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What is the 'creator economy'?

The so-called “creator economy” has mushroomed and is expected to grow even more in the coming years, according to Goldman Sachs Research. Individual people with their own brands and online audiences have emerged as one of the biggest developments of the digital age.

When did the creator economy start?

In 1997, Stanford University 's Paul Saffo suggested that the creator economy first came into being in 1997 as the "new economy". Early creators in that economy worked with animations and illustrations, but at the time there was no available marketplace infrastructure to enable them to generate revenue.

How will the creator economy grow in the next 5 years?

The analysts expect spending on influencer marketing and platform payouts fueled by the monetization of short-form video platforms via advertising to be the primary growth drivers of the creator economy. Goldman Sachs Research expects the 50 million global creators to grow at a 10-20% compound annual growth rate during the next five years.

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