The Sustainability of Creator Industry: Challenges and Opportunities : Focusing on MCN Companies
Byungmin Kwon, Jieun Lee · Korean Institute of Smart Media · 2025
The creator industry is expanding its economic and cultural influence through digital platforms. This study analyzes the strategic role of Multi-Channel Network (MCN) companies for sustainable growth using two-sided market theory. Traditional MCN models, reliant on creator volume and advertising revenue, face challenges from increasing creator independence and revenue model limitations. To address these issues, the study proposes a planning-based creator development model and enhanced commerce strategies, incorporating case studies and expert interviews for practical insights. The findings highlight that tailored support, equity investment, and pilot programs can enhance MCN competitiveness and build trust-based relationships. Additionally, commerce strategies are essential for diversifying revenue streams and addressing the limits of ad-based models. However, the study's domestic focus limits its global applicability, emphasizing the need for empirical validation and international comparisons in future research.