Britain’s broadband economy revealed: Connected digital careers contribute £15 billion to UK economy
New research from giffgaff reveals that nearly a fifth (18%) of UK adults have a digital income, driving a collective £78.3 billion in UK earnings
Those in connected digital careers earn an average of £41,400 - more than the national average salary
Over a third (38%) of UK adults would prefer to work online than in traditional employment and 55% of those plan to make this a reality — signalling ongoing shifts in the UK workforce
From podcasters and influencers to online sellers and gamers, new research from giffgaff reveals a fast-growing “broadband economy” taking shape across the UK, with connected digital careers now contributing an estimated £151 billion to the UK economy.
The trend is largely driven by 25–44-year-olds, who report average monthly earnings of £4,113.501. However, there is a significant gender divide with men earning 58% more than women.
The data shows that 40%1 use their digital career as their main source of income, while 60%1 use it as a secondary income. Additionally, 44%1 say it has made them less reliant on traditional jobs.
The ways people are making money online is increasingly diverse. The most popular earner is selling physical products on marketplaces such as Etsy, eBay and Vinted (53%)1. Other areas for earnings are digital content creation (32%1), selling digital products e.g. ebooks, courses and greeting cards (21%1) and teaching online (15%1). Of course, AI is playing a role with some cashing in on making “how to use AI” guides using ChatGPT (13%1).
At the same time, 73%1 say reliable, fair-value broadband plays a major role in maintaining an online income stream, underlining the importance of strong digital infrastructure in supporting this shift.
The research shows a significant change in attitudes towards work itself. Over a third (38%)2 of UK adults say they would prefer to earn online rather than through traditional employment. Of that 38%2 who would prefer online, 31%2 plan to do so within the next five years.
Despite this appetite, there are barriers to taking advantage of digital income possibilities. Income instability (52%)2, followed by lack of digital skills (38%)2, confidence or experience (38%)2, training support (27%)2 and awareness of opportunities (32%)2 top the list as the biggest barriers, suggesting ambition is outpacing access and guidance.
In response to the research, mobile and broadband provider giffgaff is opening the UK’s first Broadband Boss Academy on 19th May 2026 in Liverpool, an exclusive creator-led one-off event designed to help people turn digital ambition into real income.
The event will bring together aspiring creators with established digital earners for practical insight, mentorship and real-world guidance on building online careers, and one attendee will receive a £1,000 grant from giffgaff to fuel their online career. Speakers include DJ AG, who has turned TikTok livestreaming into the equivalent of a full-time salary each month, and has performed with artists including Stormzy and Ed Sheeran. Joining him will be Lucy Bowes, who has generated over £4m in income using just her iPad, and PieFace, who has built a loyal online audience and sustainable digital career through gaming content. They will share hands-on advice and lived experience on turning skills into income in the broadband economy.
Kate Dohaney, CEO of giffgaff, says: “Digital and creator-led work is an increasingly vital career space, with our data showing these roles contribute £15 billion to the UK economy. From podcasters, gamers and creators to online sellers, digital earners are making more than the UK average salary. However, millions of people still face barriers to fair-value connectivity, limiting their ability to participate in the creator economy and wider digital opportunities.
At giffgaff, we are working consistently with our partners to improve our network and reach to ensure fair access for all. We believe reliable, high-quality broadband is the essential foundation for this growing workforce. Through initiatives like Broadband Boss Academy, we’re providing the practical tools and connectivity people need to turn digital ambition into long-term opportunity.”
Looking ahead, over half (52%)2 of UK adults believe digital income will become as common as traditional employment within the next decade, while nearly two thirds (64%)2 say they’d feel more financially secure if they had more than one source of income. However, there are concerns about losing traditional benefits such as pensions and sick pay (38%)2. Lack of sociability (34%)2 and wider concerns about income instability (52%)2, are also bringing hesitancy among those yet to enter the space.
As the broadband economy continues to grow, stable, affordable connectivity is an essential infrastructure for modern work. giffgaff broadband is built for today’s internet-powered careers, with fast, reliable connectivity and no unexpected price rises so you can grow your online income with confidence. It’s monthly rolling and 24 month full fibre have symmetrical speeds and give you the freedom to change your plan when you need3. With rollout already reaching 2.8m homes in the UK with further expansion expected throughout 2026, the network is helping unlock new economic opportunities nationwide.
For tickets to giffgaff Broadband Boss Academy and more information on how to apply for the £1,000 grant visit Eventbrite
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For more information on giffgaff broadband please visit: www.giffgaff.com/broadband
For further information please contact giffgaff@splendidcomms.com or 020 7553 7300
Notes to Editors
This research was conducted by Opinium & CEBR between 23rd April 2026 and 1st May 2026. Based on an online survey of 650 UK adults (18+) who earn money online, weighted to be nationally representative. Activity distributions, earnings, and length of time figures reflect weighted responses from a follow-up custom survey of 650 broadband economy participants conducted by Opinium in the same period.
Total annual earnings (£78.3 billion) are calculated as median monthly earnings, as reported by survey respondents, multiplied by 12 and multiplied by the total participant estimate. The median is used in preference to the mean, as the earnings distribution is right-skewed — a small number of high earners pull the mean significantly above the typical earner, making the median the more representative central estimate.
Contribution to the UK economy (£15.0 billion GVA): Post-tax, post-savings spending is derived from total online economy earnings using average tax and savings rates reported by survey respondents. This spending is distributed across product sectors using ONS Household Final Consumption Expenditure (HHFCE) data, adjusted for import propensity to isolate domestic activity, and converted to gross value added (GVA) using sector-specific ratios from ONS Supply and Use tables. GVA is the standard measure of economic contribution and is consistent with how GDP is measured. A full methodology note is available on request.
2Research of 2,000 UK adults conducted by Opinium between 21st April 2026 - 24th April 2026
3Terms and Acceptable Use Policy applies, see giffgaff.com/terms#bb
About giffgaff
giffgaff, the mobile and broadband provider, is focused on delivering fair value, flexibility and simplicity for its over 4 million customers. It’s one of the reasons it’s been voted Uswitch mobile handset contract network for 2026*.
Selling both monthly airtime plans, and new & refurbished mobile phones, giffgaff has over half a million members on its community forum and a bunch of helpful benefits like Best Plan Advice** and no mid-contract price rises.***
In 2022, giffgaff made an ongoing commitment to prioritising people, and the planet and profit equally by becoming a B Corp™ certified company.
*See uswitch.com/telecoms-awards for award verification
**Opt-in service. Based on mins, texts and data usage. Terms apply, see giffgaff.com/terms"
*** No mid-contract price rises on 18 month contracts purchased before the end of 2025. Fair usage policy, terms and exclusions apply, seegiffgaff.com/terms