The Creator Economy Redefined: How Interactive Livestream Gifting is Transforming Entertainment
TikTok and Ipsos release a new report featuring research data and case studies to demonstrate how livestream gifting is redefining creator-viewer relationships, the entertainment landscape and the creator economy at large.
The dynamic between creators and viewers has fundamentally shifted. Livestream gifting is no longer a niche feature; it is a mainstream cultural and economic force, redefining entertainment and building deeper audience connection. In this thought paper, a collaboration between TikTok and Ipsos, we explore the data behind this revolution.
Key Findings:
- Awareness is High: 85% of social media users surveyed are aware of livestream gifting.
- Two Core Viewer Benefits: Gifting enables deeper engagement through Self-expression and Appreciation and Co-creation and Connection.
- Appreciation: The top reason TikTok LIVE users activate gifts is to show appreciation for a creator's content (35%).
- Co-creation: Gifting allows viewers to help shape the content, making them a crucial part of the livestream experience.
- Fueling Economic Growth: Gifting democratizes success, enabling creators to monetize beyond traditional sponsorships. TikTok estimates that over 60,000 U.S. creators will receive rewards worth more than the median part-time monthly income in 2025.
Livestream gifting has created a reciprocal relationship where creators feel supported, viewers feel seen, and communities feel united.
Download the full Ipsos thought paper to explore the data, case studies, and strategies for creators.
