Spain's Creator Economy in 2026

Key findings

The Spanish creator market in numbers. Each finding has its own link, so a single statistic can be cited on its own.

1. 1,307,863 Spanish accounts sit just below the 10K line#

   12.1 nano accounts for every account already above 10,000 followers, the deepest bench of the 12 markets measured. Spain has an unusually large cohort about to arrive.

2. 11.1% grew their following by 20% or more in six months#

   The 2nd fastest of the 12 markets measured, behind only Mexico. 2,926 Spanish accounts doubled.

3. 70,985 Spanish creators have never run a brand deal#

   65.5% of the market shows no detected branded content, against 48.3% of British creators who have. Spain is comparatively unworked.

4. 51.0% keep 40% of their audience in Spain#

   34.5% keep 60% or more. Spanish is spoken across Latin America, so this is a market that holds its audience better than the anglophone ones and less well than the truly local ones.

5. 52.7% of Spanish Instagram creators are women#

   57,118 accounts against 51,274 run by men, close to the balance in Germany and France.

6. 22.6% clear a 3% engagement rate#

   The median at 10K to 50K followers is around 0.97%, placing Spain 5th of the 12 markets measured, mid-table and well above Colombia.

7. 64.5% posted in the last 30 days#

   The 5th highest activity rate of the 12 markets measured. 38,431 Spanish accounts have gone quiet for a month or more.

8. 5.6% average 100K or more Reel views#

   6,066 accounts, and 395 average a million, a high absolute count for a market this size.

How many influencers are there in Spain?

The Spain study contains separate 10,000-plus cohorts of 108,392 Instagram accounts, 140,742 TikTok accounts and 16,160 YouTube channels. It also counts separate nano tiers of 1,307,863, 1,142,932 and 16,827 accounts respectively.

That places Spain 4th of the 12 markets measured on Instagram, ahead of Germany at 97,105 and Mexico at 103,329, despite a smaller population than either.

The nano tier is the real story. 12.1 Spanish accounts sit between 1,000 and 10,000 followers for every one already above the line, the deepest bench in this study. That is a pipeline: a large cohort of creators about to become bookable, and cheap to work with before they do.

76.8% of Spanish creators sit between 10K and 50K followers, 10.5% between 100K and 500K, and 816 accounts have passed a million.

Next, how much of that audience is actually Spanish.

Where Spanish creators' audiences are located

51.0% of Spanish Instagram creators keep at least 40% of their audience in Spain, and 34.5% keep at least 60%.

67.7% clear even a 20% domestic threshold. Spain ranks 6th of 12 on this measure, well ahead of Germany at 40.3% and the United Kingdom at 41.3%, and behind the Latin American markets.

Spanish-language content reaches Mexico, Colombia, Argentina and the rest of Latin America, which is why Spain does not hold its audience as tightly as a smaller-language market would. For a Spain-only brief that is a filter to apply; for a Spanish-language brief it is reach you are getting for free.

Next, what those audiences actually do with a post.

Engagement rate benchmarks for Spanish influencers

22.6% of Spanish Instagram creators clear a 3% engagement rate, placing Spain 5th of the 12 markets measured.

47.9% exceed 1%, 22.6% exceed 3% and 13.5% exceed 5%. The median at 10K to 50K followers is around 0.97%, around 0.68% at 50K to 250K and around 0.74% above 250K.

Spain sits between the high-engagement European markets and the Latin American ones: France runs around 1.3% at 10K to 50K and Colombia around 0.56%. Notably, Spanish engagement stops falling above 250K rather than continuing down, which is unusual.

These medians are rounded, so read them as benchmarks rather than exact values.

And how far a Spanish Reel actually travels.

Views and reach in the Spanish market

36.5% of Spanish Instagram creators average at least 10,000 Reel views. 5.6% average 100,000 and 395 accounts average a million.

Spain ranks 5th of 12 on the six-figure rate. Because the base is large, that rate still means 6,066 Spanish accounts averaging six-figure views.

Read views together with the domestic share. A Spanish creator averaging six-figure views is frequently reaching Latin America as well as Spain, and whether that counts as reach depends entirely on the brief.

A view only counts if the account is still posting.

How many Spanish creators are active, and which are growing

64.5% of Spanish Instagram accounts posted in the last 30 days, the 5th highest activity rate of the 12 markets measured.

38,431 accounts have gone quiet for a month or more. Spain is more active than Turkey and behind Mexico, and comfortably above the global Creator Economy Report figure of 55.9%.

