Nearly one-third of young Americans create content online, survey finds

Nearly one-third of young Americans aged 13-24 actively create and publish digital content online, positioning content creation as a mainstream activity among younger demographics rather than a niche pursuit, according to research published on October 15, 2025, by Edison Research.

The national online survey conducted in May 2025 found that 18% of Americans aged 13 and older currently engage in creating or producing original content shared publicly online. The data reveals stark generational divides: 30% of Americans aged 13-24 identify as digital content creators, while 28% of those aged 25-44 reported the same activity. Among Americans aged 45 and older, only 7% participate in content creation.

"As of May 2025, 18% of Americans 13+ say that they are currently involved with the creation or production of any original content that is shared publicly online," the research states. The findings emerge from a national online survey examining digital content creation patterns across American demographics.

The research quantifies a phenomenon that has transformed from fringe activity into widespread behavior over the past decade. Close to one-fifth of the American population now dedicates time to creating content that others view, like, and share across social platforms. This represents approximately 48 million Americans engaged in some form of public content creation based on current population estimates.

The age-based distribution demonstrates how internet-native generations approach content creation differently than older cohorts. Millennials and Generation Z, who grew up with social media platforms and smartphone video recording capabilities, show substantially higher participation rates. The dramatic decline among those aged 45 and older—falling from 28% to just 7%—illustrates how content creation remains concentrated among younger demographics despite the maturation of social media platforms.

The influencer industry's economic scale provides context for these participation rates. According to a 2024 Forbes article referenced in the Edison Research publication, the influencer industry holds an approximate value of $250 billion and projections suggest growth to $500 billion by 2027. The creator economy continues expanding, with global valuations reaching $191 billion in 2025 and projected growth to $528.39 billion by 2030 representing a 22.5% compound annual growth rate.

This economic expansion affects digital advertising strategies. User-generated content creators have grown by 93% year-over-year, demonstrating how content creation has evolved from a small group of high-profile influencers into a distributed network of micro-influencers and everyday content producers.

The survey's methodology examined Americans aged 13 and older through a national online study, though Edison Research did not disclose the exact sample size or margin of error in the public announcement. The research firm describes the findings as "never-before-seen data" on digital content creators, suggesting this represents Edison Research's first systematic examination of content creator prevalence rather than a longitudinal study tracking changes over time.

Platform proliferation has reduced technical barriers to content creation. TikTok's mobile-first video creation tools, Instagram's built-in editing features, and YouTube's accessible upload systems enable content production without specialized equipment or technical expertise. The democratization of creation tools has coincided with algorithmic distribution systems that can surface content from unknown creators to large audiences, creating incentive structures that encourage participation.

Marketing strategies have adapted to accommodate creator economies, with influencer partnerships now appearing alongside social media advertising and SEO content in awareness-stage tactics. The integration of creator collaboration into standard marketing frameworks reflects the normalization of content creator relationships as distribution channels rather than experimental tactics.

The data carries implications for brands developing influencer marketing strategies. With nearly one-third of younger Americans actively creating content, the traditional model of partnering with a small number of high-profile influencers represents just one approach. Micro-influencers and niche content creators—individuals with smaller but highly engaged audiences—offer alternative partnership opportunities that may deliver more targeted reach.

Content authenticity has emerged as a critical factor affecting campaign performance. Research examining Italian influencer advertising spending of €350 million found that campaigns achieving highest engagement rates maintained genuine influencer personality integration while delivering brand messages naturally, with overly promotional content showing decreased performance.

Platform algorithm modifications affect content creator viability. YouTube creators reported significant viewership drops in August 2025 following undisclosed platform changes, with multiple channels documenting synchronized declines affecting content distribution patterns. These technical adjustments demonstrate how platform policies directly impact creator sustainability and, by extension, the attractiveness of content creation as an activity.

The research did not examine content creator motivations, income levels, or time investment. Edison Research notes that "the figures outlined above reflect only a small sample of the data Edison Research currently has on digital content creators in 2025," suggesting additional findings may be released subsequently.

Monetization accessibility varies substantially across platforms and creator scales. YouTube's Partner Program requires 4,000 watch hours or 10 million Shorts views for eligibility, creating barriers that exclude many casual content creators from direct platform payments. Alternative revenue streams including brand partnerships, merchandise sales, and platform-specific tipping features have diversified income opportunities beyond traditional advertising revenue sharing.

The demographic concentration of content creation among younger Americans raises questions about long-term sustainability. As current 13-24 year old creators age into older demographics, participation rates among older cohorts may increase if content creation becomes a maintained habit rather than an age-specific activity. Alternatively, content creation may remain primarily a young person's activity, with each generation cycling through participation during younger years before reducing involvement.

