The creator economy market could double in the next five years amid an increase in digital media consumption and the emergence of new technology, according to Goldman Sachs.
The total addressable market of the creator economy — made up of more than 50 million independent online content creators — could rise to $480 billion by 2027 from $250 billion currently, the bank said.
“New platforms such as TikTok have emerged, while legacy platforms like Facebook and YouTube have also introduced new formats for sharing short-form video, live streaming channels and other forms of user-generated content,” said Eric Sheridan, senior equity research analyst at Goldman Sachs.
Goldman Sachs expects influencer marketing, platform payouts and short-form video advertising to drive growth in the creator economy.
The number of global creators is estimated to grow by 10 per cent to 20 per cent annually over the next five years, the bank said.
Social media creators earn through branding deals, platform advertising revenue, and direct payments from followers, such as subscriptions and donations.
Brand deals are the main source of revenue at about 70 per cent, followed by ad sharing and starting one's own brand, the report found.
The share of professional creators who earn more than $100,000 a year in the overall ecosystem will remain steady at 4 per cent even as the market expands, it said.
Digital platforms that offer multiple ways to monetise content will attract both influential creators and a larger share of spending, Goldman Sachs said.
A diverse user base, access to capital and strong AI recommendation engines are among the factors creating a “flywheel effect” for social media platforms, in which small gains build on each other over time and create further growth momentum, the report said.
Other factors include diverse product offerings, strong data analytics and e-commerce options.
Creators will flock to established platforms as competition intensifies due to economic uncertainty affecting brand spending and rising interest rates squeezing funding for emerging platforms, Mr Sheridan said.
“As a result, we expect some element of a ‘flight to quality’ whereby creators will prioritise platforms with stability, scale and monetisation potential,” he added.
The influencer marketing platform market is expected to reach $143.1 billion by 2030, growing 33.4 per cent annually, according to a report by research company Grand View Research.
“The increasing demand for over-the-top (OTT) media services and their collaboration with influencers to advertise and promote their content are opening new growth avenues for the influencer marketing platform market,” it said.
In February, Facebook’s parent company Meta reported a 55 per cent annual drop in fourth-quarter net profit, underpinned by escalating costs and a decrease in the average price per advertisement.
In the first quarter of this year, advertisement impressions delivered across Meta’s family of apps increased by 23 per cent a year and the average price per advertisement dropped by 22 per cent annually, the company said, without disclosing exact numbers.
Twitter is roughly breaking even, as most of the company’s advertisers have come back, and is expected to become cash-flow positive in the coming quarters, its billionaire owner Elon Musk said in a recent interview with the British Broadcasting Corporation.
Meanwhile, TikTok owner ByteDance’s revenue surged more than 30 per cent to exceed $80 billion last year, Bloomberg reported earlier this month, citing sources.
French business
France has organised a delegation of leading businesses to travel to Syria. The group was led by French shipping giant CMA CGM, which struck a 30-year contract in May with the Syrian government to develop and run Latakia port. Also present were water and waste management company Suez, defence multinational Thales, and Ellipse Group, which is currently looking into rehabilitating Syrian hospitals.
Titanium Escrow profile
Started: December 2016
Founder: Ibrahim Kamalmaz
Based: UAE
Sector: Finance / legal
Size: 3 employees, pre-revenue
Stage: Early stage
Investors: Founder's friends and Family
The specs
Engine: 1.5-litre turbo
Power: 181hp
Torque: 230Nm
Transmission: 6-speed automatic
Starting price: Dh79,000
On sale: Now
How to help
Send “thenational” to the following numbers or call the hotline on: 0502955999
2289 – Dh10
2252 – Dh 50
6025 – Dh20
6027 – Dh 100
6026 – Dh 200
Countries recognising Palestine
France, UK, Canada, Australia, Portugal, Belgium, Malta, Luxembourg, San Marino and Andorra
Electric scooters: some rules to remember
- Riders must be 14-years-old or over
- Wear a protective helmet
- Park the electric scooter in designated parking lots (if any)
- Do not leave electric scooter in locations that obstruct traffic or pedestrians
- Solo riders only, no passengers allowed
- Do not drive outside designated lanes
The biog
Profession: Senior sports presenter and producer
Marital status: Single
Favourite book: Al Nabi by Jibran Khalil Jibran
Favourite food: Italian and Lebanese food
Favourite football player: Cristiano Ronaldo
Languages: Arabic, French, English, Portuguese and some Spanish
Website: www.liliane-tannoury.com
Our family matters legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
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- Stay hydrated: Drink plenty of fluids, especially water. Avoid alcohol and caffeine, which can increase dehydration.
