Epidemic Sound publishes “Future of the Creator Economy Report 2025”
Discover how content creators are transforming into full-fledged entrepreneurs in Epidemic Sound’s latest Future of the Creator Economy Report.
Epidemic Sound has launched its third annual Future of the Creator Economy Report 2025, offering detailed overviews of the evolving digital creator landscape. Based on responses from 3,000 professional creators across the UK and the US, the report highlights how the creator economy has matured into a dynamic, entrepreneurial sector defined by ambition, innovation, and strategic growth.
At the core of the report is a trend: today’s creators are no longer simply building audiences, they’re building businesses. An overwhelming 98 percent of creators surveyed have set specific creative or commercial goals for the year ahead. A growing number are moving toward direct-to-fan models, with 95 percent now relying on subscriptions, live streaming, merchandise, and creator funds to supplement or replace ad-based income. Creators are also diversifying revenue sources, with nearly equal shares coming from brand partnerships, ads, and paid fan support.
Another trend is the integration of AI into content workflows. A striking 91 percent of creators report regularly using AI tools for tasks such as ideation, editing, transcription, and music selection, up from 84 percent the year before. Rather than replacing creativity, AI is being used as a supportive tool to help creators manage demanding production schedules, overcome burnout, and streamline repetitive tasks.
Music continues to be a critical creative asset. Almost all creators (98 percent) use music intentionally to shape their content, and 94 percent say it improves performance by enhancing emotional engagement and discoverability. The majority of creators also modify music tracks to match the tone and purpose of specific projects, making music selection a deliberate and strategic part of the creative process.
While views and likes still play a role, creators are increasingly prioritizing financial sustainability, community loyalty, and creative freedom. Sixty-one percent now work as full-time creators, and a significant number are planning to formalize their operations as businesses within the next year.
However, the growth of the creator economy is not without challenges. The rise of AI-generated music and content has sparked debate around ethical usage, fair compensation, and cultural representation. Industry experts have warned that AI could claim a substantial portion of musicians’ future income unless protections are put in place. Some fear that reliance on AI tools, if unchecked, could compromise the diversity and authenticity of creative output.
In releasing the report, Epidemic Sound’s CEO Oscar Höglund described today’s creators as being more strategic and empowered than ever before. He noted that creators are no longer just personalities, they’re becoming brands, businesses, and creative studios in their own right. Music and AI, rather than being secondary tools, are now central to how creators drive engagement and build loyal audiences.
As creators continue to embrace technology, diversify their income, and center their work around community and expression, they are looking for a more independent, sustainable, and creatively fulfilling industry. For marketers, media professionals, platform leaders, and creators alike, this report provides insight into the next chapter of digital content.