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 masterpieces to the symphonies of Beethoven, Europe’s developers have actually formed the way millions of individuals we think of and experience the world.
Today, this legacy continues, however in a vastly various landscape. The digital age has actually transformed how material is produced and shared, democratising the tools of creation and breaking down old barriers to gain access to. Anyone with a smart device and a spark of creativity can now become a material producer and reach a global audience.
Platforms like YouTube have become central to this new ecosystem. These platforms not only empower creators to share their stories, however also drive financial development and community structure in methods unimaginable just a couple of decades ago. Today’s creators are not restricted to the salons of Paris or the auditorium of Vienna – they are reaching millions from home studios, going beyond borders with a single upload.
In 2022, YouTube’s innovative community alone included over EUR5.5 billion to the GDP of the EU27 – and supported more than 150,000 full-time comparable tasks. According to Oxford Economics, 7 out of 10 European creators who generate income from YouTube agree that the platform assists them export their content to worldwide audiences which they would not access otherwise.
We require to motivate the work that young developers are doing, and assistance platforms and creators alike
This altering landscape was the focus of a recent discussion at the European Parliament in Brussels, where policymakers and YouTube developers came together to explore the profound impact of the creator economy. By examining how platforms like are reshaping the imaginative ecosystem, the occasion highlighted the capacity for European developers to not only captivate but to generate jobs and enhance Europe’s cultural footprint worldwide.
Zala Tomašic, an EPP MEP from Slovenia and a member of the CULT Committee, began the conversation with a personal story, revealing that she had when harboured aspirations to be a “YouTube star”. As a kid she produced a channel, however her aspirations fell at the first hurdle when she understood rather just how much expertise is needed throughout editing, sound, lighting, recording, and marketing for content creation. “Companies utilize big departments to do what a developer does by themselves, all on their own,” she kept in mind.
Gaspard G – another of the guests – was more effective in his attempts at constructing a career on YouTube. G started publishing on YouTube at the age of 10, and soon started his own channel, covering a mix of politics and present events. Since then, his channel has actually grown to more than 1.1 million subscribers. He is also the creator of an innovative media agency, representing developers on YouTube, Instagram, TikTok, and LinkedIn.
Earlier this year, he was selected 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 very first expert federation dedicated to the influencer sector in France. In his speech about becoming of an effective creator, he highlighted the increasing power and responsibility of YouTube creators, some of whom progressively surpass traditional media outlets in reach. This brings with it responsibility to professionalise, he stated. Alongside supporting and representing influencers, UMICC aims to produce acknowledgment and ethical standards for online creators, to bring it into line with other identified occupations.
MEP Tomašic stressed that, while policy-makers should deal with some challenges such as data protection and the spread of mis- and dis-information, they need to not lose sight of the “big positive elements” that platforms like YouTube bring. “They develop an environment where individuals can access info, remove barriers to the spread of understanding, and open up extraordinary opportunities for work and innovation,” she stated, noting the number of entrepreneurs and small companies utilize these platforms to reach more comprehensive audiences and building their brand names while creating new job chances. Additionally, she noted how social networks continues to amplify advocacy and awareness on social concerns, supplying a powerful tool to mobilize neighborhoods and drive change.
To make sure Europe realises its possible as a worldwide center for creativity, she advised policy-makers to do more to support digital abilities advancement. “We require to increase the digital literacy abilities. We require to invest in the digital space. We need to encourage the work that young developers are doing, and we need to support platforms and developers alike,” she added.
Veronika Cifrová Ostrihoňová MEP, a former reporter, echoed these concepts, however expressed her issues about the role of social media in spreading false information. “Even though social networks is a fantastic tool for us to use, it’s simply a tool,” she stated. “We need to deal with issues like misinformation, 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 creative economy. YouTube not just supplies a space for developers to share their work but also drives economic and neighborhood advancement. Creators are not just constructing careers for themselves. As Gaspard G programs, they are also shaping the future of media by developing tasks and constructing whole media companies and sectoral organisations. As Wheeldon highlighted, YouTube developers in Europe are reaching a worldwide audience, with 65% of their watch time coming from outside the continent. This broad reach provides a chance for European developers to invest in their culture and imagination, extending their impact worldwide.
Looking ahead, YouTube is exploring ingenious ways to help developers reach even bigger audiences. Wheeldon revealed the approaching growth of AI tools, such as YouTube Aloud, which uses AI to dub developers’ voices into other languages. “We are going to release YouTube Aloud in a growing number of languages in Europe, where AI will take your voice and lip sync and you will be talking in another language,” he described. “We have actually got 5 languages up and running, and we’re going to construct that gradually. This develops an enormous chance for all developers in Europe to access audiences throughout the continent and beyond.”
The event highlighted the requirement for job policymakers to recognize the capacity of the creator economy and foster an environment that nurtures digital abilities. MEP Tomašic kept in mind that the imaginative economy provides young people a distinct chance to turn their enthusiasms into professions. “60% of Generation Z and millennials wish to turn their hobbies into an occupation,” she stated, highlighting the sector’s value to future job markets.
By purchasing digital literacy and supporting platforms that empower developers, Europe can strengthen its position as an international hub of imagination and innovation. As MEP Tomašic concluded, the creator economy isn’t almost individual success – it’s about developing a lively, sustainable cultural and economic ecosystem that benefits all of Europe.
