• Non-professional creators who monetize their work say holiday revenue represents over one-third (34%) of their annual creative income
  • 71% of monetizing creators are partnering with brands this holiday season; 75% say a brand’s values are more important than their size and influence
  • Over half of “monetizers” say they will earn more creative income in 2022 than 2021; over a quarter expect to earn at least 50% more than last year
  • Of “monetizers” who use digital tools to create content, 87% use Adobe tools including Photoshop and Adobe Express, with 69% relying more heavily on digital tools during the holidays