Creator Economy: Study about this market includes internet content producers

Influencers, creators, or digital platform content producers… The names may vary, but they are all part of the so-called Creator Economy – an area that was born along with social networks and which, although young, is already having an impact on the economy, generating income and employment. This ecosystem now generates US$250 billion a year and this figure could reach US$480 billion in the next four years, according to a report by Goldman Sachs Research.

Brazil is one of the countries with the largest number of creators and digital influencers: approximately 20 million, according to data from Factworks for Meta, quoted in Creator Economy Macrotrends, a report by YOUPIX.

In an attempt to understand and measure this area, which affects content consumers and producers every day, Fundação Getulio Vargas’ School of Communication, Media and Information (FGV ECMI) carried out a study titled “The Socioeconomic Impact of Creator Economy Digital Businesses in Brazil,” in partnership with Hotmart, a digital product distribution platform.

“This market is expected to keep growing, yielding economic benefits such as more jobs and income,” explains Beatriz Pinheiro, a professor at FGV ECMI and the study’s coordinator.

Hotmart has generated more than R$30 billion since 2011

A survey of clients confirmed that this is a significant market and it is likely to continue to grow in the next few years. At the moment, there are more than 300,000 people directly or indirectly employed as content creators who sell digital products on Hotmart.

“There is a huge group of people producing this content that we consume on the web all the time, which represents a very promising and growing market for communication professionals. Our digital communication undergraduate program seeks to explore how this market works, its specific characteristics and its challenges, in order to prepare qualified professionals who can work in it,” says Professor Pinheiro.

The gross merchandise value of content creators on Hotmart has exceeded R$30 billion worldwide since 2011. 

To read the full study, click here.