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22/11/2024

Creator Economy sees 30% growth in direct and indirect job creation in Brazil, according to a study by FGV Comunicação Rio

The second edition of the study, conducted in partnership with Hotmart, revealed that more than 389 thousand jobs were created in the past 12 months, both directly and indirectly

The number of direct and indirect jobs generated by the Creator Economy in Brazil grew by 30% over the past 12 months. The data came from the study “The Socioeconomic Impact of Digital Businesses in the Creator Economy in Brazil” by FGV Comunicação Rio, which highlighted the creation of 389,000 jobs in the digital products sector. The survey, supported by Hotmart – a global technology company and leader in the Content Creator Economy –, reported over 302,000 jobs in its first edition. The methodology involved telephone interviews conducted between August 26 and September 4, 2024, with 612 content creators who sell digital products on Hotmart, as well as internal company data and market projections.

According to the study, 42% of respondents stated that selling digital products is their primary source of income. In these cases, revenue was 154% higher. Professionalization was also a factor: creators who registered businesses reported, on average, double the revenue compared to those operating as individuals. Among respondents who indicated that Hotmart is their primary source of income, 64% reported a significant increase in earnings over the past year. The majority of content creators surveyed (61%) are under 40 years old. In terms of education, 59% of respondents have a university degree, and 16% hold postgraduate, master’s, or doctoral qualifications. This indicates the high level of expertise and unique experience of those who turn their knowledge into digital products. The main motivations for becoming digital product creators are the creation of new monetization opportunities (33%), increased income (24%), time freedom (20%), geographic freedom (16%), and the desire to start a business (13%).

Regarding future prospects in the sector, 32% of respondents expressed interest in expanding their digital businesses to include physical product sales, indicating that the digital product market is diversifying. Additionally, more than half (55%) of creators and co-creators already use AI tools for some task or aspect of their content creation process. Specifically, most users leverage AI technology to create or edit images (83%) and text (80%), as well as audio (27%).  

“The results indicate that selling digital products has contributed to the diversification of revenue sources for these creators. We also found that content creators are increasingly using technological tools and formalizing their status as legal entities," says Beatriz Pinheiro, researcher at FGV Comunicação Rio who led the study.  

"The rising demand for content developed by creators is driving the expansion of the services chain in the Creator Economy, such as graphic design, video editing, social media management, and data analysis, as well as the creation of launch or co-production agencies," says Nathalia Cavalieri, General Manager at Hotmart. "This growth in job creation only reinforces the view that the potential of the sector is enormous, and we are just getting started," adds the executive.

See the full study here.

 

Any opinions expressed by Fundação Getulio Vargas’s staff members, duly identified as such, in articles and interviews published in any media, merely represent the opinions of these individuals and do not necessarily represent the institutional viewpoints or opinions of FGV. FGV Directive Nº 19 / 2018.