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  • KAJABI REPORTS MAJOR SHIFT AS CREATORS EMBRACE ENTREPRENEURSHIP

KAJABI REPORTS MAJOR SHIFT AS CREATORS EMBRACE ENTREPRENEURSHIP

TLDR ~45 SECONDS⚡️

Author

CreatorVersed Team
April 17, 2025

LATEST DEVELOPMENT

Kajabi's State of Creator Commerce report reveals a fundamental shift as creators transform from social media influencers to full-fledged entrepreneurs, taking ownership of their audiences, products, and revenue streams in response to increasing platform volatility.

INDUSTRY TALK

"Being a content creator encompasses more than just making videos. Once you build an audience, you need to learn how to turn that into a community built on trust. If you have a community that genuinely cares for you, rallies for you, and trusts you, it's THE most valuable ingredient you have when it's time to start your own business. Videos are marketing, community is customer, and income is made on building trust. That's entrepreneurship."

-Cassey Ho, Founder and CEO of Blogilates and POPFLEX

BY THE NUMBERS

Key findings include:

  • 59% of creators now identify as entrepreneurs (up 16% YOY)

  • 25% higher earnings for Entrepreneurial Creators vs Social-First Creators

  • 200% higher earnings for Kajabi Entrepreneurial Creators specifically

  • 2X increase in creator fear around platform volatility over the last year

  • 400% higher concern about TikTok ban among Social-First Creators vs Kajabi Creators

REVENUE SHIFTS

Major changes include:

  • Significant declines in traditional income: platform payouts (-33%), affiliate marketing (-36%), brand deals (-52%)

  • Growth in creator-owned channels: podcast revenue (+47%), digital downloads (+20%), educational content (+14%)

  • 40% YOY decrease in creators willing to compromise values for high-paying brand deals (55% in 2024 vs 33% in 2025)

  • 2X more revenue generated by creators with communities

  • 57% of Kajabi Entrepreneurial Creators citing niche expertise as critical to success

WELL BEING ADVANTAGES

Entrepreneurial Creators report:

  • More control over work schedules (58% vs 36% for Social-First Creators)

  • Greater creative freedom (49% vs 28%)

  • Better work-life balance (42% vs 32%)

  • 20% higher likelihood of reporting better self-confidence

  • Less vulnerability to algorithm changes (33% of Social-First Creators report negative impacts)

THE BOTTOM LINE

As platform dependency becomes increasingly risky, the Creator Commerce movement represents a fundamental evolution where creators are building sustainable businesses on owned land rather than rented social media space—not just making more money, but enjoying greater wellbeing, creative control, and business stability in the process.

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