Audience location is the first filter, not the last
Only 15.0% of Swiss Instagram creators and 5.4% of TikTok accounts keep 40% of their audience in Switzerland. Every other metric on this page is secondary to that one.
Switzerland market study · 2026
Switzerland's Creator Economy in 2026
Using Click Analytic's own database of 400M+ creator profiles, we counted every one of the 22,138 Swiss creator accounts above 10,000 followers on Instagram, TikTok and YouTube and measured how they actually perform.
How much of a Swiss creator's audience is genuinely in Switzerland, what engagement and view counts look like at each size, how many accounts are still posting, and how many have already worked with a brand. Every figure below has its own chart, data table and source line.
By Paul BouletMeasured August 2026
22,138creator accounts with 10K+ followers in Switzerland
11,930on TikTok, the largest pool at 53.9%
15.0%of Instagram creators keep 40% of their audience in Switzerland
43.7%of Instagram creators have run branded content
About this study
This report maps the Swiss creator market across Instagram, TikTok and YouTube from Click Analytic's own creator database. It is a count, not a survey.
We identified every creator account with at least 10,000 followers, or subscribers on YouTube, whose location resolves to Switzerland, then measured follower size, creator gender, audience location, engagement rate, average views, posting activity, follower growth, brand-deal history and verification across all 22,138 of them.
Accounts are counted per platform. A Swiss creator active on Instagram and TikTok appears in both figures, so 22,138 is a count of creator accounts rather than of people. Nano accounts between 1,000 and 10,000 followers are counted separately and excluded from every total and share here.
Eight findings from the data, starting with the one that reframes every Swiss brief.
On this page
Key findings
The Swiss creator market in numbers. Each finding has its own link, so a single statistic can be cited on its own.
Only 15.0% of Swiss Instagram creators have a mostly Swiss audience
That is the lowest domestic concentration of the 12 markets measured, against 75.8% in Colombia. On TikTok it falls further, to 5.4%.
22,138 creator accounts above 10K followers
11,930 on TikTok, 9,182 on Instagram and 1,026 on YouTube. The smallest creator base of any market Click Analytic has studied.
43.7% of Swiss Instagram creators have run branded content
4,017 accounts, the 5th highest rate of 12 markets. Swiss Instagram is small and already commercial.
11,133 Swiss TikTok accounts have never run a brand deal
93.3% of the Swiss TikTok pool shows no detected branded content, against 56.3% on Instagram.
Swiss Instagram is the only male-majority Instagram market we measure
51.7% of Swiss Instagram creators are men. In every other market studied, Instagram creators are majority women.
23.5% of Swiss Instagram creators clear a 3% engagement rate
On TikTok 91.8% clear the same bar, so a flat 3% floor is a strict filter on one platform and no filter at all on the other.
6,251 Swiss TikTok accounts have not posted in 30 days
47.6% of Swiss TikTok accounts and 62.6% of Instagram accounts posted within the last month.
4.5% of Swiss Instagram creators average 100K+ Reel views
417 accounts. On TikTok it is 3.0%, and 40 Swiss TikTok accounts average a million.
How many influencers are there in Switzerland?
Switzerland holds 22,138 creator accounts with 10,000 or more followers across Instagram, TikTok and YouTube, and 205,984 more between 1,000 and 10,000.
TikTok is the largest pool at 11,930 accounts, 53.9% of the base, ahead of Instagram at 9,182 and YouTube at 1,026. On Instagram alone Switzerland is the smallest of the 12 markets measured, against 14,493 in Sweden and 97,105 in Germany.
The nano bench is where the difference in platform maturity shows. TikTok holds 11.3 accounts between 1,000 and 10,000 followers for every one already above the line, Instagram 7.6, and YouTube only 1.5. Swiss YouTube has almost no pipeline under it.
The distribution is tight. 81.9% of Swiss Instagram creators and 85.2% of TikTok accounts sit between 10K and 50K followers. Fewer than 30 Instagram accounts and fewer than 30 YouTube channels have passed a million followers or subscribers.
