The current state of the creator economy, where “50,001 yen to 100,000 yen” is increasing by 1.4%

What is the current state of the domestic creator economy market? Recently, the Consumer Affairs Agency published a report on its official website as a report on research into Internet consumer troubles. The research was conducted by Mitsubishi UFJ Research & Consulting, and the report was compiled on December 23, 2022.

The creator economy is an economic zone formed by individual information transmission and actions.

According to the same survey, by 2021 worldwide$104.2 Billion Market Size of Creator EconomyThere is an estimate that *1,About 50 million creators, of which over 2 million are professionals and 46.7 million are amateurs*2.

*1 As of May 2021. Neoreach, Influencer Marketing Hub, “Creator Earnings – Benchmark Report 2021”)

*2 SignalFire, “SignalFire’s Creator Economy Market Map”

There are two main types of billing in the creator economy: monthly billing and tipping. From the consumer’s point of view, they all seem to be the same in terms of “paying money”, but there are the following differences in the distribution channel and price design that pays the creator.

A system in which fans pay creators directly through monthly billing or tipping is spreading.

The point of the business model is not only the one-sided supply of works through media, as in the case of conventional media, but also the emergence of two-way dialogue between senders and receivers and exchange models in fan communities. .

40% of people have “charged” creators

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In Japan, more than half of the respondents answered that they have “thrown coins”.

According to the survey, in Japan40% of people have used monthly billing support, and even more about “throwing coins”, more than 50% reported that they have made “throwing coins”..

In addition, the same survey also revealed that the younger the group, the more likely it was that they would answer that they had “supported creators, etc. in the past year.” It can be seen that the act of “pushing” creators is becoming quite familiar.

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Younger generations are more likely to directly support creators.

Frequency and amount of “monthly billing” and “tipping”

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More than 10% of the respondents are above “10,000 yen or less” every month.

Although the number of surveys is a little small with n=228, the survey also went into the frequency and amount of monthly charges and tipping.

The average monthly charge of 1000 yen or less is the most common, but what you should pay attention to is the above answer from “10,000 yen or less”, in other words, even with a relatively high monthly charge of 5001 yen to 50,000 yen or less, 16 % or more (above).

Also, as an average monthly charge,2.7% of high-payers with high charges of 50,010 yen to 100,000 yen or moreI know there are.

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The custom of throwing coins once a month during live distribution has become established.

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Monthly average “1,000 yen or less” is the most common.

The survey of tips is also interesting.

The results show that the amount of money given the most in a single tip is ‘1,000 yen or less’, and the monthly average is ‘1,000 yen or less’.However, some1.4% of people gave “50,001 yen to 100,000 yen or less”.

In my experience, it is not uncommon to see super chats (commonly known as red spas) of 10,000 yen or more flying around when watching live streaming on YouTube. That doesn’t mean that they can get any compensation, products, or services, but consumers still give money purely to support creators.

Users are worried about the “return rate to creators”

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There are also concerns about the rate of return to creators and voices that they have charged more than planned.

Finally, another survey result that caught my attention was that there was also a survey that showed the feelings of users because of the creator economy.

More than 30% of respondents answered that “the rate of return to creators is low” in the item “contents of troubles and troubles”. In addition, the voice of “I don’t know how much is returned” was remarkably high for the “free amount setting type” billing style.

Distribution platforms are businesses that are established by taking commissions, but it can be seen that consumers want as much as 1 yen to be returned to creators.

At the end of the survey report, “examples of matters that consumers should be aware of” include confirming in advance how to cancel the charge and using the amount within the range that you can give. calling attention.

Source: BusinessInsider

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