Articles
The creator economy magazineAnalyses of the European creator economy from primary sources. Pick a topic and read.
LinkedIn is not about job hunting
LinkedIn is often seen as a site people visit once a quarter to check for job offers. It has over 1.3 billion members, and about 310 million use it every month. Many are looking for suppliers, podcast guests or creators who can speak about their field.
Who is a creator and why it matters
The word creator has entered everyday marketing, investor and media vocabulary. The creator economy is now a multi-layered ecosystem, but the more the term is used, the more its meaning blurs.
An acronym called creator economy
Platforms began calling their users creators and investors gave the market a name, the creator economy. What is presented as an economy of creators in fact earns the most for the platforms.
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.
How much does “just” cost?
“Just a quick question” or “just a notification” sounds trivial. For the brain, every interruption is a micro-project that costs time and energy, and research shows it weighs heavily on limited capacity.
How to make sure your podcast gets seen
Podcast visibility does not happen on its own. Listeners find and play a show when it is easy to find, makes sense to platforms and their algorithms, and offers content they find compelling.
Platforms turn video into a shopping medium
Digital platforms are investing heavily in video monetisation and creator tools. Video is becoming a direct sales channel, with creators as its commercial infrastructure, and attention is being monetised systematically.
Content on YouTube lasts longer and delivers results
An analysis of more than 10,000 YouTube creator collaborations shows brands treating the platform as a standalone media channel. Results build up over months, not days, much like owned media.
Alright, with permission. McConaughey vs AI
When Matthew McConaughey first said “Alright, alright, alright” in Dazed and Confused thirty years ago, he could not have known it would become a trademark. Now AI can copy a voice, a face and a gesture within minutes.