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Note: revenues generated by US-based creators on social media; excludes revenues generated on traditional media properties; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube)

Additional Note: US-based creators can generate revenues from audiences or brands located inside or outside of the US. Sponsored Content includes revenues generated by US-based creators via payments received from brands to promote products and services on social media; excludes non cash payments such as free products or trips; excludes branded content amplified as paid media; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube). Affiliate Marketing Content includes revenues generated by US-based creators via commissions earned from affiliate links in creator-generated content on social media and video platforms with primarily user-generated content (e.g., Twitch, YouTube); includes links from on-platform affiliate programs (e.g., TikTok Shop Affiliate), third-party vendors, retailers, and digital commerce platforms. Platform Payouts includes revenues generated by US-based creators via social media monetization programs; includes ad revenue sharing, creator funds, and performance-based advertising payouts; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube). Ad revenue sharing is defined as the sharing of ad revenues between platform and creator based on impressions for ads run in or alongside creator-generated content. Creator funds are defined as lump-sum funds set up by platforms to pay bonuses out to creators for posting content. Performance-based advertising payouts are defined as revenues paid to creators based on the reach and engagement of ads run in or alongside their content, rather than a split of revenues from ad impressions. Examples of social media payouts include Twitch Partner Program and YouTube Partner Program revenue sharing, TikTok’s Creativity Program Fund, Instagram Reels Play bonus program, Meta’s Performance Bonuses, and Snapchat Creator Rewards. US-based creators can generate revenues from audiences or brands located inside or outside of the US. Subscriptions include revenues generated by US-based creators from charging audiences a regular, recurring fee for access to content on social media; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube). Merchandising includes revenues generated by US-based creators from the sale of physical products initiated on social media, including transactions directly on a social platform or through links on the platform leading to retailers’ product pages. Tipping and Gifting includes revenues generated by US-based creators from one-off payments made by social media users via social platforms; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube). Other includes revenues generated by US-based creators from other sources facilitated on social media; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube)

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption, company reports, and device adoption trends.

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