The top 50 social media creators earned a combined $853 million between April 2024 and April 2025, according to Forbes’ annual ranking. This represents an 18% increase from 2024’s figures, highlighting continued growth in the sector despite increased competition.
“The private funding environment for creators is as strong as I’ve ever seen,” Eric Sheridan, Goldman Sachs’ co-head of Technology Research, told Forbes. “You’re seeing a lot of investments directly into creator brands, into creator companies, and into the private companies that enable creators with tools to build their businesses.”
According to Ryan Detert, founder and CEO of the creator marketing firm Influential, influencer marketing is expected to reach $50 billion next year. Detert, who partnered with Forbes on the list, noted that “the dollars are going into the hands of creators who are now the new media channels.”
Top Creators
The top 50 creators collectively boast 3.4 billion followers across platforms, a 24% increase from last year. This growth is estimated by Goldman Sachs, which states that the global creator population has reached 67 million, with projections suggesting this number will expand to approximately 107 million by 2030.
Jimmy Donaldson, known as MrBeast, maintains his position as the highest-earning creator with $85 million in earnings and 634 million followers across platforms. His ventures now extend beyond digital content to include candy brand Feastables, fast food chain MrBeast Burger, and a streaming show on Amazon Prime.
The top five earners include:
- MrBeast: $85 million
- Dhar Mann: $56 million
- Jake Paul: $50 million (tied)
- Matt Rife: $50 million (tied)
- Rhett & Link: $36 million
Business Diversification
The data shows creators increasingly diversifying their revenue streams beyond platform monetization. Alex Cooper, ranked fifth with $32 million in earnings, recently moved her podcast, “Call Her Daddy,” from Spotify to SiriusXM in a reported $125 million multi-year contract. She has also expanded into a network of seven shows and launched Unwell Hydration, now available at major retailers.
Similarly, comedian Matt Rife leveraged social media growth to sell “more than a hundred thousand seats to live shows,” while Mark Rober’s company, CrunchLabs, creates monthly STEM-themed subscription boxes.
Platform Shifts and Content Consumption
Forbes reports that YouTube has reached a key milestone, with the majority of its users now watching on home TVs rather than mobile devices or computers. The platform reports that one billion hours of YouTube videos are watched daily on TV screens.
Technology Impact
AI tools are increasingly impacting the workflows of creators. Goldman Sachs’ Sheridan suggests these technologies could help address creator burnout by enabling faster content creation and improved audience targeting.
“AI tools can tell me who my audience is, tell me how to create content faster, and lower the barrier to content creation in a way that could speed up my time to market,” Sheridan said.
Industry Crossover
The report highlights increasing crossover between traditional media and social creators. Examples include Charli D’Amelio’s Broadway debut in “& Juliet,” Addison Rae’s album release, and the launch of multiple production studios by creators.
The full Forbes list includes metrics on earnings, follower counts, average engagement rates, and entrepreneurship scores for each creator, providing insights into the business models that support the continued expansion of the creator economy.
The top 50 social media creators earned a combined $853 million between April 2024 and April 2025, according to Forbes’ annual ranking. This represents an 18% increase from 2024’s figures, highlighting continued growth in the sector despite increased competition.
“The private funding environment for creators is as strong as I’ve ever seen,” Eric Sheridan, Goldman Sachs’ co-head of Technology Research, told Forbes. “You’re seeing a lot of investments directly into creator brands, into creator companies, and into the private companies that enable creators with tools to build their businesses.”
According to Ryan Detert, founder and CEO of the creator marketing firm Influential, influencer marketing is expected to reach $50 billion next year. Detert, who partnered with Forbes on the list, noted that “the dollars are going into the hands of creators who are now the new media channels.”
Top Creators
The top 50 creators collectively boast 3.4 billion followers across platforms, a 24% increase from last year. This growth is estimated by Goldman Sachs, which states that the global creator population has reached 67 million, with projections suggesting this number will expand to approximately 107 million by 2030.
Jimmy Donaldson, known as MrBeast, maintains his position as the highest-earning creator with $85 million in earnings and 634 million followers across platforms. His ventures now extend beyond digital content to include candy brand Feastables, fast food chain MrBeast Burger, and a streaming show on Amazon Prime.
The top five earners include:
Business Diversification
The data shows creators increasingly diversifying their revenue streams beyond platform monetization. Alex Cooper, ranked fifth with $32 million in earnings, recently moved her podcast, “Call Her Daddy,” from Spotify to SiriusXM in a reported $125 million multi-year contract. She has also expanded into a network of seven shows and launched Unwell Hydration, now available at major retailers.
Similarly, comedian Matt Rife leveraged social media growth to sell “more than a hundred thousand seats to live shows,” while Mark Rober’s company, CrunchLabs, creates monthly STEM-themed subscription boxes.
Platform Shifts and Content Consumption
Forbes reports that YouTube has reached a key milestone, with the majority of its users now watching on home TVs rather than mobile devices or computers. The platform reports that one billion hours of YouTube videos are watched daily on TV screens.
Technology Impact
AI tools are increasingly impacting the workflows of creators. Goldman Sachs’ Sheridan suggests these technologies could help address creator burnout by enabling faster content creation and improved audience targeting.
“AI tools can tell me who my audience is, tell me how to create content faster, and lower the barrier to content creation in a way that could speed up my time to market,” Sheridan said.
Industry Crossover
The report highlights increasing crossover between traditional media and social creators. Examples include Charli D’Amelio’s Broadway debut in “& Juliet,” Addison Rae’s album release, and the launch of multiple production studios by creators.
The full Forbes list includes metrics on earnings, follower counts, average engagement rates, and entrepreneurship scores for each creator, providing insights into the business models that support the continued expansion of the creator economy.