Consumers as creators The artist / audience line is blurring
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The growing independent artists sector, the rise of user-generated content (UGC), and the proliferation of basic creator tools on social platforms are all interlinked parts of the same cultural trend: creativity as a product. Enabled by intuitive creative tools, platforms to share on, and direct, easy ways to engage with creators, the barrier between artist and audience has been dramatically lowered. This is the basis of the creator economy.
Companies and brands mentioned in this report: Ableton, Adobe, Apple, BandLab, Bridgerton, Clubhouse, Discord, Facebook, GarageBand, Glee, Harry Potter, iMovie, Instagram, Logic Pro, Musical.ly, Netflix, OBS Studio, Premier Pro, Pro Tools, Reddit, Reels, Roblox, Shorts, Splice, TikTok, Twitch, Vine, Voisey, YouTube
Methodological note:
- MIDiA Research defines lean back as passive consumption (e.g., watching live TV)
- Lean-forward consumption is defined as on-demand consumption, with no further engagement (e.g., watching Netflix, listening to music on Spotify)
- Lean in is defined as interactive consumption (YouTube likes, comments, Facebook shares, etc.)
- Finally, lean through is defined as creative behaviour adjacent to consumption (creating replica and interactive user-generated content (UGC) for distribution on social apps)
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