Re-creating the creator economy
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Streaming first democratised the means of consumption, then distribution, and now production. Though the promise of the long tail may not have materialised quite as expected, long-tail and mid-tail creators are now a central component of the digital-entertainment economy. Their role will augment further, propelled by meta trends, such as the emergence of creation as entertainment, the fragmentation of fandom, and the growing prominence of micro scenes.
Companies and brands mentioned in this report: Acast, Amp, Amazon, Amazon Music, Amazon, Apple, Bandcamp, Buzzfeed, Buzzfeed Unsolved, ByteDance, Case Closed with Bailey Sarian, CDBaby, Cem Bolukbasi, Chargebee, Charlie Puth, Devon Cole, Disciple Media, Discord, Drive to Survive, Distrokid, Facebook, Fortnite, Haters Back Off, Hulu, Instagram, Kenny Beats, KSI, Lando Norris, Logan Paul, McLaren, Mark Zuckerberg, Meta, Miranda Sings, NetEase Cloud Music, Netflix, Pico, PinkPanthress, Patreon, Prime Video, ProCreate, RADAR Podcasts, Russ, The Last Dance, Sadie Jean, Shorts, Snapchat, SoundCloud, Spotify, Stem, The Race Media, Tencent Music Entertainment, TikTok, Twitch, Twitter, YouTube, and Zype