Influencer Engagement Rate Benchmarks 2026
Instagram micro-tier creators lead the micro tier with a 0.97% median engagement rate which is higher than other platforms.
Insights
Instagram micro-tier creators lead overall micro engagement
Active micro-tier creators on Instagram reach a median engagement rate of 0.97%. This is 3.4× higher than the YouTube micro-tier median of 0.29%.
YouTube exhibits the widest engagement gap between follower tiers
The YouTube nano-tier median of 0.64% is 6.0× higher than its mega-tier median of 0.11%. This represents the widest gap among the measured platforms.
Sports and Gaming top the Instagram micro-tier rankings
Sports and Gaming creators are level at the top of the Instagram micro tier. Sports leads with a 2.26% median engagement rate, which is 2.3× higher than the baseline.
Art and Design and Automotive lead the TikTok micro tier
TikTok micro-tier creators in Art and Design and Automotive reach the top of the rankings. Art and Design has a median engagement rate of 1.33%.
What we measured
- Industries covered
- 20
- Creators measured
- 141.7M
- Platforms
- 3
- Robust cells
- 275/300
×5 follower tiers
all active creators with a measurable engagement rate
Instagram, TikTok, YouTube
≥ 30 creators per cell, stable niche median
How to read these numbers
A percentile tells you how many creators you beat. If a creator is at p75, they beat 75% of creators like them — same platform, same audience size.
Below typical: under p25 for comparable creators.
The normal range — between p25 and the median.
Above the median: better than half of comparable creators.
Top quartile: better than three in four comparable creators.
Top decile: better than nine in ten comparable creators.
Read the median, not the average: a few outliers pull the average up.
Engagement Rates Across Twenty Industries
Every industry has its own benchmark for active creators. Use these industry-specific baselines to evaluate creator performance across different follower tiers.
Median engagement rate
Every industry on Instagram, at every audience size. Darker means higher.
The highest reliable cell in the table, on 20,603 creators
The lowest reliable cell, on 36 creators — 15.6× below the top; level with Health & Wellness · Mid-tier (100K–500K) within the margin of error
| Segment | Nano (1K–10K) | Micro (10K–100K) | Mid-tier (100K–500K) | Macro (500K–1M) | Mega (1M+) |
|---|---|---|---|---|---|
| Beauty | 2.69% | 0.93% | 0.48% | 0.15% | 0.77% |
| Fashion | 3.15% | 0.63% | 0.34% | 0.37% | 0.35% |
| Fitness | 3.34% | 1.49% | 1.37% | 1.17% | 0.51% |
| Food & Cooking | 1.72% | 0.93% | 1.26% | 0.77% | 1.29% |
| Travel | 4.05% | 1.29% | 1.25% | 1.70% | 1.00% |
| Gaming | 2.06% | 2.12% | 2.13% | 1.41% | 0.79% |
| Tech | 0.82% | 0.47% | 0.65% | 0.71% | 0.58% |
| Finance | 0.87% | 0.50% | 0.46% | 0.36% | 0.51% |
| Education | 1.57% | 0.68% | 0.59% | 1.12% | 0.49% |
| Parenting & Family | 1.55% | 0.87% | 0.73% | 0.99% | 0.60% |
| Health & Wellness | 1.16% | 0.40% | 0.31% | 0.29% | 0.44% |
| Home & Decor | 0.84% | 0.35% | 0.36% | 0.37% | 0.35% |
| Pets | 1.24% | 0.95% | 2.38% | 2.50% | 0.70% |
| Sports | 4.59% | 2.26% | 1.62% | 1.32% | 0.69% |
| Music | 3.88% | 2.05% | 1.88% | 1.36% | 0.70% |
| Art & Design | 3.19% | 1.61% | 1.38% | 1.94% | 0.70% |
| Automotive | 2.40% | 1.36% | 1.18% | 1.02% | 0.82% |
| Entertainment | 2.14% | 1.10% | 0.87% | 1.63% | 0.83% |
| Photography | 4.18% | 1.40% | 0.72% | 2.14% | — |
| Business | 1.27% | 0.54% | 0.68% | 1.11% | 0.31% |
The highest reliable cell in the table, on 20,603 creators; level with Pets · Macro (500K–1M) within the margin of error
The lowest reliable cell, on 36 creators — 13.4× below the top; level with Finance · Macro (500K–1M) within the margin of error
| Segment | Nano (1K–10K) | Micro (10K–100K) | Mid-tier (100K–500K) | Macro (500K–1M) | Mega (1M+) |
|---|---|---|---|---|---|
| Beauty | 5.81% | 2.82% | 1.63% | 0.98% | 1.07% |
| Fashion | 7.54% | 2.55% | 1.24% | 1.41% | 1.36% |
| Fitness | 6.92% | 4.48% | 3.51% | 2.30% | 1.74% |
| Food & Cooking | 4.26% | 3.02% | 3.32% | 2.87% | 2.35% |
| Travel | 8.16% | 4.55% | 4.55% | 3.02% | 1.36% |
| Gaming | 5.87% | 7.39% | 5.80% | 3.75% | 2.82% |
| Tech | 2.51% | 1.68% | 2.00% | 1.83% | 1.66% |
| Finance | 2.59% | 1.67% | 1.26% | 0.94% | 1.92% |
| Education | 3.58% | 1.80% | 1.88% | 2.57% | 1.88% |
| Parenting & Family | 4.07% | 3.10% | 2.37% | 2.78% | 1.71% |
| Health & Wellness | 2.74% | 1.27% | 0.99% | 0.77% | 0.76% |
| Home & Decor | 2.27% | 1.18% | 1.13% | 1.20% | 1.41% |
| Pets | 3.15% | 4.06% | 6.45% | 9.17% | 7.49% |
| Sports | 10.3% | 6.00% | 4.05% | 3.57% | 1.53% |
| Music | 7.73% | 6.15% | 6.04% | 2.98% | 3.77% |
| Art & Design | 6.45% | 4.80% | 4.01% | 7.00% | 1.29% |
| Automotive | 7.00% | 4.67% | 3.24% | 2.71% | 1.91% |
| Entertainment | 5.11% | 3.51% | 2.77% | 4.54% | 3.16% |
| Photography | 8.55% | 3.99% | 2.14% | 5.48% | — |
| Business | 3.43% | 1.82% | 2.00% | 2.26% | 0.86% |
The highest reliable cell in the table, on 20,603 creators; level with Pets · Macro (500K–1M) within the margin of error
The lowest reliable cell, on 36 creators — 15.1× below the top; level with Health & Wellness · Mid-tier (100K–500K) within the margin of error
| Segment | Nano (1K–10K) | Micro (10K–100K) | Mid-tier (100K–500K) | Macro (500K–1M) | Mega (1M+) |
|---|---|---|---|---|---|
| Beauty | 11.0% | 6.70% | 4.60% | 3.56% | 1.27% |
| Fashion | 14.8% | 8.09% | 3.71% | 3.73% | 4.09% |
| Fitness | 12.9% | 11.9% | 8.34% | 7.00% | 3.24% |
| Food & Cooking | 9.14% | 9.60% | 8.71% | 4.91% | 4.00% |
| Travel | 15.2% | 13.8% | 11.3% | 4.65% | 4.89% |
| Gaming | 16.6% | 20.3% | 13.9% | 8.68% | 5.34% |
| Tech | 6.58% | 5.41% | 4.72% | 3.74% | 3.36% |
| Finance | 6.46% | 4.48% | 3.92% | 2.62% | 3.71% |
| Education | 7.63% | 4.87% | 5.17% | 6.15% | 5.23% |
| Parenting & Family | 11.0% | 10.2% | 6.92% | 6.10% | 4.09% |
| Health & Wellness | 5.73% | 3.90% | 2.45% | 1.43% | 1.70% |
| Home & Decor | 5.53% | 3.44% | 3.12% | 2.60% | 4.48% |
| Pets | 7.70% | 16.6% | 19.3% | 20.6% | 12.0% |
| Sports | 21.6% | 14.7% | 8.66% | 7.93% | 4.89% |
| Music | 15.1% | 18.1% | 17.2% | 9.17% | 5.99% |
| Art & Design | 12.1% | 13.7% | 10.8% | 14.4% | 3.96% |
| Automotive | 18.5% | 14.4% | 8.78% | 6.40% | 5.78% |
| Entertainment | 11.7% | 11.7% | 10.3% | 10.9% | 6.85% |
| Photography | 16.2% | 12.2% | 6.72% | 43.2% | — |
| Business | 7.64% | 6.58% | 5.45% | 7.00% | 2.96% |
How to read this chart
Find your row (industry) and your column (audience size). The number where they meet is the median for that group: half of those creators do better, half do worse. Colour only makes it easier to scan — darker means higher. Hover a cell for the full spread: p25, p75, p90 and how many creators it's based on. A dashed cell is a hint, not a benchmark: it rests on fewer than 30 creators, or its median moves when the niche is drawn wider.
