Upheaval in the Creator Business? 'Expect a Wave of Consolidation'

Tobias Schiwek, Managing Director of We Are Era and initiator of the VideoDays Festival, shared his insights on the creator industry in an interview. He discussed how the business has changed and the challenges it faces, highlighting that creators play by different rules than established media.

The growth and reinvention of the creator industry could lead to a wave of consolidation, which may impact the social commerce landscape. As creators continue to grow in influence and play a larger role in the media landscape, their impact on social commerce and the way media companies approach the space will be significant.