1、CULTURE&TRENDSREPORTThe virtual evolution of the creatorVIRTUAL CREATORSTHE CREATOR LANDSCAPE IS EVOLVINGThe launch of YouTube in 2005 brought with it the introduction of an entirely new type of creative professional:the Creator.Uninhibited by industry gatekeepers,creators were able to bring the

2、ir visions directly to broad audiences without needing to shape their content to fit within any established norms or brand guidelines.That freedom afforded them something invaluable that still eludes mainstream media today:authenticity.1,2 Always evolving,YouTube is today being revolutionized by a n

3、ew type of digital-born personality native to our virtual world.Enter:Virtual creators and artists.These animated digital avatars demonstrate that even after twenty years,YouTube creators are still surprising,delighting,and challenging us to broaden the circumference of our appreciation for self-exp

4、ression and creativity.Hi Im Cat,I am a VTuber!2 According to a survey by MTM,viewers in EMEA rated the authenticity of YouTube creators significantly higher than that of creators and producers on Broadcast or Social Media platforms.Source:Google/MTM,Why We Watch Indispensability,EMEA,2024.Base:UK,F

5、R,DE,ES,IT NL,PL,SE,KSA:People who claim to use video content services at least once a week:n=12,0001 According to a survey by MTM,61%of viewers in EMEA agree that when they watch content from creators on YouTube they think theyre authentically themselves.Source:Google/MTM,Why We Watch Indispensabil

6、ity,EMEA,2024.Base:UK,FR,DE,ES,IT NL,PL,SE,KSA:People who claim to use video content services at least once a week:n=12,000VIRTUAL INFLUENCE IS HEREIn the mainstream,virtual singer Hatsune Miku appeared“IRL”at the Coachella Music Festival,virtually at the Fortnite Festival and was featured in a McDo