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Go viral, build a massive audience, become the next MrBeast. Any other outcome and you’ve failed.
Ok well, not really. But I do feel as though we’re all competing to eventually, finally, one day make it up there with the big leagues. You look at their numbers, and you look at yours, and it feels like a stab in the heart. You tell yourself it’s all pointless until you’re there.
Except that's not what the data shows. For the first time, we're seeing the emergence of a viable "creator middle class": people making real money without needing to be "internet famous." And if you are, like me, one of the underdogs still grinding your little heart out, this is your sign to keep going.
That's not pocket change babes. That's supplemental income, part-time sustainability. For some, that's full-time viability.
On an even more encouraging note, 51.5% of creators achieved earnings growth year-over-year in 2025. The trajectory is upward. You don't need to be in the top 5.7% earning six figures to make this work.
What that means practically: you're better off with 5,000 genuinely engaged followers in a specific niche than 50,000 random people who barely interact. And brands are finally figuring this out, too. They want ROI, not vanity metrics. So they’re looking for creators who can actually move product, even if those creators don't have millions of followers. It’s about the moola, after all.
The data backs this up. Nearly 45% of creators now prioritise stability and consistency over chasing the next viral moment. They're building businesses, not gambling on algorithm luck. Because in this economy?? Who can afford to do that?
The report shows 22.4% are focusing on video production quality and 20% on branding. So, it’s not about looking polished for the sake of it, but more about being taken seriously, getting fair rates and building something sustainable rather than riding trends until they die.
What's in for 2026 according to Digiday:
These trends favour creators who actually give a sh*t about their work and their audience over large accounts.
The creator middle class is now a thing. And it’s evidence that you don't need to make it big to make it work.
So where to from here, you ask?
As AI slop floods platforms and faceless content farms multiply, there's never been a better time to be a real human creating thoughtful content for a specific community.
Success in 2026 looks different than it did even two years ago. The MrBeast model still exists for the ultra-ambitious (and the very few that make it up there). But there's now a viable middle path. You can make real money and build a sustainable creator business without going viral or burning out chasing trends.
Nearly half of all creators are earning between $10K and $100K. And more than half grew their earnings last year. The professional creator is in. Thoughtful, niche-focused content is in. Building community over chasing virality is in.
The creator middle class is rising. And there's room for you in it, baby!
-Sophie Randell, Writer
