Content creators become Australia's biggest fame category

A new Rocket Agency study finds content creators now make up the largest share of Australia’s 50 most famous people, edging out actors, musicians and athletes. Rosé tops the overall ranking, while search demand, media coverage and social followings reveal how fame is shifting in Australia.

Why it matters: - Content creators now account for 38% of Australia’s Top 50 most famous people, making digital-first influence a bigger force than traditional celebrity categories. - The ranking suggests fame in Australia is increasingly shaped by search interest, media coverage and social audiences, not just film, TV, music or sport. - Rocket Agency says the findings matter for marketers trying to understand where attention actually comes from.

What happened: - Rocket Agency released its study, “Who Are Australia’s Most Famous People Right Now?”, after analysing 200 Australian public figures. - Rosé ranked No. 1 overall in the study. - Four content creators made Australia’s Top 10: LazarBeam, Caleb Finn, Chloe Ting and How Ridiculous. - Australia’s Most Followed and Most Talked-About Top 10 lists shared only two names: Chris Hemsworth and Hugh Jackman. - New South Wales produced 22 of the Top 50 most famous personalities. - Sydney led all cities with 14 people in the rankings, followed by Melbourne with 11 and Perth with five. - Athletes including Oscar Piastri, Daniel Ricciardo and Josh Giddey ranked higher on public attention than on social media following alone.

The details: - Rocket Agency scored fame using a weighted mix of global search demand, online media mentions and combined Instagram, TikTok and YouTube followings. - Global search volume and online media mentions each counted for 35% of the fame score. - Instagram followers counted for 10% of the score. - YouTube followers counted for 10% of the score. - TikTok followers counted for 10% of the score. - A separate Attention Score used global search demand and online media mentions to identify Australia’s Most Talked-About People. - The data window ran from May 2025 to May 2026. - Rocket Agency used Google Search, social platforms and online media monitoring tools to collect the data. - The study covered entertainment, sport, politics, business and digital media figures. - The full study and methodology are available in Who Are Australia's Most Famous People Right Now?

Between the lines: - The ranking shows a split between audience size and public attention. - Athletes can draw strong interest without always leading in follower counts. - The comments from Rocket Agency point to a broader shift: audiences may be rewarding creators who feel more direct, consistent and authentic than traditional celebrities. - For brands, the result suggests geography alone is not a reliable map of influence.

What's next: - Rocket Agency says it will continue publishing research on digital trends, search behaviour and consumer attention. - Marketers are likely to keep using mixed signals, including search, media and social reach, to judge who influences Australian audiences. - The fame rankings may keep changing as creators, entertainers and athletes compete on the same attention-driven platforms.

The bottom line: - Australia’s fame map is being redrawn. - Content creators now lead the field, and attention is spreading far beyond traditional celebrity lanes.