65% of Gen-Z consider themselves to be content creators
Nearly two-thirds of Gen Z identify as video content creators, according to a new study from YouTube conducted in partnership with SmithGeiger. This standout figure comes from YouTube’s annual trends report, which tracks evolving behaviors on the platform and across online culture.
While 65% of Gen Z participants self-identified as creators, 40% of respondents across all age groups also said they consider themselves content creators—a sign of just how widespread the creator mindset has become.
From Viewers to Creators
For this study, Gen Z is defined as individuals between 14 and 24 years old, though the broader definition spans those born from 1997 to 2013. According to a Pew Research Center survey, YouTube remains the dominant platform for video content, with 90% of teens using it regularly. TikTok, Snapchat, and Instagram follow closely, with usage rates of 63%, 60%, and 59% respectively among teens aged 13 to 17.
YouTube suggests that Gen Z is a generation of fans who, inspired by their favorite creators, are increasingly stepping into the spotlight themselves. Formats like reaction videos, commentary clips, and built-in features like video clipping have helped usher audiences from passive viewers into active contributors.
Kevin Allocca, YouTube’s global director of Culture & Trends, described this shift as a cultural milestone. “It’s exciting to witness how Gen Z is evolving fandom,” Allocca told The Washington Post. “They’re actively moving audience behavior from passive viewing to finding and adding their voices to a unique content's dialogue.”
Lower Barriers, More Creators
The surge in content creation isn’t just cultural—it’s also practical. Technological accessibility has been a major driver of this trend. Smartphones now come equipped with high-quality cameras, and widespread access to fast internet makes uploading and streaming easier than ever.
With fewer barriers to entry, more young people are jumping in. Platforms that prioritize algorithm-driven discovery make it possible for anyone, regardless of following, to go viral. That makes the idea of becoming a creator more appealing—and more attainable.
In a 2022 Stanford study, researchers found that the average age for getting a first phone is now 11.6 years old. That’s a stark contrast to 20 years ago, when less than half of teens even had cell phones. Today, 95% of U.S. teens report having access to one. This level of access, combined with platforms that make publishing free and immediate, helps explain why so many now consider themselves creators.
The rise of short-form, vertical video formats—like those seen on TikTok, Instagram Reels, and YouTube Shorts—has also made it easier to create quickly without the need for editing-intensive production. This has led to a more casual, spontaneous style of content creation that fits easily into daily life.
Looking Ahead
As more people identify as content creators, it’s no surprise that many are beginning to view it as a viable career path. The aspiration is strong: around 30% of kids aged 8 to 12 say they want to be YouTubers when they grow up, and nearly half of teens say they’d like to become social media influencers.
Even though the definition of “influencer” or “YouTuber” is constantly evolving, one thing is clear: creators have enormous influence over younger generations, and their content is only becoming more culturally central—even amid an already saturated digital landscape.
Now that student athletes in high school and college can monetize their name, image, and likeness, a new wave of content-driven branding opportunities has emerged. Brands are constantly looking for fresh faces to represent them through short-form video, especially creators who can resonate with digital-native audiences.
It’s no wonder analysts expect the creator economy to expand nearly sixfold over the next six years. With Gen Z leading the way—and younger generations following closely behind—the future of content creation is only just beginning.
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