Creator Economy – Thematic Intelligence

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Published: August 16, 2024 Report Code: GDTMT-TR-S538-TH

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Creator Economy Thematic Report Overview

The creator economy is an industry in which creators generate revenue from their digital content. What started as a few fringe individuals uploading content online has transformed into a lucrative industry. For some industries, such as apparel, online content has been relevant for some time. However, others are only now entering the world of content creation. The content a business produces, or commissions for online distribution, is crucial for developing its branding and protecting its reputation.

Within the creator economy, influencer marketing generates the most revenue. This includes all marketing efforts between creators and brands or agencies in which there is a marketing spend and content is distributed primarily via social media. For creators, brand deals are their biggest source of income. As the industry matures and more creators saturate the market, the resulting competition means brands can lower their influencer marketing spend.

The creator economy thematic report provides an overview of the creator economy, tracks its rise to prominence, and evaluates the potential for further progress. The report also includes GlobalData’s creator economy value chain framework.

Key Value Chain Components ·       Creators

·       Tools

·       Content

·       Platform

·       Data Management
Key Trends ·       Technology Trends

·       Macroeconomic Trends

·       Regulatory Trends
Key Companies ·       ByteDance

·       Meta

·       Hootsuite

·       Invyted
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Creator Economy - Trends

The main trends shaping the creator economy theme over the next 12 to 24 months are classified into technology trends, macroeconomic trends, and regulatory trends.

Technology trends: The key technology trends shaping the creator economy theme over the next 12 to 24 months are the rise of short-form content, smartphone-led creation, and AI-generated content among others.

Macroeconomic trends: The key macroeconomic trends shaping the creator economy theme over the next 12 to 24 months are the importance of influencer marketing during economic downturns and content creation as a career among others.

Regulatory trends: As the creator economy matures, so does the regulation surrounding it. The news is often filled with stories on the harms of this new economy, from its psychological effects, contribution to overconsumption, and even its exacerbation of loneliness as physical communities are replaced by parasocial relationships. Meta whistleblower Frances Haugen highlighted some potential harms of online content. For instance, he cited a trove of internal documents to highlight that Meta knew, for example, that the content shared across its Instagram app exacerbated body image issues among teenagers.

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Creator Economy – Value Chain

The key value chain components of the creator economy are creators, tools, content, platform, and data management. The data management layer is where data is managed to generate insights.

Data Management: Its key components include data integration, data processing, data governance, data aggregation, and data storage among others. Data is generated across every business sector, with GlobalData forecasts over 175 zettabytes of data to be generated by 2025. This big data can be produced by all forms of activity from phone calls, emails, payments, and more. For the creator economy, the main data source is social media activity. And like most data, social media data is unstructured, encompassing all the raw insights and information collected from individuals’ social media activity.

Creator Economy – Value Chain

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Creator Economy – Companies

The key companies making their mark within the creator economy theme are:

  • ByteDance
  • Meta
  • Hootsuite
  • Invyted

Companies in the Creator Economy

Companies in the Creator Economy

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Scope

  • This report provides a comprehensive overview of the creator economy theme.

  • It identifies key trends impacting the theme over the next 12 to 24 months, split into three categories: tech, macro, and regulatory.

  • It highlights how businesses can engage with the creator economy to produce tangible benefits.

Reasons to Buy

  • Gain invaluable insights into the disruptive creator economy theme.

  • Understand the central role that the creator economy plays in the future of digital marketing.

  • Identify leaders and challengers in the creator economy theme, focusing on social media platforms hosting content and tools users use to create said content.

  • Recognize the important interactions between the creator economy and other major themes disrupting businesses, from the future of work to data privacy to AI

Adobe
Advance Publications
AI-coustics
Alibaba
Alphabet
Amazon
Apple
Asana
ASOS
Atlassian
Baidu
BeeCut
Blackmagic Design
Bloomberg
ByteDance
Canva
Cision
Cockos
Cyberax Media
Descript
Discord
Dolby Laboratories
e.l.f. Beauty
Fandom
FeedHive
Feefo
Flipboard
Foursquare Labs
GIMP
Glassdoor
GRIN
Guess
Hacker News
HeyOrca
Hootsuite
Hubski
Invyted
Joyy
Judy's Book
Kaskus
Kuaishou
Lightricks
Mastodon
MediaLab AI
Meta
Microsoft
Mixi
Mohalla Tech
Muse
Naver
Ooma
Opus Clip
Pinnacle
Pinterest
Polywork
Prequel
Quora
Rakuten
Reputon
Roblox
Salesforce
Signal
Sitejabber
Skylum
Stack Overflow
Telegram
Tencent
Traject
Tripadvisor
Trustpilot
Valnet
Vimeo
ViralMango
VK
Voodoo
Voxer
VSCO
Weibo
X
Xiaohongshu
XING
Yelp
Zhihu
Zomato
Zoomerang

Table of Contents

  • 1. Executive Summary

  • 2. Players

  • 3. Thematic Briefing

  • 4. Timeline

  • 5. Trends

    • 5.1. Technology trends

    • 5.2. Macroeconomic trends

    • 5.3. Regulatory trends

  • 6. Industry Analysis

    • 6.1. Market size and growth forecasts

  • 7. Signals

    • 7.1. Company filing trends

    • 7.2. Hiring trends

  • 8. Value Chain

    • 8.1. Creators

    • 8.2. Tools

    • 8.3. Content

    • 8.4. Platforms

    • 8.5. Data management

  • 9. Companies

  • 10. Glossary

  • 11. Further Reading

  • 12. Our Thematic Research Methodology

  • 13. About GlobalData

  • 14. Contact Us

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