View as tableHide table
| Segment | Group | p50 | p75 | p90 | p25 | Creators | Sample |
|---|---|---|---|---|---|---|---|
| Beauty | Nano (1K–10K) | 2.69% | 5.81% | 11.0% | 0.99% | 4,140 | Reliable |
| Beauty | Micro (10K–100K) | 0.93% | 2.82% | 6.70% | 0.28% | 1,542 | Directional only |
| Beauty | Mid-tier (100K–500K) | 0.48% | 1.63% | 4.60% | 0.11% | 214 | Reliable |
| Beauty | Macro (500K–1M) | 0.15% | 0.98% | 3.56% | 0.06% | 17 | Directional only |
| Beauty | Mega (1M+) | 0.77% | 1.07% | 1.27% | 0.15% | 7 | Directional only |
| Fashion | Nano (1K–10K) | 3.15% | 7.54% | 14.8% | 0.92% | 6,552 | Reliable |
| Fashion | Micro (10K–100K) | 0.63% | 2.55% | 8.09% | 0.14% | 2,871 | Reliable |
| Fashion | Mid-tier (100K–500K) | 0.34% | 1.24% | 3.71% | 0.08% | 470 | Reliable |
| Fashion | Macro (500K–1M) | 0.37% | 1.41% | 3.73% | 0.10% | 45 | Reliable |
| Fashion | Mega (1M+) | 0.35% | 1.36% | 4.09% | 0.18% | 18 | Directional only |
| Fitness | Nano (1K–10K) | 3.34% | 6.92% | 12.9% | 1.39% | 10,647 | Reliable |
| Fitness | Micro (10K–100K) | 1.49% | 4.48% | 11.9% | 0.51% | 3,301 | Reliable |
| Fitness | Mid-tier (100K–500K) | 1.37% | 3.51% | 8.34% | 0.43% | 595 | Reliable |
| Fitness | Macro (500K–1M) | 1.17% | 2.30% | 7.00% | 0.32% | 70 | Reliable |
| Fitness | Mega (1M+) | 0.51% | 1.74% | 3.24% | 0.24% | 59 | Reliable |
| Food & Cooking | Nano (1K–10K) | 1.72% | 4.26% | 9.14% | 0.63% | 2,867 | Reliable |
| Food & Cooking | Micro (10K–100K) | 0.93% | 3.02% | 9.60% | 0.27% | 1,060 | Reliable |
| Food & Cooking | Mid-tier (100K–500K) | 1.26% | 3.32% | 8.71% | 0.36% | 233 | Reliable |
| Food & Cooking | Macro (500K–1M) | 0.77% | 2.87% | 4.91% | 0.27% | 43 | Reliable |
| Food & Cooking | Mega (1M+) | 1.29% | 2.35% | 4.00% | 0.47% | 30 | Reliable |
| Travel | Nano (1K–10K) | 4.05% | 8.16% | 15.2% | 1.62% | 6,379 | Reliable |
| Travel | Micro (10K–100K) | 1.29% | 4.55% | 13.8% | 0.32% | 1,614 | Reliable |
| Travel | Mid-tier (100K–500K) | 1.25% | 4.55% | 11.3% | 0.32% | 233 | Reliable |
| Travel | Macro (500K–1M) | 1.70% | 3.02% | 4.65% | 0.70% | 32 | Directional only |
| Travel | Mega (1M+) | 1.00% | 1.36% | 4.89% | 0.49% | 14 | Directional only |
| Gaming | Nano (1K–10K) | 2.06% | 5.87% | 16.6% | 0.69% | 24,257 | Reliable |
| Gaming | Micro (10K–100K) | 2.12% | 7.39% | 20.3% | 0.45% | 11,894 | Reliable |
| Gaming | Mid-tier (100K–500K) | 2.13% | 5.80% | 13.9% | 0.60% | 2,456 | Reliable |
| Gaming | Macro (500K–1M) | 1.41% | 3.75% | 8.68% | 0.53% | 246 | Reliable |
| Gaming | Mega (1M+) | 0.79% | 2.82% | 5.34% | 0.28% | 177 | Reliable |
| Tech | Nano (1K–10K) | 0.82% | 2.51% | 6.58% | 0.26% | 16,809 | Reliable |
| Tech | Micro (10K–100K) | 0.47% | 1.68% | 5.41% | 0.13% | 10,924 | Reliable |
| Tech | Mid-tier (100K–500K) | 0.65% | 2.00% | 4.72% | 0.18% | 3,063 | Reliable |
| Tech | Macro (500K–1M) | 0.71% | 1.83% | 3.74% | 0.20% | 424 | Reliable |
| Tech | Mega (1M+) | 0.58% | 1.66% | 3.36% | 0.18% | 238 | Reliable |
| Finance | Nano (1K–10K) | 0.87% | 2.59% | 6.46% | 0.28% | 2,676 | Reliable |
| Finance | Micro (10K–100K) | 0.50% | 1.67% | 4.48% | 0.14% | 1,980 | Reliable |
| Finance | Mid-tier (100K–500K) | 0.46% | 1.26% | 3.92% | 0.18% | 672 | Reliable |
| Finance | Macro (500K–1M) | 0.36% | 0.94% | 2.62% | 0.15% | 83 | Reliable |
| Finance | Mega (1M+) | 0.51% | 1.92% | 3.71% | 0.16% | 38 | Directional only |
| Education | Nano (1K–10K) | 1.57% | 3.58% | 7.63% | 0.60% | 12,005 | Reliable |
| Education | Micro (10K–100K) | 0.68% | 1.80% | 4.87% | 0.24% | 3,823 | Reliable |
| Education | Mid-tier (100K–500K) | 0.59% | 1.88% | 5.17% | 0.19% | 627 | Reliable |
| Education | Macro (500K–1M) | 1.12% | 2.57% | 6.15% | 0.25% | 102 | Directional only |
| Education | Mega (1M+) | 0.49% | 1.88% | 5.23% | 0.11% | 55 | Reliable |
| Parenting & Family | Nano (1K–10K) | 1.55% | 4.07% | 11.0% | 0.53% | 4,799 | Reliable |
| Parenting & Family | Micro (10K–100K) | 0.87% | 3.10% | 10.2% | 0.22% | 3,289 | Reliable |
| Parenting & Family | Mid-tier (100K–500K) | 0.73% | 2.37% | 6.92% | 0.22% | 1,028 | Reliable |
| Parenting & Family | Macro (500K–1M) | 0.99% | 2.78% | 6.10% | 0.32% | 147 | Reliable |
| Parenting & Family | Mega (1M+) | 0.60% | 1.71% | 4.09% | 0.22% | 69 | Reliable |
| Health & Wellness | Nano (1K–10K) | 1.16% | 2.74% | 5.73% | 0.44% | 3,535 | Reliable |
| Health & Wellness | Micro (10K–100K) | 0.40% | 1.27% | 3.90% | 0.14% | 1,347 | Reliable |
| Health & Wellness | Mid-tier (100K–500K) | 0.31% | 0.99% | 2.45% | 0.09% | 259 | Reliable |
| Health & Wellness | Macro (500K–1M) | 0.29% | 0.77% | 1.43% | 0.12% | 36 | Reliable |
| Health & Wellness | Mega (1M+) | 0.44% | 0.76% | 1.70% | 0.18% | 23 | Directional only |
| Home & Decor | Nano (1K–10K) | 0.84% | 2.27% | 5.53% | 0.30% | 13,656 | Reliable |
| Home & Decor | Micro (10K–100K) | 0.35% | 1.18% | 3.44% | 0.11% | 9,407 | Reliable |
| Home & Decor | Mid-tier (100K–500K) | 0.36% | 1.13% | 3.12% | 0.10% | 1,694 | Reliable |
| Home & Decor | Macro (500K–1M) | 0.37% | 1.20% | 2.60% | 0.11% | 156 | Reliable |
| Home & Decor | Mega (1M+) | 0.35% | 1.41% | 4.48% | 0.12% | 69 | Reliable |
| Pets | Nano (1K–10K) | 1.24% | 3.15% | 7.70% | 0.48% | 7,482 | Reliable |
| Pets | Micro (10K–100K) | 0.95% | 4.06% | 16.6% | 0.24% | 2,171 | Reliable |
| Pets | Mid-tier (100K–500K) | 2.38% | 6.45% | 19.3% | 0.51% | 315 | Reliable |
| Pets | Macro (500K–1M) | 2.50% | 9.17% | 20.6% | 1.00% | 40 | Reliable |
| Pets | Mega (1M+) | 0.70% | 7.49% | 12.0% | 0.17% | 20 | Directional only |
| Sports | Nano (1K–10K) | 4.59% | 10.3% | 21.6% | 1.94% | 20,603 | Reliable |
| Sports | Micro (10K–100K) | 2.26% | 6.00% | 14.7% | 0.75% | 6,586 | Reliable |
| Sports | Mid-tier (100K–500K) | 1.62% | 4.05% | 8.66% | 0.62% | 971 | Reliable |
| Sports | Macro (500K–1M) | 1.32% | 3.57% | 7.93% | 0.50% | 118 | Reliable |
| Sports | Mega (1M+) | 0.69% | 1.53% | 4.89% | 0.32% | 62 | Reliable |
| Music | Nano (1K–10K) | 3.88% | 7.73% | 15.1% | 1.74% | 11,188 | Reliable |
| Music | Micro (10K–100K) | 2.05% | 6.15% | 18.1% | 0.68% | 2,617 | Reliable |
| Music | Mid-tier (100K–500K) | 1.88% | 6.04% | 17.2% | 0.66% | 374 | Reliable |
| Music | Macro (500K–1M) | 1.36% | 2.98% | 9.17% | 0.46% | 30 | Reliable |
| Music | Mega (1M+) | 0.70% | 3.77% | 5.99% | 0.28% | 26 | Directional only |
| Art & Design | Nano (1K–10K) | 3.19% | 6.45% | 12.1% | 1.31% | 7,720 | Reliable |
| Art & Design | Micro (10K–100K) | 1.61% | 4.80% | 13.7% | 0.50% | 1,806 | Reliable |
| Art & Design | Mid-tier (100K–500K) | 1.38% | 4.01% | 10.8% | 0.43% | 242 | Reliable |
| Art & Design | Macro (500K–1M) | 1.94% | 7.00% | 14.4% | 0.82% | 20 | Directional only |
| Art & Design | Mega (1M+) | 0.70% | 1.29% | 3.96% | 0.35% | 22 | Directional only |
| Automotive | Nano (1K–10K) | 2.40% | 7.00% | 18.5% | 0.70% | 30,203 | Reliable |
| Automotive | Micro (10K–100K) | 1.36% | 4.67% | 14.4% | 0.32% | 15,279 | Reliable |
| Automotive | Mid-tier (100K–500K) | 1.18% | 3.24% | 8.78% | 0.36% | 2,555 | Reliable |
| Automotive | Macro (500K–1M) | 1.02% | 2.71% | 6.40% | 0.40% | 243 | Reliable |
| Automotive | Mega (1M+) | 0.82% | 1.91% | 5.78% | 0.32% | 127 | Reliable |
| Entertainment | Nano (1K–10K) | 2.14% | 5.11% | 11.7% | 0.83% | 4,328 | Reliable |
| Entertainment | Micro (10K–100K) | 1.10% | 3.51% | 11.7% | 0.32% | 1,967 | Reliable |
| Entertainment | Mid-tier (100K–500K) | 0.87% | 2.77% | 10.3% | 0.23% | 397 | Reliable |
| Entertainment | Macro (500K–1M) | 1.63% | 4.54% | 10.9% | 0.46% | 52 | Reliable |
| Entertainment | Mega (1M+) | 0.83% | 3.16% | 6.85% | 0.41% | 51 | Reliable |
| Photography | Nano (1K–10K) | 4.18% | 8.55% | 16.2% | 1.74% | 4,999 | Reliable |
| Photography | Micro (10K–100K) | 1.40% | 3.99% | 12.2% | 0.46% | 1,053 | Reliable |
| Photography | Mid-tier (100K–500K) | 0.72% | 2.14% | 6.72% | 0.24% | 56 | Reliable |
| Photography | Macro (500K–1M) | 2.14% | 5.48% | 43.2% | 1.63% | 9 | Directional only |
| Photography | Mega (1M+) | — | — | — | — | 4 | Directional only |
| Business | Nano (1K–10K) | 1.27% | 3.43% | 7.64% | 0.40% | 1,513 | Reliable |
| Business | Micro (10K–100K) | 0.54% | 1.82% | 6.58% | 0.15% | 716 | Reliable |
| Business | Mid-tier (100K–500K) | 0.68% | 2.00% | 5.45% | 0.15% | 197 | Directional only |
| Business | Macro (500K–1M) | 1.11% | 2.26% | 7.00% | 0.24% | 20 | Directional only |
| Business | Mega (1M+) | 0.31% | 0.86% | 2.96% | 0.13% | 26 | Directional only |
Median engagement rate
Every industry on TikTok, at every audience size. Darker means higher.
