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Is the creator economy misunderstood?

Mount Equity Group Tokyo Japan > News > Markets > Is the creator economy misunderstood?

In 2005, a while before the world adapted ‘creators’ and ‘influencers’ to their everyday vocabulary, the first-ever video was streamed on YouTube. A 19-second video named ‘Me at the zoo’ featured the co-founder of YouTube as he stood in front of two elephants that nodded their heads and inaugurated the chaos to come.

While it’s tempting to close the case and call it the ‘survival of the sensational,’ there is more to it than that. We have seen multiple creators like Lilly Singh, Liza Koshy, Prajakta Kohli, and many others that built an empire over consistent uploads of relatable comedy and slowly and unsurprisingly ran their course. 

While their stories of cultivating and losing their enormous fan base can be emotionally narrated as the story of the doomed and short shelf life of the internet celebrities,…

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