Growth is where Spain stands out. 11.1% of Spanish creators grew their following by at least 20% over six months, 5,612 grew by half or more and 2,926 doubled, placing Spain 2nd of 12 behind only Mexico.

A deep nano bench and a high growth rate are the same phenomenon seen from two angles: Spanish creators are still arriving.

And the commercial question, where Spain is still open.

Brand deals and creator quality in Spain

34.5% of Spanish Instagram creators have run branded content, which leaves 70,985 accounts with no detected brand history at all.

Spain ranks 9th of 12 on brand-deal history, above the global Creator Economy Report figure of 28.8% but a long way below Sweden at 48.8% and the United Kingdom at 48.3%.

For a brand arriving now that is the opportunity. A large, growing, comparatively domestic market where two thirds of creators have never published a sponsored post is a different proposition from the saturated northern European markets.

Undisclosed and gifted collaborations are not captured by this measurement, so read the brand-deal figure as a floor. Brand experience predicts how smoothly a campaign runs, not how well it performs.

Next, who those creators are.

Who Spanish creators are

52.7% of Spanish Instagram creators above 10,000 followers are women and 47.3% are men.

57,118 accounts are run by women and 51,274 by men, close to the balance in Germany and France and less skewed than Mexico or Colombia.

Creator gender is inferred from the profile. Accounts with no identifiable individual creator, such as brands, shops and media outlets, are outside the measured population rather than counted separately. This study reports creator gender, not audience gender. Creator demographics should not be used as a substitute for follower demographics.

Every figure above, side by side, in one table.

Every Spanish creator market metric in one table

Every published figure from the Spanish study, as an account count and a share of the platform base.

Every share uses its own platform base (108,392 Instagram, 140,742 TikTok, 16,160 YouTube).

Next, Spain against the global market.

Spain against the global creator economy

We compared these Spanish figures against Click Analytic's Creator Economy Report 2026, a separate study of 23.6M creator accounts globally using a full-year 2025 snapshot. Its published 25-market breakdown covers a subset of that cohort.

Spain is ahead of the global benchmark on engagement, with a median of around 0.97% at 10K to 50K followers against a global 0.80%, and ahead on activity, at 64.5% posting in the last month against 55.9% worldwide.

Brand-deal history sits a few points above the global figure: 34.5% in Spain against 28.8% globally. For a market of this size and growth rate, that is the number worth acting on.

Here is what that changes about planning a Spanish campaign.

What this means for marketers working in Spain

Six rules for planning influencer campaigns in Spain, each grounded in a figure above.

Want to see the creators behind these numbers?

Other country studies

The same measurement, repeated market by market.

Methodology

Account totals count profiles matching the stated filters in the Click Analytic creator database. Percentages use the population specified for each metric. Medians are estimated from threshold queries and published as rounded benchmarks.

Population

Creator accounts with 10,000-100,000,000 followers (subscribers on YouTube) located in Spain, with an inferred gender.

Base per platform

108,392 Instagram, 140,742 TikTok, 16,160 YouTube. Every share on this page uses its own platform base.

Nano tier

Accounts with 1,000 to 10,000 followers, counted separately under the same location rules and excluded from every 10K+ total and share: 1,307,863 Instagram, 1,142,932 TikTok, 16,827 YouTube.

Measured

Instagram in August 2026, TikTok in September 2026, YouTube in September 2026.

Counting, not sampling

Account totals count profiles matching the stated filters in the Click Analytic creator database, which indexes over 400 million public profiles. These totals are database counts, not survey estimates.

Accounts, not people

Accounts are counted per platform. A creator active on two platforms appears in both totals, so the cross-platform figure is a count of creator accounts rather than of individuals.

Engagement rate

Calculated per platform. The definitions differ, so a rate is comparable within a platform and not across platforms.

Medians

Each median is published rounded, as a benchmark rather than an exact value.

Notes and limits

• This study covers Instagram, TikTok and YouTube as separate cohorts. Figures in the text refer to Instagram unless another platform is named, and TikTok and YouTube figures use their own platform bases. Cross-platform sums count accounts, not unique people.
• Instagram was measured in August 2026 and TikTok and YouTube in September 2026. Most other country studies were measured later, so a cross-market comparison spans a few weeks rather than a single day.
• Followers in Mexico, Colombia, Argentina and the rest of Latin America count as outside Spain throughout. For a Spanish-language campaign, read the full country split on the shortlist.

Still have questions? Most of them are answered below.

Frequently asked questions