Diversifying platforms are also affecting the expansion of the creator economy. The report also creates a chaos map of representative services that support the creator economy.
With the diversification of platforms that publish content such as videos, illustrations, and texts, how big is the “creator economy” of those who earn money on it? Recently, a trial calculation was announced that the market size will reach 1.36 trillion yen (2021). The report was jointly researched by the Creator Economy Association and Mitsubishi UFJ Research & Consulting.
Survey target: Number of samples: 1557 people who are active as creators
Survey implementation period: July 4 to August 16, 2022
Source: Creator Economy Association, Mitsubishi UFJ Research & Consulting “Survey on Domestic Creator Economy”
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Japan’s market size is 1.36 trillion yen, and more than half of specialists earn more than 200,000 yen
According to the report, the market size of the domestic creator economy is 1,357.4 billion yen.
According to an overseas survey conducted in 2021, the size of the global creator economy market is estimated to be about 104.2 billion dollars (15.1 trillion yen at 1 dollar = 145 yen), and the domestic creator economy is equivalent to about 10%. calculation.
The survey also found that nearly half of full-time creators earn more than 200,000 yen a month. Above all, the sales of goods and goods, advertisements related to video posting, and skill sharing have contributed greatly, and each of them accounts for about 200 to 300 billion yen.
There are four reasons why the market size has expanded so much.
The global market is 15.1 trillion yen, and the Japanese market is 1.3 trillion yen
Nearly half (47%) of full-time creators earn more than 200,000 yen per month
Emergence of various platforms and monetization methods
According to the report, the first factor isThe advent of various platforms and monetization methods has made it easier for creators to pursue activities that match their individual skills and preferences.is mentioned.
In the conventional creator economy, there are many cases where monetization is based on “advertisements linked to content”, and the ability to create content that attracts the interest of a wide range of users was a necessary condition for being active as a creator.
However, in the current creator economy, besides monetizing with advertising,A platform has emerged that directly sells goods, content, and skills to a limited range of users, and builds a fan community to gain support.As a result, it is no longer necessary to attract the interest of a wide range of users. This has led to an influx of new creators.
Increase in side jobs and side jobs
As a second factor,Expansion of work style options, including side jobsis mentioned.
In 2018, the Ministry of Health, Labor and Welfare created and published the “Guidelines for Promoting Side Jobs and Side Jobs.” As part of the work style reform, the government is promoting a variety of work styles, including side jobs and side jobs, and companies are also improving their internal systems. In response to this trend, it is thought that the number of people who have started working on creator activities as a side job or side business has increased.
Increase in disposable time due to the spread of new coronavirus infection
As a third factor,Increase in disposable time triggered by the spread of new coronavirus infectionThere is As a measure to prevent the spread of COVID-19, people are spending more time at home than going out. Demand increased.
As a result, content consumption is believed to have increased significantly. In addition, there are cases where disposable time is used to create things and content, and the report analyzes that it was an opportunity to start creator activities.
Increase in “push activity”
In addition to the above, technical factors such as improvements in content editing technology have made it easier for individuals to create and transmit high-quality content,As a social factor, it is conceivable that the spread of influencer marketing and “Oshikatsu” to support favorite creators.Regarding “Oshikatsu”, the spread of SNS and live distribution has made the distance between the target of “Oshi” and the fan closer than before, making it easier to find the target of “Oshi”. , The report analyzes that this is thought to have led to the expansion of “push activity”.
(Text by Kentaro Sugimoto)
Source: BusinessInsider
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