From factory worker to digital icon: Xavi Lam cements his place among the world's greatest content creators
It ranked fifteenth on the Forbes list
Written by Omnia Hassan
Senegalese-Italian content creator Xabi Lam continued to write chapters of his global success after ranking fifteenth on Forbes' list of the 50 best content creators for 2026, in a new achievement that comes months after the announcement of a huge deal worth $975 million that included the rights to his trademark, confirming the growing status of the creators' economy on the global stage.
Global success with exceptional figures
Forbes magazine estimated Xabi Lam’s annual earnings at approximately $9.9 million, while his total followers across various platforms reach 252.1 million people, with him retaining the title of the most followed content creator on the “TikTok” platform with more than 160 million followers.
Lam became famous for his silent comedy videos that satirized complex solutions, a simple style that enabled him to overcome language barriers and reach a global audience, in addition to forging partnerships with prominent international brands.
A deal worth $975 million
Lam's inclusion in the Forbes list comes months after Hong Kong-based Rich Sparkle Holdings announced its acquisition of the company that owns the rights to his trademark in a deal worth $975 million.
The agreement included Xabi Lam receiving a large stake in the company in exchange for granting it exclusive rights to manage his brand, e-commerce, and products associated with his name, in addition to investing in his digital identity, including his famous facial expressions, voice, and gestures, to develop AI-based applications and direct shopping.
An inspiring message for African talents
Xavi Lam was born in the Senegalese capital, Dakar, before moving to Italy, where he began his career as a factory worker, before becoming one of the most famous content creators in the world.
His success reflects the great potential of African talent in the digital economy, despite its limited representation in global rankings.
His massive deal also confirms that content creators are no longer just social media influencers, but have become integrated brands and investment assets based on intellectual property and audience, in a transformation that is reshaping the global creative economy.
