VidCon Returns as Chill Falls on Creator Economy

VidCon, the annual gathering of social media creators, fans and industry representatives, will descend on Anaheim, Calif., Wednesday for the first time since 2019. While the pandemic hijacked the conference’s plans to meet in person for two years running (it took place virtually in 2020), it made the YouTube- and TikTok-famous stars that throng this convention an even more powerful force in online entertainment.

This week’s VidCon is kicking off amid a looming recession with high-stakes consequences for the creator economy, including a potential hit to the lucrative sponsorship deals that have become the bread and butter of how influencers make money. Creators’ aims to diversify their earnings beyond advertising sponsorships could also stumble if fans find themselves with less disposable income to pay for merchandise, membership programs or newsletters.