"There are 4.6 million active YouTube channels. There are approximately 1.6 billion active TikTokers. Instagram crossed the 3 billion active user mark this year. More Americans now get their news from social media than from any other source. Typically, all this fragmentation and disruption are lumped together into the over-used, yet under-understood term, the creator economy. This year, we - me, FilmHub and What's Trending's Shira Lazar - decided to map it."
"While we do include vanity metrics from the last era of social media (MAU), we dove deeper to include engagement quality, or EQ, with data that proves the demonstrable difference between followers and fans. As you can see from the YouTube segment of our map, MrBeast is not only the biggest YouTuber, he also has great EQ. Beast doesn't just have more followers than Eminem, he has ten times Marshall's engagement."
"The creator economy has changed quite dramatically since the Paul brothers made Vines. Today, the creator system is the most important marketing platform on earth. Creators are now companies, and companies are now creators. Everything important in our culture - including mainstream media like Wicked, Barbie, Sinners - starts and ends on creator platforms. Yet there is no one reliable place to go, for the most important comparative information about the creator economy."
Massive user bases across platforms define the current landscape: 4.6 million active YouTube channels, roughly 1.6 billion TikTok users, and Instagram exceeding 3 billion active users. Social media has become the leading source of news for many Americans. The creator economy has evolved into the dominant marketing system, with creators acting as companies and companies adopting creator behaviors. A comprehensive Creator Ecosphere map pairs traditional vanity metrics with engagement quality (EQ) to distinguish followers from true fans. Platform-specific metrics show asymmetric influence, exemplified by MrBeast's superior engagement, and the map catalogs platforms, agencies, studios, distributors, and tools supporting the ecosystem.
Read at The Hollywood Reporter
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