The highest reliable cell in the table, on 19,642 creators; level with Sports · Nano (1K–10K) within the margin of error
The lowest reliable cell, on 100 creators — 24.9× below the top; level with Health & Wellness · Mega (1M+) within the margin of error
| Segment | Nano (1K–10K) | Micro (10K–100K) | Mid-tier (100K–500K) | Macro (500K–1M) | Mega (1M+) |
|---|---|---|---|---|---|
| Beauty | 2.15% | 0.74% | 0.78% | 0.80% | 0.85% |
| Fashion | 2.83% | 0.65% | 0.31% | 0.46% | 0.46% |
| Fitness | 2.57% | 0.68% | 0.46% | 0.39% | 0.30% |
| Food & Cooking | 1.78% | 0.90% | 1.24% | 1.34% | 0.97% |
| Travel | 2.37% | 0.70% | 0.46% | 0.33% | 0.33% |
| Gaming | 1.51% | 0.68% | 0.65% | 0.77% | 0.49% |
| Tech | 1.53% | 0.66% | 0.52% | 0.42% | 0.37% |
| Finance | 1.06% | 0.40% | 0.27% | 0.15% | 0.18% |
| Education | 2.02% | 0.65% | 0.51% | 0.51% | 0.44% |
| Parenting & Family | 1.42% | 0.51% | 0.61% | 1.01% | 0.56% |
| Health & Wellness | 0.94% | 0.28% | 0.25% | 0.19% | 0.16% |
| Home & Decor | 1.24% | 0.51% | 0.35% | 0.46% | 0.21% |
| Pets | 1.74% | 0.53% | 0.52% | 0.90% | 0.51% |
| Sports | 3.54% | 0.93% | 0.93% | 0.70% | 0.46% |
| Music | 2.28% | 0.89% | 0.72% | 0.43% | 0.51% |
| Art & Design | 3.16% | 1.33% | 0.75% | 1.02% | 0.28% |
| Automotive | 3.63% | 1.20% | 0.84% | 0.62% | 0.31% |
| Entertainment | 2.15% | 0.61% | 0.67% | 0.70% | 0.43% |
| Photography | 2.80% | 0.71% | 0.31% | 0.20% | 0.42% |
| Business | 1.55% | 0.46% | 0.34% | 0.22% | 0.19% |
The highest reliable cell in the table, on 19,642 creators
The lowest reliable cell, on 63 creators — 16.7× below the top; level with Health & Wellness · Macro (500K–1M) within the margin of error
| Segment | Nano (1K–10K) | Micro (10K–100K) | Mid-tier (100K–500K) | Macro (500K–1M) | Mega (1M+) |
|---|---|---|---|---|---|
| Beauty | 4.67% | 3.00% | 2.65% | 2.33% | 1.83% |
| Fashion | 4.87% | 2.15% | 1.39% | 1.28% | 0.89% |
| Fitness | 5.58% | 2.62% | 2.06% | 1.30% | 0.78% |
| Food & Cooking | 4.16% | 3.74% | 4.21% | 3.71% | 2.62% |
| Travel | 5.66% | 2.72% | 1.69% | 1.25% | 0.77% |
| Gaming | 3.61% | 3.11% | 2.26% | 1.97% | 1.40% |
| Tech | 4.03% | 2.43% | 1.69% | 1.15% | 1.09% |
| Finance | 2.76% | 1.53% | 0.97% | 0.74% | 0.53% |
| Education | 4.95% | 2.29% | 1.78% | 1.49% | 0.94% |
| Parenting & Family | 3.22% | 2.13% | 2.65% | 3.17% | 1.83% |
| Health & Wellness | 2.46% | 1.03% | 1.01% | 0.67% | 0.84% |
| Home & Decor | 3.15% | 1.89% | 1.37% | 1.88% | 1.21% |
| Pets | 3.59% | 2.27% | 2.97% | 3.74% | 1.99% |
| Sports | 7.56% | 3.74% | 2.89% | 2.18% | 1.21% |
| Music | 5.26% | 3.24% | 2.70% | 1.48% | 1.70% |
| Art & Design | 7.34% | 6.44% | 3.63% | 4.10% | 0.84% |
| Automotive | 8.87% | 5.15% | 3.37% | 2.23% | 1.65% |
| Entertainment | 4.54% | 2.15% | 2.47% | 2.31% | 1.19% |
| Photography | 6.01% | 2.57% | 1.51% | 1.36% | 1.07% |
| Business | 3.35% | 1.60% | 1.14% | 0.89% | 1.10% |
The highest reliable cell in the table, on 5,046 creators; level with Automotive · Nano (1K–10K) within the margin of error
The lowest reliable cell, on 58 creators — 13.6× below the top; level with Health & Wellness · Macro (500K–1M) within the margin of error
| Segment | Nano (1K–10K) | Micro (10K–100K) | Mid-tier (100K–500K) | Macro (500K–1M) | Mega (1M+) |
|---|---|---|---|---|---|
| Beauty | 10.9% | 10.2% | 6.98% | 6.30% | 4.24% |
| Fashion | 8.33% | 7.63% | 4.62% | 4.00% | 1.73% |
| Fitness | 13.6% | 9.82% | 6.09% | 4.22% | 2.42% |
| Food & Cooking | 9.83% | 11.0% | 10.6% | 7.75% | 6.99% |
| Travel | 13.9% | 9.46% | 5.07% | 3.54% | 1.84% |
| Gaming | 10.4% | 10.9% | 6.26% | 3.94% | 2.58% |
| Tech | 10.7% | 7.97% | 4.46% | 2.77% | 2.74% |
| Finance | 6.89% | 5.05% | 3.40% | 3.26% | 2.70% |
| Education | 10.5% | 6.76% | 4.67% | 4.21% | 2.41% |
| Parenting & Family | 7.50% | 8.47% | 8.19% | 6.96% | 4.30% |
| Health & Wellness | 5.97% | 3.71% | 3.00% | 1.96% | 2.05% |
| Home & Decor | 7.84% | 6.21% | 4.55% | 4.98% | 2.64% |
| Pets | 8.33% | 9.67% | 11.8% | 14.8% | 6.03% |
| Sports | 15.8% | 12.7% | 7.60% | 5.82% | 3.25% |
| Music | 12.6% | 11.0% | 9.35% | 4.35% | 4.42% |
| Art & Design | 18.8% | 25.1% | 12.7% | 6.94% | 5.32% |
| Automotive | 23.5% | 18.7% | 11.1% | 8.44% | 7.75% |
| Entertainment | 8.64% | 7.15% | 6.49% | 4.63% | 2.71% |
| Photography | 12.8% | 8.70% | 7.61% | 3.11% | 2.73% |
| Business | 6.90% | 5.07% | 3.33% | 2.79% | 3.66% |
How to read this chart
Find your row (industry) and your column (audience size). The number where they meet is the median for that group: half of those creators do better, half do worse. Colour only makes it easier to scan — darker means higher. Hover a cell for the full spread: p25, p75, p90 and how many creators it's based on. A dashed cell is a hint, not a benchmark: it rests on fewer than 30 creators, or its median moves when the niche is drawn wider.
View as tableHide table
| Segment | Group | p50 | p75 | p90 | p25 | Creators | Sample |
|---|---|---|---|---|---|---|---|
| Beauty | Nano (1K–10K) | 2.15% | 4.67% | 10.9% | 1.01% | 35,571 | Reliable |
| Beauty | Micro (10K–100K) | 0.74% | 3.00% | 10.2% | 0.24% | 11,271 | Reliable |
| Beauty | Mid-tier (100K–500K) | 0.78% | 2.65% | 6.98% | 0.15% | 2,194 | Reliable |
| Beauty | Macro (500K–1M) | 0.80% | 2.33% | 6.30% | 0.21% | 311 | Reliable |
| Beauty | Mega (1M+) | 0.85% | 1.83% | 4.24% | 0.26% | 263 | Reliable |
| Fashion | Nano (1K–10K) | 2.83% | 4.87% | 8.33% | 1.58% | 50,310 | Reliable |
| Fashion | Micro (10K–100K) | 0.65% | 2.15% | 7.63% | 0.22% | 6,084 | Reliable |
| Fashion | Mid-tier (100K–500K) | 0.31% | 1.39% | 4.62% | 0.07% | 677 | Reliable |
| Fashion | Macro (500K–1M) | 0.46% | 1.28% | 4.00% | 0.09% | 50 | Reliable |
| Fashion | Mega (1M+) | 0.46% | 0.89% | 1.73% | 0.07% | 27 | Directional only |
| Fitness | Nano (1K–10K) | 2.57% | 5.58% | 13.6% | 1.24% | 32,978 | Reliable |
| Fitness | Micro (10K–100K) | 0.68% | 2.62% | 9.82% | 0.24% | 7,943 | Reliable |
| Fitness | Mid-tier (100K–500K) | 0.46% | 2.06% | 6.09% | 0.10% | 1,149 | Reliable |
| Fitness | Macro (500K–1M) | 0.39% | 1.30% | 4.22% | 0.11% | 155 | Reliable |
| Fitness | Mega (1M+) | 0.30% | 0.78% | 2.42% | 0.14% | 86 | Reliable |
| Food & Cooking | Nano (1K–10K) | 1.78% | 4.16% | 9.83% | 0.78% | 24,165 | Reliable |
| Food & Cooking | Micro (10K–100K) | 0.90% | 3.74% | 11.0% | 0.25% | 9,124 | Reliable |
| Food & Cooking | Mid-tier (100K–500K) | 1.24% | 4.21% | 10.6% | 0.31% | 2,175 | Reliable |
| Food & Cooking | Macro (500K–1M) | 1.34% | 3.71% | 7.75% | 0.44% | 471 | Reliable |
| Food & Cooking | Mega (1M+) | 0.97% | 2.62% | 6.99% | 0.26% | 352 | Reliable |
| Travel | Nano (1K–10K) | 2.37% | 5.66% | 13.9% | 1.04% | 33,176 | Reliable |
