Enterprise

Crafting

the content

of tomorrow
 Introduction Hire creative fire
Table of Technical is out, creative is key

contents
Untapped creative resources are up for grabs
Less technical work, Your brand must be multi-media

more content Action items

Auto-everything opens up options

More creators, more creative expression

Regulations, rights, and rethinking

Personalization is
Action items
paramount
Combat content overload

Audiences want to be active

Authenticity in everything
Push the boundaries
Action items

of your brand
Take calculated risks

Get eyeballs with “eye candy” content

Methodology
Immersive experience, anyone?

Action items
Sources

Local talents, global reach

The Artlist User
Influencers have found the secret sauce for impact
Survey 2024
Look outside the English box

Action items
Introduction
There are more than 207 million content creators today*, fueling an ecosystem worth more than

$100 billion, with over 51 million YouTube channels alone, and a $16.4 billion influencer market. In

01/02 fact, according to the latest Artlist user survey, 10% now make over $100,000 per year.

Brands who want to reach their audiences in the most impactful, authentic ways need to track,

understand, and leverage the creator economy, because, in today’s world, these influencers drive

industry and creative trends more than established agencies or companies. In other words, to talk

to real people, you need to use the language and platforms of the creator economy.

To find out what’s going on in this fascinating, fast-changing field, we talked to a range of experts

with a diverse media focus and carried out a survey of over 7,000 content creators. The resulting

predictions for what we can expect in 2024 are all in this report. 

Brands that are sensitive to the potential and power of the changes headed our way have the

chance to stand out from the crowd with a unique voice and the ability to project it.

Ira Belsky, Co-Founder and Co-CEO of Artlist, explains,

“Today, a brand’s vision, and the business strategy that it

influences, all need to be conveyed to consumers through a single

voice that spans diverse forms of media, and remains authentic,

no matter what.”

*Neal Schaffer, “33 Mind-Blowing Creator Economy Statistics for 2024”, nealschaffer.com, October 28, 20231
Introduction There are so many changes happening before our eyes, making it more important
02/02 than ever for brands to be clear on who they are, and the essence of what they
want to convey about themselves.

Itzik Elbaz, Co-Founder and Co-CEO of Artlist, says,

“2024 is set to be a truly unique year. The technological advances
we’ve seen in 2023 have triggered an entirely new generation of
enthusiastic creators who are exploring new directions. Technical
expertise is no longer a barrier to entry. Creativity can be
unleashed by anyone, from anywhere. It’s going to be a wild ride.”
01/05
Less technical work,
more content
Less technical work,
more content
Advances in technology mean that in 2024, Content creators are already looking forward to this trend. In fact,
content creation will be easier than ever before 52% said that the main impact they expect AI to have on their
work is to make it easier, because the tools will save them time.

52%
Innovative AI technologies, which were a source of fun new possibilities and
experimentation in the creative industry in 2023, will result in usable tools and
products in 2024. These will be easy to use, won’t require technical know-how,
and will have higher quality outputs than we could have dreamed of even a year
ago. According to our survey, by the fall of 2023, 52% of video creators
reported that they were already using AI in their creative process. 

Where once you might have needed training in music or video editing software,
to invest resources in a long expensive shoot on location, or been expected to
invest many manual hours in intensive editing and post-production
improvements, now technology will make everything faster and easier.

of video creators reported that they were

Asaf Yaniv, Head of Visual Content at Artlist, explains, “The entire creative already using AI in their creative process.
process can now go from end-to-end as a one-person project, in a fraction of
the time we used to expect — from ideation, through post-production, to
publishing and monetization.”
Less technical work,

more content

Auto-everything opens up options

Jobs that used to be made easier by tech, will now be mostly taken care of by tech. For Amir Ariely, Global Creative Director & Head of

example, until now, cleaning background noise, auto-editing, or auto-masking, have all Product Innovation, Creative Works at Google, says,

been things that were done more easily using separate software. In 2024 we’ll see

automated post-production assistants taking care of everything in one place. Options for
“Creativity is no longer the domain of a select few.
post-production will increase, while the time and cost involved will drop dramatically. 

