What Is The Current State Of The Global Creator Economy? This New Study Reveals It All

A new study is shedding light on the current state of the creator economy around the globe. And after surveying around 9000 different creators, some facts are definitely worth a glance.

Just when you thought content creators only wanted to be famous influencers, here comes a new study to prove that theory wrong. Today, many are aligning themselves in a manner where they’re looked upon as business owners.

Today’s current state of the economy has made us realize one thing. More than 50% of firms in the US are planning to terminate jobs because they simply can’t pull through with this much recession. Even the tech industry has hit rock bottom in this regard.

But despite these facts, you’ll be intrigued to learn that there are still more and more content creators arising in the market. A total of 165 million people globally identify themselves as creators, over the last two years.

In America alone, we’re seeing the uprising of 35 million creators ever since the COVID-19 pandemic began, as proven by Adobe’s data.

Around 9000 creators underwent a recent survey in May and the sample size comprised mostly online creators hailing from Gen z. These came under the 16 to 24-year age bracket. And whatever estimates were released had to do with the sample size of the survey at hand.

We saw the firm enter into a partnership alongside Edelman Data and Intelligence for this particular study that arose across nearly 9 different nations. From Span and Japan to the US and Brazil, the list is quite long.

A creator was defined as a person above the 18-year age group that indulges in creative activities like writing, graphic designing, photography, and more. All of their posts are updated on a daily basis across an online platform.

On the other hand, the report highlighted the difference that stood out between an influencer and a creator. The former is the name given to creators that have a fan base greater than 5000 people across their social media platforms. Moreover, they earn money from whatever content that’s regularly posted.

Some important highlights of the Adobe report included how creators of today are more fond of being entrepreneurs as compared to attaining that influencer status. Yes, brands and their associated affiliate marketing definitely comprise a huge part of the income that creators get but nearly half of these people don’t want wish to be an influencer.

That’s just not what their end target is. There is more interest in having a business that they can call their own. And interestingly, nearly 17% of these people already have one that they’re focusing on.

So many creators want to follow the path taken by moguls in the world of social media. Common names like Emma Chamberlain and Jackie Aina were included. These women, one whose business is coffee and the other whose goods include candles, have great things going for them.

Other than that, the report spoke about how much revenue was being generated by creators. Yes, they work hard and stats prove that it’s definitely paying off for them. As far as figures are concerned, influencers make around $4700 while creators can attain up to $3000 each month.

For their work schedule, well, it’s around 15 hours a week for influencers while creators worked just 9 hours. And the money would be allotted on an hourly basis. Other than that, they’re combining their full-time job with this social media gig so the money is plenty.

Adobe also showed how the majority of creators were actually millennials but Gen Z did have a minority representation. And lastly, many creators found their job to be mentally pleasing and a break from hectic work life.