What started as a side hustle of posting videos and sharing content for views has evolved into a thriving economic force and now Visa is betting big on the creator sector.
The company is deepening its investment in Australia to cope up with one of the fastest growing social and business segments, the creator economy.
It’s unveiled a new global report and pilot program it promises will position digital creators as a key player for driving innovation and economic growth.
Announced at Web Summit Lisbon, the Monetised: Visa 2025 Creator Report explores how creators are turning creativity into commerce across five global regions, including Australia, and highlights new opportunities to better support them with modern financial tools and faster access to capital.
The report, developed in partnership with TikTok and research firm Morning Consult, reveals just how rapidly content creation has evolved from a simple trend into a full-fledged business sector.
Ben Adams, Head of Visa Commercial and Government Solutions in Oceania
Key findings show:
- 88% of creators expect revenue growth in the next year
- 85% of creators earn up to $100,000 annually through full- or part-time work
- 94% say they have strong encouragement from friends and family, reflecting the growing legitimacy of creative entrepreneurship
- 62% use personal bank accounts for business transactions, while 30% say faster access to funds would help their operations
- 52% receive payments from outside their home country, highlighting the need for better cross-border financial tools
AI-powered creator tools
To help address the industry’s financial pain points, Visa announced a pilot partnership with Karat Financial, a fintech company that builds business banking solutions for creators.
The initiative will test “creator agents” through AI-powered tools designed to automate payments, streamline cash flow and reduce friction in how creators pay and get paid.
Ben Adams, Head of Visa Commercial and Government Solutions in Oceania, said creators are fast becoming one of the most dynamic segments of Australia’s small business ecosystem.
“We’re proud to see Australian talent featured in Visa’s global launch and to help ensure creators have the same access to secure, fast and flexible financial tools as any other entrepreneur,” Adams said.
Meble Tin, Visa’s Head of Marketing for Oceania
Showcasing Australian creators
As part of the campaign, Visa has partnered with Australian creators Dani and Blake (@daniandblake), who attended Web Summit Lisbon to share their story and demonstrate the global reach of Australia’s creative economy.
Meble Tin, Visa’s Head of Marketing for Oceania, said the creator economy is reshaping how Australians work and earn.
“From Sydney to Seoul, creators are turning ideas into income, and Visa is helping make that possible by simplifying payments and empowering the next generation of entrepreneurs,” Tin stated.
The creator agent pilot is expected to roll out in the United States in 2026, with plans to expand into additional markets including Australia in FY2027, pending successful testing.