| Travel | Micro (10K–100K) | 0.70% | 2.72% | 9.46% | 0.23% | 7,579 | Reliable |
| Travel | Mid-tier (100K–500K) | 0.46% | 1.69% | 5.07% | 0.10% | 949 | Reliable |
| Travel | Macro (500K–1M) | 0.33% | 1.25% | 3.54% | 0.07% | 107 | Reliable |
| Travel | Mega (1M+) | 0.33% | 0.77% | 1.84% | 0.08% | 58 | Reliable |
| Gaming | Nano (1K–10K) | 1.51% | 3.61% | 10.4% | 0.69% | 21,047 | Reliable |
| Gaming | Micro (10K–100K) | 0.68% | 3.11% | 10.9% | 0.20% | 5,611 | Reliable |
| Gaming | Mid-tier (100K–500K) | 0.65% | 2.26% | 6.26% | 0.15% | 970 | Reliable |
| Gaming | Macro (500K–1M) | 0.77% | 1.97% | 3.94% | 0.33% | 162 | Reliable |
| Gaming | Mega (1M+) | 0.49% | 1.40% | 2.58% | 0.18% | 119 | Reliable |
| Tech | Nano (1K–10K) | 1.53% | 4.03% | 10.7% | 0.59% | 23,872 | Reliable |
| Tech | Micro (10K–100K) | 0.66% | 2.43% | 7.97% | 0.18% | 11,066 | Reliable |
| Tech | Mid-tier (100K–500K) | 0.52% | 1.69% | 4.46% | 0.14% | 2,418 | Reliable |
| Tech | Macro (500K–1M) | 0.42% | 1.15% | 2.77% | 0.11% | 436 | Reliable |
| Tech | Mega (1M+) | 0.37% | 1.09% | 2.74% | 0.13% | 334 | Reliable |
| Finance | Nano (1K–10K) | 1.06% | 2.76% | 6.89% | 0.39% | 17,430 | Reliable |
| Finance | Micro (10K–100K) | 0.40% | 1.53% | 5.05% | 0.11% | 7,343 | Reliable |
| Finance | Mid-tier (100K–500K) | 0.27% | 0.97% | 3.40% | 0.06% | 1,116 | Reliable |
| Finance | Macro (500K–1M) | 0.15% | 0.74% | 3.26% | 0.04% | 100 | Reliable |
| Finance | Mega (1M+) | 0.18% | 0.53% | 2.70% | 0.06% | 63 | Reliable |
| Education | Nano (1K–10K) | 2.02% | 4.95% | 10.5% | 0.80% | 28,921 | Reliable |
| Education | Micro (10K–100K) | 0.65% | 2.29% | 6.76% | 0.20% | 10,021 | Reliable |
| Education | Mid-tier (100K–500K) | 0.51% | 1.78% | 4.67% | 0.12% | 1,727 | Reliable |
| Education | Macro (500K–1M) | 0.51% | 1.49% | 4.21% | 0.12% | 229 | Reliable |
| Education | Mega (1M+) | 0.44% | 0.94% | 2.41% | 0.16% | 145 | Reliable |
| Parenting & Family | Nano (1K–10K) | 1.42% | 3.22% | 7.50% | 0.65% | 25,826 | Reliable |
| Parenting & Family | Micro (10K–100K) | 0.51% | 2.13% | 8.47% | 0.18% | 7,244 | Reliable |
| Parenting & Family | Mid-tier (100K–500K) | 0.61% | 2.65% | 8.19% | 0.12% | 1,313 | Reliable |
| Parenting & Family | Macro (500K–1M) | 1.01% | 3.17% | 6.96% | 0.19% | 201 | Reliable |
| Parenting & Family | Mega (1M+) | 0.56% | 1.83% | 4.30% | 0.14% | 154 | Reliable |
| Health & Wellness | Nano (1K–10K) | 0.94% | 2.46% | 5.97% | 0.36% | 28,121 | Reliable |
| Health & Wellness | Micro (10K–100K) | 0.28% | 1.03% | 3.71% | 0.09% | 11,445 | Reliable |
| Health & Wellness | Mid-tier (100K–500K) | 0.25% | 1.01% | 3.00% | 0.06% | 1,836 | Reliable |
| Health & Wellness | Macro (500K–1M) | 0.19% | 0.67% | 1.96% | 0.04% | 222 | Reliable |
| Health & Wellness | Mega (1M+) | 0.16% | 0.84% | 2.05% | 0.05% | 111 | Reliable |
| Home & Decor | Nano (1K–10K) | 1.24% | 3.15% | 7.84% | 0.49% | 31,115 | Reliable |
| Home & Decor | Micro (10K–100K) | 0.51% | 1.89% | 6.21% | 0.13% | 12,417 | Reliable |
| Home & Decor | Mid-tier (100K–500K) | 0.35% | 1.37% | 4.55% | 0.08% | 1,753 | Reliable |
| Home & Decor | Macro (500K–1M) | 0.46% | 1.88% | 4.98% | 0.10% | 164 | Reliable |
| Home & Decor | Mega (1M+) | 0.21% | 1.21% | 2.64% | 0.10% | 71 | Reliable |
| Pets | Nano (1K–10K) | 1.74% | 3.59% | 8.33% | 0.82% | 14,443 | Reliable |
| Pets | Micro (10K–100K) | 0.53% | 2.27% | 9.67% | 0.18% | 3,986 | Reliable |
| Pets | Mid-tier (100K–500K) | 0.52% | 2.97% | 11.8% | 0.09% | 684 | Reliable |
| Pets | Macro (500K–1M) | 0.90% | 3.74% | 14.8% | 0.11% | 130 | Reliable |
| Pets | Mega (1M+) | 0.51% | 1.99% | 6.03% | 0.11% | 100 | Reliable |
| Sports | Nano (1K–10K) | 3.54% | 7.56% | 15.8% | 1.57% | 30,151 | Reliable |
| Sports | Micro (10K–100K) | 0.93% | 3.74% | 12.7% | 0.29% | 5,828 | Reliable |
| Sports | Mid-tier (100K–500K) | 0.93% | 2.89% | 7.60% | 0.19% | 838 | Reliable |
| Sports | Macro (500K–1M) | 0.70% | 2.18% | 5.82% | 0.16% | 135 | Reliable |
| Sports | Mega (1M+) | 0.46% | 1.21% | 3.25% | 0.16% | 101 | Reliable |
| Music | Nano (1K–10K) | 2.28% | 5.26% | 12.6% | 1.02% | 31,716 | Reliable |
| Music | Micro (10K–100K) | 0.89% | 3.24% | 11.0% | 0.29% | 8,877 | Reliable |
| Music | Mid-tier (100K–500K) | 0.72% | 2.70% | 9.35% | 0.15% | 1,498 | Reliable |
| Music | Macro (500K–1M) | 0.43% | 1.48% | 4.35% | 0.11% | 209 | Reliable |
| Music | Mega (1M+) | 0.51% | 1.70% | 4.42% | 0.12% | 142 | Reliable |
| Art & Design | Nano (1K–10K) | 3.16% | 7.34% | 18.8% | 1.39% | 21,270 | Reliable |
| Art & Design | Micro (10K–100K) | 1.33% | 6.44% | 25.1% | 0.37% | 5,046 | Reliable |
| Art & Design | Mid-tier (100K–500K) | 0.75% | 3.63% | 12.7% | 0.12% | 686 | Reliable |
| Art & Design | Macro (500K–1M) | 1.02% | 4.10% | 6.94% | 0.07% | 71 | Reliable |
| Art & Design | Mega (1M+) | 0.28% | 0.84% | 5.32% | 0.09% | 44 | Reliable |
| Automotive | Nano (1K–10K) | 3.63% | 8.87% | 23.5% | 1.60% | 19,642 | Reliable |
| Automotive | Micro (10K–100K) | 1.20% | 5.15% | 18.7% | 0.36% | 5,566 | Reliable |
| Automotive | Mid-tier (100K–500K) | 0.84% | 3.37% | 11.1% | 0.16% | 804 | Reliable |
| Automotive | Macro (500K–1M) | 0.62% | 2.23% | 8.44% | 0.14% | 93 | Reliable |
| Automotive | Mega (1M+) | 0.31% | 1.65% | 7.75% | 0.10% | 58 | Reliable |
| Entertainment | Nano (1K–10K) | 2.15% | 4.54% | 8.64% | 0.99% | 25,422 | Reliable |
| Entertainment | Micro (10K–100K) | 0.61% | 2.15% | 7.15% | 0.21% | 7,405 | Reliable |
| Entertainment | Mid-tier (100K–500K) | 0.67% | 2.47% | 6.49% | 0.12% | 1,340 | Reliable |
| Entertainment | Macro (500K–1M) | 0.70% | 2.31% | 4.63% | 0.20% | 202 | Reliable |
| Entertainment | Mega (1M+) | 0.43% | 1.19% | 2.71% | 0.15% | 151 | Reliable |
| Photography | Nano (1K–10K) | 2.80% | 6.01% | 12.8% | 1.30% | 32,604 | Reliable |
| Photography | Micro (10K–100K) | 0.71% | 2.57% | 8.70% | 0.25% | 6,227 | Reliable |
| Photography | Mid-tier (100K–500K) | 0.31% | 1.51% | 7.61% | 0.06% | 659 | Reliable |
| Photography | Macro (500K–1M) | 0.20% | 1.36% | 3.11% | 0.05% | 66 | Reliable |
| Photography | Mega (1M+) | 0.42% | 1.07% | 2.73% | 0.15% | 39 | Reliable |
| Business | Nano (1K–10K) | 1.55% | 3.35% | 6.90% | 0.67% | 26,605 | Reliable |
| Business | Micro (10K–100K) | 0.46% | 1.60% | 5.07% | 0.15% | 6,296 | Reliable |
| Business | Mid-tier (100K–500K) | 0.34% | 1.14% | 3.33% | 0.08% | 901 | Reliable |
| Business | Macro (500K–1M) | 0.22% | 0.89% | 2.79% | 0.07% | 75 | Reliable |
| Business | Mega (1M+) | 0.19% | 1.10% | 3.66% | 0.10% | 43 | Reliable |
Median engagement rate
Every industry on YouTube, at every audience size. Darker means higher.
