The Creator Economy Is Now the Everyone Economy

What are the defining characteristics of the creator economy? Who participates in it and profits from it… and how?

Capitalize

Navigating the Creator Economy: A Deep Dive with Industry Experts at the 2023 NAB Show

The 2023 NAB Show session, “The Independent Age in the Creator Economy,” offered expert insights into brand partnerships and more.
Jennifer Wolfe
advertising
Capitalize

Advice for Content Creators Who Want to Be Content Entrepreneurs

Adrian Pennington
camera to cloud workflows
Create

Calling All Creators: Visual Storytelling Conference Launches Online June 17

Jennifer Wolfe

TikTok x Brands x Consumers: What Content Producers Should Know

Adrian Pennington

Working in the Creator Economy

May 22, 2023

Jim Louderback: YouTube’s Massive Impact on the US Economy, a Brandcast Touchdown, and Updates on TikTok’s Montana Mess

Updates from YouTube’s Brandcast and NFL Chief Roger Goodell's surprise appearance, also new unskippable ads and AI for advertisers.
Jessika Walsten
social media metaverse web web3
May 15, 2023

How to Build a Business in the Creator Economy

Making a living in the creator economy requires a business approach to revenue generation and management, even at a small scale.
Adrian Pennington
creator economy change morph development
April 9, 2023

The Creator Economy Is… Going Through Changes

It will be a challenging year for the creator economy, with brands cutting back on spending under more austere and uncertain conditions.
Adrian Pennington
eye binge watching AI artificial intelligence
April 13, 2023

Harvard Business Review: Generative AI Will “Prompt” Big Problems for Netflix, YouTube and TikTok. Here’s How.

Generative AI streamers will output personalized content for billions of people at scale using text prompts created by individual users.
Adrian Pennington
YouTube
May 1, 2023

Jim Louderback: The Root of YouTube’s Revenue Decline, And Why Being a Creator Is the Ultimate Career Hack

Ad pullback continues as YouTube revenue declines. New Gen AI breakthrough adds recursion and autonomy.
Amplify Content Team
TV television glitch metaverse web 3 regulation
April 7, 2023

Citibank: The Creator Economy Will Be Worth $75 Billion by 2024

The creator economy is on track to reach $75 billion by 2024, with half of revenues stemming from ad-based video platforms like YouTube.
Adrian Pennington
Immersive experience metaverse web3
March 17, 2023

Amy Webb: What’s the Future of Media? Personalized, Participatory, and “Push Button”

FTI’s 2023 Tech Trends report says entertainment has reached a tipping point, with new technologies enabling novel forms of expression.
Jennifer Wolfe
attention economy
March 19, 2023

The Data in and Danger of Our Online “Attention Economy”

The $500 billion online advertising business is in crisis as the internet degrades the very resource it depends upon for its survival.
Adrian Pennington
creator economy
November 11, 2022

It’s the Creator Economy and We’re All Just Working In It

A “must-have” for marketers and brands to engage target audiences, social video has emerged as the place where cultural trends originate.
Adrian Pennington
creator economy unicorn
July 14, 2022

Will Content Creators Become the Most Satisfied Workers in Our Economy?

More than half of creators have a content business that supports at least one person, and 44% are the primary source of household income.
Adrian Pennington
creator economy ”Golconda,” by René Magritte 1953 by oddsock is licensed under CC BY 2.0. View a copy of this license.
January 13, 2022

Now There’s a Creator Economy for Enterprise

Signaling the next wave of video transformation, 84% of enterprises had an increase in their output of video content over the last year.
Adrian Pennington
"Garden of Earthly Delights, central panel detail 1" by f_snarfel is licensed with CC BY-NC 2.0. To view a copy of this license, visit https://creativecommons.org/licenses/by-nc/2.0/
August 17, 2021

Is the Creator Economy Really a Democratic Utopia Realized?

The creator economy “gold rush” is partially driven by technology advances like streaming, AI, blockchain, XR, 5G and advanced analytics.
Adrian Pennington
creator economy
February 2, 2022

The Developer’s Role in Building the Creator Economy Is More Important Than You Think

Connecting artists directly with developers might solve one of the biggest problems with the creator economy: earning a living wage.
Adrian Pennington
creator economy creativity
August 17, 2021

Can the Creator Economy Actually Change… the Economy?

