• by Wayne Friedman , Staff Writer, December 14, 2023

The IAB says the “creator content” video economy continues to grow -- with 39% higher consumer usage. At the same time, there has been a 22% increase in studio content viewers.

More importantly -- and this might be key -- 40% of consumers report they are watching creator content on their regular TV sets -- everything from piano music instruction, crochet artisans, computer device/developers problem solvers, book reviewers, and everything in between. 

Is there a way that mainstream studio content producers -- traditional TV networks, streamers services, smart TV manufacturer-based video platforms -- can benefit from the former?

Right now nearly 80% of the U.S population are regular monthly digital video users, with daily usage time growing 30 minutes over the last two years to 4 hours/16 minutes per day. A hefty piece of that usage comes from creator content.

The report says the higher quality of creator content now gives those developers more weight and impact, as well as advertising surrounding and supporting that content.

Much of this is distributed ubiquitously on the likes of major creator content platforms like YouTube.

On the flip side, some studio content providers might believe creator content are, in fact, competitors. But in fact, the IAB study finds that they are complimentary. 

Research shows creator content makes consumers feel “inspired, energetic, and excited,” while studio content is where they like to feel “relaxed and entertainment” and that “it takes me away from my everyday:”. 

But there are risks to some of this. 

While ‘creator content” can seem more engaging and personal -- and to an extent, more professionally produced than its beginnings around two decades ago -- advertisers still worry about control.

One brand executive said: “Sometimes you have to be comfortable being a little uncomfortable, and trust the creators. Though sometimes that just doesn't happen, there is a little bit of lack of accountability.”

Can that be said for studio content producers? Not really. 

Still, spillage -- mistakes, errors, unsavory content -- can ding the reputation for newbie video content producers. Is that just part of the media strategy plan dynamic we need to increasingly come to expect?

Despite these issues, long term one wonders if there is a complementary space for professional TV/movie producers to consider when incorporating the “creator community” into their content, all in order to increase engagement. 

Take a closer look to peer through those ubiquitous circular home internet ring lights for some answers.