The highest reliable cell in the table, on 1,964 creators
The lowest reliable cell, on 113 creators — 25.9× below the top; level with Business · Macro (500K–1M) within the margin of error
| Segment | Nano (1K–10K) | Micro (10K–100K) | Mid-tier (100K–500K) | Macro (500K–1M) | Mega (1M+) |
|---|---|---|---|---|---|
| Beauty | 0.55% | 0.20% | 0.15% | 0.13% | 0.12% |
| Fashion | 0.69% | 0.36% | 0.23% | 0.21% | 0.16% |
| Fitness | 0.50% | 0.24% | 0.15% | 0.09% | 0.07% |
| Food & Cooking | 0.44% | 0.19% | 0.19% | 0.20% | 0.13% |
| Travel | 0.50% | 0.20% | 0.23% | 0.21% | 0.25% |
| Gaming | 0.47% | 0.27% | 0.23% | 0.18% | 0.19% |
| Tech | 0.27% | 0.09% | 0.09% | 0.08% | 0.07% |
| Finance | 0.24% | 0.13% | 0.10% | 0.09% | 0.07% |
| Education | 0.17% | 0.06% | 0.06% | 0.05% | 0.04% |
| Parenting & Family | 0.45% | 0.21% | 0.18% | 0.09% | 0.12% |
| Health & Wellness | 0.23% | 0.10% | 0.10% | 0.08% | 0.04% |
| Home & Decor | 0.42% | 0.23% | 0.17% | 0.12% | 0.11% |
| Pets | 0.99% | 0.37% | 0.26% | 0.16% | 0.14% |
| Sports | 0.62% | 0.38% | 0.15% | 0.11% | 0.13% |
| Music | 0.63% | 0.24% | 0.13% | 0.06% | 0.05% |
| Art & Design | 0.74% | 0.34% | 0.22% | 0.18% | 0.20% |
| Automotive | 0.65% | 0.27% | 0.21% | 0.18% | 0.21% |
| Entertainment | 0.43% | 0.15% | 0.11% | 0.06% | 0.09% |
| Photography | 0.53% | 0.25% | 0.14% | 0.14% | 0.08% |
| Business | 0.17% | 0.08% | 0.05% | 0.04% | 0.04% |
The highest reliable cell in the table, on 1,964 creators; level with Sports · Nano (1K–10K) within the margin of error
The lowest reliable cell, on 62 creators — 24.3× below the top; level with Business · Macro (500K–1M) within the margin of error
| Segment | Nano (1K–10K) | Micro (10K–100K) | Mid-tier (100K–500K) | Macro (500K–1M) | Mega (1M+) |
|---|---|---|---|---|---|
| Beauty | 1.29% | 0.83% | 0.59% | 0.52% | 0.32% |
| Fashion | 1.62% | 1.20% | 0.74% | 0.51% | 0.39% |
| Fitness | 1.22% | 0.87% | 0.45% | 0.27% | 0.19% |
| Food & Cooking | 1.06% | 0.86% | 0.87% | 0.93% | 0.49% |
| Travel | 1.17% | 0.81% | 0.74% | 0.61% | 0.64% |
| Gaming | 1.21% | 1.04% | 0.86% | 0.61% | 0.56% |
| Tech | 0.78% | 0.35% | 0.30% | 0.24% | 0.27% |
| Finance | 0.65% | 0.47% | 0.33% | 0.31% | 0.18% |
| Education | 0.45% | 0.21% | 0.27% | 0.34% | 0.20% |
| Parenting & Family | 1.17% | 0.84% | 0.79% | 0.49% | 0.53% |
| Health & Wellness | 0.58% | 0.39% | 0.31% | 0.25% | 0.13% |
| Home & Decor | 1.13% | 1.03% | 0.78% | 0.44% | 0.47% |
| Pets | 2.48% | 1.64% | 1.29% | 0.62% | 0.57% |
| Sports | 1.99% | 1.39% | 0.61% | 0.37% | 0.40% |
| Music | 1.46% | 0.81% | 0.37% | 0.20% | 0.10% |
| Art & Design | 1.83% | 1.55% | 0.73% | 0.61% | 0.58% |
| Automotive | 1.68% | 0.98% | 0.77% | 0.73% | 0.69% |
| Entertainment | 1.14% | 0.62% | 0.51% | 1.17% | 0.47% |
| Photography | 1.39% | 0.91% | 0.45% | 0.27% | 0.18% |
| Business | 0.44% | 0.27% | 0.20% | 0.12% | 0.14% |
The highest reliable cell in the table, on 1,623 creators; level with Pets · Nano (1K–10K) within the margin of error
The lowest reliable cell, on 113 creators — 26.4× below the top; level with Music · Mega (1M+) within the margin of error
| Segment | Nano (1K–10K) | Micro (10K–100K) | Mid-tier (100K–500K) | Macro (500K–1M) | Mega (1M+) |
|---|---|---|---|---|---|
| Beauty | 3.04% | 2.68% | 1.75% | 1.58% | 0.84% |
| Fashion | 3.75% | 2.91% | 1.73% | 1.42% | 1.16% |
| Fitness | 2.95% | 2.60% | 1.36% | 0.96% | 0.54% |
| Food & Cooking | 2.57% | 3.08% | 3.15% | 2.45% | 1.31% |
| Travel | 2.70% | 2.26% | 1.60% | 1.18% | 1.26% |
| Gaming | 3.56% | 3.55% | 2.97% | 1.63% | 1.84% |
| Tech | 2.35% | 1.29% | 0.91% | 1.05% | 0.82% |
| Finance | 1.77% | 1.31% | 0.81% | 0.73% | 0.34% |
| Education | 1.23% | 0.74% | 1.86% | 0.65% | 0.88% |
| Parenting & Family | 3.11% | 3.14% | 2.63% | 1.64% | 1.44% |
| Health & Wellness | 1.46% | 1.35% | 0.91% | 0.56% | 0.23% |
| Home & Decor | 3.22% | 3.18% | 1.97% | 1.60% | 1.40% |
| Pets | 5.98% | 5.61% | 5.16% | 1.65% | 1.17% |
| Sports | 6.15% | 5.25% | 2.27% | 1.26% | 4.00% |
| Music | 3.65% | 2.65% | 1.22% | 0.43% | 0.26% |
| Art & Design | 4.75% | 4.64% | 1.74% | 1.77% | 2.66% |
| Automotive | 4.11% | 3.18% | 2.75% | 2.14% | 1.61% |
| Entertainment | 3.05% | 2.33% | 2.24% | 2.27% | 0.83% |
| Photography | 3.48% | 2.46% | 0.99% | 0.70% | 1.86% |
| Business | 1.29% | 1.06% | 0.69% | 0.30% | 0.38% |
How to read this chart
Find your row (industry) and your column (audience size). The number where they meet is the median for that group: half of those creators do better, half do worse. Colour only makes it easier to scan — darker means higher. Hover a cell for the full spread: p25, p75, p90 and how many creators it's based on. A dashed cell is a hint, not a benchmark: it rests on fewer than 30 creators, or its median moves when the niche is drawn wider.
View as tableHide table
| Segment | Group | p50 | p75 | p90 | p25 | Creators | Sample |
|---|---|---|---|---|---|---|---|
| Beauty | Nano (1K–10K) | 0.55% | 1.29% | 3.04% | 0.24% | 4,919 | Reliable |
| Beauty | Micro (10K–100K) | 0.20% | 0.83% | 2.68% | 0.06% | 2,952 | Reliable |
| Beauty | Mid-tier (100K–500K) | 0.15% | 0.59% | 1.75% | 0.04% | 881 | Reliable |
| Beauty | Macro (500K–1M) | 0.13% | 0.52% | 1.58% | 0.05% | 205 | Reliable |
| Beauty | Mega (1M+) | 0.12% | 0.32% | 0.84% | 0.04% | 177 | Reliable |
| Fashion | Nano (1K–10K) | 0.69% | 1.62% | 3.75% | 0.32% | 2,617 | Reliable |
| Fashion | Micro (10K–100K) | 0.36% | 1.20% | 2.91% | 0.11% | 1,916 | Reliable |
| Fashion | Mid-tier (100K–500K) | 0.23% | 0.74% | 1.73% | 0.08% | 538 | Reliable |
| Fashion | Macro (500K–1M) | 0.21% | 0.51% | 1.42% | 0.07% | 74 | Reliable |
| Fashion | Mega (1M+) | 0.16% | 0.39% | 1.16% | 0.06% | 45 | Reliable |
| Fitness | Nano (1K–10K) | 0.50% | 1.22% | 2.95% | 0.22% | 5,810 | Reliable |
| Fitness | Micro (10K–100K) | 0.24% | 0.87% | 2.60% | 0.06% | 3,655 | Reliable |
| Fitness | Mid-tier (100K–500K) | 0.15% | 0.45% | 1.36% | 0.05% | 1,101 | Reliable |
| Fitness | Macro (500K–1M) | 0.09% | 0.27% | 0.96% | 0.04% | 216 | Reliable |
| Fitness | Mega (1M+) | 0.07% | 0.19% | 0.54% | 0.03% | 235 | Reliable |
| Food & Cooking | Nano (1K–10K) | 0.44% | 1.06% | 2.57% | 0.20% | 7,791 | Reliable |
| Food & Cooking | Micro (10K–100K) | 0.19% | 0.86% | 3.08% | 0.06% | 4,421 | Reliable |
| Food & Cooking | Mid-tier (100K–500K) | 0.19% | 0.87% | 3.15% | 0.05% | 1,317 | Reliable |
| Food & Cooking | Macro (500K–1M) | 0.20% | 0.93% | 2.45% | 0.06% | 278 | Reliable |
| Food & Cooking | Mega (1M+) | 0.13% | 0.49% | 1.31% | 0.05% | 356 | Reliable |
| Travel | Nano (1K–10K) | 0.50% | 1.17% | 2.70% | 0.22% | 12,827 | Reliable |
| Travel | Micro (10K–100K) | 0.20% | 0.81% | 2.26% | 0.06% | 5,359 | Reliable |
| Travel | Mid-tier (100K–500K) | 0.23% | 0.74% | 1.60% | 0.05% | 966 | Reliable |
| Travel | Macro (500K–1M) | 0.21% | 0.61% | 1.18% | 0.06% | 119 | Reliable |
| Travel | Mega (1M+) | 0.25% | 0.64% | 1.26% | 0.09% | 98 | Reliable |
| Gaming | Nano (1K–10K) | 0.47% | 1.21% | 3.56% | 0.17% | 5,389 | Reliable |
| Gaming | Micro (10K–100K) | 0.27% | 1.04% | 3.55% | 0.06% | 1,899 | Reliable |
| Gaming | Mid-tier (100K–500K) | 0.23% | 0.86% | 2.97% | 0.06% | 442 | Reliable |
| Gaming | Macro (500K–1M) | 0.18% | 0.61% | 1.63% | 0.06% | 72 | Reliable |
| Gaming | Mega (1M+) | 0.19% | 0.56% | 1.84% | 0.06% | 81 | Reliable |
| Tech | Nano (1K–10K) | 0.27% | 0.78% | 2.35% | 0.10% | 3,637 | Reliable |
| Tech | Micro (10K–100K) | 0.09% | 0.35% | 1.29% | 0.03% | 2,752 | Reliable |
| Tech | Mid-tier (100K–500K) | 0.09% | 0.30% | 0.91% | 0.03% | 774 | Reliable |
| Tech | Macro (500K–1M) | 0.08% | 0.24% | 1.05% | 0.03% | 126 | Reliable |
| Tech | Mega (1M+) | 0.07% | 0.27% | 0.82% | 0.03% | 132 | Reliable |
| Finance | Nano (1K–10K) | 0.24% | 0.65% | 1.77% | 0.09% | 3,363 | Reliable |
| Finance | Micro (10K–100K) | 0.13% | 0.47% | 1.31% | 0.04% | 2,634 | Reliable |
| Finance | Mid-tier (100K–500K) | 0.10% | 0.33% | 0.81% | 0.03% | 599 | Reliable |
| Finance | Macro (500K–1M) | 0.09% | 0.31% | 0.73% | 0.03% | 75 | Reliable |
| Finance | Mega (1M+) | 0.07% | 0.18% | 0.34% | 0.03% | 74 | Reliable |
| Education | Nano (1K–10K) | 0.17% | 0.45% | 1.23% | 0.07% | 1,179 | Reliable |
| Education | Micro (10K–100K) | 0.06% | 0.21% | 0.74% | 0.02% | 759 | Reliable |
| Education | Mid-tier (100K–500K) | 0.06% | 0.27% | 1.86% | 0.02% | 144 | Reliable |
| Education | Macro (500K–1M) | 0.05% | 0.34% | 0.65% | 0.02% | 22 | Directional only |
| Education | Mega (1M+) | 0.04% | 0.20% | 0.88% | 0.02% | 32 | Reliable |
| Parenting & Family | Nano (1K–10K) | 0.45% | 1.17% | 3.11% | 0.17% | 1,315 | Reliable |
| Parenting & Family | Micro (10K–100K) | 0.21% | 0.84% | 3.14% | 0.06% | 887 | Reliable |
| Parenting & Family | Mid-tier (100K–500K) | 0.18% | 0.79% | 2.63% | 0.04% | 236 | Reliable |
| Parenting & Family | Macro (500K–1M) | 0.09% | 0.49% | 1.64% | 0.03% | 54 | Reliable |
| Parenting & Family | Mega (1M+) | 0.12% | 0.53% | 1.44% | 0.02% | 61 | Reliable |
| Health & Wellness | Nano (1K–10K) | 0.23% | 0.58% | 1.46% | 0.09% | 3,274 | Reliable |
