Accounting Firms Target Asia's $26B Creator Economy
Professional services firms build specialized practices as platform fees and tax complexity create demand in Asia's $26B creator economy, projected to hit $75B by 2032.
National Accounts has issued a warning to social media creators across Asia, cautioning that dashboard earnings significantly overstate actual income due to platform fees, taxes, and business expenses. The advisory signals the emergence of a specialized professional services sector targeting the region's US$26.16 billion creator economy, which is projected to reach US$75.28 billion by 2032.
Platform Fees and Tax Complications Drive Demand
The accounting firm explained that platform fees alone can consume up to 30% of revenue before creators even address tax obligations. This income gap surprises newer creators and impacts even established channels navigating multi-platform revenue streams.
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"Treating content creation like a business from day one is the difference between passion projects that struggle financially and careers that can scale sustainably," said Mike Wilczynski, spokesperson at National Accounts.
The firm emphasized that creators should focus on net amounts received rather than headline numbers from ad revenue, subscriptions, and brand partnerships. Tax liabilities represent another common miscalculation, with many creators failing to set aside adequate funds for income tax and goods and services tax.
Business expenses further erode gross income. Equipment, editing software, marketing, props, and travel costs for location shoots add up quickly. National Accounts noted that creators often miss valuable deductions due to poor record keeping, recommending separate personal and business finances.
Professional Services Infrastructure Emerges
The professionalization trend reflects broader market developments across Asia, where the services segment holds the largest 2025 market share in the creator economy. Singapore-based Creatory, operated by MoneyHero Group, now connects more than 600 creators to financial brands for affiliate marketing, demonstrating infrastructure growth for monetization beyond platform payouts.
The ASEAN consulting services market reached US$12.05 billion in 2026 and is growing at 7.01% annually, with digital advisory holding more than 35% market share through 2031. However, major accounting firms including KPMG and Deloitte have addressed digital economy trends without announcing creator-specific tax services, leaving a gap in multi-platform income structuring.
Creators in Indonesia and Thailand face particular complexity navigating 12% to 20% e-commerce revenue shares through affiliate programs. Social commerce integration now influences US$46 billion in Asia-Pacific e-commerce revenue, with 20% of Southeast Asia's US$190 billion 2025 e-commerce driven by creators.
Implications for Brand Partnerships
National Accounts highlighted the unpredictable nature of creator earnings, with advertising rates and audience engagement fluctuating significantly. Creators often base spending on recent strong months rather than long-term averages, creating financial stress when income drops while fixed costs remain constant.
The firm advocated for forecasting and budgeting over reliance on dashboard figures, stressing the importance of working with financial experts. For marketing executives managing influencer partnerships, this professionalization trend suggests the need for more rigorous financial due diligence when selecting creator collaborators, as proper tax compliance and business structure directly impact campaign reliability and brand risk.
Examples like India's CarryMinati, who built a US$6 million net worth, and Singapore's supercatkei, who generates five-figure streaming income, exemplify the creator-to-entrepreneur evolution requiring formal financial structures.
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