Why The Creator Economy Won’t Replace The At…

Attention economy companies will increasingly incorporate creator economy tools into their products, building another revenue stream while strategically entrenching their dominance. Attention Economy Companies In the attention economy, human attention is viewed as a limited resource, and the major social media platforms are the brokers. The major social media platforms all operate with a similar model - make it super easy for users to generate and share content, then surface this content at the right times to the right people (along with a range of other tactics) to maximise engagement (attention). Once this attention is gathered, these social media platforms can then sell it to advertisers. On certain platforms e.g. YouTube, a share of this ad revenue is shared with the creator generating the content. This model is highly interesting because the individual generating the commodity (i.e. attention) receives no financial benefit from this transaction. All that the individual receives is the utility from consuming the content created by the creator.