TikTok forecasts $100bn creator economy surge in Australia by 2030

Australia’s creator economy is projected to reach $100 billion by 2030, marking a 1.3x increase from 2025, according to data from TikTok.

The forecast forms part of TikTok’s wider Asia-Pacific outlook, which estimates the region’s creator economy could grow to $1.2 trillion over the same period.

In its whitepaper, TikTok said creator content is playing a growing role in driving sales. The report introduces a metric, “Creator Commercial Contribution”, defined as the total value of goods and services influenced or converted through creator content. It includes actions such as searching for a product, clicking through to a website, or making a purchase after seeing creator content.

The study found that three in four Australian consumers skip content that feels inauthentic, while eight in 10 say authentic content directly influences their purchasing decisions.

More broadly, creator influence is spreading beyond lifestyle content into sectors such as gaming, financial services, apps and consumer electronics across APAC.

“As consumer expectations evolve, so too does what drives performance. Authenticity is no longer just a creative choice, it’s a measurable growth driver,” said Amy Bradshaw, general manager of global business solutions at TikTok Australia and New Zealand.