Key stat: Platform algorithm changes or volatility is the top barrier to business growth for creators worldwide, cited by 18% of respondents, just 1 point ahead of lack of consistent brand deals (17%), according to a July 2025 survey from CreatorIQ.

Beyond the chart:

• The fear is well-founded: TikTok's ownership uncertainty gave a real-time look at what platform disruption actually costs. Sponsored post volume dropped 4.6% in the two weeks before ByteDance finalized its US joint venture deal, then surged 16.8% once the deal closed, per Billion Dollar Boy's analysis of 100,000+ posts.
• Meanwhile, creators are responding to that instability by pushing for deeper brand relationships. 45% of creators with over 100,000 followers prefer long-term brand partnerships over one-off agreements, and 41% specifically seek open communication and supportive collaborations, per a Snapchat, Publicis Media, and Ipsos study.

Use this chart: Drop this in your next influencer marketing or creator partnership meeting to show where creators feel most exposed. Use the barrier breakdown to benchmark your brand's relationship health against the top pain points, and make the case for consistent deal pipelines as a creator retention tool, not just a campaign tactic.

Related EMARKETER reports:

• Creator Economy 2026 (EMARKETER subscription required)
• YouTube Influencer Marketing 2025 (EMARKETER subscription required)

Methodology: Data is from the January 2026 CreatorIQ report titled "The State of Creator Compensation." 300 creators from the US, UK, France, Germany, Canada, Netherlands, Australia, and United Arab Emirates were surveyed by Sapio Research during July 2025. Additional research by CreatorIQ sampled 14,400 creators globally who received payments from brands or agencies in August-September and December 2025.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.