Blog: Content Creators

Read our latest daily deep dives, hot takes, and exciting updates about the entertainment world. Check out the latest insight from your favourite analyst, or search by coverage areas - music, entertainment and fandom, creator economy and social.

AI futures: Culture wars

Cover image for AI futures: Culture wars

Mark Mulligan

4 Jun 2025

Business Strategy

Creator workflows

AI is transforming culture, entertainment, business, and society at a pace unprecedented in the digital era. Unlike previous tech, AI is evolving at the speed of computing, not the speed of the human brain.

min read

The age of the premium content creator is here – but will audiences buy into it?

Cover image for The age of the premium content creator is here – but will audiences buy into it?

Ben Woods

23 May 2025

Audience Insight

Creator economy

What makes a content creator popular? At first glance, this question feels easy to answer. Successful creators often have distinctive characteristic that propel their success. MrBeast is known for his stunt video format, Twitch streamer Shroud has impeccable gameplay on first person shooters, and An...

min read

Why social is a double-edged sword for streaming TV

Cover image for Why social is a double-edged sword for streaming TV

Ben Woods

7 Mar 2025

Business Strategy

TV shows, movies, and social creator content are lane hopping in search of engagement. It is common practice now for SVOD services to distribute one or several episodes for free on YouTube and TikTok in the hope of transforming social video viewers into SVOD subscribers.

min read

Jersey club in Berlin | Behind the scenes and sounds of 2025

Cover image for Jersey club in Berlin | Behind the scenes and sounds of 2025

Kriss Thakrar

29 Jan 2025

Audience Insight

Cultural trends

With one of the largest, most sonically-diverse catalogues of sounds and samples, Splice provides the music that makes the music for producers around the world. So trends in what users are searching for and downloading on Splice can tell us a lot about the sounds of the future.

min read

How AI can empower creators by cutting through content saturation

Cover image for How AI can empower creators by cutting through content saturation

Ben Woods

5 Oct 2023

When YouTube’s chief executive Neal Mohan recently revealed a suite of AI tools to support creators, he aimed to drastically reduce the time it takes to produce content. Among those innovations were AI-driven topic suggestions for videos; AI generated photo and video backgrounds for short-form con...

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Epic blames layoffs on low creator margins — what does that mean for the rest of entertainment?

Cover image for Epic blames layoffs on low creator margins — what does that mean for the rest of entertainment?

Tatiana Cirisano

4 Oct 2023

Content Creators

Increasingly, engaging with entertainment involves some form of creation — be it turning your life into a Wes Anderson film , making songs with Grimes’ vocals , or learning the choreography to your new favourite music video .

min read

Snap’s attempt to be the real creator-focused MVP

Cover image for Snap’s attempt to be the real creator-focused MVP

Ashleigh Millar

4 Aug 2023

On August 1st, 2023, Snap announced its Lens Creator Rewards program that will see to rewarding the creators / creator teams behind top-performing Lenses on Snapchat. This is yet another push in favour of creators from social networks hoping to encourage them to stay on their platform, instead of st...

min read

What ‘Barbie’, ‘The Idol’, and more say about the future of artists in film

Cover image for What ‘Barbie’, ‘The Idol’, and more say about the future of artists in film

Tatiana Cirisano

8 Jun 2023

Music publishing

2023 is already shaping up to be another big year for music artists in Hollywood. Late last month, Jack Harlow made his acting debut in a Hulu remake of 1992 basketball comedy White Men Can’t Jump . The Weeknd (who is now going by Abel Tesfaye) stars in Max’s controversial new series, The Idol ,...

min read

AI will unlock creation rather than consumption

Cover image for AI will unlock creation rather than consumption

Mark Mulligan

25 May 2023

artificial intelligence

Unlike most new technology hype cycles, the impact of AI on the world is already surpassing expectations. The current hype around AI far exceeds that of more recent tech, such as VR, NFTs, and 3D printing.

min read

New content is not the only answer for creators

Cover image for New content is not the only answer for creators

Samuel Griffin

4 May 2023

As platforms become inundated with new content, competition for attention is constantly intensifying. Many creators must keep working harder (streaming more) to maintain their current metrics. The requirement to constantly output a stream of high-quality content can limit their ability to reach new ...

min read

Should streaming take a cue from TikTok’s revamped creator program?

