A new benchmark study of 542 North American content creators reveals widespread burnout, financial instability and minimal support for digital‑media professionals.
Key Findings
- 62% of creators say they feel burnt out “sometimes or often,” and 66% report stress over content performance.
- Financial instability affects 69% of respondents. Unpaid labour is common: 39% spend significant time on unpaid work, and doing 21+ hours of unpaid work per week correlates with low emotional‑well‑being.
- Mental‑health support is rare: 89% say they have no access to specialized mental‑health resources for creators. Only 3% ever had a therapist familiar with creator‑specific issues.
- One in ten creators reports suicidal thoughts in connection with their work — nearly double the national rate for adults.
Why It Matters for Small Businesses & Creators
For creators, influencers, entrepreneurs and small business owners leaning into content‑marketing, these findings serve as a warning. While the creator economy is expanding, the personal toll on those producing content is growing.
Managing stress, setting boundaries and seeking support become vital strategies—not just for well‑being but for sustainable content production.
Practical Tips
- Schedule regular breaks and track your hours to avoid unpaid‑work overload.
- Build a peer‑support community or join one: 54% of creators say they want this kind of network.
- Negotiate clearer contract terms with brands (the study found nearly 30% report delayed payments often).
- Platforms and brands should recognise that creator welfare isn’t just feel‑good—it affects content quality, consistency and business outcomes.
