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About Us

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 globe. From Renaissance work of arts to the symphonies of Beethoven, Europe’s creators have shaped the method millions of people we envision and experience the world.

Today, this legacy continues, but in a vastly various landscape. The digital age has transformed how content is produced and shared, democratising the tools of creation and breaking down old barriers to gain access to. Anyone with a mobile phone and a stimulate of imagination can now become a content producer and reach a worldwide audience.

Platforms like YouTube have become main to this brand-new ecosystem. These platforms not just empower creators to share their stories, but likewise drive financial growth and community structure in ways unimaginable just a couple of years back. Today’s developers 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 ecosystem alone included over EUR5.5 billion to the GDP of the EU27 – and supported more than 150,000 full-time equivalent jobs. According to Oxford Economics, 7 out of 10 European developers who generate income from YouTube agree that the platform helps them export their material to international audiences which they would not access otherwise.

We require to motivate the work that young developers are doing, and assistance platforms and developers alike

This changing 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 effect of the creator economy. By examining how platforms like YouTube are improving the innovative ecosystem, the occasion highlighted the potential for European developers to not only amuse but to produce jobs and reinforce Europe’s cultural footprint worldwide.

Zala Tomašic, an EPP MEP from Slovenia and a member of the CULT Committee, kicked off the conversation with an individual story, exposing that she had once harboured ambitions to be a « YouTube star ». As a kid she developed a channel, but her aspirations fell at the very first obstacle when she realised rather just how much competence is required throughout modifying, noise, lighting, recording, and marketing for content creation. « Companies employ big departments to do what a developer does on their own, all by themselves, » she noted.

Gaspard G – another of the guests – was more successful in his efforts at building a profession on YouTube. G started posting on YouTube at the age of 10, and soon began his own channel, covering a mix of politics and current events. Since then, his channel has actually grown to more than 1.1 million subscribers. He is also the creator of an imaginative media company, representing creators 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 first professional federation dedicated to the influencer sector in France. In his speech about ending up being of a successful developer, he highlighted the increasing power and responsibility of YouTube developers, a few of whom increasingly go beyond standard media outlets in reach. This brings with it responsibility to professionalise, he said. Alongside supporting and representing influencers, employment UMICC intends to create recognition and ethical standards for online developers, to bring it into line with other recognised professions.

MEP Tomašic worried that, while policy-makers must address some obstacles such as data defense and the spread of mis- and dis-information, they should not lose sight of the « huge favorable elements » that platforms like YouTube bring. « They produce an environment where individuals can access info, get rid of barriers to the spread of knowledge, and open up extraordinary opportunities for employment and innovation, » she stated, noting the number of entrepreneurs and small companies use these platforms to reach wider audiences and building their brand names while creating brand-new job opportunities. Additionally, she noted how social media continues to amplify advocacy and awareness on social problems, offering an effective tool to mobilize neighborhoods and drive change.

To ensure Europe realises its prospective as a global hub for creativity, she prompted policy-makers to do more to support digital abilities development. « We need to increase the digital literacy skills. We need to buy the digital space. We require to encourage the work that young developers are doing, and we require to support platforms and developers alike, » she included.

Veronika Cifrová Ostrihoňová MEP, a former reporter, echoed these ideas, however expressed her issues about the role of social media in spreading false information. « Despite the fact that social media is a fantastic tool for us to use, it’s just a tool, » she stated. « We require to deal with problems like misinformation, disinformation, and algorithmic blind areas. »

David Wheeldon, Managing Director and Head of EMEA Government Affairs and Public Law at YouTube, highlighted the platform’s special position in the imaginative economy. YouTube not just offers a space for developers to share their work however also drives financial and neighborhood advancement. Creators are not simply developing careers on their own. As Gaspard G programs, they are likewise forming the future of media by producing jobs and building entire media companies and sectoral organisations. As Wheeldon highlighted, YouTube creators in Europe are reaching a worldwide audience, employment with 65% of their watch time originating from outside the continent. This broad reach presents an opportunity for European creators to invest in their culture and imagination, extending their impact worldwide.

Looking ahead, YouTube is checking out ingenious ways to assist developers reach even bigger audiences. Wheeldon announced the upcoming growth of AI tools, such as YouTube Aloud, which utilizes AI to call developers’ voices into other languages. « We are going to launch YouTube Aloud in increasingly more languages in Europe, where AI will take your voice and lip sync and you will be talking in another language, » he described. « We’ve got five languages up and running, and we’re going to develop that gradually. This creates an enormous chance for all creators in Europe to gain access to audiences throughout the continent and beyond. »

The event underscored the need for employment policymakers to recognize the potential of the developer economy and cultivate an environment that supports digital abilities. MEP Tomašic noted that the imaginative economy provides young people an to turn their passions into professions. « 60% of Generation Z and millennials want to turn their pastimes into an occupation, » she said, highlighting the sector’s value to future job markets.

By investing in digital literacy and supporting platforms that empower creators, Europe can strengthen its position as a worldwide center of imagination and development. As MEP Tomašic concluded, the developer economy isn’t simply about individual success – it’s about building a lively, sustainable cultural and financial environment that benefits all of Europe.

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