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View data table
| Platform | Creator accounts 10K+ | Share of the 10K+ base | Nano accounts 1K-10K |
|---|---|---|---|
| TikTok | 11,930 | 53.9% | 134,441 |
| 9,182 | 41.5% | 70,039 | |
| YouTube | 1,026 | 4.6% | 1,504 |
| Total | 22,138 | 100.0% | 205,984 |
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| Follower size | Instagram (accounts) | TikTok (accounts) | YouTube (accounts) | Instagram (share) | TikTok (share) | YouTube (share) |
|---|---|---|---|---|---|---|
| 10K-50K | 7,521 | 10,162 | 712 | 81.9% | 85.2% | 69.4% |
| 50K-100K | 854 | 1,011 | 148 | 9.3% | 8.5% | 14.4% |
| 100K-500K | 731 | 673 | 138 | 8.0% | 5.6% | 13.5% |
| 500K-1M | 49 | 54 | fewer than 30 | 0.5% | 0.5% | fewer than 30 |
| 1M+ | fewer than 30 | 30 | fewer than 30 | fewer than 30 | 0.3% | fewer than 30 |
Subscribers on YouTube. Bands are exclusive and sum to the platform base.
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For marketers
A Swiss campaign can review the qualified pool rather than sample it. At this size the constraint is not finding creators, it is finding creators whose audience is actually in the country.
Which is the next section, and it is the one that matters most here.
Where Swiss creators' audiences are actually located
15.0% of Swiss Instagram creators keep at least 40% of their audience in Switzerland. On TikTok it is 5.4% and on YouTube 4.0%.
Those are the lowest domestic shares of the 12 markets measured, by a wide margin. Turkey sits at 82.8% on the same threshold. Switzerland is 12th.
The cause is structural rather than a quality problem. Switzerland has four national languages and every one of them is the majority language of a larger neighbour. A German-speaking Swiss creator's natural audience includes Germany and Austria; a French-speaking one's includes France. Those followers are real, they are simply not counted as Swiss by this measurement.
29.7% of Swiss Instagram creators clear even a 20% domestic threshold, and 7.4% clear 60%. Fewer than 30 YouTube channels keep 60% of their audience in Switzerland.
For marketers
Never price a Swiss creator on total followers. Read the country split first, and if the campaign is DACH or francophone rather than strictly Swiss, read it again before discounting anyone.
Next, who those creators are, and the one place Switzerland breaks the pattern.
Who Swiss creators are
Switzerland is the only market we have measured where Instagram creators are majority men: 51.7% against 48.3% women.
4,748 of 9,182 Swiss Instagram accounts are run by men. Everywhere else measured, Instagram runs the other way, from the United Kingdom to Mexico. TikTok reverts to the usual shape at 51.7% women, and YouTube is heavily male at 66.9%.
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.
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| Platform | Women | Share | Men | Share |
|---|---|---|---|---|
| 4,434 | 48.3% | 4,748 | 51.7% | |
| TikTok | 6,164 | 51.7% | 5,766 | 48.3% |
| YouTube | 340 | 33.1% | 686 | 66.9% |
Gender is inferred from the profile. Accounts with no identifiable individual creator, such as brands and media outlets, are not counted.
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For marketers
This breakdown describes creators, not their followers. To reach women in Switzerland, compare each shortlisted account’s audience composition; the creator-gender split does not establish whether TikTok or Instagram has the more relevant audience.
Engagement next, where the three platforms sit very far apart.
Engagement rate benchmarks for Swiss influencers
23.5% of Swiss Instagram creators clear a 3% engagement rate. On TikTok 91.8% clear the same bar and on YouTube 58.2%.
50.5% of Swiss Instagram accounts exceed 1%, 23.5% exceed 3% and 13.8% exceed 5%. That is the 4th highest 3% share of the 12 markets measured, a respectable position for the smallest base.
The three platforms are not comparable to each other and this market makes the point loudly. A 3% floor removes three quarters of Swiss Instagram and almost none of Swiss TikTok, because engagement is calculated differently on each platform and TikTok's denominator flatters it.
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View data table
| Engagement rate | Instagram (accounts) | Instagram (share) | TikTok (accounts) | TikTok (share) | YouTube (accounts) | YouTube (share) |
|---|---|---|---|---|---|---|
| 1%+ | 4,639 | 50.5% | 11,768 | 98.6% | 890 | 86.7% |
| 3%+ | 2,159 | 23.5% | 10,956 | 91.8% | 597 | 58.2% |
| 5%+ | 1,269 | 13.8% | 9,237 | 77.4% | 348 | 33.9% |
Engagement is calculated per platform, so a rate compares within a platform only. Thresholds are cumulative.
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For marketers
Use the 3% share as your Instagram filter and ignore it on TikTok. On TikTok the honest quality signal in this market is views, which is the next section.
So how far does a Swiss video actually travel?
Views and reach in the Swiss market
36.0% of Swiss Instagram creators average at least 10,000 Reel views and 4.5% average 100,000.
On TikTok, 19.2% average at least 10,000 views and 3.0% average 100,000, with 40 accounts averaging a million. YouTube reaches 4.7% at the six-figure threshold.
