THE CREATOR YEAR
Just Getting Started
Happy Almost New Year War & Peaceniks. Ready to look forward? Start by looking over your shoulder…
This past November, the US election was decided in the Creator-sphere. Podcasts seem to have swayed more voters than broadcast, cable and “newspapers.” Two weeks later, a YouTuber slapped an old man around a ring for 90 minutes and broke Netflix.
My most specific prediction for 2025 is that November of 2024 will be remembered as the moment that Creator Media surpassed Corporate Media in global relevance.
[For a thorough explanation of the differences that define Creator and Corporate Media, and the source of a decent amount of my data, I implore you to read Doug Shapiro.]
Over the last five years, Big Media as an industry has grown at an average of 3%. Look around you at the chaos… this is what +3% growth looks like. On the other hand, over that same time, Creator Media grew an average of 25%.
