Creators must 'own their audience' to truly monetize, says Packet co-founder

Monetization poses significant challenges for digital creators reliant on traditional platforms like YouTube and TikTok, which take substantial cuts from ad revenue. Packet co-founder Josh Berger argues that creators should take control by owning their audience and driving them to platforms where they can capitalize on their work. With traditional revenue models favoring networks and advertisers, independent creators often struggle to make a profit. Berger suggests a shift in business models to establish direct connections with audiences, allowing creators to market and monetize their content more effectively.

If you want to make the money, then you need to own the audience. And if you're the one driving the audience, you should be driving them to the place where you make the money.

You create the thing, you get $5,000, but the host and the advertisers and the producers, they make all the money. The network makes all the money because they're the ones who are selling what this person is producing.

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