Alastair Penhallow: Who Pays for the Video, Kartoniert / Broschiert

Klappentext

Two million views. So how much did that video actually make? The honest answer is that nobody watching can tell - and the view count is the reason.

The creator economy is one of the largest media industries on earth, and almost everyone who watches it has no idea how its money moves. WHO PAYS FOR THE VIDEO takes the machine apart and shows you the workings: the split-second advertising auction that prices your attention, the sponsorship deals negotiated off-camera, the long queue of intermediaries between an advertiser's budget and a creator's bank account, and the reason a channel with four million viewers can earn less than one with forty thousand.

This is not a how-to guide and not a get-rich book. It is a clear, careful explanation written for the person who watches a lot of internet video and has begun to suspect that the homemade surface hides a commercial machine. It does.

WHAT'S INSIDE

• Why views are the wrong number - and the six-stage chain that separates attention from spendable income
• How the programmatic advertising auction really prices a viewer, and why geography and subject matter matter more than audience size
• Everyone who takes a cut: platforms, networks, managers, sponsorship brokers, payment processors, tax authorities
• Direct sponsorship, the quiet engine that funds far more channels than advertising does - and the contract terms creators give away for free
• Memberships, merchandise, affiliate commissions, and live donations, each with its own logic and its own risks
• What it really costs to make something that looks like it cost nothing
• Why this work has no notice period, no sick pay, no unemployment insurance, and no floor
• What happens when a platform changes the rules overnight - and why creators rarely explain it
• A full glossary of the industry's economic vocabulary
• A method for checking any claim about creator income yourself, and spotting the ones that are guesses