Meta Exec Louise Holmes Says Industry Hasn’t Responded With “Enough Urgency” To Creator Economy & Shouldn’t Be “Afraid” Of AI

deadline.com:

Louise Holmes, Meta‘s Director of Global Partnerships for EMEA, has warned that the industry hasn’t paid enough attention to the creator economy must respond with more “urgency” to the challenge.

She also called on producers not to “deify or fear” AI’s role in the future of production. Meta’s Director of Global Partnerships for EMEA recalled how she young adult audiences began changing their consumption habits while she was a TV exec at the likes of Paramount Global predecessor Viacom and the BBC, but that the industry had chosen not to follow where they were going. “What I found particularly on the younger-skewing 16-34 demo channels — the likes of BBC3, Comedy Central and MTV — was that younger audiences were no longer on the TV bus,” she said in a keynote presentation this morning at Content London in the UK. “In fact, they weren’t even at the bus stop waiting for the TV bus to come.

Of course, now we know they were all making their own way to the land of digital. “This rapid migration of TV viewers was the canary in the TV coalmine.

By the time I left Viacom to join Meta, the canaries had flown the mines and set up homes at Netflix, YouTube, Instagram and the soon-to-exist TikTok.