National Research Group’s Post

Name: New data on online creator platforms | National Research Group posted on the topic | LinkedIn
Uploaded: 2024-07-25T16:00:17.451Z
Channel: National Research Group

National Research Group

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2mo

🤳 NEW DATA: Did you know? Over 3 in 4 consumers and 91% of creators think that online creator platforms have a bigger impact on culture than TV and film. Evidently, the creator economy has become the crucible of pop culture. Indeed, in a recent study, we found that content creators are the celebrities that Gen Alpha looks up to the most. But with great power comes great responsibility. So how can platforms enable creators to leverage their influence to effect positive social change? Reach out to inquiry@nrgmr.com for more on how to navigate the future of the creator economy. —-------------------------------------------------- Data on creators comes from an in-person study of 148 content creators attending VidCon in June 2024. Consumer data comes from a study of 3,000 US streaming viewers conducted online in July 2024. Data on Gen Alpha comes from a study of 500 male children in the US, ages 8 to 12, conducted online in June and July 2024. #insights #creatoreconomy #vidcon

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OK, so who has a bigger impact on the culture? Is it mainstream TV and film or is it creators? We surveyed consumers to find out what they thought and then we surveyed creators to find out what they thought. And then we did like a Family Feud style thing where we asked creators what they thought consumers thought. And before I get really lost, let's just cut to that. What percent do you think said creators have a bigger impact on the culture? 55% turns out that 91% of creators agree they have a bigger impact on the culture than does TV and film. And you might be thinking, wow, that's a really high number. Creators think very highly of themselves, while 77% of everyday consumers agree. And that means that the general consensus is that creators are the arbiters of culture. People get most of their information from creators instead of the news. I don't know a single person who still watches TV. The simplest piece of information like a show coming out that. Nobody would have cared about before could completely boost and create an entirely new business because one creator decides I like this. I'm gonna tell one other person about traditional actors that do traditional commercials wanna be influencers, you know, and doing brand deals. So it's not surprising that creators are the celebrities that Gen. Alpha looks up to the most. They're now creators that are physicians and doctors and people are changing their eating habits. They're changing like just the way they live in general based on who they're following. But as we all know. With great power comes great responsibility. Fortunately, creators seem to know it too. I think that it's very important that people are careful with how they use their platforms. Be a good influence. You want to inspire the youth. You don't wanna bring people down with your videos. In fact, some creators are even using their platforms for advocacy and save themselves as forces for social good. What we're doing is to train positive aging. We show that aging can be fun. You can stay active. My dream would be that a brand. You wanna work with us, Donate. So then Zoe could like bring something to the kids hospital. As a kid, I always wanted to see somebody like me sharing their story, showing themselves, you know, being a person, not being boxed in by their disability. So then the question is, what can platforms do to empower creators to have a positive social impact with their content? That's a really good question. We've got good questions and we've got great insights that energy. So come explore the future of creators with us. Reach out, we'd love to hear from you.

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Did you know NRG sends unsolicited sms messages ? And doesn’t respect do not contact requests Yes you do!

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💻 NEW DATA: Did you know? Creativity and community, not financial incentives, power the creator economy. In our most recent research on the creator economy, we found that while motivated by creativity, creators find it difficult to balance their creative vision with algorithmic success. 6 in 10 creators say they’re often surprised by which of their videos perform well. And in terms of what “good performance” means, creators say engagement (not views or monetization) is the most important metric in determining the success of a video. So the question becomes: how can platforms become the best conduits to the communities creators seek to create? Reach out to inquiry@nrgmr.com for more on how to navigate the future of the creator economy. —-------------------------------------------------- Data in this video comes from an in-person study of 148 content creators attending VidCon in June 2024. #insights #creatoreconomy #vidcon
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