- Seek cool environments: Use air conditioning, fans, or visit community spaces with climate control.
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The Norwegian Nobel Committee, which awards the prestigious peace prize, held its final meeting on Monday, the Nobel Institute said on Thursday, a day ahead of the announcement of the 2025 laureate.
This means a decision was made about the laureate or laureates before the conclusion of an agreement between Israel and Hamas, which included a ceasefire and the release of hostages.
President Donald Trump pushed for the ceasefire as part of a 20-point plan to resolve the Gaza war.
Who was Alfred Nobel?
The Nobel Prize was created by wealthy Swedish chemist and entrepreneur Alfred Nobel.
- In his will he dictated that the bulk of his estate should be used to fund "prizes to those who, during the preceding year, have conferred the greatest benefit to humankind".
- Nobel is best known as the inventor of dynamite, but also wrote poetry and drama and could speak Russian, French, English and German by the age of 17. The five original prize categories reflect the interests closest to his heart.
- Nobel died in 1896 but it took until 1901, following a legal battle over his will, before the first prizes were awarded.
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“One mistake people always make is adding extra wasabi. There is no need for this, because it should already be there between the rice and the fish.
“When eating nigiri, you must dip the fish – not the rice – in soy sauce, otherwise the rice will collapse. Also, don’t use too much soy sauce or it will make you thirsty. For sushi rolls, dip a little of the rice-covered roll lightly in soy sauce and eat in one bite.
“Chopsticks are acceptable, but really, I recommend using your fingers for sushi. Do use chopsticks for sashimi, though.
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Anghami
Started: December 2011
Co-founders: Elie Habib, Eddy Maroun
Based: Beirut and Dubai
Sector: Entertainment
Size: 85 employees
Stage: Series C
Investors: MEVP, du, Mobily, MBC, Samena Capital
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COMPANY PROFILE
Name: Kumulus Water
Started: 2021
Founders: Iheb Triki and Mohamed Ali Abid
Based: Tunisia
Sector: Water technology
Number of staff: 22
Investment raised: $4 million
The specs: 2019 Audi A8
Price From Dh390,000
Engine 3.0L V6 turbo
Gearbox Eight-speed automatic
Power 345hp @ 5,000rpm
Torque 500Nm @ 1,370rpm
Fuel economy, combined 7.5L / 100km
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Torque: 330Nm (Cooper and Aceman), 494Nm (Countryman)
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1. Black holes are objects whose gravity is so strong not even light can escape their pull
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Countries offering golden visas
UK
Innovator Founder Visa is aimed at those who can demonstrate relevant experience in business and sufficient investment funds to set up and scale up a new business in the UK. It offers permanent residence after three years.
Germany
Investing or establishing a business in Germany offers you a residence permit, which eventually leads to citizenship. The investment must meet an economic need and you have to have lived in Germany for five years to become a citizen.
Italy
The scheme is designed for foreign investors committed to making a significant contribution to the economy. Requires a minimum investment of €250,000 which can rise to €2 million.
Switzerland
Residence Programme offers residence to applicants and their families through economic contributions. The applicant must agree to pay an annual lump sum in tax.
Canada
Start-Up Visa Programme allows foreign entrepreneurs the opportunity to create a business in Canada and apply for permanent residence.
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