Hollywood is learning the logic of the creator economy
Hollywood is no longer the destination and is starting to catch up with a world it long ignored. Instead of looking for new talent, it connects with creators who already have an audience and a business, and adopts their way of working.
Cannes opens its doors to creators
For the first time, Cannes is officially linking the film industry with the creator economy. Influencers bring audiences and capital, while traditional players hold curation and legitimacy, and their clash could reshape the whole industry.
Gen Z no longer reads the media. But it does use AI
The media industry is going through one of the biggest changes in a decade. Generative AI, audience fragmentation and the creator economy are rewriting how content is made, distributed and monetised. Traditional media are transforming rather than disappearing.
One video, fifteen reels thanks to AI
Creators know one platform is not enough. Their audience is spread across TikTok, YouTube, Instagram and LinkedIn, but making content for each one takes enormous time. That is where AI repurposing comes in, turning one long video into dozens of short clips.
A direct relationship with your audience is worth more than followers
Not long ago, growing faster than the algorithm was enough. Creators who want stable income are now moving away from social networks, focusing on control, relationships and assets that no one can take away overnight.
Social media lures many, but not everyone succeeds
The creator economy draws millions of people who want to break through. The reality is harsh. Most creators struggle with low visibility, and almost half earn less than $10,000 a year. Holding attention is now harder than making content.
AI helps creators make money from their audience
The creator economy long ran on a simple principle: win attention and the money follows. Attention alone is no longer enough. Data, performance and pricing strategy matter more, and this is where AI starts to help creators.
The EU wants to regulate influencers. A new law is on the way
EU rules for the digital environment keep tightening, from data protection and large platforms to manipulative app design, ad transparency and influencer marketing. Clearer rules for influencers may come with the upcoming Digital Fairness Act.
Viral is dead, long live the system
There are more than 200 million active creators on the market. Competition is structural, and growth now depends on infrastructure rather than talent or the algorithm. Room for random success is shrinking.
Creator economy pushes banks to change
Europe’s creator economy is growing at 25% a year and could reach €135 billion by 2032. Creators are becoming micro-businesses built on community, and banks are rethinking how to finance them.
Kids online: the risks are known, the solutions are lagging
Debate about children on social media has grown louder. Reports of anxiety, self-harm and eating disorders among teenagers are rising, and governments are proposing ways to limit children’s access to platforms.
The end of mega stars: niche is the new standard
Becoming a global star on social media is extremely hard, and the numbers show it. Platforms favour personalised, narrow content, so specialisation, consistency and building one’s own business now win.