With the tools and resources now available to

At the same time, some truly new options will emerge for content creation. As Amit
everyone, anyone can create and share their ideas
Bendor, Head of AI at Artlist, puts it, “In 2024, we’re looking at a situation where creators

need less expertise, and rely more on intuition. I’m excited to see where that takes us.”

with the world. This democratization of creativity is

leading to an explosion of new and innovative

People who would never have considered being filmed can act through the medium of an

avatar. This trend could take off in ways that are difficult to imagine today. “You could
content, from art and music to video and writing.
eventually have more influencers than there are people on planet Earth, which is where

companies will look to get in and establish extensive influencer networks,” says Ira Belsky, As creativity becomes more accessible, we can
Co-Founder and Co-CEO of Artlist. “Currently, we’re mainly talking about AI-generated
expect to see even more groundbreaking work
images, since video technology still has to catch up with image-related AI, but in a world

where Milla Sofia2 already exists and has enormous popularity, you could imagine a future from people of all backgrounds and experiences.”
where influencers are entirely generated and controlled, like characters in a studio.”
Less technical work,
more content
More creators, more creative expression As Thomas Burden, a 3D Artist known for
his expertise in typographic design, puts it,
The easier it is to create content, the more people will do just that.
“I see so much variety and originality every
Amir Ariely continues: “There’s a process of universal creativity: it’s a process
day from new and established motion
of democratizing the creative process in unprecedented ways. Today, virtually
anyone can become a creator, and we are witnessing a surge in individuals design and animation artists, which I think
producing content regularly, not necessarily as a profession.”

is due to software becoming increasingly

Platforms will start competing to attract creators to their ecosystems, and more accessible and easier to use. This is
creators will increasingly break down the barriers between platforms, media,
genres, and more. 

allowing more creatives to experiment

more and realize their visions without
This trend has already begun, if you look at how Artlist users think about
themselves. In 2022, 35% – the largest group – defined themselves as YouTubers. having to have the super technical mindset
By fall 2023, 55% said that the title that best describes them is Content Creator,

a far more general term. The way they think about their professional abilities isn’t
of the past.”
defined by platform, but through their own skills and creativity.
 Veda Partalo, Former VP, Global Head of Marketing at

Less technical work,

Spotify, and current Artlist board member, comments,

“Musicians are natural risk takers. I’m excited to see

more content how the emergence of new technologies will influence

musicians and the work they put out. Will more

musicians go the Grimes direction and democratize

Regulations, rights, and rethinking
their work through AI? Or will they tighten their grip

In the words of Ilil Livnat, Artlist General Counsel, “All over the globe regulators are and double down on originality? I have no idea, but I
rushing to catch up with the pace of technological developments as the entire world of

can’t wait to see what 2024 brings.”

intellectual property law is being challenged like never before. There’s currently a big gap

between regulation and what’s happening in practice, caused by a huge amount of legal

questions that stretch current systems and theory to their limits.”

Think about licensing an artist's voice or likeness, for example. Grimes, who was the first

artist to come out in support of this tech, says that she sees it as another way for her fans

to engage with her music. She has released a platform called Elf.Tech3, empowering artists

to use her voice and share the royalties with her. There have already been two official

releases of songs4 using her ‘fake’ voice.

How does this work in terms of regulation? What does it mean for intellectual property?

It’s all so new that regulators haven’t even started to catch up yet. While this year saw

some proposals and initial ideas, next year it will be a big focus, so watch this space. 

These new AI tools have sparked a big debate about what is fair use of images, videos,

music and text, as companies have used millions (or billions) of online creative assets to

train their models. This year, more people will try to protect themselves and their users by

using AI tools which are trained on materials with copyright clearances. This would seem to

be a safer bet for brands and creators who want to try and mitigate legal and ethical risks.
Less technical work, Prioritize new tools
Make an audit of the latest tools, and find out what

more content
you can use to streamline your workflow today.

