How the internet birthed a new generation of millionaires

Global luxury consumerism may be experiencing tepid growth, but a wave of young content creators around the world is amassing (and spending) immense fortunes. Vietnamese-American YouTuber Ryan Kaji, 14, has an estimated net worth exceeding $100 million, earned via his Ryan’s World channel, while 27-year-old MrBeast has built a net worth approaching $1 billion. Meanwhile, a handful of Gen Z OnlyFans creators like Belle Delphine and Ari Kytsya are earning millions of dollars per month. The global influencer economy is today valued at around $250 billion and is projected by Goldman Sachs to almost double to $480 billion by 2027. All over the world, Gen Zers, and in some cases even Gen Alpha, are becoming millionaires from their bedrooms, creating a unique demographic of luxury consumers that brands should monitor closely. From streamers to Chinese livestreaming moguls, the internet has carved out a new class of high-net-worth individuals.This trend of young millionaires extends across Asia. On China’s Douyin, livestreamer Brother Xiao Yang has evolved from entertainer to entrepreneur, controlling more than 50 companies across media, e-commerce, and tourism. His multi-channel network (MCN), Three Sheep Network, manages 2,487 affiliated accounts with 387 million combined followers, generating tens of billions of yuan in annual revenue. Performance consumerism This new economy thrives on performative consumption. YouTube trends like “$1 vs $250,000 vacation” or “Buying the most expensive …” transform spending into entertainment, with millionaire content creators flaunting their wealth to gain views. According to a recent PwC report, young consumers in general are gravitating toward “affordable affluence,” investing in matcha, resale sneakers, and skincare-makeup hybrids instead of traditional status symbols. “These choices reflect self-improvement and individuality rather than hierarchy,” says Ali Furman, a PwC analyst. Despite the widespread excess often displayed on YouTube, some Chinese content creators have garnered significant wealth and attention by documenting their traditional, rural lives. Hailing from Yunnan, 35-year-old Dianxi Xiaoge is a Chinese food vlogger who has amassed 12.1 million followers on YouTube. Fellow millennial vlogger Li Ziqi shares videos from her hometown in rural Pingwu County, Mianyang, building a similarly devoted following. China’s creator entrepreneurs “Streetwear or fashion itself has gone deeper, and now creates spaces for many iterations of businesses driven by creators, KOLs, and influencers,” says Peter Zhong, Founder and Editor-in-Chief of Nowre (a leading youth culture publication). “Basically, they build business through their influence online, and in China there’s more ways to do it than ever.” Zhong’s observation captures a structural advantage: China’s supply chain proximity allows creators to rapidly prototype, manufacture, and retail new products for their merchandise lines — often faster than legacy luxury brands. Before announcing his retirement following controversy, Douyin livestreamer Zheng Xiangxiang famously earnt $13.7 million in sales in a week. A brand opportunity For this digital millionaire class, consumption is both self-expression and business investment. Creators flaunt limited-edition streetwear, unattainable hypercars, and luxury private jet experiences, yet they also spend on production teams, personal branding, and community spaces. A recent Oxford Economics study found that YouTube creators generated an estimated 2.2 billion British pounds ($2.9 billion) for the U.K. economy in 2024, supporting approximately 45,000 jobs nationwide. OnlyFans entrepreneurs, meanwhile, have even bought billboard ads in Las Vegas and London, signaling the normalization of a once-marginalized creator economy. In July 2025, L'Oréal demonstrated support for the industry by announcing Urban Decay’s partnership with OnlyFans star Ari Kytsya — one of the first mainstream beauty brands to partner with an adult content creator. In mainland China, OnlyFans does not have an official legal entity and remains inaccessible due to internet restrictions enforced by the Cyberspace Administration of China and the Great Firewall. Brand opportunities Recent moves that resonate with influencer culture include #PorscheandPilates, or Bentley Motors’ September 2025 announcement of a partnership with Joe & The Juice. The rose-hued health food chain, a viral TikTok favorite, may seem like an unlikely matches for luxury automotive brands, but many of the KOLs who vlog their pilates classes or buy the retailer’s juices have the disposable income to purchase their vehicles. Whether it is Jacqueumus’ $150 take on the Stanley Cup, or Pierpaolo Piccoli’s first Balenciaga campaign featuring models in bed with wired headphones (a Gen Z signifier), luxury does show some signs of recognizing the role of young consumers. But this “new rich” young demographic with some wildly performative spending habits should be further on brand radar, to capitalize on the rise in conspicuous consumption. Aligning with creator-millionaires means tapping into audiences that shop, and live online. As this new generation matures from viral fame to venture-scale entrepreneurship, their habits and spending will have a major impact on luxury consumption.

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How the internet birthed a new generation of millionaires