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Global Influencer & Creator Economy To Double Over Next 5 Years
According to Goldman Sachs, brand deals, platform payouts, and video advertising are expected to drive growth.
According to Goldman Sachs, the influencer and creator economy market could double over the next five years, driven by a significant increase in digital media consumption and the rise of new technology.
With over 50 million individual creators, the total value of this market segment could rise to $480 billion by 2027, up from a current total of $250 billion.
“New platforms such as TikTok have emerged, while legacy platforms like Facebook and YouTube have also introduced new formats for sharing short-form video, live streaming channels and other forms of user-generated content,” says Eric Sheridan, Senior Equity Research Analyst, Goldman Sachs.
Goldman Sachs expects influencer marketing, payouts from social platforms, and short-form video advertising to boost the growth of the creator economy, with the number of global content creators estimated to rise by 10-20% annually over the next five years.
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Social media creators and influencers earn a living by making endorsement deals with brands, through advertising revenue, and direct donations and subscriptions from followers. The Goldman Sachs report revealed that brand deals are now the primary source of creator revenue at about 70%, followed by ad sharing.
Digital platforms offering multiple ways to monetize creator content will continue attracting influential creators as competition intensifies due to economic uncertainty and rising interest rates, putting significant strains on funding and investment.
News
Rabbit Expands Hyperlocal Delivery Service In Saudi Arabia
The e-commerce startup is aiming to tap into the Kingdom’s underdeveloped e-grocery sector with a tech-first, locally rooted strategy.
Rabbit, an Egyptian-born hyperlocal e-commerce startup, is expanding into the Saudi Arabian market, setting its sights on delivering 20 million items across major cities by 2026.
The company, founded in 2021, is already operational in the Kingdom, with its regional headquarters now open in Riyadh and an established network of strategically located fulfillment centers — commonly known as “dark stores” — across the capital.
The timing is strategic: Saudi Arabia’s online grocery transactions currently sit at 1.3%, notably behind the UAE (5.3%) and the United States (4.8%). With the Kingdom’s food and grocery market estimated at $60 billion, even a modest increase in online adoption could create a multi-billion-dollar opportunity.
Rabbit also sees a clear alignment between its business goals and Saudi Arabia’s Vision 2030, which aims to boost retail sector innovation, support small and medium-sized enterprises, attract foreign investment, and develop a robust digital economy.
The company’s e-commerce model is based on speed and efficiency. Delivery of anything from groceries and snacks to cosmetics and household staples is promised in 20 minutes or less, facilitated by a tightly optimized logistics system — a crucial component in a sector where profit margins and delivery expectations are razor-thin.
Despite the challenges, Rabbit has already found its stride in Egypt. In just over three years, the app has been used by 1.4 million customers to deliver more than 40 million items. Revenue has surged, growing more than eightfold in the past two years alone.
Also Read: Top E-Commerce Websites In The Middle East In 2025
CEO and Co-Founder Ahmad Yousry commented: “We are delighted to announce Rabbit’s expansion into the Kingdom. We pride ourselves on being a hyperlocal company, bringing our bleeding-edge tech and experience to transform the grocery shopping experience for Saudi households, and delivering the best products – especially local favorites, in just 20 minutes”.
The company’s growth strategy avoids the pitfalls of over-reliance on aggressive discounting. Instead, Rabbit leans on operational efficiency, customer retention, and smart scaling. The approach is paying off, having already attracted major investment from the likes of Lorax Capital Partners, Global Ventures, Raed Ventures, and Beltone Venture Capital, alongside earlier investors such as Global Founders Capital, Goodwater Capital, and Hub71.
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