Articles
The creator economy magazineAnalyses of the European creator economy from primary sources. Pick a topic and read.
Astel opens a free palace to creators, no subscriber bar
On 1 October the Paris-based Astel opened a city palace in the Marais to creators, free of charge and with no subscriber threshold. For entry it wants an application and a commitment to share experience with other members. The project was founded by YouTuber Sylvqin and Xavier Niel.
YouTube again offers creators millions for exclusivity
YouTube is again offering creators millions of dollars for exclusivity, Bloomberg reports, to stop Netflix going after its biggest stars. In 2024 it did not renew exclusive deals with TimTheTatman, DrLupo and other creators.
Spotify opens podcast monetisation to Poland, not Czechia
Spotify added 35 new regions to its Partner Program, and Poland is among those named. A Czech creator cannot apply to a programme that pays for advertising and for video plays by subscribers. At home, that leaves 30% of advertising on Podcasty.cz and YouTube income.
Creator economy will not hit half a trillion by 2027
Slides cite half a trillion dollars as the size of the creator economy. It is a single 2023 Goldman Sachs estimate for 2027. Today's models count a broader market and still come out about a fifth lower for the same year.
Top podcasters earned $638 million and keep the rights
The highest-paid podcasters earned a combined $638 million in a year. The money flows from show rights that creators keep. Streaming services pay for licensing and distribution and compete for premium names.
Promo codes miss most of creator value as brands rethink
80% of a creator's value never passes through a promo code, according to Grace Andrews. Analytic Partners attributes 30% of paid search to brand, and Kantar finds that only 6% of content delivers both strong engagement and impact. Measurement is moving from the last click to mix modelling.
Creator economy sees 52 acquisitions, up 73% on last year
The creator economy saw 52 mergers and acquisitions in the first half of 2025, 73% more than a year earlier, according to Quartermast Advisors. Capital is buying up channels and streaming services are licensing shows. Who ends up keeping ownership remains open.