Next in Media spoke to creator economy expert Jim Louderback about his theory regarding the growth of YouTube subscriptions. Jim also discussed the growing creators-launching-brands trend, and the problems at Twitch.
Takeaways
• YouTube is likely moving towards a subscription model to generate more revenue, similar to other media platforms.
• Creators are finding success in monetizing their content through shared subscription revenue rather than relying solely on advertising.
• TikTok is facing challenges in appealing to older demographics and ensuring a safe environment for children.
• Traditional media companies should consider the changing consumption habits of younger audiences and explore new formats and platforms.
• Creators have a unique connection with their audience that traditional media and brands should understand and leverage.
Chapters
00:00 - Introduction and Background
01:22 - YouTube's Subscription Model
04:11 - Challenges of Transitioning to a Subscription Model
05:27 - The Potential of Windowing Content
06:31 - The Rise and Fall of Vessel
07:35 - The Role of Brands in the Creator Economy
09:46 - Brands' Allocation of Resources
10:43 - Trends and Challenges in TikTok
13:05 - Competition from TikTok Copycats
15:52 - Challenges at Twitch
23:33 - The Potential of Creators Forming Their Own Network
26:49 - The Unique Connection Between Creators and Their Audience
Guest: Jim Louderback
Host: Mike Shields
Produced by: Fresh Take