Top 12 Creator Platforms—Ranked

Who has the brawn to capture creator’s profit?

Quick note - thank you for being patient with me as I have been relatively sparse with my publishing over the last few weeks. I got married and it turns out the whole wedding thing tends to be a large consumer of time (and dollars). Rest assured, I am back and am here to publish some bangers over the upcoming months.

Accordingly, with my newly obtained status, I need your help. 

What marriage advice would you offer me, a newlywed? 

Just respond to this email with what you wish you had known when you first got married and I’ll respond. If we get enough interest, I’ll post some of the best responses next week.  

Thank you for the help (and saving me from doing something stupid a new husband typically does lol).


Is there any place on the internet that isn’t a ripoff? More specifically, is there a website where a creator can go and receive a fair amount of money for the stuff they are making? 

Two weeks ago, to help answer this question, I published my newest theory - the Creator Power Scale. The goal was to give the people a slightly more quantitative way to evaluate creator platforms. I ran the formula on Twitch as an example, and discussed the implications. Reader response was really strong with lots of discussions in my Twitter DMs and Discord servers. 

The natural question most people wanted to know is: how do the platforms stack up against each other? While comparing individual providers is much more of a feature comparison exercise, comparing competing mediums/monetization models gives unique insights into the power structure of the market. 

The Formula and the Math

As a reminder, the formula was,

(Platform Attributable, Unique Eyeballs 

Content Creation Barriers to Entry

Average Revenue Generated Per User

+

Audience Portability)

X

Percent Creators Get to Keep

= Creator Power Scale Score

Each Variable is scored from 1-5—the higher the better. So I did a bunch of research and did my best to come up with an objective ranking of how the major creator platforms fared against each other. You can see individual scores here, but first let me walk you through the overall conclusions.

 When you run all the major platforms through the formula there are clear clusters of scoring.


To unlock the rest of the article with the results of my analysis, how web3/crypto changes this calculus, and what the results mean for creators, please subscribe. Your financial support means I am able to continue to publish independent research for the benefit of all.

When you subscribe you also get access to everything in the Every library of hundreds of in-depth essays exploring the most fascinating and useful concepts in tech, strategy, and productivity.

...Along with access to our Discord community, where you can interact with me and hundreds of other readers.

If you’re not sure or have any questions, just hit reply!

Learn more

This post is for
paying subscribers

Subscribe →

Or, login.

Read this next:

Napkin Math

Product-Led Growth’s Failure

How a Scrappy Utah Software Company Ignored Every Silicon Valley Heuristic and Won Anyway

101 Jun 3, 2021 by Evan Armstrong

Napkin Math

How Costco Convinces Brands to Cannibalize Themselves

An unlikely marriage where both sides win

137 Jul 15, 2020 by Adam Keesling

Napkin Math

Substack Rhymes With Medium

Substack can't decide if it's a CMS or a media brand. Neither could Medium. Their indecision will likely lead to similar outcomes.

135 Sep 26, 2020 by Adam Keesling

The Sunday Digest

NFTs are MLMs, How to Pick Your Initial Market, and More

Everything we published this week

5 Oct 3, 2021 by Dan Shipper

Means of Creation

Building a Driver-Owned Alternative to Uber and Lyft

Jason Prado, Head of Product at the Drivers Cooperative, is bridging the gap between labor and capital

1 Aug 17, 2021 by Li Jin and Nathan Baschez