ADOBE CREATORS IN THE CREATOR ECONOMY DETAILED FINDINGS % OF CREATORS WHO ARE INFLUENCERS 16% of creators in US 120 are influencers — this 19% translates to 14 million 100 influencers in the US . INFLUENCERS MAKE 16% 80 UP A SMALL SHARE OF People in Millions 60 ALL CREATORS BUT, 40 20 17% 15% 12% 11% 11% 9% ARE MOST PROMINENT 19% - IN BRAZIL, AUSTRALIA, Brazil France Japan Spain Australia Germany United States South Korea THE UK AND THE US. United Kingdom Non-influencer Influencer BECOMING AN INFLUENCER IS A GOAL % Creators stated is current goal 35% 34% 30% 24% 21% 18% 17% 16% 14% Brazil Spain France Japan Australia Germany United States South Korea United Kingdom S26: Do you currently earn money through posting social media content? D1: Approximately how many followers do you currently have on social media? S25. When you think about the future as it relates to the social media content you post, which of these are goals, aspirations, or outcomes you would consider? 19 Base: Creators by market (US (n=508), UK (n=501), AU (n=500), FR (n=506), DE (n=500), SP (n=500), BR (n=512), JP (n=506), SK (n=501)