The study finds that the Creator Economy – the economy empowering people who are monetizing their content, goods, and services online by leveraging their own creativity, talents, and passions – grew by more than 165 million creators over the past two years to 303 million creators globally. Additionally, the study finds that the Creator Economy continues to grow and is reshaping every aspect of culture and society, from the future of work to social causes to mental health.
The Future of Creativity study provides the most comprehensive view into the global Creator Economy and how creativity is changing across the U.S., U.K., Spain, France, Germany, Australia, Japan, South Korea and Brazil. The study defines creators as professionals and non-professionals creating original content for their jobs or passions including designers, photographers, filmmakers, illustrators, hobbyists and more. Influencers are a subset of creators defined as those with five thousand followers or more who leverage social media to influence their audience.
Since 2020, the creator economy has grown exponentially.
- In the U.S. alone, the Creator Economy grew by 34 million new creators (40 percent). Brazil (+73 million new creators), South Korea (+11 million) and Spain (+10 million) also emerged as hot spots for creativity.
- One in four people (23 percent) are creators contributing photography, videography, creative writing, and more to online spaces including social media platforms and blogs.
- Millennials represent 42 percent of the Creator Economy. By comparison, Gen Z represents 14 percent.
- 48 percent of creators are universally motivated by the same goal: freedom of expression. Less than one-third of creators (26 percent) are motivated by money.
- Influencers make up only 14 percent of the global creator economy.