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It's Monday and X is putting inactive handles up for sale in a new marketplace. The price for rare offerings: "anywhere from $2,500 to over seven figures." |
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Today's News |
💸 YouTube adds €7B to Europe's GDP 📱 A new Facebook tool scans photos 🛒 Twitch does shopping live 🛍️ Shoppable simulcast hits YouTube 🎙️ This week on the podcast…
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MONEY MOVES |
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YouTube added €7B to the European GDP in 2024 |
The expansion: Every year, YouTube shares its contributions to the U.S. GDP and job market through an Economic Impact Report conducted by Oxford Economics. |
The associated stats—which are published annually on the official YouTube blog—have become more and more staggering over the last few years. In 2024, for instance, YouTube claimed that it added $55 billion to the U.S. GDP while accounting for 490,000 full-time equivalent jobs. |
Now—as YouTube continues to grow overseas and innovations like YouTube Shorts power viewership upticks in countries like Spain—the Google-owned hub is expanding its Economic Impact Reports to the European Union. |
The report: A new Oxford Economics survey found that YouTube's creators contributed €7 billion to the European GDP in 2024, with the platform supporting more than 200,000 jobs across the continent. Oxford Economics data also revealed earlier this year that £2.2 billion separately went to the U.K. economy, where YouTube supported the equivalent of over 45,000 full-time jobs. |
The latest report notes that the number of channels earning at least €10,000 in revenue is up 15% year-over-year, and 64% of E.U. creators said that YouTube provides opportunities to create and earn that are not available through traditional channels. |
At the end of the day, however, YouTube's European contributions are just a drop in the bucket compared to the $100 billion the platform reportedly paid out to creators, artists, and media companies globally between January 2021 and December 2024. That means the E.U. still has room for further growth—and with the launch of resources like a U.K. advocacy group, YouTube is doing its best to ensure European creators have the support they need to continue posting. |
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HEADLINES IN BRIEF 📰 |
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THE BIZ |
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Twitch's newest ads are doing shopping live |
The brand: For companies looking to emulate a digital-savvy brand, e.l.f. Cosmetics is the one to watch. |
In addition to establishing its own successful accounts on platforms like TikTok and Pinterest, the cosmetics giant was the first brand featured in TikTok Shop's Super Brand Day sales event, and sells millions of dollars in products on Shop every month. It's also helped Roblox test digital storefronts selling real items, and has launched tech-heavy campaigns like "color e.l.f.nalysis" (which analyzed users' selfies to find the best seasonal cosmetic color match for their skintones). |
The ad format: Now, e.l.f. is once again at the forefront of a new ecommerce push. In the lead-up to TwitchCon San Diego 2025 (which wrapped yesterday), the cosmetics company was announced as the first brand to run Twitch's latest ad format: creator-hosted, shoppable, in-stream ads that the platform says are "designed to keep audiences engaged while driving measurable business outcomes." |
That fresh format allows viewers to buy products directly from the stream without pausing the creator's broadcast or putting the creator offscreen at all. Streamers won't go away for an ad break, either; instead, they'll host the ad break, attracting direct, instant sales from interested viewers. |
e.l.f. kicked off its shoppable in-stream ads on its own Twitch channel, e.l.f.YOU, which has 24,000 followers and is hosted by @NoBSwithAnna (aka e.l.f.'s "Gamer in Chief and Global Makeup Artist"). Down the line, we're guessing Twitch will tie its shoppable in-stream ads into ecommerce efforts from its owner Amazon, whose systems could power diverse item sales from thousands of brands—as long as streamers are willing to do the hawking. |
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SHOPPING SPREE |
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YouTube just announced a new shopping integration |
The integration: Twitch is far from the only platform amping up its ecommerce efforts. As the streaming hub tests out a shoppable ad format, one of its top rivals—YouTube—has announced an integration with TalkShopLive, a firm that enables cross-platform social shopping. |
TalkShopLive launched in 2018 with a mission to democratize ecommerce by building shoppable streams that generate revenue for creators, celebrities, and other partners. The firm has a long-standing Meta partnership and has also negotiated with TikTok. Now, its team-up with YouTube will allow the platform's creators to make sales directly in their streams without needing to direct buyers to external pages. According to Variety, notable individuals who will employ TalkShopLive on YouTube include musicians like Brandi Carlile, Brad Paisley, and Trisha Yearwood. |
"Adding YouTube to our Shoppable Simulcast network expands our reach to the most powerful video community in the world. This innovation allows creators and brands to drive sales and engagement at scale without relying on any single social platform." | | | | - Bryan Moore, TalkShopLive Co-Founder |
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The context: TalkShopLive is getting involved with YouTube at the right time. The platform recently released a report measuring the commercial and cultural impact of its YouTube Shopping venture, which found that 61% of 14-to-24-year-olds have used YouTube to learn about new brands and products. |
The cultural impact of YouTube Shopping may be the hub's biggest competitive advantage: its new report cites previous research from Google and SmithGeiger, which found that 59% of online 14-to-24-year-olds have drawn influence from YouTube when crafting a personal sense of style, and 43% of that group feels more kinship with brands that engage in creator partnerships. |
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LISTEN UP 🎙️ |
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This week on the podcast… |
Turning influence into equity: On the latest episode of Creator Upload, Stealth Talent CEO Phil Ranta joins host Joshua Cohen (and fills in for Lauren Schnipper) to discuss the future of creator IP, the rise of the "clipping" economy, and why brand deals are drying up. Tune in for an insider look at the seismic shifts currently shaking up the content biz, from AI's unstoppable impact to new companies turning influence into equity. |
Also on the discussion list: Is MrBeast launching a bank? And why are streamers suddenly getting paid to watch old game shows? |
Find out on Apple Podcasts and Spotify. |
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Today's newsletter is from: Emily Burton, Drew Baldwin, Sam Gutelle, and Josh Cohen. |
