According to a recent report by the Influencer Marketing Hub, the value
estimated of the creator economy today is $104.2 billion. An industry
growing rapidly that is expected to double in size by 2027
not only in economic terms but also in the number of creators (there are
currently more than 300 million in nine nations including the United States, Europe, Asia and
Australia per an Adobe survey).
On the other hand, the traditional media industry is confronting the impact that
the advent of digital has had on content, readership and subscriptions. A
impact that particularly affects the younger generations who refer
reference the web as their only source of information. For Demopolis about
75 percent of under-30s in Italy get their information on social media. The digital creators of the
rest today do not only produce entertainement content but
they experiment with new editorial formats. What opportunities does the
creator economy represents for the world of publishing and
information? What are the future trends and developments?