Navigating the Creator Economy

This chapter explores the evolving landscape of the creator economy, focusing on the shift of viewer attention from traditional TV to YouTube, particularly regarding long-form content. The speakers reflect on the challenges faced by both new and established creators in a crowded market, emphasizing the balance between originality and the familiarity needed to capture audience engagement. Additionally, insights from a panel discussion elucidate the impact of branding and the role of AI tools in enhancing content production and distribution.