Action items Make more content

Increase your brand recognition and support
your marketing goals by leveraging new tools
to do more with less.

Get legal insight now

Think through how each tool you use deals with
copyright issues in training their models.
02/05

Push the boundaries

of your brand
Push the boundaries
of your brand
The brands that win in 2024 will be those that catch consumers’ The more content there is, the harder you need to work to stand out from the
attention by getting really creative with visuals, sounds, video, crowd. As Eran Yacobovitch, CMO of AI21 Labs, says,
and motion design

“Find and articulate your tone of voice:

in an age where everyone has access to

AI, you should be able to rise above the
noise and make sure you bring
something unique that reflects your
personality and creation.”
New tools are fun, but the real challenge of 2024 is to use the tools to push
what’s possible. The future belongs to those who can unite their creative
spark with the ability to explore and leverage technology.
Push the boundaries
of your brand
Take calculated risks

The exciting challenge of innovation is just as relevant

for brands as it is for individual creators.

Partalo’s advice for brands is a call to action and authenticity:

According to Veda Partalo, Former VP, Global Head of Marketing at Spotify

and current Artlist board member, “Brands are approaching 2024 with two

polarizing needs — the need to innovate and push boundaries (largely driven by “Take calculated risks — don’t be
AI) with the need to balance their risk-taking and keep their brand safe and

stable in the long run (driven by recent press). How brands balance these two afraid of experimentation, but
opposing trends will depend on the creators they collaborate with and the

worlds those collaborations open up.” make sure you stay true to your

brand values as you take the leap.”

Push the boundaries
of your brand
Get eyeballs with “eye candy” content Make sure you stay up to date with what’s in, and

what’s now out. Thomas Burden, 3D Artist, warns,

Consumers love to see something different. Minimalist design is out, while

surrealist visuals have become the norm thanks to generative AI tools.

“The ease at which AI is allowing people from non-
At Artlist, we can see firsthand how much people love “eye candy” content that design backgrounds to create work which can still
might not have obvious use cases but is beautiful and striking, like this clip which

was one of our top 3 downloads in the past quarter. Brands that work out how to
impress the general public will also no doubt lead to
use this kind of content in their marketing will have a huge advantage in 2024. As more homogenized, albeit short-lived trends at a
Sharon Refael, Footage Original Manager at Artlist, notes, “Artistic innovation has

practical applications and creative teams who are sensitive to this can leverage it to
certain level of the industry, especially on social
stand out from the crowd.”
media. On the whole, I definitely see any trends being
a lot more fleeting as social media and technology
“Design boundaries are going to break
exponentially condense our perception of time.”
all over the place this year,”
says Hai Ohayon, Head of Design at Artlist, “With experimental typefaces, for

example, we’ll see letter contrast, endurance, and consistency pushed to the

limits by the display family typeface. Look for text styles that include whimsical

lines, color schemes, and letter shapes, like this template which was one of our

most popular downloads recently. Generally, we'll see more new,

unconventional or unsettling designs.”

