VidCon was back in London last weekend, with some of the biggest internet talent from YouTube, TikTok, Twitch and Twitter all showing face.

Hosted at London’s massive ExCeL convention centre, half of the job is finding where each panel session and workshop is going on.

It was eye opening to hear the stories of how some of the biggest names have grown their following to something more than just numbers… but it was also stark the shift in creator interest, with a lot of conversation around pay-walling content, merchandise… and what it really means to be a creator anymore.

Here’s three things I learnt across the weekend…

1. Creators are going behind paywalls

Want to see more of your favourite talent? It may cost you. More and more creators are using platforms such as Patreon to charge their audience to get more from them.

Whether it’s exclusive art, access to unreleased videos or live content – it’s an opportunity to get closer.

Patreon is specifically a US based version, that allows creators and artists to earn a monthly income by providing exclusive rewards and perks to their subscribers, called Patreon.

But is it entirely ethical? Knowing your audience could, for example, be 18 or younger… should you be going after their pockets?

2. Merchandise

Non stop chat about t-shirts and hoodies… and on the showroom floor at VidCon London there was no hiding the amount of creators flogging clothing and goodies for their fans.

I recently worked with a handful of some of the biggest TikTok stars in the UK, and in their lunch break the talk all turned to profits and margins on their very own merchandise. Creators are more savvy than ever… and more are becoming businesses by the day!

3. Age

Creators are getting younger… and older! VidCon London was a great display of creators just starting off, at 5 and 50.

In the panel talks, questions came in from those just staring off their channels and those looking for a new lease of life or even a whole career change.

Creators don’t equal a millennial or generation z, we’re seeing doctors take over TikTok, YouTube-ing nans and Facebook famous babies. Age is certainly just a number.