Adobe points out that an insatiable appetite for content is fueling tremendous growth in the global creator economy. A new report by the developer of VFX and video editing software shows that over the past two years, 165 million content developers have joined the worldwide creator economy, bringing the total to 303 million.
Also, this study shows that while influencers make up a small slice (15%) of all creators, they make a lot of money. “More than half (51%) of influencers are in the top income group, or the equivalent of earning over $100,000 in the US,” Adobe said.
The firm of Photoshop and After Effects surveyed 9,000 creators in the US, UK, France, Germany, Spain, Australia, Japan, South Korea and Brazil to understand how development is changing around the world. Content creation remains a side job for 58% of creators still working full-time. But money isn’t the only driver behind the explosion of online content, according to the survey.
With 54% of respondents engaged in photography, 30% in creative writing, and 27% in painting and drawing, the visual arts seem to take precedence in the modern online space. So it’s no surprise that content developers cite the desire to express themselves, have fun, and explore passions as their top motivation.
Also, 47% of respondents agreed that using or creating social content is the most important requirement for mental health. Developing social support goals through content creation is also among the highlights.
But in the long run, around 40% of survey respondents want to own a business and monetize their online content, which takes time. Adobe says that influencers typically spend 15 hours a week developing and marketing content, while content creators spend 9 hours a week.
This hard work seems to be paying off. On average, global creators make around $61 an hour and influencers make $81 an hour. UK influencers seem to be the top earners, with revenues of $146.86 per hour compared to Germany ($126.61/hr) and the US ($125.43/hr). This hourly income is comparable to software engineers and lawyers in those countries.
“The number of content creators in the UK and around the world is growing exponentially, demonstrating the creative power people now feel to follow their passions and express themselves online,” said Simon Morris, Vice President, Marketing, EMEA and APAC at Adobe. There is little doubt that the events of the last two years have influenced this rate of growth, pointing out that the democratization of creativity has changed where, when, how and why we create and inspire. Creatives have the power to shape our economy and culture by creating lucrative and successful careers.”
Today, 23% of the world describe themselves as content developers. This rate is 26% and 24% in the USA and UK on a country basis.
As online content creation becomes democratized, we are seeing a dramatic shift that is not unlike the disintegration of the Hollywood studio system. In the past, large audiences watched content produced by a famous minority. Now, many people are investing as much in producing content as they watch it.
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