Content creator

Content creator covers the whole field: YouTubers, streamers, podcasters, newsletter writers, people posting to TikTok. What holds it together is the shape of the job rather than the medium. You make the thing, you publish it yourself, you own the relationship with the audience, and you earn from advertising, sponsorship, memberships or whatever you sell directly.

Plenty of creators doing exactly that dislike the phrase. Most creators use it anyway, because it is the word brands, platforms and agencies use.