Articles
The creator economy magazineAnalyses of the European creator economy from primary sources. Pick a topic and read.
YouTube admits the kids’ content business is not okay
Kids and family content makes up over 15% of YouTube viewing and under 2% of its ad revenue, said the co-founder of studio Animaj. Producers head there anyway, as streamers commission far fewer shows than at their peak. At MIPJunior 2026, YouTube admitted the status quo is not okay.
YouTube cites survey against mandatory prominence for media
YouTube wants creators recognised in EU statistics, programmes and funds. It counters mandatory priority for chosen media in recommendations with a survey figure valid only for big channels. The Media Board proposes putting creators under the AVMSD. Czechia already lists YouTubers over thresholds.
Journalist Zach Lowe returns to writing on Substack
Zach Lowe, who hosts a podcast at The Ringer, is writing again after two years, this time for a paid subscription on Substack. In the settings of his newsletter, The Ringer's editor-in-chief is listed as the publication's author. Lowe's introductory post does not say who owns the subscriber list.
LinkedIn lets creators into Creator Marketplace by invitation only
LinkedIn lets creators into its Creator Marketplace by invitation only. Even 5,000 followers, plus 12 posts and 45,000 impressions in 90 days, is not enough. Creators agree their fee with the brand directly. A Czech creator cannot get in yet, even above the threshold.
Christmas creator budgets are split as early as summer
Brands divide their money for Christmas campaigns with creators as early as summer. According to agencies, late brands get the creators who are left. Kara Harms received “sorry, no budget” in more than half of her replies between August and November.
Equity received for promotion cannot be sold before an exit
Creators today receive equity in companies instead of all or part of their fee. But equity cannot be sold before the company is sold, goes public or buys it back.
A filmmaker warned a brand in vain about cutting its video
A brand cut scenes from Gray Fagan's video that, in his view, were meant to draw viewers in. He warned it, and by his account the video failed. At Advertising Week, creators blamed excessive advertiser control for the failure of similar partnerships.
Two attention studies favoured whoever commissioned them
Figures on attention to TV advertising differ depending on who commissioned the measurement. In the study for Google, YouTube's offering came out best; in the data for premium publishers, their own services did.
Creators designed a Vans campaign in eight minutes, says Atkins
Sean Atkins, head of Dhar Mann Studios, says creators completed a Vans brief at Advertising Week in eight minutes. In a reply under the post, he said his point was not that it should take eight minutes.
SAMY buys US agency Get Engaged
The Madrid-based group SAMY has bought the American agency Get Engaged, which runs social media campaigns for brands. According to SAMY chief executive Juan Andrés Elhazaz, the Atlanta agency is to lead the group's expansion into the United States.
Singapore pays creators for stories for the world
The Singapore government pays creators for stories that are meant to aim at the world from the start. Only a company registered in Singapore may apply for the film grant. The money is distributed by IMDA, which also helps attract AI centres.
OnlyFans operator paid its owner more than after-tax profit
OnlyFans takes 20% of every fan payment. That share is the revenue of Fenix, the London operator. In the year to November 2025 it paid its owner $535 million in dividends and earned $521 million after tax. It declared another dividend less than a week after his death.