The influencer industry is a major force in shaping U.S. culture and economy, valued at approximately $250 billion in 2024 and projected to grow to $500 billion by 2027, according to Forbes. Prominent creators like Mr. Beast, Charli D’Amelio, Alix Earle, and Ms. Rachel command millions of followers and secure lucrative brand and merchandising deals.
While these names are widely recognized, Edison Research conducted a national online survey to determine what percentage of Americans aged 13 and older identify as digital content creators. The following highlights new data from this survey.
As of May 2025, 18% of Americans aged 13+ report creating or producing original content shared publicly online.
Nearly one in five Americans is actively engaged in creating and sharing online content for others to view, like, and share. This varies significantly by age group.
About 30% of Americans aged 13–24 identify as digital content creators, and a comparable 28% of those aged 25–44 also report creating content. Given that Millennials and Gen Z have grown up with the internet, it’s unsurprising that these groups show the highest participation.
In contrast, only 7% of Americans aged 45 and older identify as digital creators, reflecting a significant drop-off in older age segments.