ADOBE CREATORS IN THE CREATOR ECONOMY DETAILED FINDINGS GEN Z CREATORS ARE SEEKING NEW AND FUTURE- LEANING CREATIVE ENDEAVORS THAT CAN LEAD THEM TO THE PATH OF A BUSINESS OWNER. The more niche the activity they participate in, the more likely they want to be a business owner. ACTIVITIES PARTICIPATED IN AND BUSINESS OWNERSHIP INTEREST (% selecting response) 100% 87% 90% 76% 75% 76% 77% 79% 76% 78% 80% 63% 63% 65% 67% 70% 52% 60% 50% 36% 31% 40% 30% 30% 24% 23% 21% 19% 15% 14% 11% 11% 20% 10% 0% Photography/ Painting/ Creative Filmmaking/ Graphic Fashion design/ Music creation/ App/ website VR (Virtual Woodworking/ Creating/ NFTs photo editing illustration/ writing videography/ design creation production creation/ Reality) / AR metalworking/ producing (non-fungible animation/ video editing gaming Augmented sculpture/ podcasts token) visual arts development Reality ceramics Gen Z Creators % Gen Z Creators interested in owning business (T2B) S17. Through which, if any, of the following activities have you personally created products, works, materials, etc., in the past 12 months? Base: Gen Z Creators (n=5,111) 33