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The market for creators like @MrBeastYT or @charlidamelio is almost certainly still bigger than you think. Even if you are a bull.
1/ Two forces are hyper-charging the market opportunities for creators:
More of the demand side of the economy is being mediated by aggregating platforms.
More of the supply side of our economy is being platformized and transformed into infrastructure as a service.
More of the demand side of the economy is being mediated by aggregating platforms.
More of the supply side of our economy is being platformized and transformed into infrastructure as a service.
2/ Just as most of us have underestimated the TAM for each of these underlying forces, we continue to underestimate what can be accomplished at the intersection of both.
3/ The nature of our fad culture is driving more value not just to those who blow up, but to those who hold on to their 15 seconds of fame.
Building empires is not just a monetization strategy but an audience growth and retention strategy, a flywheel that cycles back attention.
Building empires is not just a monetization strategy but an audience growth and retention strategy, a flywheel that cycles back attention.
4/ Dropping merch isn’t just to make money but to grow your fanbase.
Launching a restaurant doesn’t just drive up ARPU from your fans but makes new fans and deepens your relationship with existing community members.
Launching a restaurant doesn’t just drive up ARPU from your fans but makes new fans and deepens your relationship with existing community members.
5/ Creators will need to not only be multi-platform, but multi-business and multi-market. They will need to manage their IP across channels, products and markets not just out of ambition but in order to survive. This will further drive the growth of the creator economy.
6/ Of course the biggest winners will be the platforms that are driving these phenomena both on the demand and supply side. But don’t underestimate the size of the opportunity for those living at the nexus of these two trends. It’s still bigger than you think.
