When creator content goes mainstream

May 6, 2024 | Share this article

There’s no denying that creators have completely changed the entertainment landscape, and now AI is only going to empower them further, suggests UM’s William Wun.

Home to 60% of the world’s population, the APAC region is also the home of the most social media users worldwide. They make up 64% of global audiences, and in Southeast Asia, the average user spends 35 minutes longer per day on social media than the global average, per data from GWI. Fueled by the rising audience demand to control the content they watch, the creator economy has thrived and shaped the ways in which APAC audiences consume content, spend their money, and purchase products.

The rise of creator content has given traditional entertainment a run for its money. Audiences tune in to creators’ lives to see what they are doing with their pets and to learn life hacks, how to cook, how to dress, and even how to parent. Creators create content to win over our spare time, and in return, we support them through subscription fees, purchasing merchandise, or watching ads, which they receive a portion of the fees from. As a result, the APAC creator economy is estimated to be worth US$135.2 billion in 2023, per a report by Coherent Market Insights.

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