1

2

Agenda

• The New Creator Economy
• Why a creator is becoming a preferred career choice
• The impact of Web3
• 140+ of the latest creator economy platforms
• Platform unicorns’ and their characteristics

​

As well as

• Trends in the future
• Challenges for creators
• Plus more!

Over the next hour

The New Creator Economy

Ollie Forsyth

Global Community Manager

ollie.forsyth@antler.co

3

question!

How many American high school students plan on becoming creators?

​

4

29%!

5

What is the creator economy?

7

Podcast 🎤

Music 🎸

Gaming 🎮

Building 👀

Video 📹

​​

Types of creators

Ecosystem insights

Writing ✍️

Crypto 🖼️

Photography 📸

Personal adventures ⏰

​

​

8

It’s also becoming much easier

Ecosystem insights

• Become a creator with your smartphone
• Reach millions of views within days
• Multiple revenue opportunities
• Consumers are buying from creators directly (trust)
• Creators are now launching their own brands selling directly to their fans
• Crypto is allowing creators to scale and be fairly compensated

9

Why is this happening?

Permissionless

​

​

Ecosystem insights

• No boss
• Autonomy
• Impact on the world
• Self expression
• Lifestyle
• Own the upside

​

29% of American high school students plan on becoming creators as a preferred career choice according to recent research.

10

$100b

Category

3 years

To fruition

11

Where did it all begin? Web 1.0 - Web 2.0

• Static information websites
• Creators had one way communication with fans
• Reduced revenue opportunities
• Limited tech infrastructure
• Poor user experience
• Minimal upside

Ecosystem insights

Web 1.0

The Information Economy (1980’s)

12

Where did it all begin? Web 1.0 - Web 2.0

Ecosystem insights

Web 2.0

Creators = Bloggers → Brand representatives (2004)

​

• Fan interactions
• New revenue streams such as: sponsorship, advertising, tipping, brand deals, direct monetization (subscriptions)
• Platforms own the creator
• Improved user experiences
• Global collaboration opportunities

13

The New Creator

Economy

14

Where did it all begin? Web 3.0 overview

• Creators are no longer the product, they are the new economies
• Community members receiving upside on their contributions to communities and platforms
• A new way to generate an income through digital assets, community tokens and through the metaverse
• New types of network effects
• The Open Economy

Ecosystem insights

Web 3.0

The New Creator Economy (today)

Community (DAOs) 💡

​

Owned audience 🌱

​

Open transparency 💫

​

Upside 🎫

​

​

​

15

Web3: Challenges and the impact

Ecosystem insights

• Creators are the new economies - they have ownership and a say in the platforms direction
• You can see a creators live income and analytics
• They have greater financial upside

Impact

• Platforms are in control. No ownership for creators (Spotify and YouTube example)
• Discovery: Limited discovery on platforms
• Revenue: Limited to direct monetization with high take rates (ranging from 5-50%)
• Distribution: Single language communication
• Lonely and little financial protection
• Web3 education

​

Challenges

16

Trends

17

Geographies

​

LATAM 🇧🇷

India 🇮🇳

Vietnam / Korea 🇻🇳

​

Industries

​

Gaming 🎮

NFTs 🎫

Music 🎸

​

​

​​

Trends

Ecosystem insights

18

question!

What is the average daily consumption of audio in LATAM?

19

14 hrs / 40 mins

20

LATAM

Geographical trends

• Geography: Highest audio consumption
• 10 hours a day online (Brazil)
• 88% use social media (73% in North America)
• 1/3 of the population follow an influencer
• 40% of consumers have bought from a creator who recommended the product
• 50% of creators in Brazil made less than $100 a month
• Lowest ad spend in the world ($21b in 2020)
• Market is lacking: Product, standardization pricing and terms
• Ecommerce sales grew by 63 percent in 2020

21

India

Geographical trends

​

• Population: 1.38 billion
• 50 million creators
• 100k creators who now have 2m subscribers (contributing $1.7b to the Indian economy in 2021)
• 72% of YouTube creators (India) say ad revenue is an important source of income
• One of the most active geographies talking about Web3
• Opportunities: Gaming, Commerce and Payments

​

Examples:

• Bhuvan Bam is one of the most loved YouTubers in India, and his comedy channel 'BB ki Vines' has over 25 million subscribers. He is not just a comedian but also a writer, singer and songwriter

22

Vietnam & Korea

Geographical trends

​

• Population: 52m (Korea), 100m (Vietnam)
• Axie exploded in July 2021 which resulted to 2% of the GDP of the Philippines
• Notable case studies: Axie Infinity, Squid Games & Baby Shark
• Squid Games: 1.65 billion hours of watch time in the first two weeks
• Mobile first leveraging entertainment
• Axie Infinity is a blockchain-based game in which players purchase NFTs of cute monsters and then pit them against each other in battles

​

Notable companies:

23

The rise of social media platform

​

TikTok Case Study

TikTok Case Study

24

Gaming

Sector Trends

Market overview:

• 3 billion gamers global
• $200b TAM

​

Platform challenges:

• Purchasing avatars across multiple platforms
• Transactional vs community driven
• Apple’s 35% take rate

​

Where may the category go in the future?

