A new study from talent, entertainment and sports agency UTA backs a different proposition. With 40 percent of US consumers ages 13-54—65 million people—directly paying creators for interactions through fan clubs and platforms, the research projects an $18 billion bounty awaits marketers that partner with talent in the rapidly growing direct-to-fan economy.
The study of 1,000 consumers in the age bracket also found nearly half (49 percent) of those who’ve paid for creator economy services are spending at least $25 a month to do so, which translates to a minimum market size of $9.8 billion and is tracking to more than $18 billion. Additionally, 95 percent of consumers are open to brands participating in the creator economy, and compared to free content from creators, 76 percent of consumers find paid content more engaging and enticing.
