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市场调查报告书
商品编码
1776756
2032 年创作者经济市场预测:按平台类型、创作者类型、收益模式、内容类别、最终用户和地区进行的全球分析Creator Economy Market Forecasts to 2032 - Global Analysis By Platform Type, Creator Type, Revenue Model, Content Category, End User and By Geography |
根据 Stratistics MRC 的数据,全球创作者经济市场预计在 2025 年达到 2,082.6 亿美元,到 2032 年将达到 2,1303.5 亿美元,预测期内的复合年增长率为 39.4%。
创作者经济是指由独立内容创作者、网红和数位创业家组成的生态系统,他们透过各种线上平台创作内容并收益。这其中包括社群媒体网红、部落客、艺术家、播客、游戏玩家等等。创作者经济利用广告、赞助、订阅和商品销售等收益模式,依靠与受众的直接互动蓬勃发展,赋能个人利用其创新才华和线上影响力,打造事业和职业生涯。
Twitch 表示,该平台将在 2022 年提供超过 200 亿小时的直播内容,这反映出全球直播的大规模采用。
消费者对真实内容的需求不断增加
消费者越来越青睐独立创作者的内容,而非传统媒体。 TikTok、Instagram Reels 和 YouTube Shorts 等短影片平台的兴起,让内容创作变得民主化,任何拥有智慧型手机的人都可以成为创作者。网路和智慧型手机的广泛普及,尤其是在新兴市场,推动了这一转变。此外,以创作者为中心的工具和平台降低了进入门槛,让更多个人能够将自己的热情收益。随着受众对更个人化、以社群主导的体验的需求不断飙升,对创作者原创内容的需求也随之飙升。
竞争激烈
平台上的创作者数量众多,要想脱颖而出,不仅需要天赋,还需要有效的行销、策略合作和持续的适应。内容过度饱和使得新创作者难以获得认可,而现有的创作者则面临持续的创新压力。此外,演算法变化、平台政策和获利模式的转变也显着影响创作者的覆盖率和收入。在如此激烈的竞争中,创作者需要高度的创造力、敏锐的商业头脑和坚韧的毅力,才能在拥挤的市场中保持竞争力并取得成功。
品牌合作与影响力行销
影响者可以直接接触忠实粉丝,为品牌提供真实、精准的行销机会。随着消费行为从传统广告转向同侪推荐,品牌利用影响者的信誉来建立信任并推动转换。此外,来自社群媒体平台的数据洞察能够实现精准的受众定位,进而提升合作的影响力。同时,影响者寻求品牌的收益和真实性,建立将创新自由与经济奖励结合的互惠互利关係。这种生态系统对品牌和创作者都至关重要。
演算法和平台政策的变化
创作者通常依赖YouTube、Instagram和TikTok等少数主流平台进行内容分发和收益。演算法的突然变化会大幅降低曝光和收入,扰乱创作者的生计。此外,不断变化的内容审核政策和非军事化规则可能会限制创新自由。这些平台缺乏透明度和控制力,造成了不稳定,迫使一些创作者透过多个管道进行多元化发展,或开发直接面向观众的销售模式。由于平台优先考虑盈利,创作者可能会面临限制和收益波动。
新冠疫情加速了创作者经济的成长,因为它让更多人上网,并增加了数位内容的消费。封锁和远距工作为创作者创造了新的机会,让他们能够与寻求娱乐、教育和联繫的受众互动。疫情期间,许多人将内容创作作为副业或全职工作。然而,疫情也凸显了收入的不稳定性,许多创作者面临收入波动和竞争加剧的问题。疫情过后,在混合工作模式和持续的数位互动的推动下,创作者经济继续蓬勃发展。
社群媒体平台预计将成为预测期内最大的细分市场
预计社群媒体平台细分市场将在预测期内占据最大市场占有率。 Instagram、TikTok、YouTube 和 Facebook 等平台是创作者的主要分发和收益管道。它们拥有庞大的用户群、先进的建议演算法和整合的变现工具,对生态系统至关重要。这些平台不断发展,透过打赏、订阅和品牌内容工具等功能为创作者提供支援。因此,预计社群媒体仍将是创作者经济的支柱。
品牌和广告商细分市场预计将在预测期内实现最高复合年增长率
随着网红行销日益主流化,品牌将更大比例的行销预算用于与创作者的伙伴关係。这种转变源自于创作者主导的宣传活动在建立信任和推动转换方面的有效性。广告商越来越多地利用数据分析和人工智慧来识别合适的创作者并衡量宣传活动活动的效果。
预计亚太地区将在预测期内占据最大市场占有率,这得益于互联网和智慧型手机的快速普及、年轻且精通数位技术的人口结构以及短影片平台的普及。在政府措施和平台投资的支持下,印度、中国和印尼等国家正成为创作者强国。区域语言内容和超本地化网红正在推动不同人群的互动。
预计北美将在预测期内呈现最高的复合年增长率。该地区受益于创作者平台的早期采用、成熟的数位广告生态系统以及高度集中的专业创作者。由于强大的收益工具和品牌伙伴关係关係,美国在全球创作者收益中占据了相当大的份额。人工智慧驱动的内容优化和 Web3 整合等技术进步正在赋能创作者。随着创作者经济的专业化,北美将继续引领创新和收益成长。
According to Stratistics MRC, the Global Creator Economy Market is accounted for $208.26 billion in 2025 and is expected to reach $2130.35 billion by 2032 growing at a CAGR of 39.4% during the forecast period. The Creator Economy refers to the ecosystem of independent content creators, influencers, and digital entrepreneurs who produce and monetize their content through various online platforms. This includes social media influencers, vloggers, artists, podcasters, and gamers, among others. The creator economy thrives on direct audience engagement, leveraging revenue models like ads, sponsorships, subscriptions, and merchandise sales, empowering individuals to build businesses and careers from their creative talents and online presence.
