"But that number also makes something else clear: The creator economy's biggest winners aren't creators. It's the platforms that depend on them. That's because almost every one of those platforms depends on the labor of creators - a shorter way of describing "people who make and/or own content" - but shares very little of the revenue those creators' stuff generates."
"Everyone else -Meta, TikTok, Snap - offers a different deal, which goes like this: Give us your stuff, for free. Maybe we'll give a small subset of you some kind of bonus from a " creator program" or something like that. But for the most part, we'll make money selling ads against your stuff on our platform - and you'll have to find another way to make money. You're welcome!"
Reels launched in 2020 as a TikTok clone and is on track to generate $50 billion a year in ad revenue. Meta captures that revenue while obtaining most content for free or near-free from creators. The creator economy's largest gains flow to platforms rather than creators. Most platforms rely on creator labor but share very little of ad revenue with creators. YouTube was a major exception, historically sharing about half of video ad revenue with creators. Other platforms — Meta, TikTok, Snap — primarily monetize creators' content through ads and offer only limited bonus programs to a small subset of creators.
Read at Business Insider
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