At the Web Summit, held in San Francisco and Lisbon on November 11-12, 2025, Visa furthered its commitment to supporting digital content creators as powerful players in the global economy. Positioning content creators as small businesses, Visa leverages the scale of its network to enable creators to easily and securely make and receive payments, access capital, and grow their businesses. This support aligns with the tools and resources available to small businesses worldwide and is enhanced by Visa’s new research, “Monetized: Visa 2025 Content Creator Report.”
The Content Creator Report, which examines the content creator economy, covers five regions: the United States, Brazil, Australia, the United Kingdom, and the United Arab Emirates. Conducted in collaboration with TikTok and Morning Consult, the research examines the opportunities and challenges faced by over 1,000 content creators surveyed between May and August 2025. The research offers a fresh perspective on how content creators build and manage their businesses globally.
Key Findings from the Study
Visa’s research with TikTok and Morning Consult has revealed important insights into the content creator economy.
Key findings from the report include:
- 88% of content creators surveyed globally expect their income to increase in the coming year. This reflects creators’ growing optimism about their earning potential.
- The majority of participants are relying on personal resources, community support, and innovative financing methods like crowdfunding to finance their activities. This highlights the need for financial products tailored to content creators.
- Modern payment infrastructures are favored by creators because they offer the ability to reach global audiences and access earnings faster. However, payment delays remain a significant challenge.
- Content creators participating in the survey describe themselves as global entrepreneurs, with 52% of participants reporting receiving payments from abroad.
- 94% of creators report receiving encouragement from friends and family. This finding demonstrates that content creation is now recognized as a respected and valuable career path.
In conjunction with the report, Visa announced plans for an agent-based AI-powered pilot program in partnership with Karat Financial. Karat, a leading fintech in the content creation space, offers specialized credit cards and business banking services to content creators. The pilot aims to leverage AI-powered agent support to address common challenges faced by content creators. This will help creators optimize their receivables and payables management more efficiently.
New features planned for content creators include:
- Smarter payments: An automated AI system, including human oversight when necessary, can make sending, receiving, and tracking payments more efficient.
- Automatic reminders: Cash flow can be tracked with tools that manage follow-up on overdue invoices or brand payments.
- Reliable database: Users can save time and reduce the risk of fraud by storing and verifying buyer and supplier information in one place.
Visa’s Commitment to Content Creators
Visa views content creators as a dynamic force fueling communities and commerce worldwide. This commitment was formalized at Visa’s Web Summit in 2024, when it officially recognized content creators as small businesses. This commitment to developing tools for content creators and the report’s findings reinforce Visa’s commitment to providing this new generation of entrepreneurs with advanced payment technologies, educational resources, and flexible financial products tailored to their unique needs.
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