The creator economy is worth more than $100 billion, with two million global creators already making six figures.
Adrian Pennington
social media social video
January 14, 2022

How Social Platforms Are Attempting to Co-Opt the Creator Economy

From Facebook to TikTok, established social media platforms are spending big money to arrest an exodus of independent video creators.
Adrian Pennington

The Economy Part of the Creator Economy

creator economy connection
May 17, 2023

Advice for Content Creators Who Want to Be Content Entrepreneurs

Content Inc. host Joe Pulizzi and Creator Science founder Jay Clouse dissect the anatomy of what makes creators and influencers tick.
Adrian Pennington
April 10, 2023

Build Your Brand Like a Creator

Meet three young creators. This conversation, moderated by Jim Louderback, will preview NAB Show's Creator Squared workshops and panels.
creator economy
July 5, 2022

We Have 200 Million Content Creators. Now Let’s Talk About Making Money.

Linktree’s “2022 Creator Report” shows that 70% of creators earn less than 10% of their income from partnerships with brands.
Adrian Pennington
media monetization
November 23, 2021

Four Scenarios for Media Monetization

Industry consultants at Deloitte have developed four “extreme but valid” scenarios for the evolution of media revenue models through 2030.
Adrian Pennington
gold money
April 23, 2022

Let’s Look at the Money Moving Into Digital Content (A Lot)

New report from IAB shows podcasts and streaming for music and radio are leading digital ad growth, which hit $4.9 billion during 2021.
Adrian Pennington

Influencer Marketing

Natasha Lyonne as Charlie Cale in Peacock’s “Poker Face,” photo by Evans Vestal Ward/Peacock
January 18, 2023

How Streamers and Influencers Get It Together

A new study from CreatorIQ examines influencer strategies employed by Netflix, Prime Video and Peacock to achieve record levels of success.
Jennifer Wolfe
lips TV television social media engagement
November 22, 2022

Has Influencer Marketing Evolved (Devolved?) Into Influencer Commerce?

Celebrity endorsements have become the gold standard for creating fast wealth, making social media influence more important than capital.
Adrian Pennington
November 20, 2022

The Move to Influencer Marketing (and What That’ll Mean)

Marketers are advising brands that influencer content should be an integral part of all digital marketing campaigns going forward.
Adrian Pennington
AI machine learning artificial intelligence
November 14, 2022

The Making of the Micro-Influencer

Rising in power, creators are upending traditional relationships brands have with their target audiences. But how do you pick the right one?
Adrian Pennington
social media social video
September 25, 2022

Charting the Influence of… Influencer Culture

New research on social media influencers highlights the aspirational quality of a job that blurs the line between influencer and celebrity.
Adrian Pennington
September 1, 2022

What Are the Investments Being Made in Influencer Marketing?

A new Influencer Marketing Impact Report finds that consumers are flocking to YouTube, while marketers gravitate to the more staid Facebook.
Adrian Pennington
social video social media
August 2, 2021

Creator Versus Influencer: What’s the Difference?

King’s College London Department of Digital Humanities lecturer Sophie Bishop challenges our preconceptions of influencer culture.
Adrian Pennington
AI brain artificial intelligence
May 1, 2022

We Have Some Wrong Ideas About Creativity

A recent study on “creativity bias” shows that people harbor an aversion to creativity, subconsciously seeing it as noxious and disruptive.
Adrian Pennington
November 22, 2022

Here’s Where Social Marketing Is Headed

Social media management company Hootsuite has released its Social Media 2023 Trends report. Check out some notable takeaways from the report.
Emily M. Reigart

The TikTok-ification of Society

TIkTok
June 30, 2022

TikTok May Have Just Won the Streaming Wars. Here’s How.

Producing its content for almost nothing, TikTok has swiftly overtaken streamers like Netflix with 22.5 trillion minutes viewed in 2021.
Adrian Pennington
TikTok social video social media
June 5, 2022

TikTok Is Close to Social Domination (and/or Destruction, Who Knows?)

