Voices of the Creator Economy 2025: A European Survey

Key stats at a glance

• 72% of creators use AI tools regularly for ideation, scripting, or analytics.
• 65% say they feel stressed by their work, citing deadlines and content pressure.
• Only 28% of creators work full-time, most combining creation with other jobs.
• 73% of women manage everything themselves (vs 53% of men).
• 38% of women earn under €500/month, compared with 23% of men.
• 67% earn from paid collaborations or sponsored content, the top income source.
• 54% see rising demand for micro and niche creators as the main opportunity.
• 30% have experienced online harassment, with UK creators most affected.
• 68% choose brands that share their values and ethics, ahead of compensation.
• 53% earn most of their income from Instagram, far above TikTok and YouTube.
  

Creators face pressure but embrace professionalism

Despite increasing stress and algorithm uncertainty, the data shows a sector maturing fast. Two in three creators report feeling pressure to post constantly, manage deadlines, and juggle other jobs. Yet, more than ever, they’re investing in better workflows, analytics, and creative strategies — often powered by AI.

“Mental health is greatly overlooked in content creation. Some creators are unable to cope with the pressure of their work... It’s becoming more talked about, but not enough.”
— @aikulive, 133K YouTube, France

Creators are diversifying their income too. Beyond sponsored content and affiliate deals, many earn through subscriptions, UGC, and services such as coaching or public speaking — proof of growing entrepreneurial ambition.

Ethics and values now drive brand partnerships

When it comes to brand collaborations, values matter more than vanity metrics.
Across Europe, creators prioritise transparency, diversity, and sustainability — with 68% ranking ethical alignment as their top reason for choosing partners, ahead of payment.

Italian and French creators lead this movement, with over 60% saying shared values guide their collaboration choices.

“The shift towards long-term partnerships is exciting because it signals the industry finally growing up. Creators are demanding real relationships with brands, and audiences are rewarding them for it.”
— Grace Andrews (@the.socialclimber), UK

Transparency is no longer just a rule — it’s part of creators’ identity. 76% say they clearly label brand partnerships, and half regularly address sustainability or DEI topics in their content.

AI tools reshape creativity and productivity

Three-quarters of European creators use AI to ideate, script, edit, or optimise their content.
AI is now a trusted assistant for creators, helping them scale efficiently — though it raises new questions around originality and copyright.

Spanish creators stand out as the most tech-savvy, with 47% using AI daily, while Italian creators discuss how to keep content “human” in an algorithm-driven world.

“AI is going to change the way people learn about products and brands — there will definitely be movement on that field for creators too.”
— Nano-creator, Italy

For marketers, this shift means creator collaboration is becoming increasingly data-informed, with decisions driven by performance metrics and predictive insights.

Gender pay gaps and financial precarity persist

Even in a female-dominated industry, the gender pay gap remains striking.
Women are far more likely to earn less than €500 a month (38% vs 23% of men), and less likely to reach the top income brackets.

The report also highlights a divide in resources: women are 20 points more likely to manage their entire activity alone, while men more often work with agents or support teams.

“Shared values matter more than money — it reflects a culture of authenticity and trust. But creators, especially women, still need better financial recognition.”
— @patrizia_waz, Italy

A conscious, committed, and data-driven future

Voices of the Creator Economy 2025 paints a picture of an industry balancing purpose and pressure.
Creators are learning to navigate AI, defend fair compensation, and champion ethical influence — turning what was once an informal ecosystem into a professional economy with structure and voice.

As Kolsquare continues to advocate for Responsible Influence, this report provides essential context for marketers, agencies, and policymakers shaping the future of influencer marketing in Europe.

About the study

The report is based on a quantitative survey of 783 verified creators conducted in May–June 2025 by Kolsquare and NewtonX, across six markets: France, Germany, Italy, Spain, the UK, and the Nordics.
Respondents had 5,000+ followers, at least one brand collaboration in the past 12 months, and represented multiple industries from lifestyle to tech.

Download the full report

Dive into the complete analysis, country comparisons, and creator testimonies in the full PDF version.