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The creator economy magazineAnalyses of the European creator economy from primary sources. Pick a topic and read.
Singapore is sending 20 media companies to TikTok for microdrama training
Singapore's IMDA has launched a six- to nine-month programme with TikTok for twenty media companies. In the same week, the same government launched a dating app for civil servants.
Disney gave its catalogue to Netflix. Iger saw nuclear weapons for the enemy in that
Disney announced a licensing deal with Netflix on 2 October. Percy Jackson and Ice Age have been on the rival platform since 4 October. Season three of Percy Jackson arrives on Disney+ seven weeks later.
Instagram launches an AI assistant for creators in the Edits app
Instagram has added a conversational AI assistant to Edits. The tool reads a creator's account metrics, comments and trends and identifies patterns in performance. Unlimited access comes through Meta One from USD 7.99 a month. YouTube is preparing an editing tool for 2027.
YouTube will let creators react to other people's videos. The ad revenue stays with them
Watch With is expanding from livestreams to long-form videos. The reacting creator keeps the ad revenue and fan contributions, while the author of the original video gets attribution and a counted view.
200,000 media jobs have vanished. Sheridan is making twelve shows without approvers
American media has lost 200,000 jobs in four years. Taylor Sheridan is shooting twelve shows at once, and his contract forbids the studio from asking to read scripts. Josh Brown's company generates tens of millions of views with eleven people.
From fee to equity. Cherub has published a rate card
In the American market, negotiations are shifting from a fee to an equity stake. Cherub has published a rate card showing what percentage is given for which role, and agencies are building their own infrastructure around it.
Creator advertising is growing four times faster than the rest of the market. But it needs proof
US spending on creator advertising is set to reach around $44 billion this year, and as budgets grow, brands are under more pressure to show hard numbers on return.
Brands pay for the audience that buys a ticket
Dom Murray ran talent at The Diary of a CEO podcast, which now has 19.5 million YouTube subscribers. Yet he says follower count is the least interesting number. What counts is a clear point of view and an audience that will buy a ticket.
Meta has released seven apps this year. Creators got Creator Studio
Meta released seven new apps in 2026. Sensor Tower tracked the launches from Instants in May to Muse in September. Facebook Creator Studio, launched on 12 August, is aimed exclusively at content creators. In total, 3.6 billion people open at least one of Meta's fourteen apps every day.
AI chatbots send the most people to YouTube
When someone asks AI a question today, the answer often sends them on, most often to YouTube, with more than a threefold lead over other sites. As search moves into chatbots, the goal is no longer the blue link but the video.
Neighbours, the soap that starred Margot Robbie, is heading to mobile
Fremantle and RoseBerry will turn 9,363 episodes of the Australian soap Neighbours into mobile vertical drama, starting with Margot Robbie's storylines. Lime Pictures, the maker of Hollyoaks, adds its first original.
Readers are starting to pay for content without an algorithm
The paid, ad-free search engine has over 75,000 members, and the paid newsletter platform a valuation of $1.1 billion. In a summer 2026 survey, 46% of Americans preferred a chronological feed to an algorithmic one. Hand-picked curation is becoming a product that readers pay for.