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The Rise of the Creator Economy
-Can come off as product pushing, disrupting the authenticity of a creator’s content.
Julia Maltby • The Rise of the Creator Economy
-Only revenue generating in a meaningful way for creators with thousands of followers (w/ current structure).
Julia Maltby • The Rise of the Creator Economy
-Generally challenging to connect/create community with other fans.
Julia Maltby • The Rise of the Creator Economy
-Little/no “social status” or recognition for being a top-tier subscriber.
Julia Maltby • The Rise of the Creator Economy
-Low discoverability (platforms don’t help creators find/connect with new subscribers).
Julia Maltby • The Rise of the Creator Economy
-Some monetization platforms (e.g. Patreon) require creators to re-direct consumers (v.s having monetization and content hosted on the same platform).
Julia Maltby • The Rise of the Creator Economy
Ad revenue for creators is impacted by larger market conditions (e.g. despite soaring content consumption rates, ad revenue for creators has declined during Covid, as enterprises pause ad campaigns), currently down 33%.
Julia Maltby • The Rise of the Creator Economy
Most creators don’t have enough fans to be eligible for ads. Even for eligible creators, it’s nearly impossible to make a sustainable income via ads. ~97.5% of YouTubers don’t make enough to reach the US poverty line ($12,140).