Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Western Europe in Perspective. Traditional media maintains a firm hold on many consumers in Western Europe. The region is home to four of the top 10 countries in the world with the highest median age: Italy, Spain, Germany, and Greece.
Amazon also appeared unwilling to invest in Inspire: The company made half-hearted attempts to pay influencers to produce content, although its proposed incentive of up to $25 per video鈥攔oughly one-tenth the typical rate鈥攅arned it social media mockery from the very people it was attempting to recruit.
News influencers and creators have stepped in to fill that role, offering real-time commentary on events and issues using natural language and in a more engaging format. That鈥檚 resonating with consumers on both sides of the aisle. Consumers also look to creators to confirm their beliefs. Unlike traditional journalists, independent creators and influencers can鈥攁nd do鈥攑rovide partisan points of view.