The Influencer Profession in Italy: Taxes, Performance, and Earnings

40,000 active creators, yet only 2.5% have adopted the new ATECO code dedicated to influencers. The average turnover? Approximately €24,000 per year. These figures reveal a market that is still fragmented, where engagement, credibility, and performance are becoming more significant than follower counts. In this speech, we will present the results of the research conducted by Kolsquare and Fiscozen on the real state of the creator economy in Italy: how much creators and influencers earn today, the differences between nano, micro, and macro-creators, and how monetization logic is evolving. One key statistic stands out: only 3.1% of published content is sponsored. This highlights that today’s true value lies not just in reach, but in the ability to build trust and genuinely influence a community.