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The flywheel effect — a well-known concept in platform economics — helps explain how YouTube became dominant and why Meta may be falling behind
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The flywheel effect — a well-known concept in platform economics — helps explain how YouTube became dominant and why Meta may be falling behind
Tension: YouTube’s ad revenue now exceeds the combined total of Disney, NBCUniversal, Paramount, and Warner Bros. Discovery. Meta’s creator payouts grew 35% in 2025 and still amount to roughly 4% of what YouTube paid out. Meta is responding with guaranteed monthly payments to established creators. Noise: The story is being told as a competition between platforms for creator attention — who’s paying more, whose terms are better, whether creators …
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