Some 48 per cent of Australian online content creators are getting paid for their labour and monetising their content, according to new data from Adobe.
In fact, the proportion of Aussie creators getting paid for their work is growing rapidly with almost four-fifths of creators starting to monetise within the last year.
What’s more, 46 per cent of Australian creators anticipate their earnings growing in the next two years. Gen Z creators are even more optimistic with almost two-thirds expected to earn more from their content by 2024.
“The rapid expansion of the Creator Economy has spurred increasing opportunities for creators to monetise their creative talents, turning their passions into new careers and businesses,” said Ashley Still, senior vice president, digital media marketing, strategy & global partnerships at Adobe.
“It’s an exciting time to be a creator, and we’re committed to fuelling these business opportunities by providing tools such as Adobe Express, making it easy and fun for everyone to be a creator and bring their inspirations to life.”
The data comes from Adobe’s “Monetisation in the Creator Economy” report, the latest in its “Future of Creativity” series.
Australia’s creator economy has grown by almost half in the last two years, according to Adobe, with an extra 3 million new creators joining the nascent sector.
The pursuit is proving pretty lucrative, as well. Adobe says that 58 per cent of Aussie creators earn half their monthly income from social media content creation. 38 per cent of those monetisers are earning more than they were two years ago.
The lure of becoming a content creator is proving so strong that almost half of Gen Z Australians would prefer to start their own creative businesses rather than attend university.
37 per cent of the Australian creators that monetise their content are addressing issues, with climate change proving the most prevalent issues addressed, followed by social justice, and diversity and inclusion. However, despite creators’ focus on social justice a gender pay gap still exists within the creator economy. Male creators earn, on average, AU$157, while female creators earn AU$115. Despite the gap, both male and female creators are confident that they will be able to build a business from their content.
These creators are confident about the metaverse – even while Meta’s own development team reserve judgement. More than two-thirds of Aussie creators think the metaverse will bring them new job opportunities as it continues to grow. In fact, more than half of Australian creators, including Gen Z, engage through early metaverse experiences, including gaming, socialising, and shopping.
Australian creators, including Gen Z, also see the metaverse as a place for business with top three reasons including: a place to buy NFTs, create NFTs, and buy virtual real estate.
