Contrary to popular belief, not every creator has a podcast. But those who do are a driving force behind the roughly $1.50 billion US creators will generate from digital audio distribution channels this year.
Report
| Sep 6, 2024
Social shoppers find inspiration for their purchases from many different types of content, but none more so than creator, influencer, or celebrity influencer content.
Report
| Sep 20, 2024
Meta unveils creator features at AWNY: Advertisers will be able to forge stronger relationships with creators and rely on their image.
Article
| Oct 9, 2024
On today's special edition episode of the Behind the Numbers podcast, eMarketer analyst Jasmine Enberg and Yahoo Finance Senior reporter Alexandra Canal discuss the creator economy during "The Creator Era: How Creators Are Redefining Media, Marketing and Commerce" at the 2024 NAB Show NY.
Audio
| Oct 12, 2024
Report
| Aug 6, 2024
Report
| Jul 18, 2024
Creator economy wars heat up: TikTok launches new subscriptions, while Patreon’s Autopilot tool boosts fan conversion rates.
Article
| Sep 23, 2024
Snapchat beat both TikTok and Instagram in creator-driven shopping
Article
| Sep 25, 2024
Three themes echoed throughout Advertising Week New York this year: Third-party data is harder to get, the creator economy is growing, and marketers face more pressure to prove ROI. Here are some of the most common—and controversial—trends from the event.
Article
| Oct 11, 2024
73% of US Gen Zers say they make online purchases from creators, compared with 66% of millennials and 59% of adult consumers overall, according to June 2024 data by LTK.
Article
| Sep 10, 2024
39% of US creators have been approached to work on paid political content for either this election year, past election years, or both, according to June 2024 data by Censuswide and Billion Dollar Boy.
Article
| Sep 3, 2024
Roblox plants deeper roots in the creator economy: The video game platform is at a fascinating crossroads of gaming and digital advertising.
Article
| Aug 30, 2024
Influencers face uncertainty amid potential TikTok ban: Most creators have backup plans and are seeing increased engagement on other platforms, with Facebook and Instagram as top alternatives.
Article
| Aug 28, 2024
Report
| Jun 3, 2024
The creator economy is maturing. While brand deals are still the No. 1 revenue stream for creators, more are going directly to consumers to monetize.
Report
| May 20, 2024
Political campaigns embrace the creator economy: It's a recognition of creators' ability to influence voters and drive engagement.
Article
| Aug 15, 2024
As ecommerce grows in back-to-school shopping (34.9% of total back-to school sales this year versus 33.5% in 2023), content creators are playing a pivotal role in how consumers find school supplies.
This shift is driven by younger parents buying classroom supplies for K-12 children and college students outfitting their dorm rooms. Both groups favor online shopping for its convenience and the ability to compare prices, our analyst Sarah Marzano said in a recent edition of our “Behind the Numbers: Reimagining Retail” podcast.
Article
| Aug 9, 2024
Snap introduces new AR glasses and creator tools: Updates include a unified entertainment feed and simplified app experience, positioning Snap to compete with TikTok and Meta.
Article
| Sep 18, 2024
YouTube lengthens Shorts video limit to 3 minutes: The platform is trying to aligning with competitors like TikTok and Instagram to offer more flexibility to creators and advertisers alike.
Article
| Oct 4, 2024
New AI tools promise to boost Shorts content, but a flood of formulaic videos could make creators disappear in the algorithm noise.
Article
| Sep 19, 2024
The creator economy, plus CTV and commerce media more recently, have made affiliate marketing more visible among marketers.
Report
| Sep 12, 2024
YouTube is doubling down on social connectivity and AI tools to stay competitive with rivals like TikTok and Meta. The platform’s new suite of features introduced last week include Communities, a fan’s ability to boost creators’ videos, generative AI (genAI) video tools, and gifting. These innovations mimic what’s working on other social media platforms as YouTube seeks to remain social even as it builds out its connected TV business.
Article
| Sep 25, 2024
YouTube overhauls TV app to compete with streamers: New features like episodes, previews, and subscription tools aim to boost creator monetization and rival platforms like Netflix and Disney+.
Article
| Sep 19, 2024
OnlyFans posts record-breaking $6.63 billion in 2023 gross payments: Creator base grows 29%, but regulatory challenges loom.
Article
| Sep 9, 2024
We expect social commerce sales in the US to reach $101.38 billion this year, driven by existing buyers increasing their spending. While social commerce plays a smaller role in holiday shopping, it's popular among Gen Z, who are more likely to make purchases influenced by creators. TikTok and Facebook are the top platforms, with apparel brands poised to benefit the most.
Article
| Oct 7, 2024