Switzerland ranks 9th of 12 on the Instagram six-figure rate. In a market where audiences spill across the borders in every direction, high view counts frequently mean reach outside Switzerland rather than inside it, which is why this section should be read together with the audience-location section above and never on its own.
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| Average views per video | Instagram (accounts) | Instagram (share) | TikTok (accounts) | TikTok (share) | YouTube (accounts) | YouTube (share) |
|---|---|---|---|---|---|---|
| 10K+ | 3,305 | 36.0% | 2,289 | 19.2% | 272 | 26.5% |
| 100K+ | 417 | 4.5% | 358 | 3.0% | 48 | 4.7% |
| 1M+ | fewer than 30 | fewer than 30 | 40 | 0.3% | fewer than 30 | fewer than 30 |
Reels on Instagram, videos on TikTok and YouTube. Thresholds are cumulative.
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For marketers
Read views and domestic share as a single number. With only 15.0% of Swiss Instagram creators holding 40% of their audience at home, a creator averaging 100,000 views is not delivering 100,000 Swiss views.
Next, how much of this small market is actually still posting.
How many Swiss creators are active, and which are growing
62.6% of Swiss Instagram accounts posted in the last 30 days, against 47.6% on TikTok and 42.0% on YouTube.
That leaves 3,430 Instagram accounts and 6,251 TikTok accounts dormant for a month or more. In a base of 22,138 accounts, an unfiltered shortlist loses a meaningful part of its names to inactivity before outreach even starts.
Growth is middling. 9.8% of Swiss Instagram creators grew by at least 20% over six months, placing Switzerland 6th of 12, and 204 accounts doubled. On TikTok, 5.4% grew by a fifth or more.
Fewer than 30 YouTube channels grew by half or more.
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| Platform | Posted in the last 30 days | Share of the platform base | Did not post |
|---|---|---|---|
| 5,752 | 62.6% | 3,430 | |
| TikTok | 5,679 | 47.6% | 6,251 |
| YouTube | 431 | 42.0% | 595 |
Activity is measured from the most recent post we hold for the account.
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| Follower growth, six months | Instagram (accounts) | Instagram (share) | TikTok (accounts) | TikTok (share) | YouTube (accounts) | YouTube (share) |
|---|---|---|---|---|---|---|
| +20% | 896 | 9.8% | 649 | 5.4% | 34 | 3.3% |
| +50% | 404 | 4.4% | 295 | 2.5% | fewer than 30 | fewer than 30 |
| +100% | 204 | 2.2% | 170 | 1.4% | fewer than 30 | fewer than 30 |
Thresholds are cumulative: an account that grew 100% is also counted at 50% and 20%.
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For marketers
Apply a recency filter before you build the Swiss list. At this market size, a dormant account on the shortlist is a meaningful fraction of the plan rather than a rounding error.
And the commercial question: how much of Switzerland has done this before?
Brand deals and creator quality in Switzerland
43.7% of Swiss Instagram creators have run branded content, 4,017 accounts. On TikTok it is 6.7%.
Switzerland ranks 5th of 12 on Instagram brand-deal history, ahead of much larger markets and well above the global Creator Economy Report figure of 28.8%. For a country of nine million that is a striking level of commercial maturity, and it reflects both high purchasing power and a dense agency market.
TikTok is the opposite story. 11,133 Swiss TikTok accounts, 93.3% of the pool, show no detected branded content. Undisclosed and gifted collaborations are not captured by this measurement, so read it as a floor.
Verification carries almost no information here: 0.9% of Swiss TikTok creators hold a badge.
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| Platform | Has run branded content | Share of the platform base | No branded content detected |
|---|---|---|---|
| 4,017 | 43.7% | 5,165 | |
| TikTok | 797 | 6.7% | 11,133 |
| YouTube | 102 | 9.9% | 924 |
At least one detected sponsored or branded post. Undisclosed or gifted collaborations are not captured.
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| Platform | Verified | Share of the platform base | Not verified |
|---|---|---|---|
| TikTok | 102 | 0.9% | 11,828 |
| YouTube | 92 | 9.0% | 934 |
A badge confirms identity, not audience quality or reach. The chart covers TikTok and YouTube.
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For marketers
Swiss Instagram is a seller's market for experienced creators. The uncontested pool is on TikTok, and it is large enough that a first-time-partner strategy is realistic rather than a compromise.
Every figure above, side by side, in one table.
