Visa Unveils 2025 Creator Report; Introduces Creator Agent Pilot with Karat

At Web Summit 2025 today, Visa Inc. (V) strengthened its long-standing commitment to supporting digital creators as a powerful force in the global economy. Building on its recognition of creators as small businesses, Visa is using the scale of its network to help creators easily and securely pay and get paid, access capital and grow their enterprises with the same tools and resources available to small businesses worldwide.

Visa’s new creator-research, Monetized: Visa 2025 Creator Report is a comprehensive study of the creator economy spanning five regions: the United States, Brazil, Australia, the United Kingdom and the United Arab Emirates. Conducted with Morning Consult, the study surveyed TikTok creators and explores both the business challenges and opportunities facing more than 1,000 content creators surveyed from May - August 2025. The findings offer a fresh perspective on how creators are building and sustaining their businesses worldwide.

“Creators are among the most dynamic small business segments in the world,” said Jonathan Kolozsvary, Global Head of Small Business, Visa Commercial Solutions, Visa. “Our creator report showcases their ingenuity and guides how Visa is investing to empower the creator economy, providing specialized financial tools and resources that help creators scale their business locally and globally.”

In tandem with the report, Visa introduced plans to explore a potential agentic pilot program with Karat Financial.¹ Karat is a fintech leader in the creator space, providing credit cards and business banking tailored to creators. The pilot will focus on leveraging agents to help resolve common friction points for creators, like optimizing their accounts receivables and payables.

Monetized Key Findings

Monetized showcases how creators are actively developing business skills – blending self-taught lessons and peer learning, particularly for things like contract negotiation and financial management. Key takeaways from the report include:

• 88% of surveyed creators worldwide expect their revenue to increase over the next year, reflecting growing optimism about earning potential
• Most creators surveyed rely on personal funds, community support, and innovative funding such as crowdfunding, signaling a need for more tailored financial products for creators
• Modern payment processors are preferred, enabling a global audience and faster access to earnings, though payment delays remain a challenge
• Creators surveyed are global entrepreneurs, with 52% receiving payments from outside of their home country
• 94% of surveyed creators report encouragement from friends and family, firmly cementing content creation’s reputation as a valued career path

Empowering Creators to Efficiently Run their Businesses