Owned by Beijing-headquartered company ByteDance, TikTok is dominating social media platforms like YouTube and Instagram.
Adrian Pennington
platforms social media
November 2, 2021

How Creators Should Reset Their Social Strategies

Creators can thrive in niche communities on a single platform, where growth and profitability are less reliant on scale.
Adrian Pennington
TIkTok Tik Tok social video
July 5, 2022

TikTok Is Not a Social Media Company (Says TikTok)

TikTok global head of B2B marketing Carly Zipp discusses how the UGC platform is the future of entertainment marketing.
Adrian Pennington
TIkTok Tik Tok social video
July 1, 2022

TikTok is Coming After TV. Can It Be Stopped? (Should It Be?)

TikTok is now a direct competitor for video viewers to everyone from broadcast TV and cable services to Netflix and studio streamers.
Adrian Pennington
streaming video SVOD AVOD
March 14, 2022

The TikTok-ing of Western Civilization

The age of “Everything Culture” has arrived, bringing a new world where everything essentially becomes A Thing.
Michael Burns
“Only Murders In The Building:” Upper West Side neighbors Charles, Oliver & Mabel bond over a shared love of true crime. When a fellow resident dies in their building, the trio determine to solve the mystery and record an accompanying podcast. Mabel (Selena Gomez), shown. (Photo by: Craig Blankenhorn/Hulu)
October 3, 2021

Podcasts Are Hot, News is Not and GenZ is All About Netflix and TikTok

Third annual US Media Consumption Report reports 56% of Americans are listening to podcasts, while news consumption is at an all-time low.
Adrian Pennington
live streaming video
September 10, 2021

How Live Streaming Fuels Social App Engagement

Live streaming creates new creator communities as Twitch and other streaming platforms allow new forms of community engagement and support.
Adrian Pennington

Jim Louderback: Inside the Creator Economy

advertising
May 8, 2023

Jim Louderback: The TikTok-YouTube Ad Battle, Text Comes to AI Images, BlueSky and More

The latest developments in the short-form video space, where YouTube and TikTok are battling for your attention and money.
Amplify Content Team
YouTube
May 1, 2023

Jim Louderback: The Root of YouTube’s Revenue Decline, And Why Being a Creator Is the Ultimate Career Hack

Ad pullback continues as YouTube revenue declines. New Gen AI breakthrough adds recursion and autonomy.
Amplify Content Team
April 24, 2023

Jim Louderback: Saving Journalism on TikTok and YouTube, Plus 7 Surprisingly Successful Shorts Formats

Interesting creator economy insight from my visit to the International Journalism Festival (#IJF23) last week.
Amplify Content Team

YouTube: How It Started, How It’s Going

advertising
May 8, 2023

Jim Louderback: The TikTok-YouTube Ad Battle, Text Comes to AI Images, BlueSky and More

The latest developments in the short-form video space, where YouTube and TikTok are battling for your attention and money.
Amplify Content Team
YouTube
May 1, 2023

Jim Louderback: The Root of YouTube’s Revenue Decline, And Why Being a Creator Is the Ultimate Career Hack

Ad pullback continues as YouTube revenue declines. New Gen AI breakthrough adds recursion and autonomy.
Amplify Content Team
eye binge watching AI artificial intelligence
April 13, 2023

Harvard Business Review: Generative AI Will “Prompt” Big Problems for Netflix, YouTube and TikTok. Here’s How.

Generative AI streamers will output personalized content for billions of people at scale using text prompts created by individual users.
Adrian Pennington
March 27, 2023

Jim Louderback: Shocking! YouTube Subscribers and Views Devalued — and Epic Shakes Up the Creator Economy!

This week we cover the devaluation of YouTube subs and views, Epic Games' launch of "Creator Economy 2.0" for Fortnite, and TikTok's CEO.
Amplify Content Team
March 6, 2023

YouTube Unveils 2023 Priorities As Shorts Monetization Struggles, Plus TikTok’s Surprising New Feature for Teens

Neal Mohan reveals YouTube's creator-centric priorities while Shorts monetization lags in March 6's Inside the Creator Economy newsletter.
Amplify Content Team