The digital landscape is undergoing a seismic shift, propelled by the transformative capabilities of artificial intelligence (AI). This evolution is not merely a technological advancement but a cultural metamorphosis, redefining how content is created, distributed, and consumed.
Historically, the internet served as a catalyst for cultural fragmentation by democratising access to information and distribution channels. This led to the dissolution of a unified mainstream culture, giving rise to diverse subcultures and niche communities. Today, AI is amplifying this trend by revolutionising the production side of the equation. With AI-powered tools, individuals and brands can generate personalised content at an unprecedented scale and speed, catering to increasingly specific audience segments.
One illustrative example is Sekai, an AI-driven storytelling platform that enables users to craft unique narratives enriched with AI-generated visuals and audio. By leveraging such platforms, creators can produce high-quality content without the traditional barriers of time, cost, and technical expertise. This democratisation of content creation empowers a broader spectrum of voices, fostering a more inclusive and varied digital ecosystem.
For brands and marketers, this AI-induced fragmentation presents both challenges and opportunities. The proliferation of niche audiences necessitates a more targeted and personalised approach to marketing strategies. Utilising AI analytics and content generation tools, brands can tailor their messages to resonate with specific communities, enhancing engagement and loyalty. Moreover, collaborating with AI-empowered creators allows brands to tap into authentic narratives that align with their values and appeal to their desired demographics.
As AI continues to reshape the digital content landscape, embracing this fragmentation with innovative strategies and tools will be crucial for those seeking to thrive in the evolving marketplace.
The entertainment industry is on the verge of another revolution, and Netflix is leading the charge—again. In an unexpected but strategic move, the streaming giant is now eyeing the creator economy, signaling a shift that could redefine content consumption and production as we know it.
The rise of the creator economy in entertainment
Over the last decade, independent digital creators have disrupted traditional media, building massive audiences on platforms like YouTube, TikTok, and Instagram. With their authentic storytelling and direct audience engagement, creators have become a force to be reckoned with. Netflix, always a pioneer in the streaming space, appears to be recognising this power and is looking to integrate creator-driven content into its platform.
Rather than solely relying on big-budget productions and Hollywood’s elite, Netflix could be moving toward a hybrid model—one that blends blockbuster-style storytelling with creator-driven narratives. This shift aligns with changing audience preferences, especially among Gen Z and Millennials, who crave authentic, relatable, and bite-sized content.
Why this move makes sense for Netflix
Netflix’s expansion into the creator economy is a strategic play aimed at:
Tapping into built-in audiences – digital creators bring millions of loyal followers who are already invested in their content. By leveraging these fan bases, Netflix can attract new subscribers.
Diversifying content formats – the traditional long-form TV series and films will always have a place, but short-form and creator-led content could add a new dynamic to the platform, making it more engaging for younger audiences.
Competing with social media giants – platforms like YouTube, TikTok, and Instagram have dominated the creator economy. Netflix’s foray into this space could position it as a competitor in both the entertainment and social content landscapes.
Monetisation & advertising potential – with Netflix rolling out ad-supported tiers, integrating creator content could open new monetisation models, such as branded collaborations and premium creator-led experiences.
Challenges & considerations
While this strategy holds promise, there are a few hurdles Netflix will need to overcome:
Maintaining quality control – traditional Netflix originals are known for their high production value. How will creator-led content align with this standard?
Navigating copyright & licensing– many creators operate independently, licensing their own work or collaborating with brands. Netflix will need to create a framework that protects both its platform and the creators.
Balancing platform identity –will this move dilute Netflix’s brand, or will it successfully evolve to cater to the next generation of viewers?
The future of streaming is creator-led
If successful, Netflix’s bold leap into the creator economy could change the way streaming services operate, potentially influencing competitors like Amazon Prime, Disney+, and Hulu to follow suit. The future of entertainment is interactive, authentic, and driven by digital storytellers—and Netflix wants in.
“That’s not a real job.” A father tells his daughter as she shares her dream of becoming a full-time content creator. Across the city, a teacher shakes her head when a student mentions wanting to build a career on YouTube. To them, “real jobs” come with desks, salaries, and predictable career paths, not cameras, audiences, and social media. But what if they’re wrong? What if content creation is a viable career—and one of the most important emerging professions of our time?
