Creators as IP A 'personal brand' is an investment opportunity
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Success as a creator now exists beyond any single piece of work or any one platform. The creator persona is now the IP. As a result, the creator must be able to transcend and translate between platforms and mediums, building a business strategy across and beyond platforms and viral moments. The more successful this multipolar approach, the more successful and perennial the creator IP. This report will address strategies for investors, talent agencies, business strategists, and creators themselves to identify paths to success.
Key data and insights:
- Income and expenditure of social creators
- Sources of income and what do they plan to spend the budget on
- Social platforms used, number of followers, and which features on social platforms are considered the most important
- Main motivating factors and biggest challenges for creators
Surveys used:
- MIDiA Research Creator Insights Survey, November 2024, Global, n = 557
Words: 4,000 Infographics: 3 Pages: 18
Companies and brands mentioned: Alex Cooper, Call Her Daddy, Chamberlain Coffee, Daft Punk, Deadmau5, Digital Creator Organisation, Discord, Dude Perfect, Electrify, Emma Chamberlain, Éros Brousson, Haliey Welch, Highmount Capital, Hyperboloid, Juliette Sureau, Laura Jansen, Lightning Cosplay, Mark Goldbridge, MrBeast, Mrs. Hinch, Reb Masel, Sidemen, Slow Creator Fund, Snackables, Stanzi Potenza, TikTok, Twitch, United Talent Agency, WhatsApp, X, YouTube, and Zoella
Methodological note: The data for this report is from a global survey of creators fielded by MIDiA in November 2024, with a sample size n=557. Smaller sample sizes for individual segments are bolstered by desk research and stakeholder interviews and should be taken as indicative numbers rather than exact.