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 corners of the world. From Renaissance work of arts to the symphonies of Beethoven, Europe’s developers have actually shaped the way millions of individuals we imagine and experience the world.

Today, this tradition continues, however in a vastly various landscape. The digital age has actually changed how content is produced and shared, democratising the tools of creation and breaking down old barriers to gain access to. Anyone with a smartphone and a spark of creativity can now become a content manufacturer and reach a worldwide audience.

Platforms like YouTube have actually become main to this brand-new community. These platforms not just empower creators to share their stories, however also drive economic development and community structure in methods unimaginable just a couple of years ago. Today’s developers are not confined to the beauty salons of Paris or the auditorium of Vienna – they are reaching millions from home studios, transcending borders with a single upload.

In 2022, YouTube’s innovative environment alone included 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 creators who make money from YouTube concur that the platform assists them export their content to global audiences which they would not access otherwise.

We need to motivate the work that young creators are doing, and assistance platforms and creators alike

This altering landscape was the focus of a current conversation at the European Parliament in Brussels, where policymakers and YouTube creators came together to explore the profound effect of the creator economy. By analyzing how platforms like YouTube are improving the creative community, the occasion highlighted the capacity for European developers to not just amuse but to generate tasks and strengthen Europe’s cultural footprint worldwide.

Zala Tomašic, an EPP MEP from Slovenia and a member of the CULT Committee, began the discussion with a personal story, revealing that she had once harboured ambitions to be a „YouTube star“. As a child she created a channel, but her ambitions fell at the first hurdle when she realised rather how much proficiency is required throughout editing, sound, lighting, recording, and marketing for content creation. „Companies utilize big departments to do what a creator does on their own, all by themselves,“ she noted.

Gaspard G – another of the guests – was more effective in his attempts at developing a profession on YouTube. G began publishing on YouTube at the age of 10, and quickly started his own channel, covering a mix of politics and current events. Ever since, his channel has grown to more than 1.1 million subscribers. He is also the founder of an innovative media agency, representing creators on YouTube, Instagram, TikTok, and LinkedIn.

Earlier this year, he was designated 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 first professional federation devoted to the influencer sector in France. In his speech about becoming of a successful creator, he highlighted the increasing power and responsibility of YouTube developers, some of whom increasingly surpass traditional media outlets in reach. This brings with it responsibility to professionalise, he said. Alongside supporting and representing influencers, UMICC intends to develop recognition and ethical standards for online creators, to bring it into line with other recognised occupations.

MEP Tomašic worried that, while policy-makers need to deal with some challenges such as information protection and the spread of mis- and dis-information, they ought to not forget the „huge favorable aspects“ that platforms like YouTube bring. „They develop an environment where individuals can access details, get rid of barriers to the spread of knowledge, and open extraordinary opportunities for employment and development,“ she stated, keeping in mind the number of business owners and small services use these platforms to reach more comprehensive audiences and developing their brands while producing brand-new task opportunities. Additionally, she kept in mind how social networks continues to enhance and awareness on social problems, providing an effective tool to activate neighborhoods and drive modification.

To make sure Europe realises its potential as an international center for imagination, she urged policy-makers to do more to support digital abilities development. „We need to increase the digital literacy abilities. We require to buy the digital area. We need to encourage the work that young developers are doing, and we need to support platforms and developers alike,“ she included.

Veronika Cifrová Ostrihoňová MEP, a former journalist, echoed these concepts, employment however revealed her concerns about the function of social media in spreading out false information. „Although social networks is a wonderful tool for us to use, it’s just a tool,“ she said. „We need to tackle issues like false information, disinformation, and algorithmic blind areas.“

David Wheeldon, Managing Director and Head of EMEA Government Affairs and Public Policy at YouTube, highlighted the platform’s unique position in the innovative economy. YouTube not just offers an area for creators to share their work but also drives economic and community advancement. Creators are not simply developing professions for themselves. As Gaspard G programs, they are likewise forming the future of media by creating tasks and constructing whole media companies and sectoral organisations. As Wheeldon highlighted, YouTube developers 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 creators to purchase their culture and imagination, extending their influence worldwide.

Looking ahead, YouTube is exploring innovative ways to help creators reach even bigger audiences. Wheeldon announced the upcoming expansion of AI tools, such as YouTube Aloud, which uses AI to call creators‘ voices into other languages. „We are going to introduce YouTube Aloud in increasingly more languages in Europe, where AI will take your voice and lip sync and you will be talking in another language,“ he described. „We’ve got 5 languages up and running, and we’re going to build that gradually. This develops a huge chance for all developers in Europe to gain access to audiences across the continent and beyond.“

The event highlighted the need for policymakers to recognize the potential of the creator economy and foster an environment that supports digital abilities. MEP Tomašic noted that the imaginative economy offers young individuals an unique opportunity to turn their enthusiasms into occupations. „60% of Generation Z and millennials wish to turn their hobbies into a profession,“ she stated, highlighting the sector’s importance to future job markets.

By purchasing 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 just about individual success – it’s about building a dynamic, sustainable cultural and economic community that benefits all of Europe.