Push the boundaries
of your brand
Immersive experience, anyone?
If you loved what creators did with First Person View (FPV) drone footage
in 2023, get excited for 2024. FPV drones are becoming more and more
accessible, with models available at roughly $2,000, which means that
younger creators can practice and excel at capturing ever more extreme
settings.
Maybe you could even feel the beat. It’s a whole new type
In 2024 we’ll also see more and more indoor footage and other
unexpected uses of FPV filming. For example, footage of extreme
downhill skateboarding was one of the most downloaded in the Artlist
catalog in the past few months, with a high-speed clip getting 15% more
downloads than the rest of the video story.
mix a song, you do it mostly for stereo,” says Winokur. “But to
Next year, it’s not just going to be more of the same, but pushing
boundaries a little further. We’ll see creators finding fresh ways to use
drone technology to change our perception of and relation to the world
as experienced vicariously through FPV footage. Putting this kind of first-
person experience into your marketing takes it to a whole new level.
An exciting new kind of fan experience awaits us all in 2024.
Ori Winokur, Head of Music & Sounds at Artlist, explains,
“Imagine if you could “walk into” a virtual concert, hearing
the sound rise as you get closer to the performance area
and, eventually, the stage. Imagine if when you moved
closer to the drummer, the sound of the drums increased.
of immediacy and immersion — and it would generate a
new kind of connection between fans and artists.”
Until recently, you couldn’t have created music to suit that kind
of 3D environment. But this year, you can. “Today, when you
prepare for a 3D environment you also need to mix for being
far/close or above/below the sound. That’s possible now.
Artists will send in separated stems to these 3D environments,
and the technology will encode the song into virtual multi-
dimensions, creating a dynamic mix based on the listener’s
location or building emotion as part of the game/VR
experience.”
 Experiment!
Push the boundaries Bland won’t cut it this year. Get creative to stand out by

of your brand
thinking “eye candy” rather than “safe”.

Action items
Put consumers
at the center
Use FPV drone footage, or explore the possibilities

of AR/VR if that’s a fit for your industry.

Make VR truly
immersive
Leverage the latest advances in audio mixing. The

audience will feel the difference — meaning you’ll feel

the difference in engagement.

03/05

Local talents,
global reach
Local talents,
global reach
With so much content out there, many successful influencers are going ultra
niche, creating content for audiences that are smaller but extremely
passionate and loyal. They prioritize quality over quantity in their followers, and
are more successful at monetizing their audiences, both in percentage terms
but also in terms of overall value. Brands that partner with the right micro-
influencers can zero in on exactly the right target audience, maximizing ROI.
And with a world that’s more open to international cultures, you can help take
these local influencers global.
Local talents, In the words of Shahar Aizenberg, CMO at Artlist,

global reach
“It’s a virtuous cycle. More and more brands have

been using influencer marketing as one of their

key marketing channels and allocating their

budgets accordingly. As more money flows into

Influencers have found the secret sauce for impact
the creator economy with bigger and longer

As Maayan Sarig, Head of Communications & Partnerships at Meta IL, says:
“Creators have hacked an authentic, creative, and empathetic way to connect
with followers and are considered to be more reliable than the brand itself when
engaging with branded content — 65% of people who follow creators state
this opinion in a recent survey by Meta. Therefore, it’s not surprising to learn
that Content Creators earned $460 million on Instagram in 2022, and are
expected to keep growing their brands on our platforms.”
sponsorship deals, content creation becomes a
more viable option as a full-time career, bringing
more creators into the mix, and giving brands
better options to be super targeted in their
influencer marketing.”

More and more people are monetizing content creation, with over 60% of
Influencers used to be quite limited in where they could share and
Artlist users making a living from their videos. Now that it’s seen as a more
monetize their content, but now they make their mark on multiple
reliable source of income and the technical barriers to entry have been
platforms. This is part of the key to their success, as they can tailor their
reduced, this trend will only accelerate.
videos to suit different user expectations and content trends. It’s an
opportunity for marketing professionals, providing more options and
Partnering with creators with a smaller but fiercely loyal community will flexibility for how to engage their audiences.
allow your brand to connect with diverse and niche audiences. These
micro-influencers can support your brand authentically, connecting with
their viewers and diversifying your customer base.
Local talents,
global reach 34%
Instagram
Artlist’s data indicates that 58% of creators usually distribute
their content on YouTube, while 34% use Instagram, 12% use
Facebook, and 10% use TikTok.

Every single one of these platforms is a potential channel. 12%

The trick is to meet your audience where they already are.

Facebook

10% TikTok

58% YouTube
Local talents,
global reach
Look outside the English box

Streaming services have become consumers’ go-to option for content, and
42%
used non-English music in their video content

they’re taking over the globe. That’s impacting both the music and video that
people are consuming. Music genres that were once only local, are becoming
part of the global listening landscape. Viewing subtitled videos in a variety of
languages is more and more common, even in the English-speaking world.

