The creator market continues to expand, but not everyone is reaping the financial rewards of this new digital economy. According to the "Creators and Businesses 2025" study by YouPix, 28.17% of influencers have not yet managed to monetize the content they produce, equivalent to three out of ten creators in the country.
The data also shows a scenario of greater income polarization: while the base of those earning less than R$ 2,000 per month grows, the top (made up of those earning above R$ 50,000) also strengthens. Meanwhile, the so-called "middle ground," with incomes between R$ 2,000 and R$ 10,000, has lost representation.
According to the research, 22.53% of creators earn up to R$ 2,000 per month, and 23.61% are in the range between R$ 2,000 and R$ 5,000. This means that almost half of the influencers in Brazil receive less than R$ 5,000 per month from creating content.
According to Fabio Gonçalves, director of Brazilian and North American talent at Viral Nation and an expert in influencer marketing for over ten years, the survey reflects a moment of maturation and also saturation in the market: “The number of creators is growing at an accelerated pace, but monetization still depends on strategy, positioning, and understanding what brands are looking for today. Many people enter the profession focusing only on creativity, but forget that content also needs to be seen as a business.”
According to the expert, the increase in the number of creators who have not yet monetized can be explained by factors such as high competitiveness and the entry of new profiles that treat content creation as a hobby, and not as a business.
“Professionalization is the game-changer. Creators who understand their niche, invest in their own identity, and maintain consistency in their publications tend to attract more opportunities. It's necessary to think about content with an entrepreneurial vision, not just a creative one,” he adds.
The study also shows that 17% of creators who earn between R$5,000 and R$20,000 still work double shifts, indicating that, for many, a career as an influencer is not yet financially sustainable. According to Fabio, the scenario reveals an increasingly clear division between an elite that has consolidated itself and a group that is still trying to find its place.
“There is a segment of creators who have managed to scale their earnings, diversify their revenue, and structure themselves as a business. But, on the other hand, many have not yet managed to sustain themselves and end up returning to lower income brackets. It's a natural maturation curve for the market, but also a warning for those who want to stand out,” he observes.
For new creators looking to stand out, Fabio recommends focusing on authenticity and consistency, as well as understanding their audience well: “More than followers, what brands are looking for is real engagement. Influencers who build a community and maintain transparent communication are more likely to convert visibility into business. It's also important to stay updated on trends and formats, such as the growth of short videos and the use of AI in content production,” he advises.
He adds that, upon reaching this level of professionalism, having the support of an agent and a specialized agency makes all the difference. "When the creator has a team behind them, they can focus on producing the best possible content, while we take care of the strategic side, closing campaigns, analyzing opportunities, and ensuring that they grow in a structured and sustainable way."
Keeping an eye on this new moment, Fabio explains that specialized agencies have also adapted their operations. “At Viral Nation, for example, our role goes beyond negotiating campaigns. We monitor the evolution of talent, offer strategic support, and help build sustainable careers. This new reality demands that both agencies and creators be prepared for a more demanding market, but one also full of opportunities,” concludes the specialist.
METHODOLOGY
The sixth edition of the Youpix Creators & Business 2025 study was conducted from July 15th to September 15th, 2025, through a survey on the Google Forms platform and panel acquisition. 490 valid responses were collected from a base of 527 respondents. The complete survey can be accessed at: https://members.youpix.com.br/pesquisa-creators-negocios-2025?utm_medium=email&utm_campaign=creators__negocios_5_dados&utm_source=RD+Station .