Cover image for Should streaming take a cue from TikTok’s revamped creator program?

Tatiana Cirisano

23 Feb 2023

Music streaming

A year ago, VidCon co-founder and vlogger Hank Green posted a viral YouTube video lambasting TikTok’s $1 billion Creator Fund, claiming it delivered chump change to videos with millions of views. The issue, he explained, was that the pool of funds was static — so the more that TikTok’s creator...

min read

With its Australia experiment, TikTok gives the music industry the ultimate test

Cover image for With its Australia experiment, TikTok gives the music industry the ultimate test

Tatiana Cirisano

9 Feb 2023

independent music

Licensing negotiations between platforms and the music industry come down to one question: which side needs the other more? The more that TikTok needs hit music to attract users, the more leverage the music industry (meaning labels and publishers) gains.

min read

What broadcasters should learn from Sky Sports misstep with influencer IShowSpeed

Cover image for What broadcasters should learn from Sky Sports misstep with influencer IShowSpeed

Ben Woods

29 Nov 2022

Content Creators

After collaborating with the social media influencer IShowSpeed (Speed) earlier this month, Sky Sports was left with a bitter taste. Speed, who has amassed 13 million subscribers on YouTube for his livestreams featuring gaming and slapstick content, had flown to the UK to watch his favourite footbal...

min read

What Elon's Twitter means for music

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Tatiana Cirisano

29 Nov 2022

Content Creators

When we wrote about Elon Musk’s bid to buy Twitter back in April, the idea that it would actually happen seemed far-fetched. Now, of course, Musk really is in charge, and the fate of the social platform, which 24% of consumers use weekly, is unclear.

min read

Can Elon Musk’s Twitter takeover trigger a revolution for creator pay?

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Ben Woods

15 Nov 2022

Creator economy

Amid Twitter’s subscription turmoil, Elon Musk unveiled plans for a land grab on his social media rivals. The likes of YouTube, Facebook, and Twitch moved into his sights as he recently declared that he is preparing new financial incentives for creators to encourage the biggest influencers to take...

min read

Twitch and YouTube are poised for disruption in the video game advertising explosion

Cover image for Twitch and YouTube are poised for disruption in the video game advertising explosion

Ben Woods

1 Nov 2022

Two years ago, the broad negative sentiment toward in-game advertisements stood steadfast as the gaming industry devised the ground rules for realising its multi-billion-dollar advertising opportunity.

min read

With Meta’s revenue share program, can rights holders and platforms finally agree?

Cover image for With Meta’s revenue share program, can rights holders and platforms finally agree?

Tatiana Cirisano

28 Jul 2022

Streaming Music

user-generated content

Content Creators

Over the last week, Meta made headlines three times in relation to music on its platforms (Instagram and Facebook). First, royalty-free music provider Epidemic Sound sued Meta for allegedly allowing users to incorporate its music without the proper licenses.

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The record label addiction to virality is about the attention recession, too

Cover image for The record label addiction to virality is about the attention recession, too

Tatiana Cirisano

26 May 2022

Content Creators

Creator economy

In a painfully-of-the-moment twist of irony, Halsey went viral on TikTok this week for speaking out about the pressure to do just that. “Basically I have a song that I love that I wanna release ASAP, but … my record company is saying that I can’t release it unless they can fake a viral moment ...

min read

Elon’s Twitter bid is a warning: creators are building on rented land

Cover image for Elon’s Twitter bid is a warning: creators are building on rented land

Tatiana Cirisano

22 Apr 2022

Content Creators

Creator economy

In the creator economy, creators earn money by going direct-to-fan, cutting out traditional middlemen. But it is a misconception that this model gets rid of middlemen entirely. Rather, platforms are becoming the new gatekeepers, power brokers, and fan enablers.

min read

Music artists are startups, and Silicon Valley is knocking

Cover image for Music artists are startups, and Silicon Valley is knocking

Tatiana Cirisano

15 Feb 2022

music investment

Music artists are startups, and Silicon Valley is knocking With big-name catalogue sales at one end, and alternative music funding at the other, the music and finance businesses are increasingly intertwined.

min read

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