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A new impact report by Oxford Economics has revealed that YouTube content creators contributed £2.2 billion to the UK economy in 2024 and supported around 45,000 jobs.
The figures highlight how digital content creation has grown into a serious business sector, with creators turning their platforms into careers and even launching companies of their own. For example, Lilly Sabri, who creates fitness videos, has built a community of over six million followers on YouTube, using the platform as a springboard to launch two businesses and create jobs.
A growing marketplace
These numbers are worth noting. The creator economy represents a growing marketplace and offers opportunities for partnering with creators to increase your brand exposure. It can also be worth learning from the way creators build loyal communities online.
Opportunities for growth
The “creator economy” indicates that people now want more than just adverts – they want stories, interaction and authenticity. Are there ways that you could lean into that, even in small ways, to find new growth?
For instance, could experimenting with short-form video (TikTok, Instagram Reels, YouTube Shorts), podcasts and email newsletters help you reach customers in spaces where they’re already spending time?
Running behind-the-scenes content, live Q&As, customer spotlights, or collaborating with local influencers who fit with your business can also be beneficial. These days, it’s about building trust and a sense of community around what you do, not just pushing products.
This development shows that the creator economy isn’t just about social media personalities. It’s part of a wider shift in how value is being created – and for businesses willing to adapt and engage, it could open opportunities.
