Influencer industry will soon be worth the equivalent of Ireland's GDP

© Pexels/Ivan Samkov

Videographers, streamers, influencers, or even content creators. Whatever you call it, this profession is becoming increasingly important in the Internet economy. An estimate by analysts at Goldman Sachs is there to convince us of this.

A few winners…

Experts note that this sector is currently worth around $250 billion worldwide. Its weight is expected to double by 2027 to reach $500 billion, which is the annual GDP of Ireland, a very solid economy in the European Union.

But this market is deeply unequal. On one side, there are the big winners, such as MrBeast, who reportedly made $85 million in the last 12 months alone. Brothers Logan and Jake Paul have also reportedly managed to generate tens of millions of dollars in revenue.

And many disappointed

Alongside these influencer stars, other content creators are looking gloomy. Business Insider noted that mid-sized videographers sometimes struggle to survive. They would be stuck between these web celebrities and small microinfluencers who manage to seduce brands thanks to their close-knit and loyal communities.

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Kim Murray, founder of Virality Boost, an influencer content syndication network, summed up the problem to our colleagues:

The $250 billion influencer economy may seem huge, but that doesn’t mean that all influencers are benefiting. Only a lucky few get these multi-million dollar contracts, while the rest don’t have much to show for it.

These video makers’ mental health is also taking a hit. The systems put in place by the big platforms often create a lot of anxiety. One of them told the business media outlet: “The algorithm is getting really frustrating. You have to feed it all the time.” As a result, a large portion of content creators have no choice but to take on a side hustle to make ends meet. Some do it out of spite and others by choice, so as not to get too stuck in this activity.

As a reminder, Goldman Sachs experts were already anticipating $250 billion in revenues globally for content creators. They also predicted $480 billion by 2027, thanks in particular to the boom in short videos and their monetization. To learn more, feel free to reread our previous article here.

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