Content creation has come a long way from being just a hobby. In 2025, it’s not only a lifestyle, it’s a livelihood. To better understand the evolving creator landscape in the U.S., Bigo Live took a real-time snapshot of who today’s content creators are, how they work and where they see their futures going.
The results paint a picture of a passionate, entrepreneurial generation who are reshaping what it means to have a “career.”
Meet Today’s Content Creator
Not everyone starts out aiming for viral fame. In fact, 28% of respondents are still in the early stages of content creation, exploring possibilities before monetizing. Meanwhile, over half (54%) use income from content as either a part-time or full-time job, proving just how viable the digital creator path has become. Results found:
- 27% say content creation is now their full-time job
- 28% earn income part-time through their content
- Just 16% do it solely for fun or self-expression
And while many assume content creation is a solo digital pursuit, the reality is far more social:
- Nearly 70% have formed offline friendships or business relationships thanks to their content work
- 46% say they’ve made close personal friends through livestreaming and online communities
Chasing Passion Over Paychecks
Money isn’t everything. When asked what salary would lure them back into a traditional 9-to-5, nearly a quarter (23%) said no salary could convince them. Among those who would consider switching careers, most need to see six-figure compensation to even think about it. Still, many creators earn modestly, with 63% making less than $5,000 a year. Only a small fraction, just 7%, earn over $50,000 – with men twice as likely as women to be in that top bracket.
Even as income streams vary, creators take their work seriously:
- In fact, 28% spend more than 20 hours per week crafting content (the equivalent of a part-time job)
- A third (33%) are using their earnings to cover essential living expenses like rent and groceries.
- Everyone else? Investing (11%), paying off debt (5%), or even supporting family (13%)
From 9-to-5s to Going Live
Interestingly, 54% of creators left full-time jobs before starting their content journeys. When asked what they’d do if they stopped creating content:
- 29% would start another business
- 32% would return to a traditional full-time role
- 20% said they’d take a break to reassess
Despite the financial uncertainty, creators remain optimistic:
- 1 in 3 say their content income feels more secure than a traditional job
- 39% are “all in” on content creation as a long-term career
- Only 10% see it as a temporary phase
The takeaway? Creators are entrepreneurs at heart, with nearly a third ready to launch something new if they pivot away from content.
What’s Next?
This survey reveals that creators aren’t just trend followers – they’re trendsetters. They’re reshaping how we work, communicate, and build careers in a digital-first world. Whether they’re earning $5,000 or $50,000, creators are treating content like a business, making long-term plans, and investing in themselves and their communities. With more than three-quarters saying they could see themselves in content creation long-term, one thing is clear: This isn’t a side hustle. It’s a movement.
Survey Methodology
A total of 3,578 U.S.-based Bigo Live users were surveyed in June 2025.
BIGO Survey Responses / Raw Data
3,578 U.S. Based Bigo Users
- Gender
o 1657 – Female
o 1822 – Male
o 40 – non binary
o 58 – Prefer not to say
- Age
o 18-24 – 251
o 25-34 – 1148
o 35-44 1319
o 45-54 – 641
o 55+ – 218
What best describes your current relationship with content creation?
- I do it casually for fun or self expression – 600 -16.7%
- I’m exploring it, but haven’t started earning yet – 1011 – 28.2%
- It’s a part-time income stream – 994 – 27.8%
- It’s my full time job – 972 – 27.1%
Relevant stats:
- 54% of creators use Bigo income streams as a part time or full time career
If offered a traditional 9-to-5 job, what minimum annual salary would make you consider leaving content creation?
- Under 25,000 – 576 – 16%
- 25,001-50,000 – 540 – 15%
- 50,001-75,000 – 625 – 17.5%
- 75,001-100,000 – 518 -14.5%
- Over 100,000 – 488 – 14%
- I wouldn’t leave content creation for a traditional job – 829 – 23%
Potential Breakdowns:
- Male v. Female top earners
- Age of respondents who would not leave content creation for a traditional job
How much do you currently earn per year from content creation (including brand deals, ad revenue, merch, etc.)?
