If the creator economy is to reach its growth potential, creator wellbeing must be prioritised. Growing and maintaining audiences is becoming more challenging, leading to unsustainable pressure for new and long-standing creators.

Many creators are reducing the time they spend creating content. Meanwhile, a significant number have considered quitting content creational together, as they grapple with burnout from creating too much, too often. This report is designed to tackle these challenges head on. It breaks down the pain points and challenges facing video creators by role: hobbyist, passionate enthusiast, career seeker, professional, and part-time professional. These insights are married with recommendations for how creator tools and social platforms can alleviate these pressures.

Everyone within the industry – from brand managers and talent agencies to product and business strategists within creator tools companies and social platforms – must play their part in supporting creators with their wellbeing. A failure to do so will lead to one outcome: increased creator churn. Only by accepting their responsibility to support creators with their wellbeing will creator tools and social platforms be able to reach MIDiA’s forecast of 1.1 billion creators globally by 2032. 

Words: 2,513 Infographics: 13 Pages: 28