The online creator economy has come under scrutiny recently for what some describe as “ungodly spending,” but industry insiders argue this criticism overlooks broader context and diminishes the achievements of creators themselves.

In 2025, advertising expenditure directed at creators in the United States reached an estimated $37 billion, marking a 26 percent increase from the previous year, according to data from the Interactive Advertising Bureau. At the same time, search advertising in the U.S. generated $114 billion, while major technology companies such as Alphabet, Amazon, and Meta are projected to capture nearly $660 billion in advertising revenue outside China this year, representing about 60 percent of the global market.

Despite these figures, a recurring criticism targets the independent content creators who are beginning to command substantial revenue. Some commentators have framed their earnings as excessive, even as larger, established platforms and technology firms accumulate far greater fortunes with less public reproach.

Pavlo Kharmanskyi, founder of OnlyMonster, a UK-based technology company supporting more than 2,000 organizations within the creator economy, challenges this viewpoint. He emphasizes that creators operate as sophisticated entrepreneurs who manage budgets, employ staff, invest in technology, and build competitive businesses often with limited capital and no institutional backing. Kharmanskyi notes these individuals assume considerable commercial risks and depend heavily on platforms whose policies they cannot control.

He further argues that attributing creators’ success simply to the widespread availability of smartphones or the use of artificial intelligence overlooks the complexity involved in cultivating a loyal audience and securing consistent revenue. “AI can accelerate production, but it cannot conjure a loyal audience or guarantee revenue,” he said.

The $37 billion figure cited refers to advertising expenditure, not creators’ personal earnings. A significant portion of this spending is absorbed by platforms, agencies, and intermediaries, which often undertake their own commercial risks. Kharmanskyi points out that the creator economy sustains a wider ecosystem of professionals, including editors, designers, developers, and analysts.

While acknowledging that the industry warrants scrutiny, he cautions against using dismissive language that fails to recognize the talent, effort, and entrepreneurship behind the creator economy’s growth. “We have somehow developed greater respect for the businesses that profit from people’s attention than for the people whose talent and hard work attract it in the first place,” Kharmanskyi said.

The debate highlights tensions between perceptions of new digital enterprises and established industry giants, raising questions about how success and value are assessed in evolving online economic landscapes.