I know I may sound like someone coming straight off an NAB keynote with a robot, but I feel strongly that by 2030, the creator economy will just be called “the media,” and that AI will be the reason for this seismic shift.
What exactly is the creator economy?
It’s people making money by creating content online. Valued at over $250 billion and expected to double within the next few years, the creator economy is a catch-all term for how independent content creators (like YouTubers, podcasters, and social media influencers) engage directly with their audiences and monetize their creativity. This arena thrives off of digital platforms—YouTube, Instagram, TikTok, Patreon, etc.—which allow creators to reach a global audience and generate revenue through a variety of streams, including advertising, sponsorships, merchandise sales, and content subscriptions. In 2024, podcasters are some of the most influential figures in media, with 75% of respondents in last year’s Magna’s Media Trials and Vox Media study valuing podcasters’ influence more than they value pure social media influencers (15%) or celebrities from TV/film (15%).
But when people think of the creator economy, they don’t immediately think of broadcast talent
One of the most compelling aspects of the creator economy is the exceptionally low barrier to entry. For better or worse (OK, usually worse), anyone with a smartphone and a wifi signal can start a channel or a blog. And once in a blue moon, the results can be meteoric. YouTuber Markiplier began his career with simple “let’s play” videos and grew himself into a multi-million dollar brand with merchandise, sponsorships, and a massive following. On TikTok, Charli D'Amelio leveraged her original content to gain millions of followers, leading to lucrative brand deals and a transition into mainstream media. And she motivated a lot of people without much coordination to attempt TikTok dance challenges to impress their kids… shout out to my cool Aunt Jean.
The Creator Economy has made it easy for anyone to create and share media, allowing creators to skip traditional barriers and reach global audiences. Creators are continually adapting to new digital tools, changing platform algorithms, and evolving audience tastes. Trends and memes no longer last seasons or even weeks, they can last a matter of dayparts. And the biggest new tool at creators’ disposal? Well, AI of course!
AI as an Influencer?
To begin, there’s full-on AI influencers like Lil Miquela and Lu of Magalu. These virtual beings may be AI but they interact with audiences in a deeply human way. Lil Miquela, for example, recently had to decide whether she should “age” from 19 to 20, and so crowd-sourced opinions. After much existential angst (and selfies), she decided to age for her birthday. Her followers reacted with congratulations and even asked where they should send gifts!!
If you’re like me, you read that and thought, ‘the world has lost its ever lovin’ mind.’ But then you also thought, ‘the lines between reality and virtual are blurring more every day.’ And you also thought, ‘I might just follow one of these AI influencers out of curiosity!’
So then what about AI radio influencers? Can we create the same adoration for AI radio hosts as the masses have bestowed upon AI-only influencers like Lil Miquela? Given feedback from Futuri’s Audio AI thus far from our users, I would say the answer is a resounding yes. As long as AI is disclosed as being used, then people have no problem tuning in for these types of content creators, despite them not being actual humans. And that brings me to my next point, AI that is based on already beloved humans (including radio personalities).
AI is already acting the part of influencers... Instagram's new "Creator AI" program is revolutionizing how influencers manage fan interactions by employing AI-driven chatbots that mimic their voice, maintaining engagement without manual effort.
There’s growing investment in the creator economy
… and this investment will continue to fuel innovation in the tech-fueled Creator Economy. Dude Perfect, best known for their Youtube “Trick shot” videos, recently secured a nine-figure investment from Highmount Capital. The investment is earmarked for expanding beyond digital content to creating live experiences and consumer products, demonstrating a shift from digital-only presence to multifaceted media brands. Dude Perfect's planned headquarters in Frisco, Texas, which will be both a content creation hub and a venue for fan interaction, a place to merge online and real-world engagement.
And this is why the creator economy will just be called “the media” by 2030
Influencers are now media empires in themselves. They’re generating real revenue. They’re attracting large engaged audiences. They’re “doing promotions.”
This shift from solo creator to tech-powered empire was even noticeable at this year's NAB Show, where nearly 25% of attendees identified themselves as content producers and creators. Many of them came to my keynote with Ameca the robot, and as a result, videos of us also got over 65 million impressions on TikTok.
Why were so many at NAB? Creators are as curious about broadcast media as we are interested in influencers!
Forget by 2030… What will happen in the next 12 months?
Will broadcasters act more and more like creators?
Or will creators start acting more like broadcasters?
The lines between the two are already blurring.
This article originally ran as a column on Inside Radio.
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