360 million creators in 20 countries: online content production numbers

We increasingly hear that the online world is as harmful as smoking. They say it erodes trust in institutions like government and the media, harms public debate, spreads misinformation, slows our ability to concentrate, limits our thinking, and makes children more anxious, depressed, and antisocial.

While this has a grain of truth, it is not all he offers. Despite the media's frequent focus on celebrities and digital influencers, what really matters is that millions of content creators around the world use social media to explore their passions, share ideas and engage in activities that bring purpose to their lives.

This is the main learning of a long study that I carried out with a team of researchers, in which we interviewed around 10 thousand creators in 20 countries. This is the first comprehensive study to capture reliable data on the social and economic characteristics of these content creators, their motivations, ways of working, employment status and income.

Today, there are more than 360 million content creators in the following countries:

• India: 137 million
• Indonesia: 47 million
• Brazil: 40 million
• USA: 39 million
• Mexico: 18 million
• Nigeria: 14 million
• Saudi Arabia: 8 million

They generate an economic impact estimated at US$368 billion – a value comparable to Hong Kong's GDP and greater than that of countries such as Finland, New Zealand or Greece.

Our study brought to light a lot of new and important data, but the main conclusion is that this universe is divided into two very distinct groups. On one side, we have the select group of digital celebrities, who attract the majority of attention and revenue.

On the other, there is the immense group of creators who seek to share their work and ideas, find personal fulfillment, overcome social isolation and guarantee an extra income.

The top five reasons respondents cited for producing and sharing content were: showcasing their talents, having fun, entertaining others, connecting with people, and sharing what they find interesting. The quest for money comes in sixth place, followed by the desire to make a positive impact and educate the public.

FOLLOWERS AND REMUNERATION

While social media can, in some ways, divide us, it also helps us realize our potential and create strong communities with shared values.

“Social media took me from an extremely local space to a national and global level almost overnight. For a long time, there were barriers that prevented some stories from being told. Social media has changed that,” said activist and model Deja Foxx.

However, the data also shows great economic inequality in this universe. Only 2% of global creators earn more than $100,000 a year, and even fewer have more than a million followers.

Thanks to digital technologies and platforms, anyone with access to a computer and a modem can generate content.

On the other hand, 60% have less than five thousand followers. More than three-quarters earn less than $10,000 a year; half receive less than US$1,000; and almost 40% do not generate any income from the content they produce.

Most creators have other jobs: half work full-time in another role, while 14% have part-time jobs.

Historically, civilizations were organized around physical labor and the exploitation of natural resources. Today, however, professions that rely on knowledge, creativity and intelligence have become the main drivers of economic growth.

The creative class has grown from less than 10% of the workforce about a century ago to more than 40% today and accounts for approximately 50% of U.S. wages and up to 70% of non-essential spending.

Until the emergence of the internet, most creatives worked for large corporations, universities and research centers, or were at the mercy of the bosses of publishers, galleries and record labels.

Thanks to digital technologies and platforms like Instagram, YouTube, TikTok, X/Twitter, LinkedIn and Substack, now anyone with access to a computer and a modem can generate content, share it and monetize it through subscriptions, advertising, brand sponsorships or donations.

I don't want to sound naive: there is a lot to criticize in today's online world. But there's no point throwing out the baby with the bathwater, as the saying goes.

In a time increasingly plagued by loneliness, isolation and alienation, the creator economy provides hundreds of millions of people with a source of meaning, purpose, community and much-needed income.

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ABOUT THE AUTHOR

Richard Florida is a professor at the Rotman School of Management, University of Toronto, and advisor to the BCG Henderson Institute. find out more

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