Forbes Top Creators added over 100 million followers to their combined audience in 2024, reaching 2.7 billion followers across YouTube, TikTok, and Instagram. This represents a $20 million increase in total earnings compared to 2023.

According to data released by Forbes in partnership with creator marketing firm Influential, Jimmy Donaldson, known as MrBeast, leads the 2024 Top Creators list with $85 million in earnings, as social media influencers collectively earned $720 million over the past year.

Donaldson maintains his position with 503 million total followers and an average engagement rate of 2.38%. His main YouTube channel has attracted nearly 9 billion views over the last year. Donaldson has expanded into consumer products, including clothing and Feastable candy bars.

Dhar Mann ranks second with $45 million in earnings, operating a 100,000-square-foot Los Angeles studio with over 150 employees. Mann’s YouTube channel, which is focused on social issues and life lessons, generates revenue through Google Adsense and partnerships with brands such as WhatsApp, Universal, and SocialPoint.

Comedian Matt Rife places third, earning $50 million primarily through live performances, averaging 30 shows monthly. Rife has released two Netflix specials in 2024 and plans to publish a memoir.

The list reveals several key business trends in the creator economy:

Production Scale: Multiple creators have established full production companies. Rhett & Link‘s Mythical brand encompasses a YouTube variety show, a merchandise line, and a $5 million creator accelerator program.

Platform Diversification: Major creators are expanding beyond social media. Alex Cooper (#8) signed a $125 million deal with SiriusXM for her podcast network, while Mark Rober (#7) launched STEM-focused subscription boxes through his company CrunchLabs.

Traditional Media Crossover: Several creators have secured mainstream entertainment deals. Addison Rae Easterling (#32) is set to appear in an animated feature with Ryan Reynolds, while Mark “Markiplier” Fischbach (#16) is directing and starring in the feature film “Iron Lung.”

Athletic Opportunities: College athletes are leveraging new NIL rules. Gymnast Livvy Dunne (#31) reports $3.9 million in earnings through partnerships with American Eagle, Nautica, and Vuori. Basketball player Flau’jae Johnson (#37) combines athletics with a music career, recently signing with Roc Nation.

Platform Competition: Streaming services are competing for top talent. Felix “xQc” Lengyel (#28) signed a two-year, $70 million contract with Kick, while Nick “Nickmercs” Kolcheff (#25) accepted a one-year, $10 million deal with the same platform.

The rankings incorporate gross earnings between June 2023 and June 2024, total follower counts across social platforms, engagement rates (likes, comments, and shares divided by total followers), and entrepreneurial activities, scored on a 1-4 scale.

Forbes notes that the creator economy continues transcending traditional social media content, with top creators increasingly developing independent business ventures and expanding into traditional entertainment channels.