ADOBE CREATORS IN THE CREATOR ECONOMY EXECUTIVE SUMMARY THE CURRENT CREATOR VS STATE OF INFLUENCER CREATORS There is a difference between a creator and influencer. Influencers Creators create to express themselves and make up a small share of all they look beyond monetary rewards. creators—only 14% of all global creators—or 3% of the population in surveyed markets. However, they are more prominent in markets like Brazil, Australia, UK, and US. THE VISUAL ARTS are most important amongst creators. Over half of those participating ~50% in any given activity are also participating OF CREATORS’ TOP in photography, and 4 in 10 are THE RUMORS ARE TRUE MOTIVATIONS TO CREATE also producing creative writing. Being an influencer does bring in are to express themselves, to do money. More than half (51%) something fun, and to explore of influencers are making in some of their passion/interests. the top income bracket or While less than one-third of creators the US equivalent of bringing create for monetary reasons. in over household income of $100K+ (value equalized across countries). Bringing in the money is the result of hard work and dedication to the craft. 8