40% of U.S. consumers ages 13 to 54 directly pay creators for interactions through fan clubs and platforms, according to a new study from talent agency UTA. The research projects an $18B market for marketers who partner with creators in the direct-to-fan economy. Why do they pay? Exclusivity (71%), inspiration (69%), access (66%), and community (51%). (Forbes; h/t Ashley Stryker)
Tilt Take: As more brands appreciate the potential of partnering with creators, you should continue to build and strengthen your audiences – that’s what these companies are most interested in.
