#creator-economy

#creator-economy

Execs have insisted Netflix is superior to YouTube while also making it clear they're open to deals with its stars. "We're looking for the next generation of great creators, and we're looking everywhere," co-CEO Ted Sarandos said in April. It's not just talk. Netflix has done deals with star creators, including kids entertainer Ms. Rachel, The Sidemen, and, most recently, science educator Mark Rober.

For marketers, this is a window of opportunity. Even a creator with 20 million followers depends on algorithms to surface content. In CTV, the top creators appear in channels, a curated environment that looks and feels like television. That makes it easier for audiences to find them and brands to buy in. Creator shows are beginning to scale like TV programming with sponsorships, integrations, and media packages available, but now with loyal, intentional audiences built in.

The company credits "powerful new tools and high-profile partnerships."

Dude Perfect and Regal Cinemas announced a partnership bringing Dude Perfect: The Hero Tour documentary to hundreds of theaters this fall. The film will screen across 800 locations in the US, UK, Western Europe, and Australia for a two-week run starting September 26th, featuring tour highlights plus exclusive backstage content. Why It Matters: Movie theaters are getting creative with live sports, TV premieres, and special content to fill seats as ticket sales remain below pre-pandemic levels.

Goldman Sachs valued the creator economy at around $250 billion in 2024, and have forecast it to double to around $480 billion by 2027.

Dreamspace allows users to generate applications using natural language prompts, potentially opening the door for creators who lack traditional coding skills.

Kudzi Chikumbu, formerly of TikTok, becomes Tubi's vice president of creator partnership, aiming to enhance original programming from social media creators.

"It's such a critical part of the internet," Sinha, a partner at Point72 Ventures, said regarding the creator economy's enduring significance. He noted that initial hype might have subsided but remains confident in its importance.

For a monthly fee, Kajabi allows creators to build assets like digital shops, email newsletters, courses and podcasts. Instead of floating around in YouTube or TikTok's algorithm hoping the right person clicks on the right link, platforms like Kajabi give creators a way to build a more direct connection to their fans.

The Joe Budden Network averages $1.04 million per month on Patreon thanks to its 70,000 paid subscribers, reflecting a strong independent revenue stream.

Billion Dollar Boy's research found that around a third of marketers found that the following are their top three concerns: Managing relationships at scale, ensuring creator preference for brand partnerships, and maintaining authentic content.

Yahoo is transitioning from a content aggregator to a creator platform, launching Yahoo for Creators to facilitate original content publishing and monetization for individual creators.

Most creators focus on views and views alone. But views don't mean everything. Business fundamentals matter - and YouTube is one of the best places to apply them.

"In just over a decade, the world has been transformed as smartphones put the internet at our fingertips, reshaping our relationship with the economy."