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This morning, Adobe released the latest data and insights on the Creator Economy from its “Future of Creativity” study. This study found that the Creator Economy has grown by more than 165 million creators over the past two years, to reach 303 million creators globally. The study also found that the Creator Economy continues to grow, and is reshaping every aspect 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, soloprenuers, 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 from all walks of life 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 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.
The Creator Economy has unlocked new full- and part-time professional opportunities, particularly for Gen Z and millennials who are drawn to less traditional careers. The study found that content creation can be a source of income, but it takes time and commitment to be successful and while it remains a side hustle for most, many creators aspire to do more.
Creators embrace the opportunity to advance conversations around social causes online, taking action to support ones that are important to them personally.
The study revealed the more time creators spend creating and sharing content, the happier they feel. This is the opposite of social media consumers, who studies have shown can experience negative effects from social media use.
The Future of Creativity study surveyed approximately 9,000 online creators in May 2022, in nine global markets (U.S., U.K., Spain, France, Germany, Australia, Japan, South Korea and Brazil). Adobe partnered with Edelman Data & Intelligence to conduct the study and analyze data to identify key trends across the creator economy. “Creators” are defined as having participated in creative activities (e.g., photography, creative writing, original social media content creation, etc.) and posting, sharing or promoting their work from these activities online at least monthly with the goal of growing their social presence. Data was collected from 4,535 Gen-Pop creators (ages 18+, ~500 per market), 5,111 Gen Z creators (ages 16-24, ~500 per market) with a ±1.4% margin of error and 95% confidence level.
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Adobe: More than 165 million people have joined the global Creator Economy since 2020 – Photofocus
A ThinkTAP company