Creator economy

Italy third in Europe for number of creators. Instagram is the first source of revenue

The creator market in Italy ranks third in Europe, with 82 creators per 100,000 inhabitants. The new I-Com 2024 report for AICDC

11 December 2024

3' min read

Key points

Italy: steady growth in digital
A billion euro business
A growing sector requiring professionalism

3' min read

The global digital media market reached a value of $498.60 billion in 2023, marking sustained growth that is expected to continue until it reaches $700.20 billion in 2027. This dynamism reflects the increasingly central role of the Creator Economy, the ecosystem of content generated by individuals and independent teams that leverage digital platforms to entertain, inform and connect with their audiences. This is what emerges from the new I-Com 2024 report for AICDC.

Italy: steady growth in digital

The Italian landscape also confirms this positive trend. The digital market in our country grew by EUR 8.39 billion from 2017 to 2022, and in 2023 its total value is estimated at EUR 79.44 billion. A further increase of 15.52% is expected by 2026.

Within this expansion, Italian creators represent a particularly interesting segment. According to a comparative analysis that considers the ratio between the number of creators and resident population, Italy ranks third in Europe with 82 creators per 100,000 inhabitants, surpassed only by Spain (106) and the United Kingdom (93).

A billion euro business

The economic contribution of creators is significant: in 2023, the total revenues generated by Italian profiles and channels are estimated at EUR 4.06 billion. Among digital platforms, Instagram emerges as the main source of revenue, with a turnover of no less than EUR 3.3 billion. TikTok, with its EUR 447 million, is in second place, followed by YouTube with EUR 280 million.

Influencers and content creators are starting to talk about retirement
Content creators, and more generally digital professionals such as influencers and talent managers, will also have a pension: in this direction goes the new circular of the INPS, drawn up to take stock of the social security regulations that concern the sector and thus be a reference for professionals to fulfil their contribution obligations. It was announced by the institute's director general, Antonio Pone, during the event 'C for Economy. Concrete answers to a virtual world', organised by the Italian Association of Content & Digital Creators together with Inps and with the participation of Assoinfluencer.

A regulatory framework adapted to an evolving reality

The circular, as explained by Pone, aims to provide 'certainty regarding classification, contribution obligations, and registration with social security schemes'. Starting from pre-existing norms with respect to the rapid evolution of the digital world, the document identifies key criteria to organically manage the new professions. The objective is clear: to support professionals in meeting their contribution obligations and to guarantee them a solid pension perspective.

'These young workers,' emphasised Pone, 'will all retire under the contributory system. Every single period worked counts for them'. The draft circular has been sent to the Ministry of Labour and is expected to be published by January 2024.

A growing sector requiring professionalism

According to the I-Com 2024 Report for AICDC, the Creator Economy generates a turnover of 4.06 billion euros in Italy and employs over 51,000 people, considering direct and indirect employment. Digital platforms dominate the economic landscape: Instagram leads the sector with a turnover of 3.3 billion euros, followed by TikTok (446.88 million) and YouTube (279.65 million).

"These figures demonstrate the growing weight of the Creator Economy in the national economy," commented Mauri Valente, vice-president of AICDC. "Recognising these new figures professionally is crucial for their organic development."

Collaboration between institutions and trade associations

The draft circular is the result of a year of joint work between INPS, AICDC and Assoinfluencer. According to Sara Zanotelli, president of AICDC, the document represents 'a first step on a long road towards the professionalisation of the sector. The initiative is part of a broader project to regulate the Creator Economy, promoting sustainable development and ensuring greater clarity on social security obligations for workers in the sector.

Jacopo Ierussi, president of Assoinfluencer, also expressed satisfaction with the progress achieved: 'The Creator Economy is not a hobby. The young professionals in this sector have a right to know their social security future. This is just the beginning of a path that aims to make social security charges more sustainable for the category'.

Towards a digitally aware culture

Italy ranks third in Europe in terms of the number of content creators (37,700), with the influencer marketing sector growing by 33% from 2020 to 2023. However, it remains crucial to build a digital culture that enhances these new professionals and supports them with a solid regulatory framework.

With this new circular, the INPS demonstrates its readiness to meet the challenges of an evolving digital economy, offering content creators concrete tools to plan their social security future. An important challenge for a sector that is proving to be increasingly strategic for the country's economic system.