Understanding creators to harness the monetisation opportunities

Videos are now the de facto mode of communication. To reach and engage audiences, all creators are now expected to deliver high quality video content that entertains. This has always been a prerequisite for traditional video creators in TV and film and those with vast followings on social video platforms. However, a growing number of consumer creators are entering the market, while enterprises and communications professionals are stepping up their video creation output to reach customers quickly.

This is good news for those creating software and hardware tools for creators. The pool of those creating is larger than ever, and so too is the opportunity to monetise. The challenge is knowing how to meet the needs of all these creators. As the creator landscape grows, so does the variety of workflows, motivations and ways in which different types of creators want to engage and pay. There is no silver bullet to appease all creators.

This challenge is being tackled head on in our latest report: “Video creator tools software user profile”. Focusing on software usage and the behaviour of video creators, we unpack the nuances between creator types to provide a granular understanding of how different creators produce content. This includes a focus on roles, software tools used, income and spending behaviours, creative motivation, most important workflow moments, tools needed and the most common pain points. We also break down these behaviours by key segments, such as sophistication (beginner, intermediate, advanced), desktop editor, mobile editor, and platform users of Adobe Premiere Pro and CapCut.

The next wave of innovation is already here in the form of generative AI tools. There is no question that AI can widen the funnel by making it easier for consumers to become creators. However, our research shows that AI tools providers need to work harder to convince video creators that they should integrate these new features into their workflows. This report also provides creator perspectives on AI tools and analysis of how they will penetrate the market.

For more information about this report, click here. Alternatively, please reach out to Anthony Balogun, senior client partner, or Ben Woods, video analyst.