Billion Dollar Boy has released new research revealing that 93% of content creators plan to launch their own products or services within the next 12 months, while 88% have already done so across the U.S. and UK markets.

Surveying over 4,000 consumers, 500 marketers, and 500 content creators, the findings indicate that 65% of consumers have purchased creator-founded products and services, with U.S. consumers (71%) showing higher adoption rates than UK consumers (58%).

“Power is increasingly transferring from mainstream brands that have enjoyed a monopoly on industries for years to individuals who are powered by growing online fanbases,” noted Becky Owen, Global CMO of Billion Dollar Boy, in a news release.

Consumer preference for creator-founded products appears strongest among younger demographics, with 91% of 16-24 year olds and 84% of 25-34 year olds reporting purchases from creator brands. The study finds that consumers are now more likely to purchase creator-founded products (27%) compared to traditional brand offerings (24%).

The top reasons consumers cite for choosing creator-founded products include support for small businesses (35%), perceived superior quality (31%), and product popularity (31%). Trust in creators over traditional brands (30%) and community belonging (29%) round out the primary motivators.

“Food and Drink” has emerged as the leading category for creator-founded products, capturing 21% of consumer purchases. “Fashion” follows at 17%, while “Makeup” and “Haircare” each account for 14% of purchases. “Skincare,” “Technology,” “Accessories,” and “Sports and Fitness” each represent 12% of the market.

The research identifies key challenges facing creators launching products. Limited budget ranks as the primary obstacle (38%), followed by lack of experience (31%) and risk concerns (29%). Business knowledge gaps (27%) and insufficient support networks (27%) also present significant barriers.

“Despite the huge consumer demand, becoming a creator entrepreneur isn’t straightforward,” Owen stated. “Creators already have to wear many hats – acting effectively as a business owner and content production house.”

The study reveals widespread brand participation in the creator product space, with 93% of marketers reporting having launched co-created products or services with creators. U.S. marketers show higher engagement (98%) than UK counterparts (86%).

Billion Dollar Boy released this research in conjunction with the launch of FiveTwoNine, a membership community providing resources and networking opportunities for creator economy stakeholders.

“FiveTwoNine is our answer to supporting creators through those challenges with tailored advice, making successful entrepreneurialism a more accessible reality for a wider range of creators,” Owen said, adding that successfully supporting these potential creator entrepreneurs opens growth opportunities for brands and the UK economy.