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The ‘Influencer’ Profession: 25,000 Companies Give Space to Digital Content Creators

Rome/Padua, 11 February 2026 – More than 25,000 Italian companies have emerged around the creation of digital content: YouTubers, TikTokers, influencers and video makers who have turned digital skills and creativity into fully structured economic activities. This is highlighted by the first Italian research study on the topic, carried out by InfoCamere in collaboration with the University of Padua, which captures a rapidly expanding phenomenon and outlines the map of digital entrepreneurship in the country.