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About Us
Empowering Creativity: Building Businesses and Jobs In Europe’s Creator Economy
For centuries, Europe has been a powerhouse, exporting its art, theatre, employment literature and music to all corners of the world. From Renaissance masterpieces to the symphonies of Beethoven, Europe’s developers have shaped the way countless people we picture and experience the world.
Today, this tradition continues, but in a significantly different landscape. The digital age has actually transformed how material is produced and shared, democratising the tools of production and breaking down old barriers to access. Anyone with a smartphone and a spark of imagination can now end up being a material manufacturer and reach an international audience.
Platforms like YouTube have ended up being central to this new ecosystem. These platforms not just empower creators to share their stories, however also drive economic growth and neighborhood building in ways unthinkable simply a few decades back. Today’s developers are not confined to the beauty salons of Paris or the auditorium of Vienna – they are reaching millions from home studios, transcending borders with a single upload.
In 2022, YouTube’s creative community alone included over EUR5.5 billion to the GDP of the EU27 – and supported more than 150,000 full-time equivalent tasks. According to Oxford Economics, 7 out of 10 European creators who earn money from YouTube concur that the platform helps them export their material to worldwide audiences which they would not access otherwise.
We require to encourage the work that young developers are doing, employment and employment assistance platforms and creators alike
This changing landscape was the focus of a current conversation at the European Parliament in Brussels, employment where policymakers and YouTube creators came together to explore the profound effect of the creator economy. By taking a look at how platforms like YouTube are reshaping the creative environment, the occasion highlighted the capacity for European creators to not only amuse but to produce tasks and strengthen 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 actually when harboured ambitions to be a « YouTube star ». As a child she created a channel, however her aspirations fell at the very first difficulty when she realised rather just how much know-how is required across modifying, sound, lighting, recording, and marketing for material development. « Companies utilize huge departments to do what a developer does by themselves, all by themselves, » she noted.
Gaspard G – another of the guests – was more successful in his attempts at developing a career on YouTube. G started publishing on YouTube at the age of 10, and quickly started his own channel, covering a mix of politics and present occasions. Since then, his channel has actually grown to more than 1.1 million subscribers. He is also the founder of an innovative media agency, representing creators on YouTube, Instagram, TikTok, and employment 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 expert federation devoted to the influencer sector in France. In his speech about becoming of a successful developer, he highlighted the increasing power and obligation of YouTube creators, some of whom progressively exceed conventional media outlets in reach. This brings with it duty to professionalise, he said. Alongside supporting and representing influencers, UMICC intends to produce acknowledgment and ethical standards for online creators, to bring it into line with other recognised occupations.
MEP Tomašic worried that, while policy-makers should address some obstacles such as data defense and the spread of mis- and dis-information, they ought to not lose sight of the « huge positive elements » that platforms like YouTube bring. « They develop an environment where people can access information, eliminate barriers to the spread of understanding, and open amazing chances for employment and innovation, » she said, noting the number of business owners and small companies use these platforms to reach more comprehensive audiences and building their brand names while creating new task opportunities. Additionally, she kept in mind how social networks continues to amplify advocacy and awareness on social concerns, offering a powerful tool to activate communities and drive change.
To make sure Europe understands its possible as a worldwide hub for creativity, she prompted policy-makers to do more to support digital abilities development. « We need to increase the digital literacy skills. We require to buy the digital space. We require to motivate the work that young developers are doing, and we need to support platforms and creators alike, » she added.
Veronika Cifrová Ostrihoňová MEP, a former reporter, echoed these ideas, but expressed her concerns about the function of social media in spreading out misinformation. « Although social media is a terrific tool for us to utilize, it’s just a tool, » she said. « We require to tackle problems like false information, disinformation, and algorithmic blind spots. »
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 offers an area for creators to share their work but also drives economic and community development. Creators are not simply developing careers for themselves. As Gaspard G shows, they are likewise shaping the future of media by producing tasks and developing entire media companies and sectoral organisations. As Wheeldon highlighted, YouTube developers in Europe are reaching a global audience, with 65% of their watch time coming from outside the continent. This broad reach provides an opportunity for European developers to purchase their culture and creativity, extending their impact worldwide.
Looking ahead, YouTube is exploring ingenious ways to help creators reach even larger audiences. Wheeldon announced the approaching growth of AI tools, such as YouTube Aloud, which uses AI to dub developers’ voices into other languages. « We are going to introduce YouTube Aloud in more and 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 construct that over time. This develops a huge chance for all creators in Europe to gain access to audiences across the continent and beyond. »
The event underscored the need for policymakers to acknowledge the potential of the developer economy and cultivate an environment that supports digital skills. MEP Tomašic noted that the creative economy provides youths a special chance to turn their enthusiasms into occupations. « 60% of Generation Z and millennials wish to turn their pastimes into a profession, » she stated, highlighting the sector’s value to future job markets.
By buying digital literacy and supporting platforms that empower developers, Europe can strengthen its position as a global center of creativity and innovation. As MEP Tomašic concluded, the developer economy isn’t practically private success – it’s about building a vibrant, sustainable cultural and economic environment that benefits all of Europe.