer marketing strategy with the latest data and insights from Europe's creator economy.