recreate-美国创意经济增长报告（英文）-2019.3-97页.pdf.pdf

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1、Taking Root: The Growth of Americas New Creative EconomyRobert Shapiro with Siddhartha Aneja2Taking Root: The Growth of Americas New Creative EconomyEXECUTIVE SUMMARYLast year, we conducted the first rigorous analysis of the millions of Americans who produce and disseminate their own creative conten

2、t on the internet from videos on YouTube and books through Amazon Publishing, to photographs on Instagram and handmade objects on Etsy and earn money from doing so. We focused on nine major platforms for this new creative economy, finding that nearly 14.6 million Americans earned more than $5.8 bill

3、ion in 2016 from posting their personal creations on those nine platforms. Those totals capture only one prominent piece of this new creative economy, since they cover only Americans posting on one of nine platforms. For this updated study, we can now report that this new economy grew at a robust ra

4、te in 2017.Here is a summary of the updated studys principal findings: In 2017, nearly 17 million Americans earned income posting their personal creations on these nine platforms, an increase of more than 2.4 million U.S. creators, or 16.6 percent, in one year. The numbers of income-earning creators

5、 grew most rapidly in percentage terms on YouTube, Twitch, and Instagram. All told, these American internet creators earned a baseline of $6.8 billion on the nine platforms in 2017, a one-year increase of nearly $1 billion, or 17 percent. Those earnings increased most rapidly for the creators on Ins

6、tagram, Twitch, Tumblr and YouTube. TABLE 1: ESTIMATED TOTAL EARNINGS OF U.S. CREATORS ON NINE LEADING PLATFORMS, 2016PLATFORMU.S. CREATORSCHANGEEARNINGS BY U.S. CREATORS CHANGE 2016201720162017Amazon Publishing177,647177,042- 0.3%$216,870,288$220,447,3681.6%eBay23,80223,797- 0.02%$35,713,819$36,974

7、,3013.5%Etsy862,778928,3437.6%$1,286,154,632$1,458,513,95213.4%Instagram3,573,0015,639,99657.9%$307,791,034$460,100,00049.5%Shapeways20,50924,52619.6%$1,393,452$1,701,80422.1%Tumblr2,560,6813,138,96222.6%$145,210,567$178,003,58622.6%Twitch6,1689,79658.8%$67,035,588$87,147,72330.0%WordPress6,128,1014

8、,851,266- 20.8%$439,261,046$347,737,771-20.8%YouTube1,205,4182,187,10781.4%$3,307,333,333$4,004,000,00021.1%Total14,558,10516,980,83416.6%$5,806,763,759$6,794,626,50517.0%We also found that social media continues to amplify the reach of U.S. creators. Most visitors to the nine platforms visit direct

9、ly or through search engines, but a significant share use links from social media websites such as Facebook, Pinterest, Reddit and Twitter.Executive Summary3Taking Root: The Growth of Americas New Creative EconomyEXECUTIVE SUMMARY We estimate that the traffic coming to the nine platforms from seven

10、leading social media sites the four above, plus Instagram, Tumblr and YouTube generated earnings of more than $504.6 million for creators in 2017, nearly the same as the estimated $512.2 million in earnings generated in 2016 from links on the seven social media websites. However, these estimates cap

11、ture only a fraction of the earnings linked to those websites, because available data cover only traffic from desktop computers. Most social media traffic now originates from mobile devices; and in September 2018, an estimated 65.4 percent of such traffic came from mobile devices. Similarly, an esti

12、mated 60.2 percent of traffic to the nine platforms now comes from mobile devices. While data on mobile devices from social media websites to the platforms are not yet available, it is very likely that U.S. creators derived more income in 2017 from mobile traffic directed from social media.The nearl

13、y 17 million Americans who earned income in 2017 posting their creations on the nine platforms are located in every state and the District of Columbia. Using U.S. Census Bureau industry- level data, we have estimated the numbers of creators and their earnings by platform in each state, and how much

14、each states creators and their earnings increased in 2017. For example, here are the top five states in 2017 based on their numbers of creators. California: 3,260,571 creators, a 21% increase New York: 1,899,869 creators, a 16.8% increase Texas: 1,033,292 creators, a 16.3% increase Florida: 938,764

15、creators, a 15.4% increase Illinois: 607,980 creators, a 15.7% increase The numbers of creators and their earnings increased in every state, including the five states with the smallest numbers of income-earning creators in 2017. Alaska: 38,466 creators, a 13.8% increase Delaware: 32,076 creators, a

