This morning, Adobe released the latest creator economy data and insights from its “Future of Creativity” study. This study found that the creator economy grew by more than 165 million creators over the past two years, reaching 303 million creators worldwide. The study also found that the creator economy continues to grow and is reshaping all aspects of culture and society, from the future of work to social causes and mental health.
“The unprecedented growth of the creator economy provides a platform for everyone to be a creator. Individuals, individual entrepreneurs, small business owners and content creators can now express themselves and explore creative and artistic pursuits in new ways,” said Scott Belsky, Chief Product Officer and Executive Vice President, Adobe Creative Cloud. “Increasingly, creators of all backgrounds are turning their creative inspirations and passions into new careers and businesses. supported by Adobe’s creative tools.
The Future of Creativity study provides the most comprehensive view of the global creative economy and the evolution of creativity in the US, UK, Spain, France, Germany, in Australia, Japan, South Korea and Brazil. The study defines creators as professionals and non-professionals creating original content for their work or passions, including designers, photographers, filmmakers, illustrators, hobbyists, and more.
Influencers are a subset of creators defined as those with five thousand or more followers who leverage social media to influence their audience.
The creator economy is diverse and thriving
Since 2020, the creator economy has grown exponentially.
- Over 165 million creators have joined the Creator Economy since 2020, with significant growth across all markets.
- In the United States alone, the creator economy grew by 34 million new creators (40%). Brazil (+73 million new creators), South Korea (+11 million) and Spain (+10 million) also emerged as hotspots for creativity.
- One in four (23%) are creators who contribute photography, videography, creative writing and more to online spaces, including social media platforms and blogs.
- Millennials make up 42% of the creator economy. In comparison, Generation Z represents 14%.
- 48% of creators are universally motivated by the same goal: freedom of expression. Less than a third of creators (26%) are motivated by money.
- Influencers make up just 14% of the global creator economy.
Redefining the future of work
The creator economy has opened up new full-time and part-time job opportunities, especially for Gen Z and Millennials who are drawn to less traditional careers. The study revealed that creating content can be a source of income, but it takes time and commitment to be successful and although it remains a side hustle for most, many creators aspire to make it their own. more.
- Two out of five influencers were motivated to embark on creation by the possibility of making a career out of it.
- 17% of creators are business owners, while 39% aspire to become a business owner one day.
- For the majority of creators, creating is a hobby or a side activity. Six out of 10 creators have a full-time job.
Creators are key to advancing social causes online
Creators are seizing the opportunity to advance conversations about social causes online, taking action to support those that are personally important to them.
- Almost all (95%) of creators take action to advance or support causes close to their hearts.
- Food and housing security (62%), social justice (59%) and climate change (58%) top the list of causes most important to creators around the world.
- By using their creativity and influence to advance social causes, creators believe they can raise awareness (51%), give a voice to those who otherwise would not have a voice (49%) and facilitate the expression of opinions on social causes (47%).
Creators and mental health
The study found that the more time creators spend creating and sharing content, the happier they feel. It’s the opposite of social media. consumers, who, according to studies, can suffer negative effects from the use of social media.
- Creators who create content daily and/or spend more than 10 hours per week creating content report being the most satisfied overall.
- Most creators (69%) and influencers (84%) say creating and sharing content online is a creative outlet they can’t find elsewhere.
- One in two influencers say using social media or creating social content is more important to their mental health than listening to music (31%), exercising (30%) and going out in nature (27%).
The Future of Creativity study surveyed around 9,000 online creators in May 2022, across nine global markets (US, UK, Spain, France, Germany, Australia, Japan, South Korea and Brazil). Adobe partnered with Edelman Data & Intelligence to conduct the study and analyze the data to identify key trends in the creator economy. “Creators” are defined as having engaged in creative activities (e.g. photography, creative writing, creating original content on social media, etc.) and posting, sharing or promoting their work from those activities online at least once a month in order to develop their social network. presence. Data was collected from 4,535 Gen-Pop creators (aged 18+, ~500 per market), 5,111 Gen-Z creators (aged 16-24, ~500 per market) with a margin error of ± 1.4% and a confidence level of 95%.