Video creators are heading towards more global-sounding soundtracks

Latin music is everywhere now — and that’s leading to more crossover
elements in mainstream music as artists are exposed to more sounds. The
meteoric success of artists like Rosalia and Peso Pluma5 (with 50 million6
monthly listeners), who bring local traditions right into the global
mainstream, shows that localized artists now have no trouble making it big
on a global scale.
We’re seeing this reflected in the Artlist catalog, with searches for Latin music
tripling over the past few months, and significant increases in downloads of
songs from this genre, with songs like El Ritmo proving particularly popular.
as well. In fact, when asked about using non-English music (such as
Latin or African music) in their video content, 42% said they’ve already
used it, and a further 31% said they’re planning to.
In terms of video, with the success of Netflix shows like Squid Game and
Money Heist, viewers are more comfortable watching content that’s not
in their native language, using subtitles to understand. This impacts the
potential reach of influencers, reducing language barriers and helping
them achieve a more global audience.

US revenues from Latin recorded music shot past $1 billion* in 2022, an increase
of 23.8% compared to 2021, and that’s likely to have grown again in 2023.
*Daniel Tencer, “Official: Latin Music Surpassed $1 Billion in US Recorded Music Revenue in 2022”,
Music Business Worldwide, April 12, 20237
If you want to make your brand stand out, try looking outside English
music genres or think about harnessing a charismatic, talented
influencer who’s not a native English speaker. It might give you exactly
the edge you’re looking for.
Local talents, Capitalize on the
latest music trends
global reach Be adventurous when you soundtrack your
content — look at what’s out there, including
outside of English music trends.
Action items
Identify up-and-
coming influencers
Find micro-influencers with relevant audiences for
your brand and the potential to go global. Partner
with them early to grow together in a mutually
beneficial relationship.

Be authentic. Always.
Know your voice, your visual, audio, and video persona, and
make sure everything you put out reflects it consistently.
04/05

Hire creative fire

Hire creative fire
It’s been a trend for a while for companies to move their content
creation to in-house creative teams instead of outsourcing to
creative agencies. Shahar Aizenberg, CMO at Artlist, says,

“The more creators there are, and

the lower the technical barrier to
entry, the more true creative talent
will make the difference for brands
that aim to capture attention, and
help build their mental availability.”
Hire creative fire
Technical is out, creative is key
As technical editing and creation skills are becoming less important, thanks to
recent technological advances, creativity and strategic thinking matter more
than ever. It’s the magic that makes the difference between “good” — which
everyone can now achieve — and “exceptional”.
As Orit Bar-Niv, Head of Motion Array at Artlist, comments,
“While AI tech lowers the technical
“It’s especially interesting watching these changes within the music
industry,” says Ori Winokur, Head of Music & Sounds at Artlist.
“The impact of automation and technology is
shifting from being purely technical in nature to
more creative, changing how people think about
making music. Suddenly we’re thinking about
inspirational tools that can help you create the
music itself and think through what the next bar

barrier to entry, it also puts even more you’re composing should sound like. That’s a whole
new world, and it will play out across a myriad of
emphasis on the power of a creatively
fascinating trends in 2024.”
attuned “eye” because that’s what makes
content really stand out.” This technology is already being integrated into social media through tools
such as ByteDance’s Ripple8, which lets users sing or hum a melody into the
app and uses machine learning to expand the melody and turn it into an
instrumental song. This makes music production more accessible than ever.

