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Gen Z creators are choosing affiliate tools as preferred monetization models over subscription and gated content models due to their flexibility, repeatable income and transparency

July 10, 2025 //  by Finnovate

A new report from Collective Voice, reveals a generational shift in how creators approach monetization. 92% of creators, across all generations, view content creation as a professional pursuit rather than a side hustle, stating that affiliate is the core of how they will build their business. Gen Z is ushering in a new era of business-first creators who prioritize speed, simplicity, and affiliate tools to monetize quickly, rather than relying on traditional brand deals, subscription models, or co-creation models. Clair Sidman, vice president of Marketing at Collective Voice said “Gen Z starts their creator journey with baked-in expectations around earning potential. They’re choosing affiliate models because they offer flexible, repeatable income without waiting for brand deals.” Content Creation Is a Career: 92% of creators, across all generations, view content creation as a professional pursuit rather than a side hustle, stating that affiliate is the core of how they will build their business. Affiliate as Main Income Stream: Approximately 64% of creators use shoppable content to supplement their income, while fewer than 30% rely on it as their primary revenue source. Diverging Affiliate Strategies: While Millennials seek to diversify their revenue streams through multiple sources, including merchandise, subscriptions, and ad revenue, Gen Z creators tend to focus more narrowly on native affiliate payout referrals and seamless product integrations. Skeptical of Paywalls: Gen Z creators overwhelmingly prefer affiliate tools with flexibility and transparency over subscription and gated content models.

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Category: Members, Channels, Innovation Topics

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