New media platforms are enabling a new creator type: Digitally Native Vertical Creators

In a world where many consumer platforms are distributing content primarily through online channels, creators and communities hold tremendous power in distribution through social platforms. They are our curators* in an increasingly noisy online experience. At the same time, consumer preferences are shifting to online experiences that are more immer... See more

The map defines three ‘layers’ that have led to this transition. First: the rise of foundational media platforms since the 2000s which have significantly lowered the barriers for content creation and distribution. Second: how they enabled these content creators to build a fanbase and subsequently monetize this influencer reach. And third: the event... See more

Who will we even consider to be creators? I see two trends having an impact here. First, the line between mainstream and digital talent will fade away: not so much through creators ‘breaking through’ into the mainstream (a narrative that already feels out-of-date), as through the opposite - talent that has (or would have) found an audience through ... See more

Now, a new entrepreneurship stack has emerged for online content creators: scaled social networks democratize distribution, and new platforms make it easier than ever to create and monetize content.

In the creator economy, we’re seeing a reinvention of media in a way that has never been done before. Media is no longer exclusive to well funded publications and production studios. Instead, the power is in the hands of individuals who are inherently strong community builders.

User-generated content offers a promising solution for cost-effectively scaling content production. Platforms such as YouTube and Twitch have assembled vast content libraries faster and more efficiently than any professional studio. YouTube serves over 1 billion hours of video daily via a community of 31 million channel creators. Twitch’s 6 million... See more

What’s striking about the creator phenomenon is that it isn’t a vertical trend; rather, it’s a through-line that cuts across social, gaming, crypto, media, commerce. It is both the future of work, with creators forming a new class of digitally-native entrepreneurs, and the future of leisure. And while the creator phenomenon is often thought of as a... See more