Every Swiss creator market metric in one table
Every published figure from the Swiss study, as an account count and a share of its own platform base.
| Metric | TikTok | YouTube | |
|---|---|---|---|
| Market size | |||
| Creator accounts, 10K+ followers | 9,182 | 11,930 | 1,026 |
| Nano accounts, 1K-10K followers | 70,039 | 134,441 | 1,504 |
| Follower size (subscribers on YouTube) | |||
| 10K-50K | 7,521 (81.9%) | 10,162 (85.2%) | 712 (69.4%) |
| 50K-100K | 854 (9.3%) | 1,011 (8.5%) | 148 (14.4%) |
| 100K-500K | 731 (8.0%) | 673 (5.6%) | 138 (13.5%) |
| 500K-1M | 49 (0.5%) | 54 (0.5%) | fewer than 30 |
| 1M+ | fewer than 30 | 30 (0.3%) | fewer than 30 |
| Creator gender | |||
| MALE | 4,748 (51.7%) | 5,766 (48.3%) | 686 (66.9%) |
| FEMALE | 4,434 (48.3%) | 6,164 (51.7%) | 340 (33.1%) |
| Audience located in Switzerland | |||
| 20%+ in-country | 2,731 (29.7%) | 1,933 (16.2%) | 81 (7.9%) |
| 40%+ in-country | 1,380 (15.0%) | 644 (5.4%) | 41 (4.0%) |
| 60%+ in-country | 679 (7.4%) | 288 (2.4%) | fewer than 30 |
| Engagement rate | |||
| Engagement rate 1%+ | 4,639 (50.5%) | 11,768 (98.6%) | 890 (86.7%) |
| Engagement rate 3%+ | 2,159 (23.5%) | 10,956 (91.8%) | 597 (58.2%) |
| Engagement rate 5%+ | 1,269 (13.8%) | 9,237 (77.4%) | 348 (33.9%) |
| Average views per video | |||
| Average views 10K+ | 3,305 (36.0%) | 2,289 (19.2%) | 272 (26.5%) |
| Average views 100K+ | 417 (4.5%) | 358 (3.0%) | 48 (4.7%) |
| Average views 1M+ | fewer than 30 | 40 (0.3%) | fewer than 30 |
| Activity | |||
| Posted in last 30 days | 5,752 (62.6%) | 5,679 (47.6%) | 431 (42.0%) |
| Follower growth, six months | |||
| Growth +20% | 896 (9.8%) | 649 (5.4%) | 34 (3.3%) |
| Growth +50% | 404 (4.4%) | 295 (2.5%) | fewer than 30 |
| Growth +100% | 204 (2.2%) | 170 (1.4%) | fewer than 30 |
| Commercial readiness | |||
| Has run branded content | 4,017 (43.7%) | 797 (6.7%) | 102 (9.9%) |
| Verification (TikTok and YouTube) | |||
| Verified | 102 (0.9%) | 92 (9.0%) | |
Every share uses its own platform base (9,182 Instagram, 11,930 TikTok, 1,026 YouTube).
Numbers mean little until you know whether they are high or low. Next, Switzerland against the global market.
Switzerland against the global creator economy
We compared these Swiss 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.
The commercial comparison is the flattering one: 43.7% of Swiss Instagram creators carry brand-deal history against 28.8% worldwide. Activity is close to the global norm, with 62.6% of Swiss Instagram accounts posting in the last month against 55.9% globally.
The platform mix leans away from the global shape. TikTok holds 53.9% of the Swiss base against 67.0% globally, and Instagram 41.5% against 25.0%. Switzerland is a noticeably more Instagram-weighted market than the world average.
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View data table
| Metric | Switzerland | Global |
|---|---|---|
| Instagram creators with previous branded content | 43.7% | 28.8% |
| Instagram creators who posted in the last 30 days | 62.6% | 55.9% |
| TikTok creators who posted in the last 30 days | 47.6% | 53.2% |
| YouTube channels averaging 100K+ views | 4.7% | 11.2% |
| TikTok's share of the three-platform creator base | 53.9% | 67.0% |
| Instagram's share of the three-platform creator base | 41.5% | 25.0% |
Global figures: Click Analytic Creator Economy Report 2026, based on 23.6M creator accounts globally, with data from the whole of 2025. Its published 25-market breakdown covers a subset of that cohort. A metric with no comparable global figure is left out rather than estimated.
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For marketers
The global benchmark that does not transfer to Switzerland is audience location. Nothing in a worldwide average prepares a planner for a market where most creators reach mostly foreign audiences.
Here is what that changes about planning a Swiss campaign.
What this means for marketers working in Switzerland
Six rules for planning influencer campaigns in Switzerland, each grounded in a figure above.
Decide whether you actually want a Swiss-only audience
A German-speaking Swiss creator reaching Germany and Austria is not failing a Swiss brief if the brief is DACH. Read the full country split before you discount anyone.