Educational institutions have begun incorporating content creation into curricula, recognizing both the technical skills and media literacy required for effective digital content production. This formalization may normalize content creation as a standard skillset rather than a specialized interest, potentially affecting future participation rates.

The research was published on October 15, 2025, as part of Edison Research's Weekly Insights email series. Edison Research, which recently announced its acquisition by SSRS, maintains its team and research operations while gaining combined expertise across qualitative and quantitative research, media insights, and public opinion measurement.

Digital advertising spending patterns reflect the industry's adaptation to creator economies. WPP Media projects creator-generated advertising revenue will more than double to $376.6 billion by 2030, positioning user-generated content as a substantial component of the advertising ecosystem rather than a supplementary channel.

The May 2025 survey timing preceded several major platform changes affecting content creators. Google introduced social posts and creator follows to Discover in September 2025, while YouTube announced its largest creator toolkit update with AI-powered tools in September, implementing features that affect creator monetization pathways.

Brand safety concerns and measurement challenges persist as obstacles to increased advertiser spending on influencer campaigns. Traditional metrics including follower counts and engagement rates face scrutiny due to bot activity and artificial inflation. GroupM's INCA platform launched in Asia to address these challenges through fraud detection and audience validation systems.

The research provides baseline data that quantifies content creator prevalence without making projections about future growth. With 18% of Americans aged 13 and older currently creating content, and concentrations reaching 30% among younger demographics, content creation has achieved mainstream adoption among internet-native generations while remaining relatively uncommon among older Americans.

Social media now reaches 68.7% of global population, with 5.66 billion user identities representing a "supermajority" where social media users outnumber non-users two to one. This infrastructure supports the content creation behaviors documented by Edison Research, providing distribution channels that enable everyday creators to reach audiences previously accessible only to traditional media organizations.

Platform competition for creator attention intensifies as monetization options expand. YouTube has paid $100 billion to creators over the past four years, with 3 million channels now earning revenue through the Partner Program. This financial scale demonstrates how content creation has matured from experimental activity into viable economic participation for millions of Americans.

The convergence of accessible creation tools, algorithmic distribution systems, and diverse monetization pathways has fundamentally altered the media landscape. The Edison Research findings document this transformation quantitatively, establishing that content creation now represents a mainstream activity among younger Americans rather than an aspirational pursuit limited to entertainment industry professionals.

Timeline

• May 2025 - Edison Research conducts national online survey measuring digital content creator prevalence among Americans aged 13 and older
• September 16, 2025 - YouTube announces Veo 3 integration and reveals $100 billion paid to creators over four years with Partner Program reaching 3 million channels
• September 17, 2025 - Google Discover adds social posts from X, Instagram, and YouTube Shorts with creator follow features
• September 26, 2025 - The Influencer Marketing Factory releases survey showing 41% of U.S. social media users attended in-person influencer events
• October 15, 2025 - Edison Research publishes findings revealing 18% of Americans 13+ create digital content, with 30% participation among ages 13-24, coinciding with Digital 2026 report showing 5.66 billion social media users globally
• August 13, 2025 - YouTube creators identify significant algorithm changes affecting viewership distribution
• August 1, 2025 - YouTube launches collaboration feature allowing up to five creators on single videos
• July 2025 - YouTube clarifies monetization policies addressing creator confusion about AI content and "inauthentic content" guidelines
• June 2025 - WPP Media projects creator-generated revenue to reach $376.6 billion by 2030
• March 31, 2025 - YouTube changes Shorts view counting methodology removing minimum watch time requirements

Summary

Who: Edison Research conducted a national online survey examining Americans aged 13 and older. The research identifies three age cohorts: ages 13-24 (30% creating content), ages 25-44 (28% creating content), and ages 45 and older (7% creating content).

What: The survey measured the percentage of Americans currently involved in creating or producing original content shared publicly online. Results show 18% overall participation, with substantially higher rates among younger demographics and dramatic decline among those aged 45 and older.

When: The survey was conducted in May 2025, with findings published on October 15, 2025, as part of Edison Research's Weekly Insights series.

Where: The research examined content creation patterns across the United States using a national online survey methodology. The publication did not specify geographic variations within the country.

Why: Edison Research sought to quantify content creator prevalence beyond high-profile influencers to understand what percentage of the overall American population engages in digital content creation. The research provides baseline data for understanding the scale of content creation as an activity rather than examining specific platforms, motivations, or monetization patterns.