The value of creating content does not come towards the creator first. Ad revenue does not hit significance until a tipping point, which in most cases, take a good 3 years of consistency. Depending on the type of content people make, monetization can be done broadly across 4 main categories: 1. Ad revenue - easy once you have eyeballs, but hard to achieve 2. Selling courses/products - If you have 1000 true fans who believe in your quest, you will get quite a stable income from this. 3. Patreon - a pretty good outlet for creatives who need support from fans to continue their work 4. Sponsorships and affiliates - not achievable until you hit the critical eyeball mass Like a startup, the value has to be focused on the consumer, once the creator hits critical mass and has a proven track record of eyeballs, companies would usually reach out to the creators for sponsorship deals. For the most part, ads are not the main source of income. If you have the eyeballs, the main source of income comes from opportunities outside the realm of the platform you are using. You will tend to start connecting with people who are in the same industry and be introduced to heavyweights. But this comes after very long-term consistency. Engaging a business manager or talent agency will usually reap such connections faster, which is why on platforms such as Instagram and youtube; where the focus is on personalities, huge stars engage business managers to run the operational aspects of the business while they focus on the creative. There were many creators who I followed closely had situations where they hit the success metrics but did not earn profit till much later (8 years of consistency). Some had to borrow money from banks to continue their work and passion. It's a business, so expect the success metrics to be applicable, if not worse considering the barrier to entry. Follow me here.