The research measured the impact of digital businesses in the country, such as online courses, ebooks, mentoring, podcasts and other formats
The Creator Economy has been increasingly consolidated in Brazil and, according to a study carried out by the Escola Comunicao, Mdia e Informação da Fundao Getulio Vargas (FGV ECMI), it generated 300 thousand direct and indirect jobs in 2023.
Furthermore, data from the research The socio-economic impact of the Creator Economy’s digital businesses in Brazil also showed that the sales volume of digital products has exceeded R$30 billion worldwide since 20211.
The Creator Economy is expanding and professionalizing exponentially, and the study’s numbers show that the digital products market has leveraged this growth through the generation of income and employment, explained Beatriz Pinheiro, the researcher responsible for the study.
The survey calculated the socioeconomic impact of digital products sold by content creators and affiliates on Hotmart, such as online courses, ebooks, mentoring, podcasts, among other formats, in addition to mapping the demographic profile of these users.
Financial feedback
The results of the study showed that 70% of those interviewed declared that they had an increase in income from the sale of Hotmart infoproducts, with this percentage rising to 100% when considering customers who have been selling their digital products for more than a year for middle of the platform.
Furthermore, the survey showed that 14.5% of digital entrepreneurs and respondents have as their main source of income the sale of digital products at Hotmart and, for these users, the return on revenue is well above the national average, reaching a monthly average of R$11,959, while among those who have other sources of income, the average income is R$4,194.
Several factors impact the income of content creators, such as the time dedicated to this type of work, whether partial or full-time, the formalization of the business and whether or not they have a support team. But, from the study, we can see that one of the main factors is the time they have been in the business, that is, those who have been in the business for longer tend to earn more”, said Beatriz.
Among content creators and affiliates, 61% of them invest in paid traffic to promote their digital products, of which 47% invest less than one thousand reais per month, 12% between one thousand and five thousand reais and only 2% invest between five and ten thousand reais.
The study also showed that only 4% of content producers receive sponsorship, showing that these content creators do not have brand advertising as their main source of income.
Meanwhile, the average revenue of content creators registered as legal entities is R$10,115, while that of individual producers is R$5,078.
The users who profit most on the platform tend to formalize themselves as legal entities to close larger contracts, among other advantages, in a virtuous market circle. We realize that the digital business ecosystem in Brazil is expanding and, in addition to boosting the economy by generating income for content creators, the impact is expanded for the entire chain of professionals and services involved, with the creation of jobs indirect employees such as, for example, copywriter, traffic specialist, videographer and social media strategist, concluded the executive.
Methodology
The survey interviewed 552 content creators and affiliates registered with Hotmart, 48% of whom were women and 52% men. In relation to age, around 43% are between 35 and 44 years old, 21% between 45 and 54 years old and 19% are between the age group of 25 and 34 years old.
When asked about race or color, the majority of content creators declared themselves as white (61%), 31% of them declared themselves as brown and black, 4% as yellow and 1% as indigenous.
