The creator economy in the United Arab Emirates is rapidly advancing, as content creators increasingly see themselves as entrepreneurs instead of hobbyists. A recent report from Visa, presented at Web Summit 2025, highlights how UAE creators are transforming social influence into long-term businesses, while also identifying financial infrastructure gaps that could foster further growth.
Visa’s “Monetized: 2025 Creator Report”, in collaboration with Morning Consult, surveyed over 1,000 TikTok creators across five regions, including the UAE. The results reveal a global trend: creators are evolving from influencers to small business owners driving commerce and community engagement. This change is especially evident in the UAE.
The report indicates that about one-third of UAE creators have initiated new ventures based on their content success, showcasing a strong entrepreneurial spirit. Most creators have clear plans for future growth, reflecting confidence in the sector’s long-term prospects.
“Creators are among the most dynamic small business segments not only globally but here in the UAE,” said Salima Gutieva, Visa’s VP and Country Manager for the UAE. “Our research highlights the ingenuity of UAE creators and guides how Visa is investing to empower the creator economy.”
Despite their ambitions, many UAE creators still depend on personal funds and credit cards to finance their work. Over 35% use secondary personal accounts to separate expenses, emphasizing the lack of dedicated business banking tools for creators. Payment delays are another issue—while 42% receive payments within a week, late settlements often disrupt cash flow and increase stress.
Interestingly, UAE creators display one of the highest levels of financial confidence globally, with 61% optimistic about managing their finances. However, their strong interest in financial education points to a gap in specialized training that could help creators scale effectively.
To tackle these challenges, Visa announced a pilot program in partnership with Karat Financial, a fintech firm specializing in creator-focused banking solutions. Initially launching in the US, the program aims to offer creators credit cards and business banking services tailored to their unique revenue models. Proposed features include automated payment tracking, invoice reminders, and fraud-prevention tools—designed to simplify the business side of creativity.
While the pilot will start in the US, Visa plans to assess regional interest and expand to other markets, potentially including the UAE, by FY27. This initiative builds on Visa’s 2024 commitment to recognize creators as small businesses and provide them with the same financial tools available to traditional enterprises.
The future of the UAE’s creator economy is set for significant growth, driven by high digital adoption, strong entrepreneurial spirit, and increasing brand partnerships. However, realizing its full potential will require tailored financial solutions, quicker payment systems, and educational resources that empower creators to manage their businesses confidently.
Visa’s latest initiatives—and its research-driven approach—indicate a broader industry shift: the creator economy is no longer a niche; it’s a key element of modern commerce. For UAE creators, the next phase could hinge on how swiftly financial ecosystems adapt to their needs.
