The age of the creator is now — at the least, in accordance with Epidemic Sound’s analysis. The Way forward for the Creator Economic system Report, now in its third yr, surveyed 3,000 skilled content material creators throughout the UK and US.
And what a report it’s. Filled with findings on all the pieces from monetization to music, the analysis shines a lightweight on one core theme: creators need extra management. Over their channels, viewers, time, expertise — they demand to be masters of their very own destinies. In a world the place AI instruments are commonplace, which means they’ve needed to mature. Adapt. Evolve.
It’s an eye-opening learn, and there’s actual sentiment behind the stats. We sat down with a number of high-profile content material creators to discover the impression of AI, how they’ve managed to thrive, and what they suppose is subsequent for the creator financial system. How can creators diversify?Our report exhibits that increasingly more creators need to increase and diversify their content material throughout new platforms and codecs. In actual fact, 98% of them have express artistic or enterprise targets for the approaching 12 months. Why? To guard them in opposition to platform volatility and algorithm modifications.
Extra creators are planning to launch their very own companies within the upcoming years, too — it’s anybody’s recreation to win. We chatted with Jenny Hoyos, a content material creator, CEO, and YouTube sensation with greater than 9 million subscribers, to untangle the logistics.
Are you able to share examples of how you’ve gotten diversified your content material?Jenny Hoyos: “Probably the most thrilling elements of being a creator at present is what number of methods there are to develop — not simply on platforms, however past them.
“After I first received into content material creation, I didn’t have an viewers or any following. So as an alternative of monetizing by means of my very own content material, I supported different creators behind the scenes: brainstorming video concepts, enhancing, and serving to manufacturers by creating user-generated content material to develop their pages. I even created social media content material for native companies — it was all about constructing abilities and studying what works on social media.
“This helped refine my content material creation abilities, the place I not solely realized learn how to make good movies, however content material that takes off on social media. As my very own viewers began to develop, I used to be lastly in a position to monetize by means of YouTube AdSense, which helped me cowl manufacturing and staff prices. I knew early on that if I wished to construct one thing greater and longer-term, I needed to diversify my revenue and suppose like a enterprise proprietor.
“One in all my favourite methods to monetize now’s by means of sponsored posts, the place I companion with manufacturers to organically function their product or message in a video alone channel. I like this mannequin as a result of it permits me to deal with content material, reasonably than splitting my consideration on one other enterprise like making a product.”I additionally launched merch utilizing a print-on-demand service, which was the proper low-risk entry into bodily merchandise. There have been no upfront prices or stock — simply my creativity. It gave me a method to check what resonates with my viewers with none monetary stress.
“One other main a part of my enterprise at present is training and consulting. I created a $99 digital product that walks creators by means of my full course of for making viral movies. I bundled it with a $210 bonus program, which incorporates lifetime entry to superior classes and my non-public group of 600+ creators.
“It’s develop into such a supportive and collaborative area the place creators in any respect phases can share wins, ask questions, and develop collectively. I additionally provide one-on-one teaching classes, the place I do personalised audits to assist creators determine what’s working, what’s not, and learn how to enhance!”
What recommendation would you give creators seeking to diversify their revenue?JH: “If I needed to give recommendation to creators seeking to diversify their revenue, I’d say: ‘He that observes the wind is not going to sow, and he who regards the clouds is not going to reap.’ (Ecclesiastes 11:4)“In different phrases: if you happen to hold ready for the proper second, you’ll by no means begin. So if you happen to don’t have an viewers, leverage your ability units and begin with what you’re greatest at — like how I edited content material for different creators.
And if you happen to do have an viewers, consider how one can serve them utilizing the abilities you’ve gotten, like how Emma Chamberlain launched her personal iced espresso model.”
How are you seeking to increase your online business?
JH: “I’m dreaming large! I’d like to develop into a model ambassador for just a few corporations I actually consider in. Which means enjoying a serious position of their advertising as each an influencer and advisor — as a result of that’s what it means to be a creator.
“Past model work, I’m seeking to develop scripted digital content material. I’ve at all times liked storytelling — particularly comedy — and I’m presently growing a present that I hope to pitch to streamers or studios. It’s a complete new world, and I’m excited to discover it!”How do you keep your artistic spark whereas diversifying throughout platforms and codecs?
JH: “The toughest a part of diversifying is staying creatively impressed. I’ve managed that by giving myself the liberty to experiment. My predominant YouTube channel is extra structured and growth-driven, whereas my second channel — which I additionally repost to TikTok and Instagram — is my artistic playground.
@jennyhoyosfr why bc i’d make the MOST of this situation 😭 ♬ unique sound – Jenny Hoyos
“I put up no matter feels enjoyable, with out worrying if it’s ‘strategic.’ Paradoxically, that’s led to much more manufacturers reaching out, as a result of it exhibits the unfiltered aspect of who I’m.“My philosophy is easy: if you happen to’re not having fun with the method, your viewers can inform. And if you happen to’re losing interest of your content material, they in all probability are, too. Staying creatively fulfilled isn’t simply good for the soul — it’s good for the enterprise!”
