Creator economy

The structural change it names is disintermediation. Previously, reaching an audience required an institution that owned distribution — a label, a publisher, a network — and that institution took the majority of the revenue in exchange. Platforms replaced distribution, and payment infrastructure replaced the institution's finance department, leaving the creator holding the relationship.

What did not disappear is the platform dependency. A creator who owns an audience only inside one platform has swapped a label for an algorithm, and the algorithm renegotiates the terms without a meeting. This is why email lists, owned pages and direct payment keep resurfacing as the sector's recurring advice.

Income concentrates heavily. A small share of creators earn the large majority of the revenue, which makes median figures far more informative than averages in any market sizing you read.