Visa Unveils Creator Economy Report at Web Summit 2025

Visa announced expanded support for digital content creators at Web Summit 2025, releasing comprehensive research that positions creators as small business owners within the global economy. The payment network provider plans to develop financial tools specifically designed for content creators, addressing challenges identified in a new international study.

The company released the Monetized: Visa 2025 Creator Report, a research initiative conducted with Morning Consult that surveyed over 1,000 TikTok content creators across five regions between May and August 2025. The study examined creators in the United States, Brazil, Australia, the United Kingdom and the United Arab Emirates, focusing on business challenges and financial management practices among digital entrepreneurs.

Research findings indicate strong revenue optimism within the creator sector, with 88 percent of surveyed creators expecting business revenue growth over the next year. The study identifies the creator industry as a growing economic segment, with approximately 200 million creators worldwide contributing to an industry projected to reach half a trillion dollars in valuation by 2027.

Financial management emerged as a significant challenge area, with 71 percent of surveyed creators reporting they are self-taught or have no formal training in financial management. Similarly, 66 percent indicated limited training in business strategy, while 76 percent reported being self-taught in contract negotiation. The research shows that 86 percent of creators finance their content creation work using personal funds rather than business financial products.

Payment infrastructure presents ongoing operational challenges for creators. The study found that 52 percent of surveyed creators receive payments from international sources, yet payment delays remain a persistent issue affecting business operations. Among respondents experiencing payment delays, 37 percent reported mental stress or anxiety, 26 percent faced delayed content production, and 17 percent missed bill payments.

Digital payment methods dominate the creator economy, with 83 percent of surveyed creators receiving payments through payment processors. However, 62 percent continue to use personal bank accounts to manage business income rather than dedicated business accounts. Research indicates that 30 percent of creators want payment cards offering more flexible options and faster access to funds.

Content monetization strategies vary across multiple platforms and revenue streams. The study shows that 94 percent of surveyed creators post brand partnership content at least monthly, while 78 percent engage in affiliate marketing and 77 percent promote services. Instagram, TikTok and YouTube represent the primary income-generating platforms for most creators, though many diversify across multiple channels to stabilize revenue.

Visa announced plans to explore a pilot program with Karat Financial, a fintech company providing credit cards and business banking services tailored to creators. The proposed pilot would focus on developing automated tools to address common creator business challenges, including accounts receivable and payable optimization. Potential features under consideration include automated payment tracking, invoice follow-up systems, and database tools for verifying buyer and supplier information.

Jonathan Kolozsvary, Global Head of Small Business at Visa Commercial Solutions, emphasized the company’s commitment to developing specialized financial tools for creators. The initiative builds on Visa’s 2024 Web Summit announcement formally recognizing content creators as small businesses within its service framework.

The research highlights growing social acceptance of content creation as a legitimate career path, with 94 percent of surveyed creators reporting encouragement from friends and family. Among respondents, 76 percent indicated they feel no pressure to pursue traditional career paths, while 68 percent consider themselves small business owners. The study shows that 85 percent of surveyed creators work full-time or part-time, with annual earnings up to $100,000.

Subscription content models are gaining traction as creators seek more predictable income streams beyond commission-based brand deals. While brand partnerships currently drive primary revenue for most creators, the shift toward subscription platforms offers recurring income stability that addresses financial unpredictability in the creator economy.