SPECIAL
THE REAL STATE OF THE CONTENT CREATION BUSINESS IN 2025
The report finds 61% of creators now work full-time – up 6% from 2024 – and most have serious ambitions for the year ahead. Whether it’s launching their own product line, expanding to new platforms or collaborating with other filmmakers, today’s creators are no longer dabbling, but building a brand. They’re redefining what running a business looks like. That shift has major implications for working filmmakers, YouTubers and commercial content producers alike. The expectations are rising, and so is the competition. Success is increasingly defined by those who can blend creativity with business savvy. According to the report’s findings, ‘98% of full- and part-time creators have set creative or business goals for the next 12 months’. Many are seeking more creative control, financial independence or protection from platform volatility by expanding into new formats such as long- form content. Collaborating with other creators and investigating monetisation models are also seen as paramount. While YouTube, TikTok and Instagram continue to dominate, there’s a growing interest in emerging platforms such as Lemon8 and RedNote among US-based creators who are anticipating regulatory uncertainty around TikTok. But this growth isn’t just about reach – it’s about resilience. The rise of direct- to-fan models, such as subscriptions, memberships and merchandise, reflects
a broader desire for independence from changing algorithms, ad revenue and traditional brand partnerships. In fact, 95% of successful creators are now engaging their audiences through direct-to-fan strategies, with personal storytelling emerging as a top tactic for building communities. Gone are the days when creators relied solely on platform ad revenue or sporadic brand deals. This move toward monetisation on their own terms is changing how creators view their audiences – as well as their clients. Increasingly, creators want more autonomy in partnerships, prioritising creative freedom in brand collaborations which match their own values. It’s a more strategic, self-respecting mindset. As filmmaker and creator economy expert Jordan Schwarzenberger says, “Build an audience before anything else – especially before product. Understand what your audience really wants, involve them early and lead with authenticity.” NEW (OLD) TALENT You might think making content is all about young people, but there’s work for the experienced too “Gone are the days when creators relied solely on platform ad revenue or sporadic brand deals”
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