Our report exhibits that 91% of creators use AI through the content material creation course of — these numbers are too excessive to disregard. Chris Do, an Emmy award-winning artwork director and co-founder of training platform The Futur, lays all of it out on the desk.
What do you most worth about utilizing AI instruments in your content material creation course of, and are there any instruments you’re particularly enthusiastic about?Chris Do: “I like that AI might help me with:Analysis and brainstorming — consumer profiles, buyer journey mapping, and inventive briefsOrganizing and sortingSummary and evaluation — gross sales calls, interviews, talks, and contentGenerative design — increasing canvas, eradicating undesirable objects, masking, texture maps, illustrations, and images.
“For creating property, I like beginning with Midjourney, after which modifying utilizing Adobe Firefly. If I have to scale up property, I take advantage of Leonardo. For enhancing, Photoshop Beta. For normal writing, I bounce between ChatGPT and Claude.”
Which new codecs, applied sciences, and platforms are you most excited to experiment with this yr?CD: “Textual content-to-video prompting, images to floorpans and again, and normal AI for cleanup for nonetheless and transferring photographs. Among the new ChatGPT options that generate advert campaigns primarily based on a single picture look thrilling, too.“I feel this yr, it’ll be about higher outputs primarily based on extra pure language. Extra refinement and enhancing options, in order that we will dial in precisely what we envision.”What recommendation would you give to creators in the case of utilizing AI?CD: “Don’t have a default response to AI or every other new rising software or expertise. You owe it to your self to attempt, be taught, and adapt new methodologies into your artistic work course of.“AI cannot solely take away mundane and time-consuming duties, but when leveraged accurately, will be a tremendous assistant or brainstorming companion. You possibly can check new concepts shortly, or bash two concepts into one thing novel.”
How do you anticipate AI to proceed shaping and influencing the content material creation panorama, and the way do you intend to adapt to those modifications?CD: “I feel the instruments will develop into simpler to make use of with higher-quality output. There would be the preliminary wave of ‘shiny’ work that floods the web, however quickly folks will acknowledge the AI sauce on imagery and yearn for one thing extra refined and considerate.“I feel we’ll have brokers that we will construct, which can simply combine with a number of instruments to automate and velocity up time-consuming duties. Voice will play an even bigger position as keyboards develop into extra of an antiquated enter system.“I can see how AI instruments will probably be used extra in classroom and coaching environments. Customized AI instructing assistants will be deployed to assist neurodivergent college students be taught in a manner that’s greatest suited to them.
“Lastly, I feel there will probably be quite a lot of new voices who enter the filmmaking area that will probably be powered by AI screenwriters, cinematographers, and visible results artists.
“The previous guard, who management which movies are produced and who will get to direct them, will slide in the direction of a extra democratized mannequin the place anybody with a good suggestion can produce a great ‘proof of idea’ trailer.”What does the way forward for the creator financial system appear to be?Inventive management doesn’t come with out hardships — 96% of creators admit to going through challenges through the content material creation course of. Coupled with the AI instruments we mentioned earlier, market saturation, and extra, what does the way forward for the creator financial system really appear to be?
We rounded off our who’s-who with Jim Louderback, a creator financial system skilled and former CEO of VidCon. If you happen to like what you learn, join his Contained in the Creator Economic system e-newsletter, which features a 24-page report on AI for creators and publishers.
What recommendation would you give to creators in the case of utilizing AI to reach the creator financial system?Jim Louderbeck: “Simply as creators disrupted conventional media, AI is poised to disrupt creators — however not all of them. AI-based manufacturing, enhancing, and translation instruments will let one other billion creators bloom, however will allow billions of AI-generated movies to bloom, too.“What to do? First, develop into a scholar of AI’s capabilities. Check out totally different instruments to speed up your creativity and your manufacturing, however don’t cease there.“Think about making a digital twin of your self. Start to make use of it to create content material — with full disclosure, after all — after which prepare for the agentic you sooner or later. Together with embracing what AI can do to speed up and replicate you, take into consideration what makes you really human, and what you are able to do that AI can’t – like going reside, making humorous flubs on digital camera, doing the sudden. “And at last, embrace the chance to leverage the largest change in search optimization since Google began together with YouTube movies in its outcomes.”How do you suppose AI will proceed to form the content material creation panorama?JL: “The rise of GEO — Generative Engine Search — affords great alternative for creators to develop into trusted sources for AI-powered search queries. Even Google is aware of that conventional search is dying, and AI-based queries provide a brand-new manner so that you can get found and considered. “This isn’t all one thing taking place down the street. It’s right here at present, in 2025. AI instruments, brokers, GEO, and a flood of slop will all be a part of the largest tales of 2025. No time like the current to begin leaning in!”Wish to be taught extra? Dive into The Way forward for the Creator Economic system Report 2025 beneath, and plan for the longer term at present.
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