Reports Creator Economy

Consumers as creators The artist / audience line is blurring

Hanna Kahlert
Cover image for Consumers as creators
PDF Synopsis Presentation Spreadsheet

Login here

MIDiA clients

Login here to view this report

Get full access to this report and assets

If you are interested this report, or related reports such as Decoding the Digital Consumer An Analysis of the Digital Music Behaviour of UK Consumers, Creator Tools The Music Industry’s New Top of Funnel and Creator culture The song becomes the feed get in touch today to enquire about a report bundle.

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            lean back as passive consumption            watching live TV)
  • Lean-forward consumption            defined as on-demand consumption, with            further engagement (e.g., watching Netflix,            to music on Spotify)
  • Lean in            defined as interactive consumption (YouTube            comments, Facebook shares, etc.)
  • Finally, lean            is defined as creative behaviour            to consumption (creating replica and            user-generated content (UGC) for distribution            social apps)