In graphic detail: Middle-tier creators are fueling the next phase of the creator economy

As top creators turn into celebrities commanding six-figure brand deals, a growing middle tier of creators is building sustainable businesses.

These creators — often niche experts, educators, or hobbyists turned entrepreneurs — are monetizing audiences through a mix of newsletters, courses, digital products and smaller sponsorships.

They represent the “everyday” creator, earning revenue through channels like affiliate commerce or data-driven partnerships. Many see their journey as more of a side hustle, while others seek to grow their reach through affiliate marketing programs. As we’ve seen with Urban Outfitters’ newly launched creator program (targeting creators with less than 10,000 followers), more and more brands want to invest in this middle tier to drive sales.

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