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  • Creator Economy Primer 2023

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    TheMoneyMitra
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    The document discusses the growing creator economy, noting that there are over 80 million content creators globally but most do not make money. It highlights that people are spending significant time consuming content daily across various platforms. While advertising is a major monetization method, direct monetization of fan support through subscriptions, tips, and commerce will be important. Micro and nano creators with smaller followings are increasingly leading marketing campaigns. Top Indian creators have built large followings and successful businesses. Creators are becoming entrepreneurs, and the creator economy will drive innovation in content, commerce, and community.

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    The document discusses the growing creator economy, noting that there are over 80 million content creators globally but most do not make money. It highlights that people are spending significant time consuming content daily across various platforms. While advertising is a major monetization method, direct monetization of fan support through subscriptions, tips, and commerce will be important. Micro and nano creators with smaller followings are increasingly leading marketing campaigns. Top Indian creators have built large followings and successful businesses. Creators are becoming entrepreneurs, and the creator economy will drive innovation in content, commerce, and community.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    46 views10 pages

    Creator Economy Primer 2023

    Uploaded by

    TheMoneyMitra
    The document discusses the growing creator economy, noting that there are over 80 million content creators globally but most do not make money. It highlights that people are spending significant time consuming content daily across various platforms. While advertising is a major monetization method, direct monetization of fan support through subscriptions, tips, and commerce will be important. Micro and nano creators with smaller followings are increasingly leading marketing campaigns. Top Indian creators have built large followings and successful businesses. Creators are becoming entrepreneurs, and the creator economy will drive innovation in content, commerce, and community.

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    © All Rights Reserved
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    of 10

    CREATOR ECONOMY

    2023 Primer
    EXPLOSION OF CONTENT CREATORS...

    80M 80K+ 200K+


    Creators & Knowledge Creators with 100k+ Professional Full-Time Content
    Professionals following on YouTube Creators
    & Instagram

    ... but most creators don't make money today. We need platforms that are
    more equitable in rebalancing the economics for long-tail of content
    creators.

    | 01
    PEOPLE ARE HOOKED TO CONTENT!

    108 mins 330B+ 350M+ 110 mins


    Daily Video Consumption Total monthly views Total users on Daily content
    on YouTube across Indian short Indian short- consumption on leading
    video platforms video homegrown audio
    platforms platforms

    Many emerging content formats such as short-form video, audio


    podcasts, storytelling, etc. are getting increased engagement. These
    content consumption patterns across multiple genres will only keep
    growing.

    | 02
    MONETIZATION NEEDS TO BE REIMAGINED

    Brand Deals & Collaborations Online Workshops & Courses Direct Subscriptions

    Personalised Content Creator-Led Commerce Direct Fan Tipping

    Advertising-led monetisation is not equitable to most creators. We will


    see significant future momentum in direct monetisation of fandom for
    creators through emerging business models.

    | 03
    POWER OF MICRO-CREATORS

    54%
    Nano Creators: Creators who have
    between 1k - 10k followers

    Micro Creators: Creators who have


    between 10k - 100k followers
    Influencer marketing campaigns
    are led by micro and nano-
    creators.

    Micro and nano creators are starting to drive brand marketing, as they
    have deeper fan engagement and can tap into niche areas - leading to a
    new ecosystem of creators from Bharat.

    | 04
    TOP TOOLS USED BY CREATORS

    Discovery Platforms Monetisation Tools Creator Tools

    | 05
    RISE OF CREATOR-PRENEURS

    Bhuvan Bam (BBKiVines) TechnicalGuruji Kabita's Kitchen Ankur Warikoo

    Prajakta Koli (MostlySane) Ajey Nagar (CarryMinati) Vidya Vox Komal Pandey

    There are 558 creators and influencers with 10M+ followers from India.
    These creators are going on to build their own businesses, launch their
    own products, offer personalised services, and transition into full-time
    entrepreneurs themselves.

    | 06
    Creators are the entrepreneurs of today.

    At Kalaari, we believe that creators will be at


    the forefront of unlocking innovation across
    content, commerce, and community.

    | 07
    If you have any ideas on the creator economy,
    please reach out to us.

    Write to us on creatoreconomy@kalaari.com

    | 08
    For more updates, follow @Kalaari on

    | 09

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