Empowering Creativity: Building Businesses and Jobs In Europe’s Creator Economy
For centuries, Europe has been a cultural powerhouse, exporting its art, theatre, literature and music to all of the globe. From Renaissance masterpieces to the symphonies of Beethoven, Europe’s developers have actually formed the method countless individuals we think of and experience the world.
Today, this tradition continues, however in a greatly different landscape. The digital age has changed how material is produced and shared, democratising the tools of creation and breaking down old barriers to gain access to. Anyone with a smart device and a trigger of imagination can now end up being a material producer and reach a worldwide audience.
Platforms like YouTube have become central to this new community. These platforms not just empower creators to share their stories, but also drive financial development and neighborhood building in methods unthinkable simply a few decades ago. Today’s developers are not restricted to the hair salons of Paris or the auditorium of Vienna – they are reaching millions from home studios, going beyond borders with a single upload.
In 2022, YouTube’s imaginative environment alone added over EUR5.5 billion to the GDP of the EU27 – and supported more than 150,000 full-time equivalent jobs. According to Oxford Economics, 7 out of 10 European developers who make money from YouTube agree that the platform assists them export their material to international audiences which they would not access otherwise.
We need to encourage the work that young creators are doing, and support platforms and developers alike
This changing landscape was the focus of a current discussion at the European Parliament in Brussels, where policymakers and YouTube developers came together to explore the profound impact of the creator economy. By examining how platforms like YouTube are reshaping the creative community, employment the event highlighted the capacity for European developers to not just amuse but to create tasks and strengthen Europe’s cultural footprint worldwide.
Zala Tomašic, an EPP MEP from Slovenia and a member of the CULT Committee, began the conversation with a personal story, revealing that she had actually when harboured aspirations to be a “YouTube star”. As a kid she produced a channel, however her ambitions fell at the very first obstacle when she understood rather just how much know-how is needed throughout editing, noise, lighting, recording, and marketing for material development. “Companies employ big departments to do what a creator does by themselves, all by themselves,” she noted.
Gaspard G – another of the attendees – was more successful in his attempts at developing a career on YouTube. G began publishing on YouTube at the age of 10, and soon started his own channel, covering a mix of politics and existing occasions. Since then, his channel has grown to more than 1.1 million customers. He is also the founder of a creative media company, representing creators on YouTube, Instagram, TikTok, and LinkedIn.
Earlier this year, he was appointed Secretary General of the Union of Influence Profession and Content Creators (Union des Métiers de l’Influence et des Créateurs de Contenus, or UMICC), the very first professional federation committed to the influencer sector in France. In his speech about ending up being of a successful developer, he highlighted the increasing power and obligation of YouTube creators, a few of whom progressively exceed conventional media outlets in reach. This brings with it duty to professionalise, he said. Alongside supporting and representing influencers, UMICC intends to develop acknowledgment and ethical requirements for online creators, to bring it into line with other recognised professions.
MEP Tomašic stressed that, while policy-makers should deal with some challenges such as information defense and the spread of mis- and dis-information, they should not lose sight of the “substantial positive aspects” that platforms like YouTube bring. “They create an environment where people can access information, get rid of barriers to the spread of understanding, and open up extraordinary chances for employment and development,” she stated, noting the number of business owners and small companies use these platforms to reach more comprehensive audiences and building their brand names while developing brand-new job chances. Additionally, she noted how social media continues to enhance advocacy and awareness on social issues, offering an effective tool to mobilize communities and drive modification.
To make sure Europe understands its prospective as an international center for imagination, she advised policy-makers to do more to support digital skills development. “We require to increase the digital literacy abilities. We require to invest in the digital space. We need to motivate the work that young creators are doing, and we need to support platforms and developers alike,” she added.
Veronika Cifrová Ostrihoňová MEP, a former reporter, echoed these ideas, however expressed her issues about the role of social networks in spreading false information. “Despite the fact that social media is a fantastic tool for us to utilize, it’s simply a tool,” she stated. “We require to tackle problems like misinformation, disinformation, and algorithmic blind spots.”
David Wheeldon, Managing Director and Head of EMEA Government Affairs and Public Policy at YouTube, highlighted the platform’s unique position in the imaginative economy. YouTube not just offers a space for creators to share their work however also drives financial and community development. Creators are not just developing professions on their own. As Gaspard G shows, they are likewise shaping the future of media by developing jobs and constructing entire media business and sectoral organisations. As Wheeldon highlighted, YouTube creators in Europe are reaching an international audience, with 65% of their watch time coming from outside the continent. This broad reach presents an opportunity for European developers to invest in their culture and imagination, extending their impact worldwide.
Looking ahead, YouTube is exploring innovative ways to help creators reach even larger audiences. Wheeldon revealed the approaching growth of AI tools, such as YouTube Aloud, which utilizes AI to dub developers’ voices into other languages. “We are going to release YouTube Aloud in a growing number of languages in Europe, where AI will take your voice and lip sync and you will be talking in another language,” he explained. “We have actually got 5 languages up and running, and we’re going to construct that in time. This creates a huge opportunity for all creators in Europe to gain access to audiences throughout the continent and beyond.”
The event underscored the need for policymakers to acknowledge the potential of the developer economy and foster an environment that supports digital skills. MEP Tomašic kept in mind that the imaginative economy offers youths a special chance to turn their passions into professions. “60% of Generation Z and millennials wish to turn their hobbies into a profession,” she said, highlighting the sector’s importance to future job markets.
By investing in digital literacy and supporting platforms that empower developers, Europe can solidify its position as a worldwide center of imagination and innovation. As MEP Tomašic concluded, the creator economy isn’t almost individual success – it’s about building a vibrant, sustainable cultural and financial environment that benefits all of Europe.