16、13.9% increase South Dakota: 31,560 creators, a 13.6% increase Wyoming: 25,768 creators, a 14.6% increase North Dakota: 22,843 creators, a 13.5% increaseThe states with the fastest growth in their numbers of new creators span the country, demonstrating the wide geographical reach of the new creative

17、 economy. California: 21.0% increase in creators Utah: 18.3% increase in creators District of Columbia: 17.5% increase in creatorsThe nearly 17 million Americans who earned income in 2017 posting their creations on the nine platforms are located in every state and the District of Columbia. 4Taking R

18、oot: The Growth of Americas New Creative EconomyEXECUTIVE SUMMARY Louisiana: 17.1% increase in creators Georgia: 17% increase in creatorsEven those states with relatively slow growth in this area still report significant increases in their numbers of creators. Delaware: 13.9% increase in creators Al

19、aska: 13.8% increase in creators Maine: 13.8% increase in creators South Dakota: 13.6% increase in creators North Dakota: 13.5% increase in creatorsThis updated study and the original report are the first rigorous quantitative analyses of the new creative economy in the United States. For reasons en

20、umerated below, the results are very conservative and provide merely a baseline for measuring its scope and economic power. Among the thousands of websites that host creators, we focus on only nine major platforms with publicly available data: Amazon Publishing, eBay, Etsy, Instagram, Shapeways, Tum

21、blr, Twitch, WordPress and YouTube. As a result, the numbers of American creators and their earnings are unavoidably understated. Given the availability of data, we assume for purposes of this analysis that each account, channel, or store on the nine platforms is affiliated with only one creator, wh

22、en multiple creators are involved in many cases. This further understates the number of creators. The data also limit our analysis of creators earnings to the most prominent source of their earnings on each platform. In many cases, creators earn income in multiple ways, including website ads, sponso

23、rships and influencer compensation, revenue from social media traffic, gifts from fans and direct sales. The original study and this update focus exclusively on American creators, excluding tens of millions of creators in other countries who earn income from posting creations on the nine platforms.

24、This study also focuses on independent creators, distinct from mainstream artists such as Ariana Grande or Dwayne Johnson who generate substantial income flows from their Instagram brand sponsorships, YouTube revenue-sharing and other means.Driven by constant innovation and entrepreneurship, the int

25、ernet continuously and seemingly inexorably expands its reach and increases its economic effects. Our inaugural study of creators who have seized opportunities arising from those innovations and entrepreneurship and this updated analysis can only begin to map and measure this new creative economy an

26、d its impact in the United States. The evidence in this study, and others, virtually establishes that this new creative economy will continue to expand as the publics awareness of its opportunities increases and as technological advances provide more advanced platforms.5Taking Root: The Growth of Am

27、ericas New Creative EconomySUMMARY OF THE STUDYS PRINCIPAL FINDINGSNew York 1,899,869 creatorsCalifornia 3,260,571 creatorsGeorgia 449,042 creatorsOhio 454,011 creatorsSummary of the Studys Principal FindingsNumber of U.S. Creators Earning Income In New Creative EconomyAn estimated 16.9 million Amer

28、icans used these platforms in 2017 to earn income from their creations4.9 million WordPress3.1 million Tumblr5.6 million Instagram2.1 million YouTube928,300 Etsy177,000 Amazon Publishing24,526 Shapeways24,000 eBay9,800 TwitchCollectively, these independent creators earned a baseline of an estimated

29、$6.8 billion in 2017 from their creations.Top states for new creatorsMassachusetts 469,985 creatorsPennsylvania 563,410 creatorsIllinois 607,980 creatorsTexas 1,033,292 creatorsFlorida 938,764 creatorsNew Jersey 461,457 creators6Taking Root: The Growth of Americas New Creative EconomyI. INTRODUCTION

30、 Etsy and eBay for personal handmade items; Instagram for photographs; Shapeways for custom 3D-printed objects; Tumblr and WordPress for personal blogs; Twitch for video game streaming; and YouTube for videos.1 We want to thank the Re:Create Coalition for its generous support for our research. All o

31、f the analysis and views expressed here are solely those of the authors.2 Bureau of Economic Analysis (2018).3 Ibid.4 McKinsey Global Institute (2016).7Taking Root: The Growth of Americas New Creative EconomyI. INTRODUCTION Twitch shares revenues from monthly subscriptions to a creators videogame st

32、reaming or gaming comments, and creators on Instagram can earn income as “influencers” who promote a partners brand or branded products. Internet advertisingMost major web platforms have created revenue-sharing arrangements for creators, based on payments for advertisements that are posted close to

