Vue d'ensemble
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Date de création 14 décembre 2008
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Secteurs Informatique
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Offres de stage et d'emploi 0
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Nombre d'employés Plus de 1000
Description de l'entreprise
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 masterpieces to the symphonies of Beethoven, Europe’s creators have formed the way countless people we imagine and experience the world.
Today, this legacy continues, however in a greatly different landscape. The digital age has actually transformed how material is produced and shared, democratising the tools of creation and breaking down old barriers to access. Anyone with a smartphone and a stimulate of creativity can now become a content producer and reach a worldwide audience.
Platforms like YouTube have become central to this new community. These platforms not just empower developers to share their stories, but also drive financial development and community building in ways unthinkable simply a few years earlier. Today’s creators are not restricted to the beauty salons of Paris or the concert halls of Vienna – they are reaching millions from home studios, transcending borders with a single upload.
In 2022, YouTube’s creative environment alone added over EUR5.5 billion to the GDP of the EU27 – and supported more than 150,000 full-time comparable jobs. According to Oxford Economics, 7 out of 10 European creators who make cash from YouTube agree that the platform helps them export their material to global audiences which they would not access otherwise.
We require to motivate the work that young creators are doing, and assistance platforms and alike
This changing landscape was the focus of a recent discussion at the European Parliament in Brussels, where policymakers and YouTube creators came together to explore the extensive effect of the developer economy. By analyzing how platforms like YouTube are improving the creative environment, the event highlighted the capacity for European creators to not just amuse but to generate jobs and enhance Europe’s cultural footprint worldwide.
Zala Tomašic, an EPP MEP from Slovenia and a member of the CULT Committee, started the conversation with an individual story, revealing that she had actually as soon as harboured aspirations to be a “YouTube star”. As a child she developed a channel, but her aspirations fell at the first obstacle when she realised quite just how much competence is needed across modifying, noise, lighting, recording, and marketing for content production. “Companies employ huge departments to do what a creator does on their own, all by themselves,” she noted.
Gaspard G – another of the guests – was more effective in his efforts at building a profession on YouTube. G began posting on YouTube at the age of 10, and horizonsmaroc.com quickly began his own channel, covering a mix of politics and present events. Ever since, his channel has actually grown to more than 1.1 million subscribers. He is likewise the founder of a creative media firm, representing creators on YouTube, Instagram, studentvolunteers.us 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 very first expert 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, a few of whom significantly exceed traditional media outlets in reach. This brings with it duty to professionalise, he said. Alongside supporting and representing influencers, UMICC aims to develop acknowledgment and ethical requirements for online developers, [empty] to bring it into line with other identified professions.
MEP Tomašic worried that, while policy-makers need to address some obstacles such as information protection and the spread of mis- and dis-information, they should not lose sight of the “substantial positive aspects” that platforms like YouTube bring. “They create an environment where people can access information, remove barriers to the spread of understanding, and open up incredible chances for employment and development,” she stated, noting the number of business owners and small companies utilize these platforms to reach more comprehensive audiences and constructing their brand names while developing brand-new task opportunities. Additionally, she noted how social networks continues to amplify advocacy and awareness on social issues, supplying a powerful tool to activate communities and drive change.
To guarantee Europe realises its possible as a global center for [empty] imagination, she urged policy-makers to do more to support digital skills development. “We need to increase the digital literacy skills. We need to purchase the digital space. We require to motivate the work that young creators are doing, and we require to support platforms and creators alike,” she added.
Veronika Cifrová Ostrihoňová MEP, a previous reporter, echoed these ideas, however expressed her concerns about the function of social media in spreading out misinformation. “Although social networks is a fantastic tool for us to utilize, it’s just a tool,” she stated. “We need to tackle concerns like misinformation, disinformation, and algorithmic blind spots.”
David Wheeldon, Managing Director and Head of EMEA Government Affairs and Public Policy at YouTube, highlighted the platform’s distinct position in the innovative economy. YouTube not only offers a space for developers to share their work but likewise drives financial and neighborhood development. Creators are not simply constructing careers for themselves. As Gaspard G programs, they are also forming the future of media by creating tasks and building entire media companies and sectoral organisations. As Wheeldon highlighted, YouTube creators in Europe are reaching a worldwide audience, with 65% of their watch time coming from outside the continent. This broad reach provides a chance for European developers to buy their culture and creativity, extending their impact worldwide.
Looking ahead, YouTube is checking out ingenious methods to assist creators reach even larger audiences. Wheeldon announced the upcoming expansion of AI tools, such as YouTube Aloud, which utilizes 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 described. “We have actually got five languages up and running, and we’re going to construct that gradually. This develops a massive opportunity for all developers in Europe to access audiences across the continent and beyond.”
The occasion underscored the requirement for policymakers to recognize the capacity of the developer economy and promote an environment that nurtures digital skills. MEP Tomašic kept in mind that the innovative economy uses youths a special opportunity to turn their enthusiasms into occupations. “60% of Generation Z and millennials want to turn their pastimes 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 an international hub of creativity and innovation. As MEP Tomašic concluded, the developer economy isn’t just about private success – it’s about developing a lively, sustainable cultural and financial community that benefits all of Europe.