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    Company Description

    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 masterpieces to the symphonies of Beethoven, Europe’s creators have actually shaped the method millions of people we imagine and experience the world.

    Today, this tradition continues, but in a greatly different landscape. The digital age has changed how material is produced and shared, democratising the tools of development and breaking down old barriers to access. Anyone with a smart device and a stimulate of creativity can now become a material producer and reach a global audience.

    Platforms like YouTube have actually become central to this new ecosystem. These platforms not only empower developers to share their stories, but likewise drive economic growth and neighborhood structure in methods unthinkable just a few decades earlier. Today’s developers are not restricted to the beauty parlors of Paris or the auditorium of Vienna – they are reaching millions from home studios, transcending borders with a single upload.

    In 2022, YouTube’s innovative environment alone added over EUR5.5 billion to the GDP of the EU27 – and supported more than 150,000 full-time comparable tasks. According to Oxford Economics, employment 7 out of 10 European developers who earn cash from YouTube agree that the platform assists them export their material to global audiences which they would not access otherwise.

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

    This altering 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 impact of the creator economy. By taking a look at how platforms like YouTube are improving the innovative environment, the occasion highlighted the capacity for European developers to not just entertain but to produce tasks and reinforce Europe’s cultural footprint worldwide.

    Zala Tomašic, an EPP MEP from Slovenia and a member of the CULT Committee, started the discussion with a personal story, exposing that she had as soon as to be a “YouTube star”. As a child she created a channel, however her aspirations fell at the very first hurdle when she understood quite how much knowledge is needed across editing, noise, employment 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 participants – was more effective in his attempts at building a career on YouTube. G started publishing on YouTube at the age of 10, and quickly began his own channel, covering a mix of politics and existing occasions. Ever since, his channel has grown to more than 1.1 million subscribers. He is also the founder of a creative media company, representing developers on YouTube, Instagram, TikTok, and LinkedIn.

    Earlier this year, he was appointed Secretary General of the Union of Influence Profession and Content Creators (Union des Métiers de l’Influence et des Créateurs de Contenus, or employment UMICC), the very first professional federation dedicated to the influencer sector in France. In his speech about becoming of a successful developer, he highlighted the increasing power and responsibility of YouTube developers, a few of whom significantly exceed traditional media outlets in reach. This brings with it duty to professionalise, he stated. Alongside supporting and representing influencers, UMICC intends to produce recognition and ethical requirements for online creators, to bring it into line with other acknowledged professions.

    MEP Tomašic worried that, while policy-makers should resolve some difficulties such as information security and the spread of mis- and dis-information, they need to not forget the “huge positive aspects” that platforms like YouTube bring. “They develop an environment where individuals can access information, get rid of barriers to the spread of understanding, and open amazing opportunities for employment and development,” she said, noting the number of entrepreneurs and small companies utilize these platforms to reach wider audiences and constructing their brand names while developing new task opportunities. Additionally, she noted how social media continues to enhance advocacy and awareness on social problems, providing a powerful tool to set in motion neighborhoods and drive change.

    To guarantee Europe realises its potential as a worldwide center for imagination, she prompted policy-makers to do more to support digital abilities development. “We need to increase the digital literacy abilities. We need to purchase the digital area. We require to motivate the work that young creators are doing, and we require to support platforms and creators alike,” she included.

    Veronika Cifrová Ostrihoňová MEP, a former reporter, echoed these ideas, however revealed her issues about the role of social media in spreading false information. “Although social media is a wonderful tool for us to use, it’s just a tool,” she said. “We need to tackle problems 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 imaginative economy. YouTube not only provides an area for creators to share their work but also drives economic and community development. Creators are not simply developing professions for themselves. As Gaspard G shows, they are likewise shaping the future of media by creating jobs and constructing entire media companies and employment sectoral organisations. As Wheeldon highlighted, YouTube developers in Europe are reaching a worldwide audience, with 65% of their watch time coming from outside the continent. This broad reach presents a chance for European developers to buy their culture and employment creativity, extending their impact worldwide.

    Looking ahead, YouTube is exploring innovative ways to help creators reach even bigger audiences. Wheeldon revealed the approaching 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 discussed. “We’ve got five languages up and running, and we’re going to build that gradually. This produces a huge chance for all developers in Europe to gain access to audiences throughout the continent and beyond.”

    The event highlighted the need for policymakers to recognize the capacity of the developer economy and cultivate an environment that nurtures digital skills. MEP Tomašic noted that the creative economy uses young individuals an unique chance to turn their enthusiasms into occupations. “60% of Generation Z and millennials desire to turn their hobbies into a profession,” she said, highlighting the sector’s value to future task markets.

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