In February 2025, Patreon released its first-ever State of Create report, detailing key trends in the creator economy. The study, based on surveys of 1,000 creators and 2,000 fans, shows how platforms, algorithms and audience expectations are shaping content creation today.
Algorithms are changing how fans discover content
One of the biggest takeaways from the report is how recommendation-driven platforms have shifted audience behavior. Platforms like TikTok prioritize content recommendations over user subscriptions, leading to 57% of fans’ time being spent watching creators they don’t follow.
While this approach enhances content discovery, it becomes challenging for creators who are aiming to build loyal communities. Notably, 78% of creators feel that algorithms heavily influence their content decisions, and 75% believe that inconsistent posting results in platform penalties.
Creator burnout and content trends
The push for algorithm-friendly content has led to burnout, with 78% of creators saying they feel overworked. Many feel pressure to create short, high-volume content, but the report shows a disconnect between what platforms push and what audiences actually want. Despite the prevalence of brief videos, fans express a desire for longer, more in-depth content, which they find more engaging and are more willing to support financially. This suggests that while short-form content may drive engagement, it’s not necessarily what keeps audiences invested.
The shift towards direct fan engagement
In response to these challenges, there’s a growing trend of creators seeking direct relationships with their audiences. The report highlights that 81% of creators desire a direct communication channel with fans. This shift is mirrored by fans, with 86% interested in dedicated communities and 80% willing to financially support their favorite creators. This movement towards direct engagement has contributed to a 67% increase in subscription-based revenue and a 29% rise in direct sales over the past five years. Currently, 56% of the creator economy’s value stems from direct-to-fan interactions.
How platforms are adapting
In response, platforms like Patreon are rolling out new tools to help creators grow without relying solely on social media algorithms. Other platforms, including Bluesky, OnlyFans and Nebula, are also stepping in to give creators more control over their communities and income streams.
Image courtesy: Patreon