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市場調查報告書
商品編碼
1776756
2032 年創作者經濟市場預測:按平台類型、創作者類型、收益模式、內容類別、最終用戶和地區進行的全球分析Creator Economy Market Forecasts to 2032 - Global Analysis By Platform Type, Creator Type, Revenue Model, Content Category, End User and By Geography |
根據 Stratistics MRC 的數據,全球創作者經濟市場預計在 2025 年達到 2,082.6 億美元,到 2032 年將達到 2,1303.5 億美元,預測期內的複合年成長率為 39.4%。
創作者經濟是指由獨立內容創作者、網紅和數位創業家組成的生態系統,他們透過各種線上平台創作內容並收益。這其中包括社群媒體網紅、部落客、藝術家、播客、遊戲玩家等等。創作者經濟利用廣告、贊助、訂閱和商品銷售等收益模式,依靠與受眾的直接互動蓬勃發展,賦能個人利用其創新才華和線上影響力,打造事業和職業生涯。
Twitch 表示,該平台將在 2022 年提供超過 200 億小時的直播內容,這反映出全球直播的大規模採用。
消費者對真實內容的需求不斷增加
消費者越來越青睞獨立創作者的內容,而非傳統媒體。 TikTok、Instagram Reels 和 YouTube Shorts 等短影片平台的興起,讓內容創作變得民主化,任何擁有智慧型手機的人都可以成為創作者。網路和智慧型手機的廣泛普及,尤其是在新興市場,推動了這一轉變。此外,以創作者為中心的工具和平台降低了進入門檻,讓更多個人能夠將自己的熱情收益。隨著受眾對更個人化、以社群主導的體驗的需求不斷飆升,對創作者原創內容的需求也隨之飆升。
競爭激烈
平台上的創作者數量眾多,要想脫穎而出,不僅需要天賦,還需要有效的行銷、策略合作和持續的適應。內容過度飽和使得新創作者難以獲得認可,而現有的創作者則面臨持續的創新壓力。此外,演算法變化、平台政策和獲利模式的轉變也顯著影響創作者的覆蓋率和收入。在如此激烈的競爭中,創作者需要高度的創造力、敏銳的商業頭腦和堅韌的毅力,才能在擁擠的市場中保持競爭力並取得成功。
品牌合作與影響力行銷
影響者可以直接接觸忠實粉絲,為品牌提供真實、精準的行銷機會。隨著消費行為從傳統廣告轉向同儕推薦,品牌利用影響者的信譽來建立信任並推動轉換。此外,來自社群媒體平台的數據洞察能夠實現精準的受眾定位,進而提升合作的影響力。同時,影響者尋求品牌的收益和真實性,建立將創新自由與經濟獎勵結合的互惠互利關係。這種生態系統對品牌和創作者都至關重要。
演算法和平台政策的變化
創作者通常依賴YouTube、Instagram和TikTok等少數主流平台進行內容分發和收益。演算法的突然變化會大幅降低曝光和收入,擾亂創作者的生計。此外,不斷變化的內容審核政策和非軍事化規則可能會限制創新自由。這些平台缺乏透明度和控制力,造成了不穩定,迫使一些創作者透過多個管道進行多元化發展,或開發直接面向觀眾的銷售模式。由於平台優先考慮盈利,創作者可能會面臨限制和收益波動。
新冠疫情加速了創作者經濟的成長,因為它讓更多人上網,並增加了數位內容的消費。封鎖和遠距工作為創作者創造了新的機會,讓他們能夠與尋求娛樂、教育和聯繫的受眾互動。疫情期間,許多人將內容創作作為副業或全職工作。然而,疫情也凸顯了收入的不穩定性,許多創作者面臨收入波動和競爭加劇的問題。疫情過後,在混合工作模式和持續的數位互動的推動下,創作者經濟繼續蓬勃發展。
社群媒體平台預計將成為預測期內最大的細分市場
預計社群媒體平台細分市場將在預測期內佔據最大市場佔有率。 Instagram、TikTok、YouTube 和 Facebook 等平台是創作者的主要分發和收益管道。它們擁有龐大的用戶群、先進的建議演算法和整合的變現工具,對生態系統至關重要。這些平台不斷發展,透過打賞、訂閱和品牌內容工具等功能為創作者提供支援。因此,預計社群媒體仍將是創作者經濟的支柱。
品牌和廣告商細分市場預計將在預測期內實現最高複合年成長率
隨著網紅行銷日益主流化,品牌將更大比例的行銷預算用於與創作者的夥伴關係。這種轉變源自於創作者主導的宣傳活動在建立信任和推動轉換方面的有效性。廣告商擴大利用數據分析和人工智慧來識別合適的創作者並衡量宣傳活動活動的效果。
預計亞太地區將在預測期內佔據最大市場佔有率,這得益於網際網路和智慧型手機的快速普及、年輕且精通數位技術的人口結構以及短影片平台的普及。在政府措施和平台投資的支持下,印度、中國和印尼等國家正成為創作者強國。區域語言內容和超本地化網紅正在推動不同人群的互動。
預計北美將在預測期內呈現最高的複合年成長率。該地區受益於創作者平台的早期採用、成熟的數位廣告生態系統以及高度集中的專業創作者。由於強大的收益工具和品牌夥伴關係關係,美國在全球創作者收益中佔據了相當大的佔有率。人工智慧驅動的內容最佳化和 Web3 整合等技術進步正在賦能創作者。隨著創作者經濟的專業化,北美將繼續引領創新和收益成長。
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.