KUALA LUMPUR, 19 June 2026 – With less than two weeks until the tax filing deadline, a new study of 489 Malaysian content creators reveals that 45% are unaware or unsure that free products, hotel stays and vouchers received in exchange for content are taxable income.
VoxEureka, an integrated public relations agency, commissioned the MYCreator Pulse Report 2026, independently conducted by research firm Vase.ai, after observing that many creators it works with were navigating the practical realities of tax and financial management. The study was undertaken against the backdrop of the Inland Revenue Board of Malaysia’s (LHDN) guidelines requiring the declaration of inkind compensation.
“The growing regulatory focus on creators reflects the maturity of the creator economy, which is a positive development for the industry,” said Crystalbelle Lau, Deputy Managing Director of VoxEureka.
“However, maturity brings responsibility. Brands and agencies must step up with practical support and clear guidance, ensuring that creators – whether individuals or larger businesses, can navigate this transition without being left behind,” she added.
Gifts Dominate Creator Income, But Value Is Rarely Tracked
The study found that 70% of creators receive free products or gifts as compensation, and product gifting accounts for 46% of income sources – more than direct cash payments (43%). However, only a minority formally record the value of what they receive.
The awareness gap is most pronounced among smaller creators: among those with fewer than 1,000 followers, one in four did not know that in‑kind benefits are taxable. Among creators with more than 100,000 followers, 91% were fully aware.
“Many creators pour everything into building their audience and income, and tax obligations often fall off the radar,” says Krishnan Dorairaju, Partner at Vaersa Tax Services Sdn Bhd.
“What we usually find is that once legitimate business deductions and personal reliefs are taken into account, the actual tax owed is far less than people fear – it’s not simply 25% shaved off everything you earn. The bigger problem is failing to file at all, and that’s what tends to land people with penalties they could easily have avoided.”
Confusion Is The Main Barrier To Tax Filing
On filing behaviour, only 34% of creators have filed income tax as a content creator and intend to continue. Of those who have not filed, 26% believe their income is below the taxable threshold, 17% intend to file for the first time this year, and 14% were unaware that content creators are required to file at all.
Of those who have filed, 46% describe the process as confusing, particularly around valuing noncash income and identifying allowable deductions.
“While many creators are aware that income from brand collaborations may be taxable, there’s still uncertainty around how gifted products and barter deals should be valued and reported. For creators juggling multiple partnerships throughout the year, the lack of clear, creator-specific guidance can make tax filing feel overwhelming. More practical education and accessible resources would help creators navigate the process with greater confidence and clarity,” said Eien Razak, a creator with over 340,000 followers on TikTok.
“Despite media efforts to highlight that PR gifts can be taxable, I still see many creators accepting in-kind collaborations without fully considering their tax obligations. Personally, I’m quite informed on tax matters, but I think there’s still a wider gap in understanding across the creator community. What would really help is more practical support, like workshops to guide creators through tax filing or easier access to tax accountants,” said Kee, a creator with over 6 million followers on TikTok.
Practical Support Required To Uplift The Creator Economy
These gaps in tax filing reflect a broader picture of the lack of business structure awareness and preparedness: 29% of creators have no formal business practices in place, and 68% have not registered a business entity of any kind. Most track their income informally, using manual spreadsheets, bank statements, or memory.
These patterns are most common among nano and micro creators, where commercial activity is real and growing, but professional infrastructure remains limited.
“In the era of AI slop and misinformation, creators are essential collaborators in preserving human authenticity and integrity. With shoppertainment and e commerce on the rise, it is also a vital economic sector for many Malaysians. We hope our study underlines the practical support and education the industry requires in order to grow and thrive, and that the broader industry is willing to contribute to,” added Lau.
As a means of providing practical support, VoxEureka is releasing a tax guide for creators. In consultation with Krishnan Dorairaju, Partner at Vaersa Tax Services Sdn Bhd, the guide explains how to value fair market noncash compensation, which expenses are deductible, and a simple monthly recordkeeping habit. It is available for download at https://voxeureka.com/mycreatorpulse.