Instead, look at companies that sell tools for content creation that service a wider swath of users, Lambros told Business Insider.
BI spoke to Lambros about the state of the creator economy and the firm's recent report on the industry.
The creator economy needs to crack B2BCompanies should not rely on influencers to make it big.
Publicly traded companies within the creator economy include Shopify, Eventbrite, Roblox, and Reddit.
Private-equity firms, an increasingly common buyer in the startup space, still have some learning to do about the creator economy, he said.
Persons:
—, John Lambros, Houlihan Lokey, They're, Lambros, upstarts, it's, Permira, That's
Organizations:
Service, Business, Fortune, Avid, Networks, Publicly, YouTube
Locations:
Lambros