The rise of the professional creator
Posted on Sep 3, 2025 by Adam Duckworth
As content creation grows from a side hustle to a serious job, here’s how filmmakers can build sustainable careers
Words Adam Duckworth
The creator economy is no longer a niche or a trend, but a thriving global industry. With more than 85 million individuals and 110 million companies involved in content creation, it’s now an ecosystem rich in ambition, tools, challenges and potential. The business of making content has come of age. Once viewed as a side hustle, creative work is now a full-fledged profession.
One of the biggest benchmarks highlighting these changes is the annual Future of the Creator Economy Report, backed by stock site Epidemic Sound, based on a survey of 3000 creators in the UK and US. For filmmakers who aren’t yet creating their own content but want to tap into the booming creator economy, the report offers a clear roadmap. And things are certainly changing quickly.
The real state of the content creation business in 2025
The report finds 61% of creators now work full-time – up 6% from 2024 – and most have serious ambitions for the year ahead. Whether it’s launching their own product line, expanding to new platforms or collaborating with other filmmakers, today’s creators are no longer dabbling, but building a brand. They’re redefining what running a business looks like.
That shift has major implications for working filmmakers, YouTubers and commercial content producers alike. The expectations are rising, and so is the competition. Success is increasingly defined by those who can blend creativity with business savvy.
According to the report’s findings, ‘98% of full- and part-time creators have set creative or business goals for the next 12 months’. Many are seeking more creative control, financial independence or protection from platform volatility by expanding into new formats such as long-form content. Collaborating with other creators and investigating monetisation models are also seen as paramount.
While YouTube, TikTok and Instagram continue to dominate, there’s a growing interest in emerging platforms such as Lemon8 and RedNote among US-based creators who are anticipating regulatory uncertainty around TikTok.
But this growth isn’t just about reach – it’s about resilience. The rise of direct-to-fan models, such as subscriptions, memberships and merchandise, reflects a broader desire for independence from changing algorithms, ad revenue and traditional brand partnerships.
In fact, 95% of successful creators are now engaging their audiences through direct-to-fan strategies, with personal storytelling emerging as a top tactic for building communities. Gone are the days when creators relied solely on platform ad revenue or sporadic brand deals.
This move toward monetisation on their own terms is changing how creators view their audiences – as well as their clients. Increasingly, creators want more autonomy in partnerships, prioritising creative freedom in brand collaborations which match their own values. It’s a more strategic, self-respecting mindset.
As filmmaker and creator economy expert Jordan Schwarzenberger says, “Build an audience before anything else – especially before product. Understand what your audience really wants, involve them early and lead with authenticity.”
Taking the AI advantage
One of the most notable industry shifts is the widespread adoption of artificial intelligence. A staggering 91% of creators now use AI in some form. While almost half use it for creative inspiration, 40% cite workflow speed as the key benefit. From automated transcripts and video editing to AI-generated images and content recommendations, creators are adopting a host of tools to work smarter.
ChatGPT, Claude, Midjourney, Adobe Firefly and Photoshop (Beta) are all AI tools that can eliminate tedious tasks and become powerful creative partners.
The trend is particularly pronounced among full-time creators, 96% of whom are actively integrating AI into their workflows. But it’s not just about efficiency. Creators are also using AI to personalise content recommendations, recognise images and video elements, adapt music to fit content and run virtual assistants or chatbots. It’s also no surprise that 98% of creators use music, and 94% say that it directly contributes to success.
Looking ahead, creators expect AI to further shape the landscape with auto-personalised content and AI-assisted brand matching.
Despite optimism and growth, creators face significant hurdles – often in the very areas that give them greater control.
The top challenges cited include time constraints, creative burnout, algorithm unpredictability, plus the bugbear of finding the right music and the licensing issues that come with it. This is especially important when publishing content across different platforms, as rules can vary.
What it means for professional filmmakers
What professional filmmakers and content producers can take away from this year’s report is that the definition of success is shifting. It’s no longer about viral hits or big-brand clients alone. Stability, creative freedom, community and sustainable revenue are the new benchmarks. For many, this means building personal brands, monetising directly and embracing AI as a silent partner in the background.
Secondly, professional standards are rising. Whether you’re a YouTuber, wedding filmmaker or branded content specialist, your audience now expects a polished, emotionally resonant, multi-platform experience. Music, mood, message and visuals must all align.
Finally, innovation is essential. As the creator economy evolves, standing still is not an option. The most successful creatives will be those who experiment, collaborate, automate where needed and never stop refining their storytelling.
Discover more about how professional creators are monetising their work in the creator economy.
This article was first published in the September/October 2025 issue of Pro Moviemaker