| Health & Wellness | Micro (10K–100K) | 0.10% | 0.39% | 1.35% | 0.03% | 2,483 | Reliable |
| Health & Wellness | Mid-tier (100K–500K) | 0.10% | 0.31% | 0.91% | 0.03% | 701 | Reliable |
| Health & Wellness | Macro (500K–1M) | 0.08% | 0.25% | 0.56% | 0.03% | 129 | Reliable |
| Health & Wellness | Mega (1M+) | 0.04% | 0.13% | 0.23% | 0.02% | 113 | Reliable |
| Home & Decor | Nano (1K–10K) | 0.42% | 1.13% | 3.22% | 0.16% | 2,684 | Reliable |
| Home & Decor | Micro (10K–100K) | 0.23% | 1.03% | 3.18% | 0.06% | 2,137 | Reliable |
| Home & Decor | Mid-tier (100K–500K) | 0.17% | 0.78% | 1.97% | 0.05% | 561 | Reliable |
| Home & Decor | Macro (500K–1M) | 0.12% | 0.44% | 1.60% | 0.03% | 96 | Reliable |
| Home & Decor | Mega (1M+) | 0.11% | 0.47% | 1.40% | 0.04% | 57 | Reliable |
| Pets | Nano (1K–10K) | 0.99% | 2.48% | 5.98% | 0.34% | 1,964 | Reliable |
| Pets | Micro (10K–100K) | 0.37% | 1.64% | 5.61% | 0.08% | 1,347 | Reliable |
| Pets | Mid-tier (100K–500K) | 0.26% | 1.29% | 5.16% | 0.05% | 398 | Reliable |
| Pets | Macro (500K–1M) | 0.16% | 0.62% | 1.65% | 0.04% | 79 | Reliable |
| Pets | Mega (1M+) | 0.14% | 0.57% | 1.17% | 0.04% | 70 | Reliable |
| Sports | Nano (1K–10K) | 0.62% | 1.99% | 6.15% | 0.21% | 1,623 | Reliable |
| Sports | Micro (10K–100K) | 0.38% | 1.39% | 5.25% | 0.08% | 968 | Reliable |
| Sports | Mid-tier (100K–500K) | 0.15% | 0.61% | 2.27% | 0.06% | 286 | Reliable |
| Sports | Macro (500K–1M) | 0.11% | 0.37% | 1.26% | 0.05% | 43 | Reliable |
| Sports | Mega (1M+) | 0.13% | 0.40% | 4.00% | 0.05% | 40 | Reliable |
| Music | Nano (1K–10K) | 0.63% | 1.46% | 3.65% | 0.29% | 5,252 | Reliable |
| Music | Micro (10K–100K) | 0.24% | 0.81% | 2.65% | 0.08% | 1,714 | Reliable |
| Music | Mid-tier (100K–500K) | 0.13% | 0.37% | 1.22% | 0.04% | 377 | Reliable |
| Music | Macro (500K–1M) | 0.06% | 0.20% | 0.43% | 0.03% | 67 | Reliable |
| Music | Mega (1M+) | 0.05% | 0.10% | 0.26% | 0.02% | 62 | Reliable |
| Art & Design | Nano (1K–10K) | 0.74% | 1.83% | 4.75% | 0.32% | 2,329 | Reliable |
| Art & Design | Micro (10K–100K) | 0.34% | 1.55% | 4.64% | 0.10% | 1,035 | Reliable |
| Art & Design | Mid-tier (100K–500K) | 0.22% | 0.73% | 1.74% | 0.05% | 243 | Reliable |
| Art & Design | Macro (500K–1M) | 0.18% | 0.61% | 1.77% | 0.07% | 42 | Reliable |
| Art & Design | Mega (1M+) | 0.20% | 0.58% | 2.66% | 0.04% | 38 | Directional only |
| Automotive | Nano (1K–10K) | 0.65% | 1.68% | 4.11% | 0.26% | 8,258 | Reliable |
| Automotive | Micro (10K–100K) | 0.27% | 0.98% | 3.18% | 0.08% | 5,067 | Reliable |
| Automotive | Mid-tier (100K–500K) | 0.21% | 0.77% | 2.75% | 0.06% | 1,269 | Reliable |
| Automotive | Macro (500K–1M) | 0.18% | 0.73% | 2.14% | 0.06% | 185 | Reliable |
| Automotive | Mega (1M+) | 0.21% | 0.69% | 1.61% | 0.05% | 125 | Reliable |
| Entertainment | Nano (1K–10K) | 0.43% | 1.14% | 3.05% | 0.15% | 8,926 | Reliable |
| Entertainment | Micro (10K–100K) | 0.15% | 0.62% | 2.33% | 0.04% | 1,293 | Reliable |
| Entertainment | Mid-tier (100K–500K) | 0.11% | 0.51% | 2.24% | 0.03% | 111 | Reliable |
| Entertainment | Macro (500K–1M) | 0.06% | 1.17% | 2.27% | 0.02% | 11 | Directional only |
| Entertainment | Mega (1M+) | 0.09% | 0.47% | 0.83% | 0.02% | 13 | Directional only |
| Photography | Nano (1K–10K) | 0.53% | 1.39% | 3.48% | 0.22% | 1,732 | Reliable |
| Photography | Micro (10K–100K) | 0.25% | 0.91% | 2.46% | 0.07% | 789 | Reliable |
| Photography | Mid-tier (100K–500K) | 0.14% | 0.45% | 0.99% | 0.04% | 146 | Reliable |
| Photography | Macro (500K–1M) | 0.14% | 0.27% | 0.70% | 0.04% | 20 | Directional only |
| Photography | Mega (1M+) | 0.08% | 0.18% | 1.86% | 0.05% | 17 | Directional only |
| Business | Nano (1K–10K) | 0.17% | 0.44% | 1.29% | 0.07% | 3,776 | Reliable |
| Business | Micro (10K–100K) | 0.08% | 0.27% | 1.06% | 0.03% | 2,507 | Reliable |
| Business | Mid-tier (100K–500K) | 0.05% | 0.20% | 0.69% | 0.02% | 544 | Reliable |
| Business | Macro (500K–1M) | 0.04% | 0.12% | 0.30% | 0.01% | 76 | Reliable |
| Business | Mega (1M+) | 0.04% | 0.14% | 0.38% | 0.01% | 52 | Reliable |
Industry ranking
Every industry with enough creators, ordered by its median. The dots show the spread inside each one: a quarter of creators sit below p25, a quarter above p75.
Top of the ranking · 20,603 creators
Bottom of the ranking · 5.6× below the top · level with Home & Decor
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Sports | 1.94% | 4.59% | 10.3% | 20,603 |
| Photography | 1.74% | 4.18% | 8.55% | 4,999 |
| Travel | 1.62% | 4.05% | 8.16% | 6,379 |
| Music | 1.74% | 3.88% | 7.73% | 11,188 |
| Fitness | 1.39% | 3.34% | 6.92% | 10,647 |
| Art & Design | 1.31% | 3.19% | 6.45% | 7,720 |
| Fashion | 0.92% | 3.15% | 7.54% | 6,552 |
| Beauty | 0.99% | 2.69% | 5.81% | 4,140 |
| Automotive | 0.70% | 2.40% | 7.00% | 30,203 |
| Entertainment | 0.83% | 2.14% | 5.11% | 4,328 |
| Gaming | 0.69% | 2.06% | 5.87% | 24,257 |
| Food & Cooking | 0.63% | 1.72% | 4.26% | 2,867 |
| Education | 0.60% | 1.57% | 3.58% | 12,005 |
| Parenting & Family | 0.53% | 1.55% | 4.07% | 4,799 |
| Business | 0.40% | 1.27% | 3.43% | 1,513 |
| Pets | 0.48% | 1.24% | 3.15% | 7,482 |
| Health & Wellness | 0.44% | 1.16% | 2.74% | 3,535 |
| Finance | 0.28% | 0.87% | 2.59% | 2,676 |
| Home & Decor | 0.30% | 0.84% | 2.27% | 13,656 |
| Tech | 0.26% | 0.82% | 2.51% | 16,809 |
Top of the ranking · 6,586 creators · level with Gaming
Bottom of the ranking · 6.5× below the top · level with Health & Wellness
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Sports | 0.75% | 2.26% | 6.00% | 6,586 |
| Gaming | 0.45% | 2.12% | 7.39% | 11,894 |
| Music | 0.68% | 2.05% | 6.15% | 2,617 |
| Art & Design | 0.50% | 1.61% | 4.80% | 1,806 |
| Fitness | 0.51% | 1.49% | 4.48% | 3,301 |
| Photography | 0.46% | 1.40% | 3.99% | 1,053 |
| Automotive | 0.32% | 1.36% | 4.67% | 15,279 |
| Travel | 0.32% | 1.29% | 4.55% | 1,614 |
| Entertainment | 0.32% | 1.10% | 3.51% | 1,967 |
| Pets | 0.24% | 0.95% | 4.06% | 2,171 |
| Food & Cooking | 0.27% | 0.93% | 3.02% | 1,060 |
| Parenting & Family | 0.22% | 0.87% | 3.10% | 3,289 |
| Education | 0.24% | 0.68% | 1.80% | 3,823 |
| Fashion | 0.14% | 0.63% | 2.55% | 2,871 |
| Business | 0.15% | 0.54% | 1.82% | 716 |
| Finance | 0.14% | 0.50% | 1.67% | 1,980 |
| Tech | 0.13% | 0.47% | 1.68% | 10,924 |
| Health & Wellness | 0.14% | 0.40% | 1.27% | 1,347 |
| Home & Decor | 0.11% | 0.35% | 1.18% | 9,407 |
Top of the ranking · 315 creators · level with Gaming
Bottom of the ranking · 7.7× below the top · level with Fashion
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Pets | 0.51% | 2.38% | 6.45% | 315 |
| Gaming | 0.60% | 2.13% | 5.80% | 2,456 |
| Music | 0.66% | 1.88% | 6.04% | 374 |
| Sports | 0.62% | 1.62% | 4.05% | 971 |
| Art & Design | 0.43% | 1.38% | 4.01% | 242 |
| Fitness | 0.43% | 1.37% | 3.51% | 595 |
| Food & Cooking | 0.36% | 1.26% | 3.32% | 233 |
| Travel | 0.32% | 1.25% | 4.55% | 233 |
| Automotive | 0.36% | 1.18% | 3.24% | 2,555 |
| Entertainment | 0.23% | 0.87% | 2.77% | 397 |
| Parenting & Family | 0.22% | 0.73% | 2.37% | 1,028 |
| Photography | 0.24% | 0.72% | 2.14% | 56 |
| Tech | 0.18% | 0.65% | 2.00% | 3,063 |
| Education | 0.19% | 0.59% | 1.88% | 627 |
| Beauty | 0.11% | 0.48% | 1.63% | 214 |
| Finance | 0.18% | 0.46% | 1.26% | 672 |
| Home & Decor | 0.10% | 0.36% | 1.13% | 1,694 |
| Fashion | 0.08% | 0.34% | 1.24% | 470 |
| Health & Wellness | 0.09% | 0.31% | 0.99% | 259 |
Top of the ranking · 40 creators · level with Entertainment
Bottom of the ranking · 8.5× below the top · level with Finance
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Pets | 1.00% | 2.50% | 9.17% | 40 |
| Entertainment | 0.46% | 1.63% | 4.54% | 52 |
| Gaming | 0.53% | 1.41% | 3.75% | 246 |
| Music | 0.46% | 1.36% | 2.98% | 30 |
| Sports | 0.50% | 1.32% | 3.57% | 118 |
| Fitness | 0.32% | 1.17% | 2.30% | 70 |
| Automotive | 0.40% | 1.02% | 2.71% | 243 |
| Parenting & Family | 0.32% | 0.99% | 2.78% | 147 |
| Food & Cooking | 0.27% | 0.77% | 2.87% | 43 |
| Tech | 0.20% | 0.71% | 1.83% | 424 |
| Home & Decor | 0.11% | 0.37% | 1.20% | 156 |
| Fashion | 0.10% | 0.37% | 1.41% | 45 |
| Finance | 0.15% | 0.36% | 0.94% | 83 |
| Health & Wellness | 0.12% | 0.29% | 0.77% | 36 |
Top of the ranking · 30 creators · level with Entertainment
Bottom of the ranking · 3.6× below the top · level with Education
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Food & Cooking | 0.47% | 1.29% | 2.35% | 30 |
| Entertainment | 0.41% | 0.83% | 3.16% | 51 |
| Automotive | 0.32% | 0.82% | 1.91% | 127 |
| Gaming | 0.28% | 0.79% | 2.82% | 177 |
| Sports | 0.32% | 0.69% | 1.53% | 62 |
| Parenting & Family | 0.22% | 0.60% | 1.71% | 69 |
| Tech | 0.18% | 0.58% | 1.66% | 238 |
| Fitness | 0.24% | 0.51% | 1.74% | 59 |
| Education | 0.11% | 0.49% | 1.88% | 55 |
| Home & Decor | 0.12% | 0.35% | 1.41% | 69 |
Industry ranking
Every industry with enough creators, ordered by its median. The dots show the spread inside each one: a quarter of creators sit below p25, a quarter above p75.