Brands can also look for fresh avenues to bring extra depth to their self-
expression, such as rich, detailed text descriptions of audio segments —
something that’s now possible in a way that it wasn’t previously for teams
using the latest innovations.
Hire creative fire
Untapped creative resources are up for grabs
“Creative technology is experiencing its biggest revolution since the
introduction of digital media,” says Itamar Leopold, Original Content Manager
at Artlist.
“As AI is becoming more present in design
and animation, speeding up workflows,
and making professional tools more
accessible and easier to use, so is its look
and feel that is already becoming a design
language. This technology is evolving at a
super fast pace. Together with the speed of
media consumption in social media, 2024
will see trends appear and disappear at
speeds we haven’t experienced yet.”
With the boom in demand for quality data to train AI models, creators will find
themselves in a unique position to leverage their expertise. Companies will
compete for talented designers, musicians, and filmmakers to create training
data, and marketers will gravitate toward tools that use this data to deliver
amazing results.
The same trend might hint at innovative royalty models. Amit Bendor, Head of
AI at Artlist, says, “Compensating the creators fully is going to happen —
because that’s how you get next-level content. It’ll be more like a partnership,
which is beneficial for everyone, because that’s how we’ll get an almost infinite
variety of ideas. It’s absolutely crucial not to get too lost in the haze of the
potential of AI alone. To really make the most of what’s possible, you need not
only technical prowess but also the baked-in expertise of artists.”
Hire creative fire
That’s good news for the creators with the technical skills, but there’s also a If you created AI-generated content, would you
huge opportunity for non-technical creative people who now have the tools to publish it under your own name?
realize their visions. Marketing and creative leaders should keep an eye open for
clever new ways of employing and leveraging this untapped pool of top
creative talent.

Those who start looking early to hire the most talented creators — regardless
of their technical background and expertise — will find it easiest to succeed. As
Itzik Elbaz, Co-Founder and Co-CEO of Artlist, says, “We’re working closely
with our HR leaders to make sure we can evaluate candidates’ creative thinking
and imaginative skills as these will become more important than ever before in

52%
the months and years to come.”

This is why 2024 will also be a year when new models of credit, royalties, and
so on appear. When Artlist asked creators, “If you created AI-generated
content, would you publish it under your own name?” we expected broad
consensus. The results surprised us: 52% said yes, and 48% said no, they could
Yes, I worked on it
not yet take full credit for generated content. We can’t wait to see what they
say in a year.
Hire creative fire

Your brand must be multi-media

Top creators conceptualize text, music, and visuals at the same time,
and in 2024 the same will be true of the best brands.

Where once it was possible to think about separate streams of media

and types of content, consumers increasingly expect to see a single,
united brand that combines every kind of communication to get their
message across in the most memorable way possible.

Ira Belsky, Co-Founder and Co-CEO of Artlist, says,

“Brands need to speak with a single voice,

no matter whether that’s through music,
design, visual effects, graphics or text.
The more these are thought of as part of
a single whole, the more successful the
brand impact and messaging will be.”
Hire creative fire Assess your
hiring criteria
Check your job requirements for content
Action items creation positions. Are they still relevant, or do
you need to shift to a more creative mindset?

Refocus your team

on creativity
Map out how to help your team be more
creative and less technically focused.

