As social media and on-demand video platforms push further into the creator space and jostle for the attention of top talent and their followers, creators are finding themselves wielding more influence and having more choice than ever before. For distribution platforms, maintaining loyalty among creator cohorts means constant innovation and delivering tools and features that help creators’ businesses thrive. In this session, MarketCast’s Dr. Martin Eichholz will present new research findings, exclusive to SXSW, that gathers the thoughts and feelings of thousands of creators and their fans to understand what’s working, what’s not, and how platforms and creators can partner together to achieve their shared goals.