ADOBE CREATORS IN THE CREATOR ECONOMY DETAILED FINDINGS INFLUENCERS ARE % OF CONTENT CREATORS WHO ARE INFLUENCERS NOT AS POPULAR AS THEY MAY SEEM—ONLY 14% 16% ABOUT 14% OF CREATORS ARE INFLUENCERS. Creators Gen Z Creators US UK AU FR DE JP BR SP SK 16% 17% 19% 12% 15% 11% 19% 9% 11% 16% 18% 17% 22% 21% 16% 13% 9% 11% Spain, US, UK and Brazil have the highest share of influencers, globally. Influencers skew man/ men, Millennial, and 2 in 5 were motivated to start creating by possibility of DEMOS CREATORS INFLUENCERS turning it into a career. Man/men 52% 60% Mean Age 40 years 35 years HHI - % T3 Income bracket 27% 51% TOP MOTIVATORS Wanted to express myself 48% 46% Can make money/turn it into a career 26% 43% Wanted to explore an interest or passion 40% 42% Note: Influencer defined as those with 5K+ followers (S26) and earn money from social (D1) Base: Creators (n=4,535), Gen Z Creators (n=5,111), Influencers (n=657) 27