Recent research conducted by marketing experts at FATJOE has brought to light a remarkable shift in the working culture of Brits, indicating that a significant portion of the workforce is prepared to forgo the security of traditional employment for a chance at full-time content creation.

The survey, which targeted the gig economy and involved 500 individuals in the UK aged between 20 and 54, uncovered that a substantial 37 percent of content creators are willing to sacrifice 20 percent of their income to pursue a career in content creation, challenging the conventional 9-to-5 job model.

Breaking down the data, it was found that 41 percent of men, in contrast to 33 percent of women, are open to taking a 20 percent pay cut to transition into full-time content creation. Interestingly, individuals aged 25 to 34 are more likely (44%) to opt for this career shift.

The research revealed that 52 percent of respondents proudly identify as content creators, with 17 percent as podcasters, 23 percent as bloggers, and 12 percent as social media content creators. Men dominate this landscape, comprising 62 percent of creators, while women actively contribute at a significant participation rate of 46 percent.

What about the challenges?

However, the vibrant tapestry of content creation is not without its challenges. The potential impact of a UK law targeting side hustles earning £1,000 or more puts content creators on the brink of a tax crunch, affecting 27.8 percent of content creators falling within this income bracket.

A noteworthy finding from the research is that women outperform men in this market. A higher percentage of women (37%) earned £500-£999 in the last 12 months, surpassing men (26%). Furthermore, at higher earning tiers, women take the lead, with 10 percent earning £2,000 or more, compared to 8 percent of their male counterparts.

Where do they make the most money?

Delving into city-specific data, London emerges as a hotspot for high earners, with 10 percent making £5,000 or more. Nottingham and Manchester follow suit, with 5 percent of content creators making £5,000 or more. Meanwhile, Belfast and Norwich, hidden hubs of online talent, have 67 percent and 60, respectively, earning £500-£999 in the past year. Southampton rose in influence as 17 percent of content creators earned £2,000-£4,999.

Commenting on the findings, a spokesperson at FATJOE stated, “This survey sheds light on the transformative role of content creation in the digital age. The willingness of individuals to trade traditional careers for a shot at full-time content creation reflects the evolving nature of work and income streams. The survey captures the pulse of a nation deeply immersed in the art of content creation and raises crucial questions about the future of work and the challenges these creators may face.”





Amelia Brand is the Editor for HRreview, and host of the HR in Review podcast series. With a Master’s degree in Legal and Political Theory, her particular interests within HR include employment law, DE&I, and wellbeing within the workplace. Prior to working with HRreview, Amelia was Sub-Editor of a magazine, and Editor of the Environmental Justice Project at the University College London, writing and overseeing articles into UCL’s weekly newsletter. Her previous academic work has focused on philosophy, politics and law, with a special focus on how artificial intelligence will feature in the future.