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YouTube creator Jordan Matter. Photo: JJ Ignotz Photography

One Untapped Market for Creator Economy Startups; TikTok Is the New Digital Crack, Say Bernstein Internet Analysts

Photo: YouTube creator Jordan Matter. Photo: JJ Ignotz Photography

As our Creator Economy Database shows, there are more than 260 startups catering to creators, from marketing and banking services to online courses and live shopping. But most fail to address one group of creators: everyone working behind the camera, according to Jordan Matter, a 55-year-old YouTuber with 12.6 million subscribers.

“It’s an untapped market right now,” Matter said in an interview. “Everybody is looking at the in- front-of-the-camera talent, but the behind-the-scenes people are really what makes all that stuff possible.”

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