• Platforms will be community-led
• Avatars will be able to be used across multiple games
• Gaming creators will own their audience
• Income opportunities for users through play to earn
• New games will launch via NFT drops
• Geographies: Africa (Carry1st), India and Vietnam (Axie Infinity)

​

Notable companies:

25

Music

Sector Trends

Solutions and challenges:

• Records owned by record labels
• Artists have no interactions with fans
• Music is becoming decentralized where music artists remove the middleman
• We may also see this with podcasting (Apple Podcasts)
• What is the value? Vibes vs Investment
• We become the new A&R’s

​

0.2% of the more than seven million musicians on Spotify make more than US$50,000 a year in royalties.

26

NFT’s

​

Sector Trends

How will NFT’s be used?

• Backstage passes
• Exclusive interactions with fans
• Community
• Community tokens
• Lifetime income network effects

​

28

For this to succeed….

​

29

The Creator Middle Class

​

30

Key challenges for the creator economy platforms going forward:

Ecosystem insights

Challenges

Opportunities

1. Provides additional income for consumers

​

2. Low barriers to entry

​

3. 100 true fans to make a sustainable income

​

4. Deep and long lasting relationships with fans though the likes of DAOs (token gating)

1. Distribution & discovery

​

2. Market sizing

​

3. Education on Web3

​

4. Governance & privacy

​

31

The challenges for creators:

Ecosystem insights

1. Language barriers

​

2. Creator burnout

​

3. Become Web3 native

​

4. Creator payments including loans

​

​

Challenges

1. Reach millions of potential fans within minutes

​

2. Diverse revenue opportunities

​

3. Make an income anywhere in the world

​

4. Lifetime royalties

​

5. Community

​

Opportunities

Mr Beast | Beast Burgers

$15m in 48 hours

300 stores

Josh Richards

Ani Energy

Kylie Jenner

Kylie’s Cosmetics

32

Creators launching their own brands

Why is this important?

33

Characteristics of creator economy unicorns

Ecosystem insights

Key stats:

• 11 new unicorns throughout 2021
• 13/15 unicorns born in the U.S
• Europe yet to produce a creator unicorn
• 1/15 unicorns founded by a female founder
• Average company which reached unicorn status in 2021 raised US$13.5m at Series A & ~6 years to reach unicorn status
• Notable trends: Gaming, Live Streaming, Fan Interactions & Creator Management

​

*Europe is still to produce a unicorn in the creator economy space.

34

What next?

37

Creator funds

Ecosystem insights

Summary and key takeaways

• Trusted open economy
• Community first
• Creators will become technology investors using their reach as klout
• Web3 will become a powerful moat in incentivizing creators to
• Community led platforms may created a new generation of wealth
• Creators are amazing storytellers
• Creator funds
• All of us may become creators in the future

Stay connected

Facebook | Twitter | LinkedIn | Instagram

40

Antler Team

Key stats - we are just at the beginning

3

• US$1.3b invested throughout 2021
• Web3 encompasses: The Creator Economy
• 29% of American High school students plan on becoming creators
• Average creator earns $60k in YouTube advertising revenue with 1m subscribers
• 0.2% of the more than seven million musicians on Spotify make more than US$50,000 a year in royalties
• Apple, YouTube and Instagram take rates: 35-100%

​

​

Resources

​

​

What is The Creator Economy

​

Our 2021 Creator Economy Report

​

The Attention Economy

​

NFT’s & The Rise of Digital Ownership

​

Our 2022 Creator Economy Report

​

Press:

​

Meet 18 of Europe’s newest creator economy startups by Sifted

​

Creator Economy Startups Hop on the Web3 Bandwagon by The Information

​

​

42

We covered:

• The New Creator Economy
• Why a creator is becoming a preferred career choice
• The impact of Web3
• 140+ of the latest creator economy platforms
• Platform unicorns’ and their characteristics

​

As well as

• Trends in the future
• Challenges for creators
• Plus more!

Takeaways:

The New Creator Economy

Ollie Forsyth

Global Community Manager

ollie.forsyth@antler.co