Why Traditional Media Companies are Stuck Watching Creators Surge

Next in Creator Media spoke with analyst Doug Shapiro, author of The Mediator, about how fundamentally the growth of creators is shifting consumption habits and media economics, and what Hollywood and Madison Avenue should do about it.

Takeaways:

Shift in Media Consumption Habits
Traditional media is facing stagnation due to a fixed amount of consumer attention, while creator media is rapidly growing, now contributing to roughly half of media industry growth globally.

Dominance of Creator Media
The creator economy, including YouTube, TikTok, and other platforms, produces content at an unprecedented scale, significantly outpacing traditional media in volume and engagement.

Changing Definition of Quality
Younger audiences prioritize authenticity, relatability, and quick gratification in their media consumption, reshaping traditional definitions of quality content.

Inevitability of the Creator Economy
The shift towards creator-led platforms is described as "relentless and inevitable," with traditional media unable to reverse this trend entirely.

Challenges for Traditional Media
Institutional media companies struggle to adapt to the democratization of content creation and distribution, hampered by their entrenched focus on high production values and limited competitor sets.

Generational Shift and Sustainability
The shift toward creator media is not a passing trend but represents a deeper generational shift, emphasizing consumer preferences for user-generated content.

Guest: Doug Shapiro

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative