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The 4 Most Fascinating Storylines In The Creator Economy That Bi's Reporters Will Be Watching Next Year
TikTok CEO Shou Chew pictured testifying before Congress. His app could soon be banned in the US.
The Washington Post
- TikTok could be banned come January, but what are the other fascinating creator-economy stories?
- BI's media team rounded up the most intriguing stories for the year ahead.
- Our picks ranged from a battle between Spotify and YouTube to what will happen in "IRL social."
There are many fascinating stories popping up in the creator economy every day. So, which ones have really caught the eye of Business Insider's team of reporters and editors?
We're all closely tracking whether TikTok will be banned in the US in January. But that's not the only story that could shake up the industry.
As we head into 2025, BI's media team rounded up the creator-economy storylines we are most excited to dig into next year.
Dan's storyline to watch: Influencers look to become QVC-style live shopping hostsOutlandish is an official TikTok Shop agency partner.
Outlandish.
Live shopping has really begun to catch on in the US. Next year, I'm watching to see if top influencers embrace live selling and become QVC-style hosts — or if its momentum fades.
US creators have always hawked goods on behalf of brands, but live selling hasn't been a popular approach. It makes sense, as it's much easier for a creator to make a quick sponsored post than to film a 2-hour live sellathon.
TikTok Shop sought to popularize live selling in the US by working with outside partners to train live-selling creators and aggressively promoting the practice. I expect that will continue next year (if TikTok isn't banned), alongside efforts to drive up livestreams among e-commerce competitors like Amazon, Whatnot, and TalkShopLive.
But will creators whose content has nothing to do with e-commerce choose to try out live selling in 2025? Will live shopping replace static brand deals as the predominant way US creators make money, as it has in other regions like Asia? We'll be watching.
-Dan Whateley, senior reporter
Amanda's storyline to watch: Spotify and YouTube battle over video podcastingJoe Rogan dominates the podcast landscape.
Syfy/Getty Images
Creators are launching their own talk shows in the form of video podcasts.
As this growing trend of serialized long-form content takes over screen times, two tech giants — Spotify and YouTube — will continue to compete to be the best platform.
YouTube is already a strong leader in the creator economy and a go-to creator platform. Spotify has also had a good year, reporting increased profitability in its Q3 earnings.
As video podcasts rise in popularity, these two platforms will have to convince both creators and viewers why they're the best place to earn money, engage with fans, and reach new audiences.
The race has already begun. YouTube took a stand by releasing a suite of tools and features that creators can't get on other podcast platforms — including the ability to go live, respond to comments, and earn revenue from donations.
Meanwhile, Spotify invested heavily in video in 2024, developing its own tools and more ways to pay creators for video podcasts through subscription earnings and ad revenue.
So, how will these platforms compete in 2025, and who will ultimately win in the video podcast race?
-Amanda Perelli, senior reporter
Sydney's storyline to watch: The future of IRL social apps222's team, pictured, is part of a trend of IRL social startups.
Sydney Bradley
Social-media platforms are great for entertainment ... but for making new friends and maintaining IRL relationships? Less so.
However, a wave of startups that have either launched or expanded in 2024 plans to fill that gap. From in-person dinners offered by apps (like 222 or Timeleft) to event platforms (like Partiful or Posh), some startup founders are finding product-market-fit amid a loneliness epidemic. The trend extends beyond mobile apps, too, with in-person clubs or groups growing in popularity, like reading groups or running clubs.
While some of these startups are already raising capital and dabbling with monetization, will these solutions to loneliness stick around in 2024? And if they do stick, who will be category winners and what will success be defined by?
-Sydney Bradley, senior reporter
Nathan's storyline to watch: Creators on TVScott Galloway, pictured, cohosts multiple podcasts with video components.
Andrew Harnik/Getty Images
The walls between the TV and the creator worlds are being torn down brick by brick, particularly by YouTube.
In November, as it has been for a while, YouTube was the top streaming service on TVs in the US, coming in at 10.8% of viewing compared to Netflix's 7.7%, per Nielsen.
With the lines blurring, will we see more streamers and even traditional TV networks look to creator-style content, as ESPN has done with Pat McAfee?
Creator TV shows have had a muddled history, but I'd argue that their struggles often came from networks trying to parachute an influencer into a traditional "TV" format. What about meeting them halfway?
On that point, it's been interesting to see the convergence of podcasts and video. YouTube (hello again) is the top podcasting platform in the US, ahead of Spotify (which is also looking to beef up video) and Apple Podcasts.
What's stopping the likes of Netflix, or even CNN, from licensing podcasts as long as they get the video quality up to snuff? CNN+ wanted to give Scott Galloway a show once upon a time. Maybe they should just put one of his hit podcasts on the air. The cable TV business is in freefall. It's time to get creative.
-Nathan McAlone, deputy editor
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