TheCreatorEconomyOpportunityWHEREAUTHENTICITYMEETSIMPACTDecember2023Contents22ImpactonthePurchaseJourney03WelcometotheCreatorEconomy30CalltoAction07TheRoleofVideoContentinConsumers’Lives14TheAdvertisingOpportunity2WelcometotheCreatorEconomy3WelcometotheCreatorEconomyQUICKCreator-drivencontentStudio-producedcontentGLOSSARYislessscriptedcontentpublishedbyisscriptedvideo,TVshows,movies,InanerawheredigitalcontentconsumptionisTheresearchrevealedthatwhilestudiocontentremainsanyone,fromfull-timecreatorswithaanddocumentaries,includingclipsgrowingatanacceleratedpace,we’rewitnessinganacornerstoneinadstrategies,providingconsumerswithstaffofeditorsandproducerstoandpreviews.Thistypeofcontentunprecedentedshifttocreator-drivencontent.immersiveentertainment,thevibrantandengagingpeopleexperimentingwithvideoforappearsonbroadcastorcableTVnatureofcreatorcontentisattractingmoreadthefirsttime.Thisincludesshort-andonstreamingservices.Creatorcontentisnotjustpartofdigitalcontentinvestmentandhaselevatedittoa“must-buy.”formvideo,long-formcontent,livegrowth;it'sleadingthecharge.streams,andmore,andappearson4AdvertisingwithcreatorsdoesmorethanjustsellplatformssuchasYouTube,TikTok,Thenumbersareclear.Digitalvideoviewershipisproducts,itcanspeedupthepathtopurchase,buildandInstagram.soaring,andcreatorcontentisrapidlygainingbrand-consumerre...
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