The growing creator economy
For too long, digital creators have been dismissed as hobbyists or lucky influencers who stumbled into success. But the reality is very different. Today, creators are business owners, marketers, and entrepreneurs, building sustainable brands and generating real income. In Africa alone, the creator economy is growing at a rate of 28.5% per year, set to reach $17.8 billion by 2030.
According to Murray Legg, Co-founder of digital creator and influencer marketing platform, Webfluential, it’s time to change the conversation. “In today’s economy, a creator is someone who builds an audience around their passions and expertise, whether that’s through content, media, entertainment, or anything else. They’re often entrepreneurs, building brands, managing communities, developing marketing strategies, and monetising content across multiple platforms.”
On one side of the screen, there’s a creator—someone with a face, a voice, and a narrative. On the other side, there’s an audience engaging in real time. Social media ensures that content can be shared instantly, not just with people you know but with global audiences who have never heard of you before. Algorithms amplify this process, helping relevant content reach the right viewers.
“But visibility is just the start,” says Legg. “Today, creators are earning revenue through ad partnerships, brand collaborations, affiliate marketing, subscriptions, and even their own digital products. Brands are buying into the network effect, leveraging the credibility and trust that creators have built within their communities.
Niche expertise has become a currency of its own. Creators who are recognised as authorities in their fields (whether it’s beauty, tech, fitness, or finance) have become educators and thought leaders. Their audiences tune in for knowledge, entertainment, and insights, making these creators indispensable partners for brands looking to connect with engaged, targeted demographics. And with niche authority comes serious revenue potential.
Technology has created an environment where anyone with a smartphone and an idea can build a business. “But, content creation requires more than creativity; it demands marketing savvy, brand-building expertise, and a deep understanding of audience psychology,” says Legg.
Not pure luck: the skills every creator needs to succeed
The top creators double-down on their authenticity and uniqueness, develop strategies, analyse performance data, and optimise their content for maximum engagement and monetisation.
“Successful creators are the ones who are patient, consistent, and passionate about what they do. They’re also skilled at marketing and building relationships with their audiences. Those who struggle often lack these qualities or aren’t willing to put in the hard work. With so many creators these days, you need to work hard to stand out,” says Legg.
The infrastructure is here: cameras on phones are powerful, mobile internet is faster than ever, and editing tools, AI, and automation make content production accessible to anyone willing to put in the work.
Successful South African creators
Take, for example, Silindokuhle Khubone, a content creator who turned her personal experiences into over 236,000 followers on TikTok. Growing up in Mandeni, she watched her mother find affordable clothing for their family, and was inspired to start a TikTok account to help others discover budget-friendly shopping spots.
Today, Silindokuhle shares lifestyle content with a focus on connecting people to small businesses, skincare products, and hidden gems that can make a difference in their lives. Her authenticity and passion have fuelled her success, proving that staying true to yourself and understanding your audience are key. As she advises aspiring creators: “Start now, because not only are you being able to showcase your creativity, but you also get paid to do it. Companies like Webfluential are there to help you grow as an individual while getting paid to do it. Whatever you decide to show the public, be honest and be comfortable about it.”
Then there’s Ethan Kieffer, who began sharing fashion content on TikTok straight out of high school before expanding his Instagram and lifestyle content on YouTube. His cosmopolitan style attracted an international audience, allowing him to monetise his content globally. His success led to signing with an agent in Paris, further cementing his place in the global fashion scene.
The future of work and creator-driven careers
As Silindokuhle’s and Ethan’s cases prove, flexibility, independence, and self-monetisation are both desirable and achievable. The idea that stability only comes from a corporate job is outdated. Creators today are building their own businesses, setting their own rates, and working on their own terms.
“Beyond the side hustle lies a real job with real impact, and Africa is waking up to the fact,” says Legg,
“If universities and career advisors want to prepare students for the future, they must acknowledge the creator economy as a legitimate and strategic career path.”
Whether through courses, mentorship, or inclusion on applications, recognising ‘Creator’ as a profession is no longer a question of ‘if’, but ‘when’. And for those still waiting to hit send on their first video, it’s natural to be hesitant about the risks involved. But the rewards can be incredible. “My advice would be to start small, build your skills, and don’t be afraid to experiment. The market is vast, and there’s always room for unique voices,” says Legg.