Check your balance

Understand if you’re too focused on one form of media
or platform. If so, build a plan to redress the balance.
05/05
Personalization
is paramount
Personalization
is paramount
Combat content overload
When there’s so much content, you need to be strategic about making
sure that the right audience finds yours. Standing out creatively is crucial,
but it’s not enough. People need to notice it, before they can love it.
Amir Ariely, Global Creative Director & Head of Product Innovation,
Creative Works at Google, says, “Even with the aid of AI, it is impossible to
consume all the content that exists. So, the ability to curate and select content
according to personal preferences becomes even more valuable. Gen Z is at
the forefront of this trend, seeking tailored content experiences. They prioritize
individuality and prefer to engage with content that aligns with their interests
rather than conforming to mainstream trends. Consequently, the likelihood of
two people encountering the same content in their feeds is diminishing, as
personalization becomes paramount.”
Make sure that you’re tapping the right channels, via the right influencers,
and using the relevant metadata, tags, and groups to align the right pieces
with the right audiences.
Personalization
is paramount
Audiences want to be active
If you’re still imagining your audience as passive, it’s time to think again.
Whether it’s being able to choose their own journey online or on an app, alter
the speed of a video, or play with the filters for photos or motion design,
consumers today expect to be an active part of their own experiences.
Music is a great example of how this works in practice.
Ori Winokur, Head of Music & Sounds at Artlist, says,
“The future of music consumption is becoming
increasingly interactive and fluid, listeners will
become participants. I can imagine songs will soon be
released with built-in mixers, allowing listeners to
customize the experience to their preferences.
Whether altering the levels of vocals, adding more
bass or something far more creative than that, this
new avenue for content engagement gives consumers
the chance to be active participants in their musical
journey, rather than passive listeners.”
Personalization
is paramount
Authenticity in everything Paul Nguyen, Group Creative Director at Prime Video & Amazon
Studios, says,
If there’s one thing you can never give up on, it’s authenticity. The more
technical innovation advances, the more consumers are drawn to things
that feel real and almost tactile.

“I find myself drawn to work where I can

This factor is more important than ever with the rise of AI. In response to
a question about its biggest impact on the creator economy, 29% of
respondents (the second largest group) said that they thought it would
result in a decrease in authenticity. This may explain why 48% also
answered that they don’t feel they could take full credit for AI-generated
content. Creators and consumers alike are craving authenticity.
clearly see the human touch. Maybe it’s a
reaction to AI, but when you can see the hand
of the artist in every brushstroke and every
wood shaving, it adds something. With time AI
will figure out a way to duplicate it, but for now,

48%
don’t feel they could take full
credit for AI-generated content.
it’s these distinctions that I look for.”
It’s a timely reminder that brands can never rely too heavily on technology.
There’s no substitute for the magic that comes from human creativity and
innovation. A focus on consumers as individuals, combined with an
emphasis on the power of authentic creation, is an essential combination
for success in 2024.
Personalization Be conscious
about your choices
is paramount Make sure the channels, media, and voice that
you’re using are a fit for your audience and an
authentic reflection of your brand.

Action items

Look for new

ways to engage
Turn your audience into active participants,
rather than assuming that they’re happy to
be passive receivers.

Showcase the
human story
Share the full picture behind your polished
brand. Perfect is good, but relatable and
authentic is even better.
Methodology
Except where otherwise stated, the data cited in this report
comes from the Artlist User Survey 2024, for which Artlist
surveyed more than 7,000 content creators worldwide during
the month of September 2023. Participants in the survey were
content creators, between 16 and 34 years old, and came from
a wide range of countries.
Sources
1. https://nealschaffer.com/creator-economy-statistics/#:~:text=There%20are%20207%20million%20content%20creators%20worldwide 

2. https://www.independent.co.uk/life-style/ai-influencer-milla-sofia-fake-instagram-b2387128.html  

3. https://elf.tech/ 

4. https://futurism.com/grimes-first-song-ai-cloning-voice 

5. https://info.xposuremusic.com/article/peso-pluma-mexican-music#:~:text=Peso%20Pluma%20has%20thus%20far,on%20the%20Billboard%20Hot%20100 

6. https://playlistpush.com/blog/peso-pluma-50-million-monthly-spotify-listeners-promotion/ 

7. https://www.musicbusinessworldwide.com/official-latin-music-surpassed-1-billion-in-us-recorded-music-revenue-in-2022 

8. https://techcrunch.com/2023/06/30/tiktok-parent-bytedance-launches-music-creation-audio-editing-app/
Survey
01/15 The Artlist User Survey 2024

Which title best

describes you?
8%

4%
5%

25%

30% 29% 25% 30%

Freelance Creative YouTuber Content Creator

29%
8% 5% 4%
Indie Filmmaker Social Media Influencer Vlogger
02/15 The Artlist User Survey 2024

Where do you usually

upload/distribute
your content?
58%

6% 5%

58% 34% Vimeo TV

YouTube Instagram

4% 4%
Cinema Broadcast

12% 10% 3% 1%

34%

10%
12%

6%

5%

4%

3%

1%
Facebook TikTok Podcast Twitch
03/15 The Artlist User Survey 2024

What type of content

do you create?

