Historically, YouTubers and TikTok influencers have received the lion’s share of mainstream attention as a creator class – but audio creators are increasingly active on the same digital platforms and operating within the same formats. As a result, the audio creator has become a jack of all trades, moving between copyediting, audio editing, and video editing. Given this unique spread of tool and format familiarity, understanding the time and money that audio creators spend on content and tool types is critical for companies to tap into this highly engaged and monetisable audio creator population. This report examines the behaviours of audio creators, breaking down tendencies to create for business versus fun, time spent working and creating every week, and willingness to use creator tools.

Key data and insights in this report:

• Content creator behaviours, segmented by creator type, Q4 2024, global 
• Weekly hours spent on creating and average annual income, by creator type, Q4 2024, global
• Average creator tool subscriptions, by creator type, Q4 2024, global
• Paid creator tool / app usage, by creator type, Q4 2024, global 
• Monthly dollars spent on creator tools, by creator type, Q4 2024, global

This report sources data from:

• MIDiA Research Consumer Survey Q4 2024, Total-9,019 (US-1002, UK-1000, Australia-1001, Canada-1000,Germany-1006, France-1008, Sweden-1000, South Korea-1001, Brazil-1001)

Words: 2840 Pages: 18 Infographics: 5

Companies and brands mentioned in this report: Ableton, Adobe Premiere, ByteDance, CapCut, LANDR, Logic, ProTools, Riverside, Spotify, TikTok, YouTube, and Zencastr.