In recent years, the number of content creators who dedicate themselves to it professionally has increased progressively, according to the analysis we have carried out from 2btube.
In 2024, there are already more than 13,600 influencers who have more than 100,000 followers on one of their social networks and who can make a living from it. This represents an increase of 13.3% compared to 2023. In this report, carried out by 2btube for the fourth consecutive year, their profiles on YouTube, Instagram, TikTok, Twitch and Facebook have been taken into account, based on data from the Tubular platform.
The analysis also shows an increase in creators considered as macro influencers who have more than 1 million followers. In 2024, there are more than 1,360, which represents an increase of 23.6% in relation to the previous year.
In this case, only those content creators who exceed one million followers are taken into account, but who do not necessarily simultaneously meet all the requirements indicated in Royal Decree 444/2024, of April 30, to be considered “users of special relevance”; some of these requirements are having gross annual income equal to or greater than €300,000 and at least 1 million followers on a social network or 2 million on the set of platforms, among others.
A Phenomenon that Increasingly Attracts New Generations
The figures in the 2btube report consolidate the professionalization of the industry, which is increasingly attracting new generations. In fact, 1 in 3 children say they want to be a youtuber or influencer and 26% of generation Z say they trust influencer reviews more than brand reviews, according to the Harris Poll/Lego survey.
“Content creation has experienced an unprecedented boom in the last decade that is part of a global phenomenon. In fact, it is estimated that worldwide there are more than 200 million content creators, according to the Creator Report 2023 by LinkTree. This trend is transferred to brands that have verified the effectiveness of transforming themselves into creators themselves to connect with their audience through multi-platform content and convey a message in a creative and original way”, says Fabienne Fourquet, CEO and co-founder of 2btube.
The Spanish advertising sector also supports professional content creation with an investment in influencer marketing of 79.1 million in 2023, which is 23.9% more than in 2022, when 63.9 million was invested, as reflected in the Infoadex 2024 Study of Advertising Investment in Spain.
“Having objective data on the development of campaigns with influencers is essential to professionalize content creation. Thanks to the use of clear and reliable metrics, the growth of this sector has been boosted and continues to have a great impact on very diverse audiences from different generations”, says Blanca Rabena, General Director of 2btube. “From 2btube we are very aware that, although there are more and more influencers, the fundamental thing is to distinguish which ones are really capable of achieving the expected objectives. For this, data analysis is essential”, she adds.