There are 27 million paid content creators in the US, and 44% of them say social media is their full-time job

Many have struggled to grasp the figure released almost a year ago in a Keller Advisory Group study, recently highlighted in a Wall Street Journal article by Katherine Hamilton. Her piece, “Who Gets the TikTok in the Divorce? The Messy Fight Over Valuable Social Media Accounts,” cited Keller’s data showing 27 million paid content creators in the U.S. Of these, 44%—about 11.9 million or nearly 12 million—are said to work as full-time creators.

A post on the platform formerly known as Twitter spotlighted this statistic, prompting skepticism about its accuracy and data collection methods. The discussion has expanded to broader questions about the influencer economy and today’s media landscape, with Keller’s study now cited multiple times.

Keller defines “creators” as those who “consider themselves to be a creator or influencer” and who received payment for their work over the past year. According to the 58-page study, average annual income for creators in 2023 was around $93,000. However, income disparities are stark, with about half earning less than $10,000 annually.

Keller’s methodology involved screening nearly 6,000 Americans aged 16 to 54 for creators, followed by an online survey weighted for population, and a focused survey of 1,045 creators.

Aside from debating statistics, the image of millions working as content creators prompts a broader reflection. You’re the only you, and I’m the only me. But on a planet of eight billion people with unique dreams, talents, and potential, what does individuality mean on this scale?