Why do audiences support creators online in the generative AI era? - Survey results on the creator economies in Japan, the U.S. and China

Ema Tanaka and Akira Igarashi

33rd European Regional ITS Conference, Edinburgh, 2025: Digital innovation and transformation in uncertain times from International Telecommunications Society (ITS)

Abstract: This paper examines user motivations for supporting creators in the expanding creator economy, drawing on a comparative online survey conducted in Japan, the United States, and China. As advertising-based revenue models plateau, platformers have introduced new monetization tools such as subscriptions, tipping, and direct payments, while enabling more individuals to become creators. Survey results reveal distinct national patterns: US users tend to offer low-value, continuous support motivated by satisfaction and continuity; Chinese users are more likely to make high-value, one-off payments driven by visibility and recognition; Japanese users fall between these two, showing a preference for interactive engagement. Differences in income, education, and urban residence also influence creator support, especially in China. The study also highlights variations in platform regulation and user tolerance of generative AI. While China has introduced stricter controls̶especially for minors̶Japan and the US rely more on platformerʼs self-regulation. Notably, US users show lower acceptance of AI-generated content when making payments. Although limitations such as sample bias exist, findings suggest that the sustainability of the creator economy depends not only on creators and platformers but also on how users perceive value, fairness, and creativity. A key challenge is whether the future of the creator economy will rely on widespread, small-scale support or on concentrated, high-value contributions from a select few. Further analysis is needed to monitor this evolving landscape, shaped by the interaction among platformers, creators, and users.

Date: 2025
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