Audio creators are the creator economy's unsung heroes

The creator economy is evolving rapidly, and while TikTok influencers and YouTubers often steal the spotlight, there is a fast-growing creator segment that brands and platforms can no longer ignore: audio creators. Podcasts and audiobooks continue to thrive as audio bleeds into spaces beyond just audio, and that means audio creators are becoming a bigger, more valuable force in the creator economy. That growth necessitates better tools and smarter marketing for the audio creator class.

While the population of music creators may be larger than the population of audio creators, audio creators stand out in the creator landscape in part because they are more than twice as likely to create as a business, compared to music creators. Audio creators also spend more time each week producing content than other creator types. High engagement and commitment to the business side of creation means there is a clear opportunity for tool makers to better cater to audio creator needs while expanding their paying customer base beyond music and video.

Importantly, audio creators are significant spenders when it comes to creator tools.  Not only do audio creators pay for third-party tools more than any other creator type, but they also spend more money per month on these tools. This financial commitment further underscores audio creators' dedication to enhancing their content and achieving professional-grade production quality.

As it stands, the current landscape of creator tools leans heavily toward video and music production. While audio creators certainly make use of existing video and music creator tools, there are very few tools that cater specifically to audio creator needs and workflows. While digital audio workstations (DAWs) typically cater to music producers, there is still a significant market opportunity for an end-to-end tool for audio creators looking to produce, edit, and promote their content. By developing intuitive, efficient, and powerful platforms designed specifically for audio content creators, companies can unlock a valuable revenue stream while empowering this growing community to produce better content, faster.

After all, audio creators are not just content producers – they are multitasking specialists. From copyediting to audio engineering and even video editing, they wear multiple hats, and recognising their diverse skillset by developing tools that streamline their creative process will position companies to win their trust and loyalty. Brands that build lasting relationships with the audio creator class will ultimately unlock new revenue opportunities that are sure to expand as digital audio grows.

To better understand how audio creators allocate their time, why they create content, and how much they are willing to spend on creator tools, download our new report, 'The audio creator opportunity: Audio creator behaviours and monetisation potential', here.