Do not carry an engagement floor across platforms
A 3% floor keeps 23.5% of Swiss Instagram creators and 91.8% of TikTok accounts. Judge TikTok on views.
Expect experienced partners on Instagram
43.7% of Swiss Instagram creators have run branded content, the 5th highest rate of 12 markets. Briefing is easy; negotiation is not.
Find first-time partners on TikTok
11,133 Swiss TikTok accounts have no detected brand history. In a market this small, that is where an uncontested shortlist still exists.
Filter for activity before outreach
3,430 Instagram and 6,251 TikTok accounts have not posted in 30 days. On a base of 22,138, that is a large share of any unfiltered list.
Want to see the creators behind these numbers?
Find the Swiss creators behind these numbers
Every metric on this page is a filter in Click Analytic: audience location, engagement against the benchmarks above, average views, posting activity and brand history.
Other country studies
The same measurement, repeated market by market.
Australia Creator Economy Report
57,713 Instagram creator accounts measured September 2026.
Canada Creator Economy Report
62,935 Instagram creator accounts measured September 2026.
Colombia Creator Economy Report
80,359 Instagram creator accounts measured September 2026.
France Creator Economy Report
88,385 Instagram creator accounts measured September 2026.
Germany Creator Economy Report
97,105 Instagram creator accounts measured September 2026.
Mexico Creator Economy Report
103,329 Instagram creator accounts measured September 2026.
Spain Creator Economy Report
108,392 Instagram creator accounts measured August 2026 and September 2026.
Sweden Creator Economy Report
14,493 Instagram creator accounts measured September 2026.
Turkey Creator Economy Report
193,677 Instagram creator accounts measured September 2026.
United Kingdom Creator Economy Report
142,382 Instagram creator accounts measured September 2026.
United States Creator Economy Report
929,228 Instagram creator accounts measured September 2026.
Methodology
Account totals count profiles matching the stated filters in the Click Analytic creator database. Percentages use the population specified for each metric. Groups of fewer than 30 accounts are not published as a share.
- Population
- Creator accounts with 10,000-100,000,000 followers (subscribers on YouTube) located in Switzerland, with an inferred gender.
- Base per platform
- 9,182 Instagram, 11,930 TikTok, 1,026 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: 70,039 Instagram, 134,441 TikTok, 1,504 YouTube.
- Measured
- Instagram in August 2026, TikTok in August 2026, YouTube in August 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 is the smallest market measured, so some groups have fewer than 30 accounts and are not shown as a share: Instagram and YouTube accounts above a million followers, YouTube channels with 60% of their audience in Switzerland, and YouTube channels that grew by half or more.
- This study covers creator gender, not audience gender. Creator demographics describe the account holders, not the people following them.
- Followers in Germany, France, Austria and Italy count as outside Switzerland throughout. For a DACH or francophone campaign, read the full country split on the shortlist.
Still have questions? Most of them are answered below.
Frequently asked questions
How many influencers are there in Switzerland?
Click Analytic counts 22,138 creator accounts with 10,000 or more followers located in Switzerland across Instagram, TikTok and YouTube: 11,930 on TikTok, 9,182 on Instagram and 1,026 on YouTube, measured in August 2026. Accounts are counted per platform, so a creator active on two is counted twice.
How much of a Swiss influencer's audience is actually in Switzerland?
Less than most briefs assume. 15.0% of Swiss Instagram creators keep at least 40% of their audience in Switzerland, 5.4% on TikTok and 4.0% on YouTube. Switzerland has the lowest domestic concentration of the 12 markets measured.
Which platform has the most influencers in Switzerland?
TikTok, with 11,930 accounts above 10,000 followers, 53.9% of the Swiss base. Instagram follows with 9,182 and YouTube with 1,026 channels.
What is a good engagement rate for a Swiss Instagram influencer?
23.5% of Swiss Instagram creators clear 3% and 13.8% clear 5%, so 3% is a genuinely selective filter on Instagram here.
How many Swiss influencers have done brand deals?
4,017 Swiss Instagram accounts, 43.7% of the market, show at least one detected branded post, the 5th highest share of the 12 markets measured. On TikTok it is only 6.7%.
Are Swiss influencers mostly men or women?
On Instagram, men: 51.7% against 48.3% women, which makes Switzerland the only Instagram market we measure with a male majority. TikTok is 51.7% women and YouTube is 66.9% men.
How was this data collected?
Account totals count profiles matching the stated filters in Click Analytic's database of 400M+ creator profiles. They are database counts, not survey estimates. Instagram, TikTok and YouTube were measured in August 2026.