The competition for control of the creator economy is intensifying as tech giants build all-encompassing ecosystems designed to lock in creators. Where should creators invest their time and content for long-term success?
There has always been tension between the goals of creators, social platforms, and creator tools companies. As the creator economy has evolved, a push and pull has ensued between what creators’ feel is fair remuneration for their work, and what the industry feels is the right commercial framework for sustainability. Centre to that is often revenue share of creator subscriptions or advertising revenue. Finding a middle ground to satisfy both parties has been tricky. The challenge has been made even more difficult due to the macroeconomic pressures caused by the cost-of-living crisis. (Hypebot)