Now we’re getting into the fascinating stuff in relation to creator economy trends! How happy are content creators? What influences their state of mind? Do happier creators make more content? And where are all of these content-happy campers?
Location, location, location. We’ve often heard this said in relation to choosing a place to live, but it also relates to the creator economy. It appears that living in a creator hotspot leads to happier creators!
So, where are these high concentrations of creators located? Well, the US, Brazil, Spain, Australia and the UK are the top hotspots.
Do happier creators produce more content?
Guess what?! The happier the creators, the more content they create! Zipadeedoodah!
The same countries top the poll in this regard too. People in these hotspots tend to describe themselves as most creative, and creator economy trends demonstrate a positive relationship between happiness and the frequency of content creation.
We know that creating and managing content can take up a lot of time…but not with our platform! Click here to request a free demo of Overcast’s platform and you’ll be amazed at how much simpler and faster creating content can be.
Anyone who creates content will know that it takes absolutely ages to produce quality content, so is there enough moolah from that content to make it a full-time activity?
Adobe’s ‘Creators In The Creator Economy’ global study shows that an average of 6 in 10 creators devote all of their working hours to creating content. South Korea boasts the highest percentage of full-time creators at 75%, with France close behind on 71%.
Australia has the lowest percentage (55%) of people working full time on content creation, but tops the surveyed countries in terms of part-time creator jobs with 26% — that’s 10% higher than the next in line: Brazil has 16% of part-time creators.
How many creators own their own businesses?
Just a few years ago, you might have been laughed out of a job interview for saying you wanted to be a content creator, but now — not only is it a real job — the creator economy is booming!
But how many creators own their own businesses? According to Abode, on average 2 in every 10 creators owns a content-related business. The US has the highest percentage (26%), with the UK close behind (24%), and Australia scooping third place (21%).
Could you be an influencer in the creator economy?
We’ve all heard the term “influencer” in the creator economy but what does it really mean?
Influencers are those individuals who have essentially established credibility in a specific area or industry. To be successful they need to have access to an audience, preferably a large audience — hence their “influence.” (Forbes)
But becoming an influencer is not easy, and reality has yet to catch up with aspiration — Adobe’s survey showed that while 35% of creators in the US want to be influencers, only 16% have achieved that goal. In Brazil, which has the highest proportion of influencers (19%), 34% aspire to reach that pinnacle.
Germany shows much flatter graph with 16% aiming to be influencers and 15% achieving that goal.
Boom! The creator economy grew exponentially between 2020 and 2022. More than 165 million people have started creating their own content since 2020, according to Adobe’s ‘Creators In The Creator Economy’ global study. Brazil showed the highest increase at 69% with Korea a close second at 62% and Spain in third on 57%.
Millennials dominate the creator economy
Gen Z’s videos frequently trend on TikTok, giving the impression that Gen Z is supercharging the creator economy, but it’s really millennials leading the way, so says YPulse. Adobe agrees: its survey shows that more than 40% of creators globally are millennials.
While content creation is an extremely popular activity among both males and females, the study shows the number of male creators slightly higher at 52%.
Video first in the creator economy
In our blog post on the impact of the creator economy, we touched on one of the key trends in that market: a video-first approach. With TikTok’s mega-success, the continued popularity of YouTube, and apps like Instagram prioritising videos in users’ feeds, it’s hardly surprising that video is the go-to format for most creators.
The study shows that, across the globe, the Creator Economy is booming!
What is this ‘creator economy’ thing anyway?
The creator economy refers to a sector in which independent content creators monetise their skills, artistic endeavours, and even themselves. They might be creative artists, designers, gardeners, sports people, activists, etc. — what they have in common is that they are truly passionate about their subject.
According to business.org, more than half of these creators post their work on Instagram. The other half use YouTube, Twitch and other social media platforms.
How big is the creator economy?
Well, it’s big…very big…in fact, huge! Adobe’s report on the creator economy found that, in the territories it surveyed, an average of 23% of people are creators. This means that almost 1 in 4 people are contributing to our online spaces. Across 9 markets, 303 million people are creating their own content.
Which countries are creating the most content?
Here’s the surprising part: Spain, which has the second smallest population of the countries surveyed (47 million), has the second largest concentration of creators at 36%. Korea, which has only a slightly higher population than Spain (52 million), was close behind on 34%.
Brazil topped the poll in both of these metrics — it has the highest number of creators (106 million) and also the highest concentration (50%).
Markets like Brazil, Spain and South Korea have the highest concentration of creators while markets like the US, Brazil and Germany have the biggest creator populations.
Another surprising finding was that the United States has 20 million fewer creators than Korea, despite having a significantly higher population: 328 million compared to Korea’s 213 million.
How can you tap into this phenomenon?
These statistics make content creation sound like a no-brainer in terms of business strategy, right? However, in our blog post The Evolution of Enterprise Video, we looked at the challenges of video production. The good news is: that blog post also reveals the solution to those problems!
We’d be delighted to have a chat with you about how our video management platform can give you a massive leg-up in the creator economy by making your content creation easier. So, click here to request a free demo of Overcast’s platform.
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