The future of creator software Maximising AI’s engagement opportunity
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20,000 foot view:
Artificial intelligence is revolutionising creator software to make it easier for those with little or no skill to produce high-quality content. These innovations are proving highly disruptive to existing workflows meaning traditional creator tools will struggle unless they adapt and evolve. But if all AI tools promise to streamline processes, produce high-quality output, and make it easier to create, then how do they compete? While producing AI tools that generate the best content will remain crucial, the focus will also be on generating the most engagement (or stickiness). AI tools must not only focus on what they produce but how they produce. Creators are also consumers. For AI tools to build USPs, they will need to provide highly engaging and entertaining experiences that lean into a creator’s desire to improve, reach audiences and build fandom. This report provides analysis of engagement features, needs among beginners, intermediate, and advanced creators, and creator software purchasing habits.
Key data and insights in this report:
- A conceptual illustration of the relationship between number of features and in-app engagement
- Video creator needs by sophistication level, global, Q2 2024
- Number of tools purchased, subscriptions, and one-off purchases, by sophistication level, global, Q2 2024
- Differentiators between the way in which beginner, intermediate, advanced, and the video creator average are utilising generative AI tools
This report sources data from:
- MIDiA Research Video Creator Tools Survey 2024, global, n = 240
Table of contents:
Words: 3990
Pages: 18
Infographics: 3
Introduction
Key insights
Figure 1: AI's balancing act between engagement and features
Figure 2: Breaking down the behaviours and needs of creators of different sophistication levels
Figure 3: Monetising creators of different sophistication levels
Implications
Companies and brands mentioned in this report: Adobe Express, BandLab, Canva, CapCut, CapCut Pro, Dada Life, DistroKid, Duolingo, Instagram, Microsoft Flight Simulator, TikTok, TikTok Symphony Creative Studio, Twitch, and YouTube