Adapting Business Models: How Content Creators Navigate Emerging Digital Trends
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2025-08-28
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en
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This thesis investigates how content creators adapt their business models in response to emerging trends in digital media consumption. As short-form video, personalized content, and interactive media reshape audience expectations, creators face increasing pressure to remain relevant and financially sustainable. This study employs a qualitative research design combining semi-structured interviews with digital content observation. Eight content creators were interviewed, and five were observed over a three-week period on Instagram to explore how adaptive strategies are implemented in practice. Thematic analysis revealed recurring strategies and highlighted the mediating role of creators’ perceptions in shaping adaptation. Adaptation occurs across three key dimensions: value proposition, audience engagement, and monetization. Creators refine value propositions by incorporating short-form, story-driven formats, while balancing authenticity with visually polished presentation. Audience engagement is enhanced through interactive features, community building, and encouraging offline interaction. Monetization approaches reflect increasing diversification, generating revenue through brand partnerships, affiliate marketing, workshops, digital products, and other income streams. Overall, adaptation is a dynamic process shaped by individual values, audience demands, and evolving platform conditions. This study contributes to understanding creative entrepreneurship by connecting cognitive perceptions with practical adaptation strategies, offering actionable insights for creators, marketers, and digital professionals operating within the creator economy.
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Faculteit der Managementwetenschappen