ADOBE CREATORS IN THE CREATOR ECONOMY DETAILED FINDINGS BUT RATHER THAN FUTURE APSIRATIONS ASPIRING TO BE AN % Aspire to be both an Influencer and Business Owner INFLUENCER, ABOUT 40% OF CREATORS ASPIRE 11% 12% 15% 9% 3% TO ONE-DAY BECOMING A BUSINESS OWNER. 45% 44% 39% 37% Gen Z and Millennials report the highest percentage of individuals aspiring to be 30% a be an influencer and business owner. 26% 23% 22% 19% Current goal is becoming an influencer 9% % interest in owning a business to make money from creative content shared online: ‘Yes—it’s what I’m working towards’ Creators Gen Z Millenial Gen X Boomer 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? S25 Base: Creators (n=4178), Gen Z Creator (n=589), Millennial Creator (n=1820), Gen X Creator (n=1246), Boomer+ Creator (n=523) Q13 Base: Creators (n=4535), Gen Z Creator (n=619), Millennial Creator (n=1929), Gen X Creator (n=1356), Boomer+ Creator (n=631) 31