The short answer
- Median program
- 7creators posted in 30 days
- Consumer brands
- 51median active creators
- Apps
- 5median active creators
- Largest roster
- 141Celsius
- Most programs are small. 30 programs had 1 to 5 active creators, 24 programs had 6 to 20 active creators, 9 programs had 21 to 50 active creators and 10 programs had 51 or more active creators.
- Apps run small rosters. 52 of 59 app programs had 20 or fewer creators post in 30 days.
- Consumer brands run big ones and keep adding. The median consumer program added 36 new creator accounts in 30 days, against 2 for apps.
- A few videos carry the views. In the median program the top 10% of videos by views brought 63.0% of 30-day views.
Active creators per program
| Active creators | All programs | Apps | Consumer brands |
|---|---|---|---|
| 1 to 5 | 30 | 30 | 0 |
| 6 to 20 | 24 | 22 | 2 |
| 21 to 50 | 9 | 4 | 5 |
| 51 or more | 10 | 3 | 7 |
"Active" means the account posted at least one video for the brand in the program's last 30 days. Programs also have creators who posted before and stopped: across fully scanned programs, 43.3% of attributed accounts were active in the window.
Apps against consumer brands
| Programs | Fully scanned | Median active (30 days) | Middle half | Median attributed accounts | Median new (30 days) | Dedicated accounts |
|---|---|---|---|---|---|---|
| All | 73 | 7 | 3 to 21 | 31 | 3 | 24.5% |
| Apps | 59 | 5 | 2 to 13 | 27 | 2 | 31.6% |
| Consumer brands | 14 | 51 | 23 to 89 | 71 | 35.5 | 9.1% |
Some app programs pay a few creators to post several times a week, sometimes on accounts made for the app. Consumer brands run ambassador-style programs: many creators, each posting now and then. See how apps run UGC and how consumer brands run UGC.
The largest rosters
| Program | Type | Active creators | New in 30 days | Videos in 30 days |
|---|---|---|---|---|
| Celsius | Consumer brand | 141 | 57 | 573 |
| Alani Nu | Consumer brand | 136 | 36 | 323 |
| StudyFetch | App | 132 | 60 | 2,549 |
| Poppi | Consumer brand | 107 | 73 | 348 |
| Bloom Nutrition | Consumer brand | 89 | 66 | 232 |
| Dr. Squatch | Consumer brand | 75 | 52 | 280 |
| Cantina | App | 69 | 11 | 328 |
| e.l.f. Cosmetics | Consumer brand | 58 | 54 | 66 |
Every measured brand is ranked in top UGC programs.
How many creators to start with
- Apps: 52 of 59 programs run 20 or fewer active creators, and the median runs 5. Starting with 5 to 10 and keeping the ones whose videos beat your median is in line with that.
- Consumer brands: the median program has 51 creators posting a month and adds about 36 new ones, so plan sourcing as a monthly pipeline, not a one-off list.
- Plan for a few winners. With most views coming from a program's 10 best videos, the job is finding the creators who make them; see do UGC creators need followers.
Method
73 fully scanned programs in UGC Brands (59 apps, 14 consumer brands), measured 1 October 2026 to 30 October 2026. An account counts when public evidence ties it to the program (confirmed and likely accounts); "active" means it posted for the brand in the last 30 days before the measured date. Sampled programs are left out of the roster figures because their 30-day activity is not measured. Program numbers are written by scripts/build-ugc-answers.mjs from the UGC Brands export. Every program: Top UGC programs.
Download the numbers on this page as a CSV file. Free to reuse with a link to this page under CC BY 4.0.
Cite this answer: UGC Agent, "How many UGC creators does a brand work with?", UGC Agent answers, published 1 November 2026, https://ugcagent.app/answers/how-many-ugc-creators-does-a-brand-work-with/
Limitations
- Counts are floors: a scan finds accounts with public program evidence, and creators who post without a tag or code can be missed.
- Only 14 fully scanned consumer brand programs; the app figures rest on 59.
- Apps and consumer brands are split by the program's category.