Headline : How will AI change the video creator tools’ value chain?

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When it comes to selling software and hardware, the creatoreconomy resembles other types of hobby. Take sports: there are plenty of cheapfootballs and tennis rackets out there for consumers who want to start playing.For creating content, it is arguably even cheaper to get started. Most peoplealready have a smartphone, so they can begin creating and sharing contentimmediately. Monetising this long tail is big business for the video creatortools industry. Nearly 40% of entertainment consumers spent time creatingcontent weekly during Q4 2023. Many of those will have bought accessories tosupport that pursuit.

Micro purchases, such as ring lights, or subscriptions toentry-level video editing software are important because a healthy long tailhelps feed the rest of the industry. Even those companies who do not cater toit still rely on it for new business. The hope is that a significant proportionof long tail consumers become hooked on creating content and begin moving upthe value chain. The more time they spend creating content, the more likelythey are to invest in higher value software and equipment. This is because buyingmore expensive equipment is not just about need; it is also about visibly communicatinga commitment to their passion to peers and fans alike.

The creator economy certainly helps perpetuate the notionthat the more a creator spends on the process, the more success they will have. Many large Twitch creators haveexpensive setups: a gaming PC worth upwards of £1,600; a DSLR camera in theregion of £1,300; a £400 microphone; plus hundreds of pounds in equipment toimprove their workflow. This sends a message to up-and-coming creators that improvingproduction quality is just as important as producing engaging content in orderto gain an audience. This is a lucrative notion for the video creator toolsindustry, despite numerous examples of creators having expensive setups andsmall audiences as well as superstar creators – like Jynxzi –having budget setups and still pulling in huge audiences.

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