Creators and the creator economy Defining the undefinable

20 years since the launch of YouTube, the creator economy is not new – but it lacks a single clear definition. Different interest groups who interact with it all have their perspectives, but this lack of consistency can result in misunderstandings at best and strategic missteps at worst. This report aims to fix this by setting out a concise framework for identifying, defining, and outlining creators and the creator economy.

Key data and insights in this report

Key factors determining membership in the ‘creator population’ versus ‘creator economy’
Defining why creators create, how creators create, and how audiences interact with it
Example framework of who contributes to the creator economy and who it matters to / creates value with
Video creator motivations, Q2 2024

This report sources data from:

MIDiA Research Video Creator Tools Survey 05/2024, Global, n =240

Words: 3529 Infographics: 3 Pages: 18

Companies and brands mentioned: Adobe Creative Cloud, Brightcove, Elgato, Instagram, TikTok, YouTube, and Zoom

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