ADOBE CREATORS IN THE CREATOR ECONOMY DETAILED FINDINGS GLOBALLY, CREATORS ARE MORE INTERESTED IN BECOMING BUSINESS Creators in Brazil are most OWNERS THAN INFLUENCERS. interested in becoming influencers, alongside those in the US and UK. However, creators in Brazil are also most interested in becoming business owners, along with South Korean creators FUTURE APSIRATIONS % Aspire to be both an Influencer and Business Owner 15% 12% 8% 6% 9% 20% 12% 6% 13% 47% 49% 37% 40% 38% 37% 35% 35% 32% 34% 35% 30% 24% 21% 17% 16% 18% 14% US UK France Germany Spain Brazil Australia Japan South Korea % Current goal is becoming an influencer % Interest in owning a business to make money from creative content shared online: ‘Yes—it’s what I’m working towards’ S25. When you think about the future as it relates to the original social media content you post, which of these are goals, aspirations, or outcomes you would consider? Q13. Thinking about the future, would you be interested in owning or running your own business (including being a contractor / freelancer) that allowed you to sell or make money from the type of creative or original social media content you share online? 32 Base: Creators US (n=508), UK (n=501), France (n=506), Germany (n=500), Spain (n=500), Brazil (n=513), Australia (n=500), Japan (n=506), South Korea (n=501)