The State of the Creator Economy in 2022
Part I: Not a clone war actually Substack
The Creator Economy has gotten a lot of hype, but it’s pretty surprising how poor people are who rely on it.
https://news.adobe.com/news/news-details/2022/Adobe-Future-of-Creativity-Study-165M-Creators-Joined-Creator-Economy-Since-2020/default.aspx
https://blog.patreon.com/the-first-ever-patreon-creator-census
TLDR:
11M Americans are earning money through the creator economy
In 2020, they earned $26B dollars
20% earned at least 1k, but this number is hard to gauge b/c it doesn't capture merch, brand deals, and other off-platform earnings
Among creators who earn income on YouTube, TikTok, and Twitch, women earn 69 cents on the dollar compared to men, while Black creators earn 67 cents, Asian creators earn 60 cents, and Hispanic creators earn 81 cents compared to whites.
Despite the size of this economy, little is known and the government can play a big role in supporting these solopreneurs
More here: https://lnkd.in/dJzsfjem
As Creators we are actually all in this together. With YouTube monetizing shorts and even Alibaba realizing the potential of short video, the world of mobile engagement is changing.
Read the 51 page PDF of the Adobe study here.
As Adobe gives a former LinkedIn entrepnreural $20 Billion (Figma) just not to be disrupted, you have to wonder.
Many young people or GenZ members today aspire to be creators, either for fame or fortune or just the creative freedom that can come with the job.
The GenZ Gamified Meme Throwers
YouTube and TikTok have made being a “Creator” a glamorous job. But beneath the glitz of Mr. Beasts are a lot of people working really hard.
Age of Micro Influencers
Solo Entrepreneur Side Hustlers
I will continue this topic in a part II edition. [link forthcoming].
Creators are Still Mostly just Exploited Gig-Economy Digital Workers
Creators are often having to diversify their revenue and it isn’t made easy for us. We are pioneers often fraught with algorithmic changes, disappearing Creator Funds, gimmick viral hits, hashtag madness and basically just jumping through so many hoops for so little rewards.
But it gets worse, there’s a politics in the Creator Economy as well.
In case you want to read my more controversial opinions and more in-depth insights, feel free to upgrade your subscription.
Creators actually have a mind of their own.
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