Most of this story wasn't news to me, but I want more on this: https://t.co/8j6l7qJzmP https://t.co/LyLwr2BEuO

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%.

Content only survives and proliferates if creators are able to generate meaningful revenue. Feature films can justify their production costs because theaters can charge the price of admission. YouTubers can justify their production costs because of the ability to generate ad revenue. Content that cannot unlock monetization at scale cannot survive

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