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  • Date de fondation 15 octobre 1930
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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 work of arts to the symphonies of Beethoven, Europe’s creators have formed the way countless individuals we picture and experience the world.

Today, this tradition continues, however in a significantly different landscape. The digital age has transformed how material is produced and shared, democratising the tools of production and breaking down old barriers to access. Anyone with a mobile phone and a stimulate of imagination can now become a material manufacturer and reach a global audience.

Platforms like YouTube have become main to this new community. These platforms not only empower developers to share their stories, however also drive financial development and neighborhood structure in methods inconceivable simply a couple of years ago. Today’s creators are not restricted to the hair salons of Paris or the performance halls 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 make money from YouTube agree that the platform assists them export their material to global audiences which they would not access otherwise.

We need to motivate the work that young creators are doing, and support platforms and developers alike

This changing landscape was the focus of a recent conversation at the European Parliament in Brussels, where policymakers and YouTube creators came together to explore the profound effect of the creator economy. By analyzing how platforms like YouTube are improving the innovative environment, the occasion highlighted the potential for European creators to not just entertain but to produce jobs 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 once harboured ambitions to be a « YouTube star ». As a child she created a channel, however her aspirations fell at the very first obstacle when she realised rather how much know-how is required throughout editing, sound, lighting, recording, and marketing for content production. « Companies employ huge departments to do what a creator does by themselves, all on their own, » she kept in mind.

Gaspard G – another of the participants – was more successful in his efforts at developing a profession on YouTube. G began posting on YouTube at the age of 10, and quickly began his own channel, covering a mix of politics and present occasions. Since then, his channel has actually grown to more than 1.1 million customers. 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 first professional federation devoted to the influencer sector in France. In his speech about ending up being of an effective creator, he highlighted the increasing power and duty of YouTube creators, some of whom increasingly go beyond traditional media outlets in reach. This brings with it responsibility to professionalise, he said. Alongside supporting and representing influencers, UMICC aims to create recognition and ethical requirements for online developers, to bring it into line with other acknowledged professions.

MEP Tomašic worried that, while policy-makers must attend to some obstacles such as data defense and the spread of mis- and dis-information, they must not lose sight of the « substantial positive aspects » that platforms like YouTube bring. « They develop an environment where people can access info, eliminate barriers to the spread of knowledge, and open up amazing chances for employment and development, » she stated, keeping in mind how numerous entrepreneurs and small companies utilize these platforms to reach wider audiences and constructing their brand names while creating new job opportunities. Additionally, she kept in mind how social media continues to amplify advocacy and awareness on social issues, providing an effective tool to set in motion neighborhoods and drive change.

To ensure Europe understands its prospective as an international hub for creativity, she advised policy-makers to do more to support digital skills development. « We need to increase the digital literacy skills. We require to purchase the digital area. We require to motivate the work that young creators are doing, and we need to support platforms and creators alike, » she included.

Veronika Cifrová Ostrihoňová MEP, a previous journalist, referall.us echoed these ideas, however expressed her issues about the role of social media in spreading out false information. « Despite the fact that social media is a wonderful tool for us to use, it’s simply a tool, » she stated. « We require to deal with concerns like misinformation, disinformation, and algorithmic blind spots. »

David Wheeldon, Managing Director and Head of EMEA Government Affairs and Public Law at YouTube, highlighted the platform’s unique position in the innovative economy. YouTube not only supplies a space for creators to share their work however also drives economic and community advancement. Creators are not simply building careers on their own. As Gaspard G shows, they are also forming the future of media by developing jobs and developing whole media companies and sectoral organisations. As Wheeldon highlighted, YouTube developers in Europe are reaching a worldwide audience, with 65% of their watch time originating from outside the continent. This broad reach presents an opportunity for European developers to invest in their culture and imagination, extending their influence worldwide.

Looking ahead, YouTube is exploring innovative ways to help developers reach even larger audiences. Wheeldon announced the approaching expansion of AI tools, such as YouTube Aloud, which uses AI to call creators’ voices into other languages. « We are going to release 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 discussed. « We have actually got 5 languages up and running, and we’re going to build that gradually. This develops a massive opportunity for all creators in Europe to gain access to audiences throughout the continent and beyond. »

The occasion highlighted the need for policymakers to acknowledge the potential of the creator economy and cultivate an environment that nurtures digital skills. MEP Tomašic noted that the innovative economy offers youths a special chance to turn their enthusiasms into occupations. « 60% of Generation Z and millennials wish to turn their hobbies into a profession, » she said, highlighting the sector’s value to future job markets.

By buying digital literacy and supporting platforms that empower creators, Europe can solidify its position as a worldwide hub of creativity and development. As MEP Tomašic concluded, the developer isn’t simply about individual success – it’s about building a dynamic, sustainable cultural and financial ecosystem that benefits all of Europe.