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The Long Tail of Content
A phenomena first observed by Wired magazine editor Chris Anderson in 2004: the internet’s removal of physical limitations would empower niche products and creators to flourish.
But for content platforms, the move to digital content hasn’t been correlated with a burgeoning long tail: the top creators are massively successful, while long-tail creators are barely getting by:
- On Spotify 1.4% of artists pull in 90% of royalties
- On the online gaming platform Roblox, top game accounts for 25% of concurrent users.
This is a core problem: Creator platforms flourish when they provide opportunity for anyone to grow and succeed.
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Strategies to grow the middle class of creators
Platforms flourish when there is a path for everyone to have upward mobility, achieve financial security, learn & grow:
1. Content types with lower replay value, unlike music and game platforms, where the same content can be experienced ad infinitum.
2. Heterogeneity in user preferences: Platforms can encourage creators and consumers to explore and develop these niches.
3. Recommend content algorithmically with an element of randomness: inject content that dones’t match what users have engaged with before.
4. Facilitate collaboration among creators.
5. Pay $$$ to up-&-coming creators.
6. Decouple revenue from audience demographic
7. Allow creators to capitalize on superfans
8. Create passive income for creators, so they can monetize older content.
9. Offer a form of Universal Creative Income
10. Provide creator education & training
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IDEAS CURATED BY
Life-long learner. Passionate about leadership, entrepreneurship, philosophy, Buddhism & SF. Founder @deepstash.
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The Creator Economy: Audience, Community, and Commerce
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