Digital Economy Hits $4.9 Trillion, Now 18% of U.S. GDP
IAB Study Finds Internet Jobs Growing 12x Faster Than Overall Labor Market
The U.S. digital economy has officially entered heavyweight territory. According to new research released by the Interactive Advertising Bureau (IAB), internet-driven business now contributes $4.9 trillion to the national economy. That’s nearly one-fifth of total U.S. GDP.
The data comes from IAB’s fifth edition of Measuring the Digital Economy: Advertising, Content, Commerce, and Innovation, led by Harvard Business School’s John Deighton. The report shows how deeply internet-based industries have reshaped employment, productivity, and business creation across the country.
28 Million Jobs and Counting
Digital Work Now Spans Every U.S. Congressional District
In 2008, just 3 million jobs were linked to the internet economy. Fast forward to 2025, and that number has jumped to over 28 million. More than 11 million of those are directly employed in digital functions—think software development, content creation, and digital marketing. Another 17 million work in sectors that rely heavily on internet tools and infrastructure, such as retail, education, health, and finance.
What’s more striking is the pace of expansion. While the overall U.S. economy has grown at a 7% annual clip since 2020, digital-related business has grown at 19%. Jobs tied to the internet are growing 12 times faster than the broader workforce.
Creators Are Now a Major Economic Force
The creator economy—people who earn a living by publishing videos, posts, or audio content and building communities online—has exploded. In 2020, there were around 200,000 full-time digital creators in the U.S. Today, there are more than 1.5 million.
This group now accounts for more than 10% of all full-time jobs dependent on internet platforms. Unlike traditional media jobs, which are growing at 5% annually, the creator sector is moving five times faster.
IAB CEO David Cohen described the change as structural. “Creators aren’t just content producers—they’re shaping how people shop, learn, and socialize. And the platforms they use benefit directly from that growth.”
Not Just a Coastal Story
Internet-driven jobs aren’t clustered in a few high-tech hubs. Every one of the 435 U.S. congressional districts now reports digital economy employment. Even Silicon Valley, New York, and Los Angeles combined account for just one-eighth of the national total.
The expansion of e-commerce, digital marketplaces, and freelance platforms has helped spread job growth far beyond traditional business centers. Small towns, mid-sized cities, and suburban counties are all part of the trend.
Who’s Fueling the Growth?
Key Drivers Behind the $4.9 Trillion Economy
- Roughly 70% of digital job growth comes from four areas:
- Digital creators using platforms like YouTube, Instagram, and TikTok
- Platform workers using services such as Uber, Instacart, DoorDash, and Airbnb
- Online merchants growing through tools like Shopify and Etsy
- Integrated tech companies like Amazon, Meta, Microsoft, and Alphabet
This mix of individual creators, gig economy participants, and large firms has created a layered digital ecosystem that supports both entrepreneurial ventures and large-scale innovation.
Preparing for What Comes Next
IAB says the growth isn’t done. Cohen points to artificial intelligence—specifically generative and autonomous tools—as the next major accelerant. With Congress playing catch-up on tech regulation, IAB is planning a Capitol Hill briefing in June to push for policies that support digital job growth and infrastructure investment.
The June 26 event in Washington, D.C. will focus on helping lawmakers grasp how digital work is reshaping employment, business formation, and economic mobility.
What This Means for the Broader Economy
The research challenges outdated assumptions about where economic value is created and who benefits. The digital economy isn’t just Big Tech and it isn’t limited to the coasts. It includes solo entrepreneurs in rural areas, families running online shops, part-time rideshare drivers, and millions of Americans earning income by creating and sharing content.
As digital platforms continue to integrate into daily life, the boundary between traditional and internet-based jobs keeps shrinking. The numbers suggest this is more than a trend—it’s a new foundation for economic growth.