Top of the ranking · 19,642 creators · level with Sports
Bottom of the ranking · 3.8× below the top
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Automotive | 1.60% | 3.63% | 8.87% | 19,642 |
| Sports | 1.57% | 3.54% | 7.56% | 30,151 |
| Art & Design | 1.39% | 3.16% | 7.34% | 21,270 |
| Fashion | 1.58% | 2.83% | 4.87% | 50,310 |
| Photography | 1.30% | 2.80% | 6.01% | 32,604 |
| Fitness | 1.24% | 2.57% | 5.58% | 32,978 |
| Travel | 1.04% | 2.37% | 5.66% | 33,176 |
| Music | 1.02% | 2.28% | 5.26% | 31,716 |
| Beauty | 1.01% | 2.15% | 4.67% | 35,571 |
| Entertainment | 0.99% | 2.15% | 4.54% | 25,422 |
| Education | 0.80% | 2.02% | 4.95% | 28,921 |
| Food & Cooking | 0.78% | 1.78% | 4.16% | 24,165 |
| Pets | 0.82% | 1.74% | 3.59% | 14,443 |
| Business | 0.67% | 1.55% | 3.35% | 26,605 |
| Tech | 0.59% | 1.53% | 4.03% | 23,872 |
| Gaming | 0.69% | 1.51% | 3.61% | 21,047 |
| Parenting & Family | 0.65% | 1.42% | 3.22% | 25,826 |
| Home & Decor | 0.49% | 1.24% | 3.15% | 31,115 |
| Finance | 0.39% | 1.06% | 2.76% | 17,430 |
| Health & Wellness | 0.36% | 0.94% | 2.46% | 28,121 |
Top of the ranking · 5,046 creators · level with Automotive
Bottom of the ranking · 4.8× below the top
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Art & Design | 0.37% | 1.33% | 6.44% | 5,046 |
| Automotive | 0.36% | 1.20% | 5.15% | 5,566 |
| Sports | 0.29% | 0.93% | 3.74% | 5,828 |
| Food & Cooking | 0.25% | 0.90% | 3.74% | 9,124 |
| Music | 0.29% | 0.89% | 3.24% | 8,877 |
| Beauty | 0.24% | 0.74% | 3.00% | 11,271 |
| Photography | 0.25% | 0.71% | 2.57% | 6,227 |
| Travel | 0.23% | 0.70% | 2.72% | 7,579 |
| Fitness | 0.24% | 0.68% | 2.62% | 7,943 |
| Gaming | 0.20% | 0.68% | 3.11% | 5,611 |
| Tech | 0.18% | 0.66% | 2.43% | 11,066 |
| Education | 0.20% | 0.65% | 2.29% | 10,021 |
| Fashion | 0.22% | 0.65% | 2.15% | 6,084 |
| Entertainment | 0.21% | 0.61% | 2.15% | 7,405 |
| Pets | 0.18% | 0.53% | 2.27% | 3,986 |
| Parenting & Family | 0.18% | 0.51% | 2.13% | 7,244 |
| Home & Decor | 0.13% | 0.51% | 1.89% | 12,417 |
| Business | 0.15% | 0.46% | 1.60% | 6,296 |
| Finance | 0.11% | 0.40% | 1.53% | 7,343 |
| Health & Wellness | 0.09% | 0.28% | 1.03% | 11,445 |
Top of the ranking · 2,175 creators
Bottom of the ranking · 4.9× below the top · level with Finance
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Food & Cooking | 0.31% | 1.24% | 4.21% | 2,175 |
| Sports | 0.19% | 0.93% | 2.89% | 838 |
| Automotive | 0.16% | 0.84% | 3.37% | 804 |
| Beauty | 0.15% | 0.78% | 2.65% | 2,194 |
| Art & Design | 0.12% | 0.75% | 3.63% | 686 |
| Music | 0.15% | 0.72% | 2.70% | 1,498 |
| Entertainment | 0.12% | 0.67% | 2.47% | 1,340 |
| Gaming | 0.15% | 0.65% | 2.26% | 970 |
| Parenting & Family | 0.12% | 0.61% | 2.65% | 1,313 |
| Tech | 0.14% | 0.52% | 1.69% | 2,418 |
| Pets | 0.09% | 0.52% | 2.97% | 684 |
| Education | 0.12% | 0.51% | 1.78% | 1,727 |
| Fitness | 0.10% | 0.46% | 2.06% | 1,149 |
| Travel | 0.10% | 0.46% | 1.69% | 949 |
| Home & Decor | 0.08% | 0.35% | 1.37% | 1,753 |
| Business | 0.08% | 0.34% | 1.14% | 901 |
| Fashion | 0.07% | 0.31% | 1.39% | 677 |
| Photography | 0.06% | 0.31% | 1.51% | 659 |
| Finance | 0.06% | 0.27% | 0.97% | 1,116 |
| Health & Wellness | 0.06% | 0.25% | 1.01% | 1,836 |
Top of the ranking · 471 creators · level with Art & Design
Bottom of the ranking · 9.2× below the top · level with Health & Wellness
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Food & Cooking | 0.44% | 1.34% | 3.71% | 471 |
| Art & Design | 0.07% | 1.02% | 4.10% | 71 |
| Parenting & Family | 0.19% | 1.01% | 3.17% | 201 |
| Pets | 0.11% | 0.90% | 3.74% | 130 |
| Beauty | 0.21% | 0.80% | 2.33% | 311 |
| Gaming | 0.33% | 0.77% | 1.97% | 162 |
| Sports | 0.16% | 0.70% | 2.18% | 135 |
| Entertainment | 0.20% | 0.70% | 2.31% | 202 |
| Automotive | 0.14% | 0.62% | 2.23% | 93 |
| Education | 0.12% | 0.51% | 1.49% | 229 |
| Fashion | 0.09% | 0.46% | 1.28% | 50 |
| Home & Decor | 0.10% | 0.46% | 1.88% | 164 |
| Music | 0.11% | 0.43% | 1.48% | 209 |
| Tech | 0.11% | 0.42% | 1.15% | 436 |
| Fitness | 0.11% | 0.39% | 1.30% | 155 |
| Travel | 0.07% | 0.33% | 1.25% | 107 |
| Business | 0.07% | 0.22% | 0.89% | 75 |
| Photography | 0.05% | 0.20% | 1.36% | 66 |
| Health & Wellness | 0.04% | 0.19% | 0.67% | 222 |
| Finance | 0.04% | 0.15% | 0.74% | 100 |
Top of the ranking · 352 creators · level with Beauty
Bottom of the ranking · 6.1× below the top · level with Finance
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Food & Cooking | 0.26% | 0.97% | 2.62% | 352 |
| Beauty | 0.26% | 0.85% | 1.83% | 263 |
| Parenting & Family | 0.14% | 0.56% | 1.83% | 154 |
| Pets | 0.11% | 0.51% | 1.99% | 100 |
| Music | 0.12% | 0.51% | 1.70% | 142 |
| Gaming | 0.18% | 0.49% | 1.40% | 119 |
| Sports | 0.16% | 0.46% | 1.21% | 101 |
| Education | 0.16% | 0.44% | 0.94% | 145 |
| Entertainment | 0.15% | 0.43% | 1.19% | 151 |
| Photography | 0.15% | 0.42% | 1.07% | 39 |
| Tech | 0.13% | 0.37% | 1.09% | 334 |
| Travel | 0.08% | 0.33% | 0.77% | 58 |
| Automotive | 0.10% | 0.31% | 1.65% | 58 |
| Fitness | 0.14% | 0.30% | 0.78% | 86 |
| Art & Design | 0.09% | 0.28% | 0.84% | 44 |
| Home & Decor | 0.10% | 0.21% | 1.21% | 71 |
| Business | 0.10% | 0.19% | 1.10% | 43 |
| Finance | 0.06% | 0.18% | 0.53% | 63 |
| Health & Wellness | 0.05% | 0.16% | 0.84% | 111 |
Industry ranking
Every industry with enough creators, ordered by its median. The dots show the spread inside each one: a quarter of creators sit below p25, a quarter above p75.
