A report on influencers underscores the disparity in earnings from sponsored content based on gender

Research into earnings from sponsored content indicates that male creators in the video platform sector consistently outpace their female-identifying counterparts by about 32% in earnings.

The analysis from Collabstr examined sponsored streams and videos, leveraging data from 2,414 gaming content creators.

Collabstr's co-founder, Kyle Dulay, informed GamesIndustry.biz of the distinct earnings gap, noting that male gaming influencers typically secure an average of $234 per sponsored collaboration, while female influencers earn around $160, revealing a gap of 32%.

Dulay addressed whether the study included more complex gender categorizations, stating that only a limited number of participants, under 1%, choose 'Other' as their gender during registration, restricting further analysis.

The disparity is reduced slightly on platforms like Twitch, per Collabstr's findings.

Dulay remarked, "On Twitch specifically, while the gap decreases to 27%, it remains a significant issue, with female-identifying streamers earning considerably less per collaboration compared to male streamers."

"Although progress towards equitable pay on platforms like Twitch is being made, the broader industry still requires significant advancements," added Dulay.

Discussing content trends and comparisons within the gaming sector, Dulay highlighted the presentation styles of different creators.

"Female influencers often blend gaming content with lifestyle topics such as fashion, cosplay, and beauty. In contrast, male creators frequently focus solely on gaming content, often avoiding personal exposure like revealing their faces," Dulay explained.

"Apart from the chosen promotion platforms, the structure of these collaborations shares little difference from others observed," he added.

Several aspects might contribute to the wage disparities among creators.

"The difference in earnings for gaming influencers is less pronounced on platforms like YouTube and Twitch compared to TikTok or Instagram," noted Dulay. "Given that YouTube and Twitch are major channels for gaming collabs, it stands to reason that males might attract more collaborations."

He continued, "The tightly focused nature of male creators' content enables them to demand higher fees, while women often incorporate multiple genres in their content, potentially impacting their pricing strategy."

"A broader issue may involve women undervaluing their services in comparison to their male peers," Dulay concluded.