The socioeconomic impact of creator economy in Brazil
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2024
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The Creator Economy has gained economic and social relevance in a digital landscape formed by brands, audiences, content producers, influencers, and platforms. The term “ecosystem,” often used to refer to this economy, helps to understand how brands and organizations work with content producers and influencers and how this interaction is increasingly supported by ntermediaries, such as digital platforms. In 2023, the global Creator Economy was valued at US$ 127.65 billion, with a projected growth to US$ 528.39 billion by 2030, reflecting an annual increase of 22.5% (JAGTAP, S., 2023). In this context, the professionalization of content producers has fostered the expansion of specialized services in the Creator Economy, such as the formation of producers agencies, the establishment of departments in companies to work with them, and the development of new digital business strategies. The growth of this market is also reflected in the increase in the number of professionals specialized in areas such as digital marketing, graphic design, video editing, social media management, data analysis, among others. Content producers have the opportunity to turn their skills into income sources and create new jobs and work opportunities, either through partnerships with brands, community management, or the sale of digital products. Furthermore, the use of Artificial Intelligence has enhanced creation and editing processes, enabling new content formats that optimize the reach of posts. This new technology contributes to expanding monetization possibilities and helps reduce management costs for producers, making the market more strategic and competitive. In this context, this study aims to estimate the socioeconomic impact of digital businesses on the income of content producers and job creation in Brazil over the past 12 months, as well as provide a brief overview of the labor market in the Creator Economy in the country. The study is divided into four sections, in addition to this introduction. The second section presents an overview of the content producer labor market in 2024 based on public data. The third section presents the results of socioeconomic impact research conducted with content producers and co-producers who sell their digital products on Hotmart. The fourth section highlights three success stories of producers who are clients of the platform. Finally, the study concludes with final considerations.
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