Key Takeaways
Studies show that online content creators are not well represented for race/ethnicity compared to the demographics of the general population.
Younger generations intersecting with Black and Hispanic consumers are most influenced by creators in social commerce.
Black and Hispanic creators experience more negative experiences on platforms, indicating the need for support and equitable opportunities within the creator economy.
Author:
Janet Buczek
With the increasing importance
of authentic representation and inclusivity, it is crucial to examine how online creators and audiences identify with the world around them.
How to promote equity and inclusion in the creator economy
Studies show that online content creators are not well represented for race/ethnicity compared to the demographics of the general population.
Key Takeaways
Younger generations intersecting with Black and Hispanic consumers are most influenced by creators in social commerce.
Black and Hispanic creators experience more negative experiences on platforms, indicating the need for support and equitable opportunities within the creator economy.
As society becomes increasingly aware of the importance of authentic representation and inclusivity, it is crucial to examine not only the changing composition of our population but also how online creators and audiences identify with the world around them
In today’s uncertain world, one thing is certain: The creator economy is real and growing
Alongside this trend, the importance of diversity, equity, and inclusion is increasing across the United States. The U.S. Census reveals that as the Hispanic and Black American populations continue to grow, the white population is declining
Author:
Janet Buczek
With the increasing importance of authentic representation and inclusivity, it is crucial to examine how online creators and audiences identify with the world around them.
How to Promote Equity and Inclusion in the Creator Economy
As society becomes increasingly aware of the importance of authentic representation and inclusivity, it is crucial to examine not only the changing composition of our population but also how online creators and audiences identify with the world around them
In today’s uncertain world, one thing is certain: The creator economy is real and growing.
40%
In the U.S. alone, the creator economy grew by 34 million new creators since 2020.
Alongside this trend, the importance of diversity, equity, and inclusion is increasing across the United States. The U.S. Census reveals that as the Hispanic and Black American populations continue to grow, the white population is declining.
276%
The increased recognition and appreciation of cross-cultural and multiracial identities have contributed to the shift in consumer expectations regarding authentic representation in the content they consume on social and video platforms
Despite the changing demographics and consumer expectations, there
is still much to learn about the profile of content creators and the representation of creators from marginalized groups may still lag.
Hispanic and Black creators represented only 13.3% and 7.2% of creator jobs, respectively, compared to 18.7% and 12.1% composition within the U.S. Census.
Online content creators are well represented across age and gender lines, but not for race/ethnicity
In the U.S. alone, the creator economy grew by 34 million new creators since 2020.
40%
Increase from the 2010 Census, over 33.8 million people identified as multiracial in the 2020 U.S. Census.
276%
The increased recognition and appreciation of cross-cultural
and multiracial identities have contributed to the shift in consumer expectations regarding authentic representation in the content they consume on social and video platforms
Despite the changing demographics and consumer expectations, there is still much to learn about the profile of content creators and the representation of creators from marginalized groups may still lag.
A study of online content creator jobs in the U.S. reveals a significant underrepresentation of racial and ethnic minorities when compared to the U.S. Census.
Hispanic and Black creators represented only 13.3% and 7.2% of creator jobs, respectively, compared to 18.7% and 12.1% composition within the U.S. Census. This disparity raises concerns about the visibility and opportunities available to creators from marginalized communities.
Online content creators are well represented across age and gender lines, but not for race/ethnicity
The concept of intersectionality, which considers the intercon-nected nature of social identities such as race, gender, sexuality, class, and ability, plays a crucial role in the creator economy
It affects the opportunities, experiences, and barriers faced by individuals. Creators from marginalized groups may encounter additional challenges in building and growing their brands and audiences.
For instance, a Black woman creator may face difficulties related to both her race and gender, making it harder for her to gain visibility and recognition in a predominately white, male industry.
Intersectionality also influences the types of content created and consumed. Creators from different perspectives and experiences shape the content they produce and the audiences they attract.
Recognizing and valuing the diversity of creators and their audiences is vital for platforms and brands. Equitable opportunities should be provided to all creators regardless of their identities.
