The landscape of work in the United States is rapidly evolving, with many individuals engaging in side hustles to supplement their income. As of 2025, approximately 37% of full-time workers have taken up side gigs, driven by the accessibility of online platforms and tools. While starting a side business has become easier than ever, the competition in this space is intensifying.
The rise of side hustles reflects a broader trend among younger generations, with a significant number pivoting towards entrepreneurial ventures. According to a 2025 SurveyMonkey study, 35% of respondents are considering starting a side hustle, indicating a growing interest in alternative income sources. This surge is particularly pronounced among millennials and Generation Z, with over 30% of these groups actively supplementing their income through side jobs.
Success Stories Amidst Rising Competition
The journey of Michael Satterlee, a teenager from Clifton Park, New York, illustrates the potential of side hustles. Starting his e-commerce company, Cruise Cup, from his childhood home with an initial investment of around $500, Satterlee has successfully marketed a viral product—a 3D-printed can holder designed for two standard 12-ounce cans. His venture highlights the low barrier to entry for aspiring entrepreneurs, with essential tools often available at little to no cost.
“Most of the tools you need are free,” Satterlee remarked. “Social media is free. You can get hundreds of millions of views without paying for distribution.” Despite this ease of access, the market is becoming increasingly competitive, posing challenges for new entrants.
Data from a 2025 Bankrate survey reveals that participation in side hustles has risen from 19% in 2017 to 27% in 2025 among US adults, suggesting that more than 60 million Americans are now engaged in some form of side hustle. Yet, the ease of entry also invites a flood of competitors, making long-term success more elusive.
The Challenges of Longevity in Hustle Culture
While launching a side business may be straightforward, maintaining and growing that venture demands continuous effort and adaptation. Michela Allocca, a personal finance content creator, shared her experience of developing her brand, Break Your Budget. After two years of consistent posting on Instagram, she began to earn a stable income. Allocca emphasized that staying relevant in a crowded marketplace requires constant vigilance.
“There is significantly more competition now,” Allocca noted. “It has skyrocketed, and there are so many other people making similar templates or similar styles of content.” As new creators emerge daily and platform algorithms shift, those looking to succeed must remain agile and innovative.
Entrepreneurs in e-commerce face a unique set of challenges. Alex Yale, who operates two e-commerce brands, pointed out that the pandemic prompted a surge in sellers who sourced products from manufacturers, leading to increased price competition. “The factories are saying, ‘Why am I selling to you and letting you make a profit? I’ll just open my own Amazon account and sell directly,'” Yale explained. This direct-to-consumer approach has intensified competition, forcing sellers to adapt quickly.
As the hustle culture continues to redefine the workplace, experts highlight the necessity of resilience and diversification. Dan Schawbel, managing partner of Workplace Intelligence, articulated that both starting a business and finding stable employment present their own challenges.
“The messaging of, ‘It’s easier to start a business than find a job right now.’ No. I mean, both are hard,” he stated.
For those willing to embrace the uncertainties of entrepreneurship, the potential for success exists. William Butterton, a full-time electrical engineer, has ventured into multiple side projects, including operating ATMs and vending machines. With an initial investment of around $2,500, he aims to earn passive income while maintaining his job security.
Butterton’s approach emphasizes the importance of experimentation. “You have to be willing to post a video that gets zero views, then one view, then 100 views—and do that a thousand times,” Satterlee advised, underscoring the perseverance needed in this competitive environment.
In summary, while side hustles are increasingly popular and accessible, they require more than just a great idea. Success hinges on the ability to adapt, innovate, and persist in an ever-changing landscape. As the gig economy continues to grow, the journey for aspiring entrepreneurs will be marked by both opportunities and challenges, shaping the future of work in the United States.
