The creator economy across Asia and Oceana has seen tremendous growth over the past few years. Various estimates indicate there are now millions of creators across the region generating income from their passion projects and building businesses online. China has emerged as a major hub with tens of millions of creators, many making a full-time living producing content across platforms like Douyin, Kuaishou and Bilibili. South Korea’s culture industries like K-pop and K-dramas have also spawned a vast number of YouTube and Instagram creators. India too is witnessing a massive boom in the creator economy with the widespread adoption of apps like Sharechat, Roposo and other short video platforms.
Beyond just the top countries, smaller nations have also joined the creator revolution. In Southeast Asia, Indonesia’s growing middle class has found a new side hustle or even career as creators on platforms like TikTok, Instagram and YouTube. The Philippines has a thriving community making content in English and Filipino. Even smaller markets like Thailand, Vietnam and Malaysia are seeing meaningful numbers of online content producers. Oceana as well is experiencing growth, with Australia and New Zealand being centers of activity thanks to their advanced digital economies and large youth populations receptive to new online trends.
Emergence of Native Platforms
A major catalyst behind Asia And Oceana Creator Economy boom has been the rise of localized social media giants and digital ecosystems tailored for those regions. In China, short video apps like Douyin and Kuaishou have hundreds of millions of daily users and are responsible for minting many of the country’s top creators. India too is led by homegrown platforms that are more tailored to domestic audiences, from Sharechat to Moj to MX TakaTak.
Southeast Asian players like TikTok rival ByteDance’s Likee have also built sizable creator bases in key markets. Many were early to identify the commercial potential of user-generated short form video and actively cultivate it. Meanwhile, other platforms like Indonesian social commerce unicorn Bukalapak are experimenting with livestreaming seller models. Even smaller countries now have their own versions – Kumu in the Philippines counts millions of creators among its userbase. This proliferation of tailored local platforms is a key driver empowering creators across diverse markets.
Monetization Models Emerge
As the sector has matured, various business models have emerged allowing creators at different scales to earn income from their efforts. At the largest end of the spectrum in places like China, some creators can command millions of dollars in earnings annually from a combination of sponsorships, livestreaming sales commissions and affiliate marketing. Even mid-tier creators may be able to earn low five or high six figure incomes through these methods.
For the mass of smaller or part-time creators, platforms have developed lighter monetization tools. In livestreaming apps, virtual gifts or cheers that viewers can purchase to support streamers are a ubiquitous way for creators to earn. Several platforms also offer affiliate marketing commissions and native wallet systems, where fans can directly send monetary tips or gifts. Beyond the platforms, brands themselves have become major clients – everyone from beauty companies to food brands are actively partnering with top influencers across the region for sponsored content campaigns.
Future Prospects Remain Bright
Despite facing pandemic-induced economic turmoil over the past two years, the Asia and Oceana creator economy has proven remarkably resilient. This is a testament to a few underlying trends. Firstly, the sectors’ growth is underpinned by much deeper socio-economic megatrends like the ongoing rise of the internet, growing youth populations and the emergence of middle classes across developing markets.
Secondly, COVID-19 accelerated the digital transformation of societies – more consumers went online, businesses pivoted to e-commerce and media consumption shifted digital. This has benefited online creators. Going forward, the future remains exceedingly bright. Asia’s improving internet infrastructure will help more communities participate. Blockchain, NFTs and metaverse trends may introduce new revenue streams. Local social platforms continue innovating to attract and monetize creators further. And the migration of industries online seems unlikely to reverse post-pandemic. With its combination of favorable trends and enthusiastic content creator cultures, Asia and Oceania’s creator economy is set for much more growth in the coming decade.
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1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it