Top of the ranking · 1,964 creators
Bottom of the ranking · 6.0× below the top · level with Business
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Pets | 0.34% | 0.99% | 2.48% | 1,964 |
| Art & Design | 0.32% | 0.74% | 1.83% | 2,329 |
| Fashion | 0.32% | 0.69% | 1.62% | 2,617 |
| Automotive | 0.26% | 0.65% | 1.68% | 8,258 |
| Music | 0.29% | 0.63% | 1.46% | 5,252 |
| Sports | 0.21% | 0.62% | 1.99% | 1,623 |
| Beauty | 0.24% | 0.55% | 1.29% | 4,919 |
| Photography | 0.22% | 0.53% | 1.39% | 1,732 |
| Fitness | 0.22% | 0.50% | 1.22% | 5,810 |
| Travel | 0.22% | 0.50% | 1.17% | 12,827 |
| Gaming | 0.17% | 0.47% | 1.21% | 5,389 |
| Parenting & Family | 0.17% | 0.45% | 1.17% | 1,315 |
| Food & Cooking | 0.20% | 0.44% | 1.06% | 7,791 |
| Entertainment | 0.15% | 0.43% | 1.14% | 8,926 |
| Home & Decor | 0.16% | 0.42% | 1.13% | 2,684 |
| Tech | 0.10% | 0.27% | 0.78% | 3,637 |
| Finance | 0.09% | 0.24% | 0.65% | 3,363 |
| Health & Wellness | 0.09% | 0.23% | 0.58% | 3,274 |
| Business | 0.07% | 0.17% | 0.44% | 3,776 |
| Education | 0.07% | 0.17% | 0.45% | 1,179 |
Top of the ranking · 968 creators · level with Pets
Bottom of the ranking · 6.0× below the top · level with Business
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Sports | 0.08% | 0.38% | 1.39% | 968 |
| Pets | 0.08% | 0.37% | 1.64% | 1,347 |
| Fashion | 0.11% | 0.36% | 1.20% | 1,916 |
| Art & Design | 0.10% | 0.34% | 1.55% | 1,035 |
| Automotive | 0.08% | 0.27% | 0.98% | 5,067 |
| Gaming | 0.06% | 0.27% | 1.04% | 1,899 |
| Photography | 0.07% | 0.25% | 0.91% | 789 |
| Fitness | 0.06% | 0.24% | 0.87% | 3,655 |
| Music | 0.08% | 0.24% | 0.81% | 1,714 |
| Home & Decor | 0.06% | 0.23% | 1.03% | 2,137 |
| Parenting & Family | 0.06% | 0.21% | 0.84% | 887 |
| Travel | 0.06% | 0.20% | 0.81% | 5,359 |
| Beauty | 0.06% | 0.20% | 0.83% | 2,952 |
| Food & Cooking | 0.06% | 0.19% | 0.86% | 4,421 |
| Entertainment | 0.04% | 0.15% | 0.62% | 1,293 |
| Finance | 0.04% | 0.13% | 0.47% | 2,634 |
| Health & Wellness | 0.03% | 0.10% | 0.39% | 2,483 |
| Tech | 0.03% | 0.09% | 0.35% | 2,752 |
| Business | 0.03% | 0.08% | 0.27% | 2,507 |
| Education | 0.02% | 0.06% | 0.21% | 759 |
Top of the ranking · 398 creators · level with Fashion
Bottom of the ranking · 5.2× below the top · level with Education
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Pets | 0.05% | 0.26% | 1.29% | 398 |
| Fashion | 0.08% | 0.23% | 0.74% | 538 |
| Gaming | 0.06% | 0.23% | 0.86% | 442 |
| Travel | 0.05% | 0.23% | 0.74% | 966 |
| Art & Design | 0.05% | 0.22% | 0.73% | 243 |
| Automotive | 0.06% | 0.21% | 0.77% | 1,269 |
| Food & Cooking | 0.05% | 0.19% | 0.87% | 1,317 |
| Parenting & Family | 0.04% | 0.18% | 0.79% | 236 |
| Home & Decor | 0.05% | 0.17% | 0.78% | 561 |
| Beauty | 0.04% | 0.15% | 0.59% | 881 |
| Sports | 0.06% | 0.15% | 0.61% | 286 |
| Fitness | 0.05% | 0.15% | 0.45% | 1,101 |
| Photography | 0.04% | 0.14% | 0.45% | 146 |
| Music | 0.04% | 0.13% | 0.37% | 377 |
| Entertainment | 0.03% | 0.11% | 0.51% | 111 |
| Health & Wellness | 0.03% | 0.10% | 0.31% | 701 |
| Finance | 0.03% | 0.10% | 0.33% | 599 |
| Tech | 0.03% | 0.09% | 0.30% | 774 |
| Education | 0.02% | 0.06% | 0.27% | 144 |
| Business | 0.02% | 0.05% | 0.20% | 544 |
Top of the ranking · 119 creators · level with Fashion
Bottom of the ranking · 5.6× below the top · level with Music
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Travel | 0.06% | 0.21% | 0.61% | 119 |
| Fashion | 0.07% | 0.21% | 0.51% | 74 |
| Food & Cooking | 0.06% | 0.20% | 0.93% | 278 |
| Automotive | 0.06% | 0.18% | 0.73% | 185 |
| Art & Design | 0.07% | 0.18% | 0.61% | 42 |
| Gaming | 0.06% | 0.18% | 0.61% | 72 |
| Pets | 0.04% | 0.16% | 0.62% | 79 |
| Beauty | 0.05% | 0.13% | 0.52% | 205 |
| Home & Decor | 0.03% | 0.12% | 0.44% | 96 |
| Sports | 0.05% | 0.11% | 0.37% | 43 |
| Finance | 0.03% | 0.09% | 0.31% | 75 |
| Fitness | 0.04% | 0.09% | 0.27% | 216 |
| Parenting & Family | 0.03% | 0.09% | 0.49% | 54 |
| Tech | 0.03% | 0.08% | 0.24% | 126 |
| Health & Wellness | 0.03% | 0.08% | 0.25% | 129 |
| Music | 0.03% | 0.06% | 0.20% | 67 |
| Business | 0.01% | 0.04% | 0.12% | 76 |
Top of the ranking · 98 creators · level with Automotive
Bottom of the ranking · 6.5× below the top · level with Education
How to read this chart
Each row is one industry. The middle dot is the median, the outer dots are p25 and p75 — the middle half of creators sits between them. Rows are sorted by the median. Rows with fewer than 30 creators are left out.
View as tableHide table
| Segment | p25 | Median | p75 | Creators |
|---|---|---|---|---|
| Travel | 0.09% | 0.25% | 0.64% | 98 |
| Automotive | 0.05% | 0.21% | 0.69% | 125 |
| Gaming | 0.06% | 0.19% | 0.56% | 81 |
| Fashion | 0.06% | 0.16% | 0.39% | 45 |
| Pets | 0.04% | 0.14% | 0.57% | 70 |
| Food & Cooking | 0.05% | 0.13% | 0.49% | 356 |
| Sports | 0.05% | 0.13% | 0.40% | 40 |
| Parenting & Family | 0.02% | 0.12% | 0.53% | 61 |
| Beauty | 0.04% | 0.12% | 0.32% | 177 |
| Home & Decor | 0.04% | 0.11% | 0.47% | 57 |
| Fitness | 0.03% | 0.07% | 0.19% | 235 |
| Tech | 0.03% | 0.07% | 0.27% | 132 |
| Finance | 0.03% | 0.07% | 0.18% | 74 |
| Music | 0.02% | 0.05% | 0.10% | 62 |
| Business | 0.01% | 0.04% | 0.14% | 52 |
| Education | 0.02% | 0.04% | 0.20% | 32 |
| Health & Wellness | 0.02% | 0.04% | 0.13% | 113 |
Platform Baselines by Follower Tier
Compare creator tiers across platforms using our database of active accounts. Nano-tier creators generally lead in engagement across the networks.
Key findings
Micro tier baseline Instagram0.97%Instagram micro creators set baseline
The median engagement rate for all active micro-tier creators on Instagram is 0.97%. This is higher than both TikTok and YouTube micro-tier baselines.
Micro tier baseline TikTok0.62%TikTok micro creators sit below Instagram
Active micro-tier creators on TikTok have a median engagement rate of 0.62%. This baseline helps brands evaluate performance in this specific tier.
Nano tier baseline YouTube0.64%YouTube nano tier leads the platform
Nano-tier creators on YouTube reach a median engagement rate of 0.64%. The engagement rate falls or holds at every tier step up to the mega tier.
Massive active creator database analyzed
Our benchmark measures 141.7M active creators across Instagram, TikTok, and YouTube. Out of 300 benchmark cells analyzed, 275 are fully reliable.
Instagram vs YouTube · micro tier
Median engagement rate: Instagram 0.97% vs YouTube 0.29%.
Nano vs mega · Instagram
Median engagement rate: 2.79% for nano creators vs 0.83% for mega creators.
Nano vs mega · TikTok
Median engagement rate: 2.29% for nano creators vs 0.54% for mega creators.
Methodology
- Source
- The IQFluence creator database of public Instagram, TikTok and YouTube profiles. All counts were taken in September 2026.
- Population
- Every figure is computed over the full population of matching creators, not a sample: active accounts (at least one post in the last 30 days) with 1,000 or more followers.
- Segments
- Each of the industries is the set of creators that IQFluence's topic relevance model places closest to the platform's native topic tag (Beauty: #beauty on Instagram, #makeup on TikTok, #makeup on YouTube; Fashion: #fashion on Instagram, #style on TikTok, #fashion_haul on YouTube), not every creator who works in it, so its creator count shows how much data a number rests on, not how big the niche is. Each niche median is measured again with a wider reach around the tag; a cell whose median moves by more than 10% of the niche is directional. A creator can match more than one segment, and tag vocabularies differ between platforms, so compare segments within a platform first.
- Metric
- Engagement rate (ER) is the average number of likes and comments on a creator's recent posts divided by their follower count. Saves, shares and views are not counted. On YouTube the denominator is subscribers. Accounts with no measured engagement and accounts at 100% or more are excluded. Accounts that hide like counts stay in, which lowers Instagram values slightly.
- Statistics
- Percentiles come from exact creator counts above a ladder of metric thresholds, interpolated between thresholds and refined with an extra count at each estimate; averages are estimated from the same distribution. Cells with fewer than 30 creators, and niche cells whose median moves when the niche is drawn wider are marked as directional and left out of rankings and comparisons.
- Reproducibility
- Every number can be re-checked in IQFluence Discovery with the same platform, topic, follower range, activity and metric filters.
Frequently Asked Questions
Find answers to common questions about influencer engagement rate benchmarks based on our database of active creators.
