@reidtandy

I wouldn't overlook that the ~70% dynamic may be a product of the platform dynamics. If creators made money on Instagram, or if YouTube kept less revenue, etc., many would love to not to have to do as many brand deals or spin up tangential businesses (merch, chocolate bars). All that stuff takes a ton of time, creates a lot of overhead, need to hire business people, all of which distract from the core product - the creative output / work.

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