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The Creator Economy

A rapidly growing sector of people leveraging digital platforms for content creation and monetisation

https://www.midiaresearch.com/the-creator-economy

Audio creators are the creator economy's unsung heroes

Rutger Rosenborg

14 Mar 2025

Business Strategy Audio Podcasts

Key insights from this blog: MIDiA's latest audio report, ' The audio creator opportunity ' , argues that brands and platforms can no longer afford to neglect audio creators Audio creators are a fast-growing force in the creator economy, driving demand for better tools and marketing They are more li...

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Creators and the creator economy
Defining the undefinable

Karol Severin, Hanna Kahlert and Ben Woods

24 Jan 2025

Creators Cultural trends Creator economy

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.

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Creators versus creation
Tackling headwinds and bifurcation

Ben Woods

23 Dec 2024

Creators Music creators Business Strategy

Headwinds are threatening the creator economy’s potential. Audience growth, social platform monetisation, and content saturation are creating friction that is leaving creators frustrated. Now, the red lights are flashing on the dashboard: the average weekly time consumers spend creating and producing content has fallen for the first time since 20...

The video creator economy’s challenge: not all creators want to pay for editing tools

Ben Woods

25 Jul 2024

Video creator tools editing Adobe Premiere Pro

Video creation has never been more accessible. More and more entertainment consumers are shifting from passive to lean-through consumption by creating their own content. However, those creators have different priorities from professional editors and videographers who have made up the video creator e...

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MIDiA Music Creator Survey 2025

Mark Mulligan

16 Jun 2025

Audience Insight Music Music creators

It is that time of the year again: the annual MIDiA Music Creator Survey is here. Every year, we field this survey to take the pulse of music creators globally, diving into topics such as career aspirations, services and tools used, challenges and hurdles faced, and much more.

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Music creator economy: recalibration

Mark Mulligan

26 Sep 2024

Music creators Creator economy Music creator tools

The music creator economy has been long in the making but was thrust into the wider music industry’s limelight with the Covid lockdowns triggering a surge in new creators. As with any bubble, many creator tools companies saw their ensuing surge flatten post-lockdown.

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The audio creator opportunity
Audio creator behaviours and monetisation potential

Rutger Rosenborg

14 Mar 2025

Creators Subscriptions Spotify

Historically, YouTubers and TikTok influencers have received the lion’s share of mainstream attention as a creator class – but audio creators are increasingly active on the same digital platforms and operating within the same formats. As a result, the audio creator has become a jack of all trades, moving between copyediting, audio editing, and ...

Video creators: Tell us how you create for a chance to win a slice of our $1,000 prize pool

Ben Woods

17 Apr 2025

Audience Insight Video Creators

After a successful launch last year, MIDiA is returning with a new survey to ensure the voice of video creators is heard loud and clear across the industry. To achieve this, we are calling on all video creators – no matter their skill or what they create – to complete a quick survey to ensure th...

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Decoding the video creator economy’s potential at IBC2025, Amsterdam

Ben Woods

9 Sep 2025

Audience Insight Video Creator economy

The video industry is in the middle of a substantial shift. The days of traditional entertainment and the creator economy occupying separate lanes are ending. Creators are expanding beyond social platforms to produce more premium content on SVOD services.

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Unpacking AI’s threat to video creator hardware

Ben Woods

4 Oct 2024

Creator economy Video creators Video creator tools

“AI video generators are just another tool in the box”: this statement has been circulating in recent months as AI adoption gathers pace. It is mostly used to soothe concerns regarding AI disruption to video creator workflows.

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Video Creators: Tell us how you create for a chance to win $500

Ben Woods

30 Apr 2024

Social video creator tools Creator economy

MIDiA is building a new research stream focused on video creators and the tools they use to create. We are striving to understand the unique workflows and creative processes that underpin the art of making engaging video content.

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Video creator tools
Hardware user profile

Ben Woods

30 Sep 2024

Product Strategy

The democratisation of video creation has created an unprecedented opportunity for hardware tools companies. However, converting casual creators and beginners into high spenders is difficult given the financial and educational barriers creators must overcome.

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Music creator survey
Recalibration

Mark Mulligan and Tatiana Cirisano

24 Sep 2024

Audience Insight

The music creator economy has been slowly developing but was thrust into the spotlight by a surge of new creators during the Covid lockdowns. As with any bubble, it eventually burst; many creator tools companies saw the ensuing surge flatten post-lockdown.

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The future of creator apps
Fuelling engagement with fandom

Ben Woods

29 Jul 2025

Creators Spotify Artists

The AI boom has unleashed a wave of creator tools, but some are struggling to make the transition from interesting and experimental to compulsive and essential. Fandom offers a solution by tying creation to a consumer’s personal passion, appetite for community engagement and a desire to have a stake in the entertainment they love.

Will audio have a seat at the creator economy table?

Rutger Rosenborg

18 Dec 2024

Amazon Music Spotify Podcasts

As 2024 comes to a close, it is worth reflecting on this year’s audio trends and where we expect things to head in 2025. Per our recent report, ‘ MIDiA’s 2025 predictions: It’s social’s stage now ’, social platforms will continue to take centre stage on the heels of the creator economy r...

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Video creator tools
Software user profile

Ben Woods

30 Aug 2024

Product Strategy Creator economy

The video creator software market is evolving fast. AI tools are carving out new workflows, and the democratisation of video creation is increasing demand from social video creators and professional videographers. Editing software and plugins remain key to monetisation, but challenges are emerging from subscription-adverse creators and users brough...

Where do you stand on AI’s transformation of the video creator economy?

Ben Woods

9 May 2025

Audience Insight Video US

Artificial intelligence is imposing revolutionary change on the creator economy. Tried and tested workflows are being automated, streamlined, and recalibrated by large language learning models that are promising to rid creators of tedious tasks.

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Can AI creator tools live up to their hype in 2025?

Ben Woods

19 Dec 2024

Video Product Strategy

Generative AI dominated discussions about the entertainment industry’s future in 2024. Whether it is music, video, games, audio, or social, both the immediate and long-term impacts of this technological revolution have been hard to ignore.

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Beyond the hype
AI music creation in 2025

Ben Woods

3 Jul 2025

Creators France Australia

Generative AI tools are forging a new type of creator and shifting music creator workflows. While creators and consumers alike are interested in AI tools as they emerge, converting users is still an evident challenge. Music fandom has its foot in the door to increasing AI-assisted consumer creation and could pave the way for niche AI tools.

Audio is incidental: Why Spotify wants to become a creator ecosystem

Rutger Rosenborg

11 Dec 2024

Spotify Spotify Wrapped Podcasts

First there were artists, and then there were podcasters. Now, there are artists, creators, and authors on Spotify. As we covered at the end of November, Spotify has officially renamed its Spotify for Podcasters hub to Spotify for Creators as the company looks to unlock the power of video in podcast...

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