33、a creators works. For example, YouTube operates a “partners program,” which since January 2018 has targeted creators with at least 4,000 watch hours annually and 1,000 subscribers who want to earn income through YouTubes revenue- sharing ad arrangements.5 More generally, a platform or a creator can

34、select the most relevant ads to run on the same page with the creators video, writings or other creations, to the right of the creation or along the bottom one-fifth of the creators page. A WordPress or Tumblr blogger who focuses on fitness, for example, may display links to fitness products availab

35、le at Amazon or on a manufacturers website, or to fitness services in the creators area.How much a creator earns from such ads is usually based on the web traffic the creator attracts from followers and subscribers or the number of click-throughs from the ad. Some creators can also charge a fixed fe

36、e to display an ad or a link to an advertisers website, or to post a review of an advertisers product or service. Our estimates of the revenues earned by creators on YouTube and WordPress are based on the formal, publicly available arrangements provided by those platforms for sharing their advertisi

37、ng revenues. Creators on Tumblr earn revenues through third-party advertising, such as Google AdSense. These three platforms alone account for nearly 10.2 million creators, or 59.9 percent of the estimated 16.98 million creators who earned income in 2017 by posting creations on the nine platforms.5

38、YouTube (2018).Youtube, Wordpress, and Tumblr alone account for nearly 10.2 million creators, who earned income in 2017 by posting creations on the nine platforms. 9Taking Root: The Growth of Americas New Creative EconomyI. INTRODUCTION revenues from direct sales by creators on Etsy, eBay for handma

39、de items, and Shapeways; royalty payments for writers using Amazon Publishing; subscription and advertising fees for creators on Twitch; and influencer and affiliate revenues generated for creators on Instagram. Our estimates do not include any secondary sources of a creators internet-based income,

40、such as a WordPress creators revenues as an influencer beyond the creators advertising-based earnings. Our estimates only cover the earnings by U.S. creators using the nine major platforms in this report.To calculate these creators earnings, we first estimate the total revenues earned by each of the

41、 nine platforms from each platforms dominant source of revenues. Some platforms such as eBay and Etsy issue detailed financial information. For the other platforms that do not issue such data, we reviewed the data and other information from financial and market analysts to roughly estimate the 2017

42、revenues of those platforms. In all cases, we next applied each platforms terms for distributing its revenues between itself and its creators. For YouTube, we rely on revenue estimates from 10Taking Root: The Growth of Americas New Creative EconomyI. INTRODUCTION and each sub-subindustry can have fi

43、ve-digit and six-digit sub-sub-sub-subindustries. The Census Bureau also uses NAICS to distribute businesses in each of the 50 states and the District of Columbia by sector, industry, subindustry sub-subindustry and so on.1413 Bureau of Labor Statistics (2018).14 U.S. Census Bureau (2018-B).VI. THE

44、DISTRIBUTION OF AMERICAN REVENUE-EARNING CREATORS BY STATE20Taking Root: The Growth of Americas New Creative EconomyWe matched the primary activities of the creators on each platform with the four-digit NAICS code for the subindustries that correspond to those activities. For example, creators on th

45、e YouTube platform are classified under the four-digit NAICS subindustry “Motion Picture and Video Industries” (code 5121), and creators on Instagram are classified under the four-digit NAICS subindustry “Independent Artists, Writers, Performers” (code 7115). Table 6 presents the nine platforms with

46、 their related NAICS subindustries.TABLE 6: CREATOR PLATFORMS AND THE ASSOCIATED NAICS SUBINDUSTRIESPLATFORMNAICS CODENAICS DESCRIPTIONAmazon Publishing7115Independent Artists, Writers, PerformerseBay4541 and “Author Earnings” reports that Amazon CreateSpace accounted for 2.1 percent of that market,

47、 or $115,787,739.62, in 2017.Creators who self-publish e-books through Kindle Direct Publishing receive a royalty rate of 35 percent or 70 percent, depending on whether they choose to sell their work exclusively through Amazon and at which price points they choose to sell their books. We will assume

48、 an average Amazon royalty to Kindle Direct Publishing authors of 50 percent (likely a conservative estimate), generating royalties to those creators of $134,499,820 in 2017, or 4.7 percent less than in 2016 (see Table A1 on page 77). Creators who self-publish audiobooks through Audiobook Creation E

49、xchange earn a royalty rate of 40 percent, which implies that creators earned royalties of $62,790,000 in 2017, up 19 percent from 2016 ($52,743,600). Finally, creators royalties from their CreateSpace books are based on the list price set by the author, the length of the book, its sales platform (the CreateSpace store, A, or a third-party distributor), and whether