According to Twitch, the platform streamed over 20 billion hours of live content in 2022, reflecting the massive adoption of live streaming globally.
Increased consumer demand for authentic content
Consumers increasingly prefer content from individual creators over traditional media due to its perceived genuineness and personal touch. The rise of short-form video platforms like TikTok, Instagram Reels, and YouTube Shorts has democratized content creation, enabling anyone with a smartphone to become a creator. This shift is supported by widespread internet and smartphone penetration, especially in emerging markets. Additionally, creator-centric tools and platforms have lowered the barriers to entry, allowing more individuals to monetize their passions. As audiences seek more personalized and community-driven experiences, the demand for creator-generated content continues to surge.
High competition
With countless creators across platforms, standing out requires not only talent but also effective marketing, strategic collaborations, and constant adaptation to trends. The oversaturation of content makes it difficult for new creators to gain visibility, and existing creators face pressure to innovate constantly. Additionally, algorithmic changes, platform policies, and monetization shifts can drastically impact creators' reach and income. This intense competition demands high levels of creativity, business acumen, and persistence to maintain relevance and success in a crowded marketplace.
Brand collaborations and influencer marketing
Influencers have direct access to loyal followers, offering brands authentic, targeted marketing opportunities. As consumer behavior shifts towards valuing peer recommendations over traditional ads, brands leverage influencers' credibility to foster trust and drive conversions. Additionally, social media platforms' data insights allow for precise audience targeting, enhancing collaboration effectiveness. Influencers, on the other hand, seek brand partnerships for monetization and credibility, leading to mutually beneficial relationships that combine creative freedom with financial incentive. This ecosystem has become integral for both brands and creators.
Changing algorithms and platform policies
Creators often rely on a few dominant platforms-like YouTube, Instagram, and TikTok-for distribution and monetization. Sudden shifts in algorithms can drastically reduce visibility and income, disrupting creator livelihoods. Additionally, evolving content moderation policies and demonetization rules can limit creative freedom. The lack of transparency and control over these platforms creates instability, prompting some creators to diversify across multiple channels or build direct-to-audience models. As platforms prioritize profitability, creators may face increasing constraints and revenue volatility.
The COVID-19 pandemic accelerated the growth of the creator economy by pushing more people online and increasing digital content consumption. Lockdowns and remote work created new opportunities for creators to engage with audiences seeking entertainment, education, and connection. Many individuals turned to content creation as a side hustle or full-time career during the pandemic. However, the pandemic also highlighted income instability, with many creators facing fluctuating earnings and increased competition. Post-pandemic, the creator economy continues to thrive, supported by hybrid work models and sustained digital engagement.
The social media platforms segment is expected to be the largest during the forecast period
The social media platforms segment is expected to account for the largest market share during the forecast period. Platforms like Instagram, TikTok, YouTube, and Facebook serve as the primary distribution and monetization channels for creators. Their massive user bases, advanced recommendation algorithms, and integrated monetization tools make them indispensable to the ecosystem. These platforms are continuously evolving to support creators with features like tipping, subscriptions, and branded content tools. As a result, social media will remain the backbone of the creator economy.
The brands & advertisers segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the brands & advertisers segment is predicted to witness the highest growth rate, as influencer marketing becomes a mainstream strategy, brands are allocating larger portions of their marketing budgets to creator partnerships. This shift is driven by the effectiveness of creator-led campaigns in building trust and driving conversions. Advertisers are increasingly leveraging data analytics and AI to identify the right creators and measure campaign performance.
During the forecast period, the Asia Pacific region is expected to hold the largest market share, fueled by rapid internet and smartphone adoption, a young and digitally savvy population, and the popularity of short-form video platforms. Countries like India, China, and Indonesia are emerging as creator powerhouses, supported by government initiatives and platform investments. Regional language content and hyperlocal influencers are driving engagement across diverse demographics.
Over the forecast period, the North America region is anticipated to exhibit the highest CAGR. The region benefits from early adoption of creator platforms, a mature digital advertising ecosystem, and a high concentration of professional creators. The U.S. alone accounts for a significant share of global creator earnings, supported by robust monetization tools and brand partnerships. Technological advancements, including AI-driven content optimization and Web3 integration, are enhancing creator capabilities. As the creator economy professionalizes, North America will continue to lead in innovation and revenue growth10.
Key players in the market
Some of the key players in Creator Economy Market include Alphabet Inc., Gumroad, Meta Platforms Inc., Discord Inc., ByteDance, Roblox Corporation, Amazon.com, Inc., OnlyFans, Spotify AB, Canva, X Corp., Shopify, Pinterest, Inc., Substack, and Patreon.
In June 2025, RWE and Amazon Web Services, Inc. (AWS), an Amazon.com, Inc. company and the world's most comprehensive and broadly adopted cloud, have signed a Strategic Framework Agreement aimed at advancing RWE's digital transformation initiatives and supporting Amazon's broader efforts to power its operations more sustainably by supporting renewable energy projects.
In April 2025, Roblox announced that Rewarded Video ads will be available for brands and agencies to buy programmatically via Google's advertising solutions and direct buying (Direct IO) in the coming weeks. This partnership with Google is a foundational element in Roblox's advertising vision, enabling Roblox to quickly scale its Rewarded Video ads-and other immersive ads offerings-to meet demand from brands and agencies where it exists.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.