32%

32% 30%
Promotional videos Short films
23%
Vlogs
13%
Music videos

12% 12%
Podcasts Tutorials/

How To videos

25% 24% 9% 8%

23%

30%

13%

25%

12%

12%

32%

9%

24%

8%
Other Commercials Product reviews Feature films
04/15 The Artlist User Survey 2024

How do you generate

revenue from your
26%

video projects?

9%

49%
15% 12%
Small/big business Monetization on
employee salary social media 10%

Clients pay me for my work

12%
10% 9%
My followers support my work Brand partnerships
through subscription 15%

26%
None of the above 49%
05/15 The Artlist User Survey 2024

Do you make a living 


off your videos?
24%

16%

46% 24% 46%

Yes No, but I aspire to

16% 14%
14%

Yes, but it's not my 
 No, I do it as a hobby

main source of income
06/15 The Artlist User Survey 2024

Roughly how much 


do you earn per year
from producing video
content (USD)? 50%

50% 10%
0-5K 5K-10K
8%
30K-50K
6%
20K-30K

4% 4%
100K-250K More than 500K

9% 8% 2%

10%

2%

9%

4%

8%

4%

8%

6%
10K-20K 30K-50K 250K-500K
07/15 The Artlist User Survey 2024

Have you ever used

non-English music in
your video content?

27%

42%

42% 31% 27%

31%

Yes No, but I’d like to use it No, I don’t find this type
in the future of music relevant for me
08/15 The Artlist User Survey 2024

Do you use stock

footage in your videos? 37%

22%
41%

41%
Yes, I combine live footage
37%
No, I use only live footage
22%
Yes, I mainly use
and stock footage from my production stock footage
09/15 The Artlist User Survey 2024

Do you use motion

graphics in your videos?

69%

12%

69%
Sure, I add different
19%
No, I don’t find these types
12%
I add only new trendy
19%

motion graphics of add-ons relevant motion graphics

10/15 The Artlist User Survey 2024

Do you use AI tools in

your creation process? 3%

23%

23%

29%

29%
Yes, I use them sometimes
23%
Yes, they are a big part
of my work process

23%
22%
No, but I’ll use
them in the future

3%
22%
No, I don’t think they’ll No, they’re too
help me difficult to use
11/15 The Artlist User Survey 2024

How proficient are

you in using
generative AI tools?
44%

27%

44% 29% 27%

29%

Know the basic functions Don't know how

Very proficient
to use them
12/15 The Artlist User Survey 2024

If you created AI-

generated content,
would you publish it
under your own name? 

52%

52% 48% 48%

Yes, I worked on it No, I cannot take full credit

for generated content

13/15 The Artlist User Survey 2024

What do you think will

be AI’s biggest impact
on the creator
economy?
17%

24%

30% 29%
Increase in creativity Decrease in authenticity

30%

24% 17% 29%

More job opportunities that More competition that will

will lead to higher income result in lower income

14/15 The Artlist User Survey 2024

How has the rise of

generative AI affected
your work?
9%

10%

31%

50%
It hasn’t affected my work

31% 10% 9%
It’s given me more work It’s given me more work It’s caused me to lose
opportunities and income opportunities but reduced projects and income
my income 50%
15/15 The Artlist User Survey 2024

What do you think will

be the main impact of
generative AI tools on
your work?
10%

10%

13%

13% 15%

52% Work will be easier because

these tools provide inspiration
Work will be more complicated
because it takes time to get
good results
15%

Work will be easier because

these tools save time

10% 10%
Work will be easier because Work will be more complicated
it requires less effort because of copyrights and
royalties issues 52%
 Enterprise

Artlist Trend Report 2024