Burnout Emerges as a Barrier to Growth in the Creator Economy with Half of Creators Suffering

New research from global creator-first social agency, Billion Dollar Boy, reveals that burnout is a widespread and persistent challenge for creators, with growing implications for the long-term health of the creator economy.

The study found that more than half (52%) of creators have experienced burnout as a direct result of their career, leading nearly two in five (37%) to actively consider leaving the profession altogether.

The findings are based on a survey of 1,000 creators and 1,000 senior marketers across the US and UK, and paint a picture of an industry in which creative, emotional, and operational pressures are beginning to overwhelm the support systems in place to manage them.

Creative fatigue and financial strain top the list of burnout triggers

When asked about the primary causes of burnout, creative fatigue is the most frequently cited (40%), followed by demanding workloads (31%) and constant screen time (27%). Yet when asked to rank these causes by severity, financial instability emerges as the number one factor (55%) among those who have experienced burnout.

The data shows a nuanced picture with creators identifying a variety of different causes of burnout. It also shows the unique pressures creators face in each market: UK creators report screen time as a more significant stressor, while US creators are more affected by the pressure of navigating the demands of platform algorithms.

Burnout isn’t an isolated issue – creators and marketers see its wider impact

While burnout is a personal experience, its effects ripple outward. Three in five creators (59%) say it’s having a negative impact on their careers, and 58% say it’s affecting their overall wellbeing.

While marketers largely recognise the issue – with two thirds (66%) agreeing burnout is a widespread challenge, and over half (56%) acknowledging its career impact – the research shows there is room for stronger alignment between their perceptions and creators’ lived experiences.

Shared responsibility requires coordinated action

Encouragingly, both creators and marketers agree that responsibility for addressing burnout is shared across the industry. Three quarters (71%) of creators believe brands and platforms have a responsibility to protect their welfare, and a similar number (68%) say the same for agencies. Among marketers, that number rises to 76% for brands and agencies, and 78% for platforms.

Support, however, appears mixed. Only around half of creators feel they receive adequate support from brands (48%), agencies (49%) or platforms (49%). By contrast, 60–63% of marketers believe these groups are providing enough support. This suggests a gap between intention and impact – and highlights the importance of listening closely to creator feedback.

Solutions exist – but they must be built into the system

When asked what helps prevent burnout, creators pointed to several clear priorities – with their leading advice including:

• Setting work-life boundaries (38%)
• Taking time off more regularly (34%)
• Using AI and scheduling tools to reduce workload (32%)

Mental health resources, more honest communication with audiences, and better peer support also emerged as key needs – underscoring that the solution to burnout isn’t on-size-fits-all and that the response must be cultural as well as operational.

In response, Billion Dollar Boy launched FiveTwoNine in April 2024. Designed as a global online platform and community designed to empower creators in business, FiveTwoNine brings creators together for peer-to-peer networking and business growth advice. Starting with its flagship headquarters in London, FiveTwoNine has grown its community network in its first year to more than 1,800 members across 18 countries, introducing exclusive events and online educational content accessible worldwide.

Becky Owen, CMO of Billion Dollar Boy and Head of FiveTwoNine: “The challenges of burnout aren’t new to the creator economy but, in a relatively young industry, we’re learning on the fly about its impact and support structures are being built reactively. 

“Our research shows the urgent need for co-ordinated action, with burnout now reaching a level where it’s actively shaping the decisions creators make about their careers and their content. As the creator economy matures, so too must our approach to creator welfare.

“Understanding the problem is an important first step, but the next step for agencies, platforms and brand partners is to act on that understanding in a way that builds long-term trust and a more sustainable framework for the sector.”

“That means valuing creative thinking over content volume, recognising human limits, and investing in long-term creator wellbeing. If we get that right, we not only support the creators we work with – we strengthen the whole ecosystem.”

Allison Chen, Pastry Chef and Creator, adds: “Social media creators have the same comparison and self-esteem issues that regular social media users have. Regardless of how many views you get, there is always a higher peak to achieve”.