Increase from the 2010 Census, over 33.8 million people identified as multiracial in the 2020 U.S. Census.
57.8%
18.7%
12.1%
5.9%
0.7%
White
Hispanic or Latino
Black or African American
Asian
Unknown
61.7%
13.3%
10.7%
6.7%
0.4%
7.2%
American Indian and
Alaska Native
Unknown
Black or African American
Asian
Hispanic or Latino
White
A study of online content creator jobs in the U.S. reveals a significant underrepresentation of racial and ethnic minorities when compared to the U.S. Census.
This disparity raises concerns
about the visibility and opport-unities available to creators from marginalized communities.
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Janet Buczek
Senior Vice President,
Media Development
janet.buczek@ipsos.com
Curious to learn more? Contact us!
U.S Census (2020)
Creator Jobs (U.S)
Source: Content Creator Demographics and Statistics in the U.S., Zippia
U.S Census (2020)
White
Hispanic or Latino
Black or African American
Asian
Unknown
57.8%
18.7%
12.1%
5.9%
0.7%
Unknown
Black or African American
Asian
Hispanic or Latino
White
Creator Jobs (U.S)
61.7%
13.3%
10.7%
6.7%
0.4%
American Indian and Alaska Native
7.2%
Source: Content Creator Demographics
and Statistics in the U.S., Zippia
Download the Full POV
Back to Top
Janet Buczek
Senior Vice President,
Media Development
janet.buczek@ipsos.com
Curious to learn more? Contact us!
None of these
Exhaustion/burn-out from the effort
you put in to post content regular
Hesitation to post content that might hurt or change how a platform's algorithm recommends your content
Difficulty using a platform's tools
to create and upload content
Bullying or harassment based on
content you shared on a platform
Platform removing your content because
it was flagged as inappropriate
Bullying or harassment on a
platform based on your identity
Platform removing your content because it was considered in violation of copyright laws
Inequity or bias in the promotion of your
content (vs. other creators/influencers
Misuse of your content by other creators/influencers (e.g., lack of tagging/citing, cultural appropriation)
Total Creators
White
Black
Hispanic
10%
15%
20%
35%
30%
25%
1.7x higher than White
Download the Full POV
Creators in the traditionally underrepresented groups have more negative experiences on Platforms
Recognizing and valuing the diversity of creators and their audiences is vital for platforms and brands. Equitable opportunities should be provided to all creators regardless of their identities.
Intersectionality also influences the types of content created and consumed. Creators from different perspectives and experiences shape the content they produce and the audiences they attract.
For instance, a Black woman creator may face difficulties related to both her race and gender, making it harder for her to gain visibility and recognition in a predominately white, male industry.
It affects the opportunities, experiences, and barriers faced by individuals. Creators from marginalized groups may encounter additional challenges in building and growing their brands and audiences.
The concept of intersectionality, which considers the interconnected nature of social identities such as race, gender, sexuality, class, and ability, plays a crucial role in the creator economy
2.1x higher than White
Source: Ipsos survey conducted February 24 – March 3, 2023, among 1,901 respondents.
Creators in the traditionally underrepresented groups have more negative experiences on Platforms
Total Creators
White
Black
Hispanic
None of these
10%
35%
20%
15%
25%
30%
Exhaustion/burn-out from the effort
you put in to post content regular
Hesitation to post content that might hurt or change how a platform's algorithm recommends your content
Difficulty using a platform's tools
to create and upload content
Bullying or harassment based on
content you shared on a platform
Platform removing your content because
it was flagged as inappropriate
Bullying or harassment on a platform based on your identity
1.7x higher than White
Platform removing your content because it was considered in violation of copyright laws
2.1x higher than White
Inequity or bias in the promotion of your
content (vs. other creators/influencers
Misuse of your content by other creators/
influencers (e.g., lack of tagging/citing, cultural appropriation)
10%
15%
20%
25%
30%
35%
Source: Ipsos survey conducted February 24 – March 3, 2023, among 1,901 respondents.