The goal of this research is to understand attitudes and behaviors of both creators and consumers of online user-created content. Specific objectives include:
Determine size of the creator economy in terms of who is consuming and who is creating.
Identify what motivates creators to create, how they measure success, and how they generate revenue for their content.
Reveal challenges experienced by creators and the role of third-party companies and technology in overcoming the challenges.
Explore how different demographic groups perceive and consume user-generated content.
Published: January 2022
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