Comment by ryanschaefer
13 days ago
> Advertisers love that, and so do platform owners. Its much easier to control and squeeze a few creators rather than a big diffuse group.
There’s most likely some middle ground for this. Too diffuse and it makes direct sponsorship difficult meaning the platform has more control over advertisements as they need to be algorithmically placed. Too centralized and you’re back in the land of cable where your advertising is less effective because of the broad cross section of the audience watching.
As far as “squeezing” creators goes… no, more centralized means higher demand which means higher pay and more control in creators hands.
> As far as “squeezing” creators goes… no, more centralized means higher demand which means higher pay and more control in creators hands.
Not at all. You forget that platform owners can suspend or ban someone without much recourse. "That's a nice channel you got there.. be a shame if something happened to it" and all that.
But larger creators get better rates from the likes of Twitch and YouTube.