Epidemic Sound – a prominent platform for licensing music and sound for online creators – has shared a new report on the landscape of content creation, and how music continues to be a key factor in creator success.
According to the recently released The Future of the Creator Economy Report 2025, “94 per cent of content creators say that music contributes to content’s success.” The report shows music’s influence in other areas such as strengthening brand relationships, driving audience engagement, and boosting discoverability.
Elsewhere, the report touches on how content creators are using artificial intelligence to fuel their creative process. It says that 91 per cent of creators use AI in some form, up 7 per cent from 84 per cent in the 2024 report. Of the creators using AI, 43 per cent use it for music discovery or adaptation. The report does not state how much creators are using AI for pure music creation.
The report also says that creators are discerning when choosing music for different types of content. 27 per cent of creators prioritise songs with strong hooks for short-form content, and the same percentage implements consistent songs with a good flow for longer-form content. One overarching quality is emotionally rich music, which has a strong presence in both short and long form.
A high metric was seen in relation to confidence about music licensing. 93 per cent of all creators feel they have a decent understanding of the process, ensuring that artists behind the music will receive their fair share.
Oscar Höglund, CEO and Co-Founder of Epidemic Sound, says: “The creator economy has come of age. Today’s creators are more ambitious, strategic, and empowered than ever before, leveraging everything from direct-to-fan monetisation to AI-powered production tools to build sustainable, audience-first businesses. Our latest report shows just how crucial music is in this landscape as a driving force behind engagement, discovery, and emotional connection. At Epidemic Sound, we’re proud to help creators soundtrack their success and navigate this evolving ecosystem with clarity, creativity, and control.”
View the full report at Epidemic Sound.
The post 91% of creators say they use AI in some form during their creative process, per new Epidemic Sound report appeared first on MusicTech.
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