Canada’s media landscape is undergoing a profound transformation. Once viewed as fringe players, individual digital creators are now emerging as central figures in a rapidly evolving ecosystem that blends storytelling, entrepreneurship, and global culture influence. This evolution is not only creative – it’s economic.
Content creators are increasingly operating as full-fledged media publishers – building audiences, distributing content, and shaping public discourse. Whether crafting bespoke content for niche communities or leading national conversations, these creators are fueling new forms of economic participation and cultural export.
The Economic Impact: More Than Likes
Recent data reveal that creators and digital platforms are delivering real value to Canada’s economy:
- KPMG’s screen production study found foreign productions drove job growth three times faster than domestic efforts over the last decade, with Canadian talent making up 97% of the workforce on those sets.
- In 2022, Foreign Location and Service (FLS) projects accounted for 57% of Canada’s total screen production volume, with FLS expanding at 16% annually.
- Foreign studios now fund 13% of certified Canadian content, surpassing some of the country’s established cultural institutions in output.
“More and more, we are seeing the old adage “word of mouth is the greatest advertising” proving true as brands push their way through a very crowded media landscape to connect with audiences. Creators have seized the opportunity to create authentic and effective connections between brands and consumers. No longer a side hustle, their work is professional and the process nimble, finding the sweet spot between high production brand content and authentic storytelling.“
– Tracy Jones
Managing Director, Canada, Omnicom Media Group Creo: Content and SEO
Co-Chair, IAB Canada Creator Committee
Fuelling Small Business Growth
Digital creators are now essential marketing partners for small and medium-sized businesses. By producing engaging content and building loyal communities, they help brands reach new customers, earn trust, and boost sales. Over 600,000 Canadian businesses have used short-form video to grow their audience with many seeing revenue increases without spending on traditional advertising. Recent studies have pointed to platforms like TikTok and YouTube as key players in this shift. For example, TikTok alone contributed $353 million in tax revenue from SME activity.
From Content to Commerce
What began as storytelling now fuels full-fledged commerce. Creator-driven content – from longform video to livestreaming and niche podcasts – has become a tool for both economic participation and cultural export. These ecosystems are fast becoming foundational pillars of Canada’s digital economy.
As this sector matures, its growth raises important questions for policymakers:
- How should Canada regulate revenue models, IP rights, and market equity in a creator-driven economy?
- What frameworks support innovation without compromising cultural representation or fair access?
- How can regulations evolve as quickly as the platforms themselves?
These questions require adaptive policies that embrace creator-led innovation while making sure the growth is both equitable and sustainable.
“Creators have outgrown the side hustle label. They are trusted voices, cultural trendsetters, and real economic engines. They fill stadiums, top streaming charts, and move products off shelves. Canada should treat them like the industry they are – vital to our culture and our economy.”
– Jeanette Reese
Head of Brand Partnerships, Canada, #paid
Co-Chair, IAB Canada Creator Committee
Looking Forward
This isn’t a flash-in-the-pan trend, it’s a foundational shift. Whether through global studio investment or grassroots creator campaigns, Canada’s media economy is expanding rapidly. And leading the charge are creators who’ve gone from operating on the margins to shaping the mainstream.
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