- Less than 5,000 – 2272 – 63.5%
- 5,001-10,000 – 473 – 13%
- 10,001-30,000 – 363 – 10%
o 185 Female
o 166 Male
- 30,001-50,000 – 217- 6%
o 218 Female
o 127 Male
- Over 50,000 – 251 – 7%
o 81 Female
o 170 Male
How do you primarily use the money you earn from content creation?
- Covering basic living expenses (rent, bills, groceries) – 1194 – 33%
- Funding other creative or business projects -253 – 7%
- Investing or saving for the future – 387 – 11%
- Paying off debt or student loans – 177 – 5%
- Supporting family or others – 468 – 13%
- Treating myself/fun purchases – 186 – 5%
- I don’t earn money – 912 – 26%
Relevant stats:
- A third are using livestreaming to cover even basic living expenses
Compared to a traditional job, how secure do you feel your content creation income is?
- About the same – 933 – 26%
- Less secure – 711 – 20%
- Much less secure – 737 – 21%
- More secure – 436 – 12%
- Much more secure – 760 – 21%
Relevant stats:
- More than ⅓ of respondents consider content creation income to be more secure than a traditional job
Do you see content creation as a long-term career path for yourself?
- Possibly, I’m open to evolving or pivoting – 1355 – 38%
- Not really, I see it as a stepping stone – 356 – 10%
- No, it’s just a side interest or phase for me – 466 – 13%
- Absolutely, I’m all in – 1399 – 39%
Relevant Stats:
- More than ¾ of users are interested in pursuing content creation as a long term career
Have you ever considered returning to (or starting) a traditional job?
- I have a traditional job as well – 1293 – 36%
- I Have never had a traditional job – 248 – 7%
- No – 875 – 25%
- Yes – 1161 – 32%
How many hours per week do you spend on content creation (including planning, filming, editing, posting, engagement, etc.)?
- Over 40 hours – 508 – 14%
- 21-40 hours – 496 – 14%
- 11-20 hours – 660 – 18%
- 5-10 hours – 791 – 22%
- Less than 5 hours – 1122 – 31%
Relevant Stats:
- More than ¼ of respondents spend at least 21 hours a week creating content, which is equivalent to a part time job.
Which platforms are you actively creating content on in addition to BIGO? (Please select all that apply)
- Facebook – 305
- Facebook, Patreon, OnlyFans, Substack – 2
- Facebook, Snapchat – 33
- Facebook, Patreon, OnlyFans, Substack, Snapchat – 2
- Facebook, Snapchat, X – 2
- Facebook, X – 6
- Instagram – 231
- Instagram, Facebook – 116
- Snapchat, Instagram, Facebook
Through content creation, have you built any offline friendships, collaborations, or business opportunities?
- Both personal and business relationships – 766 – 21%
- Not really, my content life is mostly online – 863 – 24%
- Yes, I’ve formed business relationships or landed gigs – 280 – 8%
- Yes, I’ve made close personal friends – 1663 – 46%
Relevant Stats:
- Nearly 70% of users have built close personal relationships or business relationships via content creation making it an impactful form of communication
What type of content has been the most successful for you in terms of engagement or income? (Please select up to 2)
- TBC
What were you doing before you started content creation?
- Freelancing/Gig economy – 267 – 7%
- Student – 254 – 7%
- Unemployed/between jobs – 702 – 20%
- Working a full time job – 1925 – 54%
- Working a part time job – 425 – 12%
Relevant Stats:
- More than half of creators (54%) transitioned from a full time job to adopting content creation.
If you stopped content creation, what would you most likely do next?
- Take a break and figure it out – 702 – 20%
- Start another kind of business – 1039 – 29%
- Return to school or upskill – 307 – 9%
- Pursue a traditional full time job – 1135 – 32%
- Go into freelancer/creative services – 389 – 11%
Relevant Stats:
- Content creators are entrepreneurs – nearly 30% of respondents would start a business if they stopped creating content
Additional Insights:
- 57% of women using content creation to cover basic living expenses
o 40% of men
- 37% of millennials say they use their income to cover basic living expenses
- 22% of millennials think content creation is much more secure than traditional jobs
o 28% of Gen Z
- 29% of millennials would start a business if they stopped content creating