Determinants of Digital Creator Organizations’ Performance: An Organizational Perspective

As digital creators increasingly operate through organized business structures rather than as individual content producers, understanding organizational characteristics associated with digital creator organizations’ performance has become an important research question. This study examines how content production scale, revenue model diversification, and workforce structure are related to the performance of digital creator organizations. Using survey data on the Korean digital creator media industry, we analyze organizational performance in terms of sales volume and sales per employee. The results indicate that content production scale and revenue model diversification are positively associated with organizational performance. The findings also indicate that workforce structure is relevant: the share of permanent employees is positively related to efficiency, whereas the share of production and development employees is negatively associated with performance. Overall, this study suggests that organizational performance in digital creator organizations is associated not only with content production itself, but also with revenue model breadth and workforce structure. This study contributes to the literature by providing an organizational perspective on performance in the creator economy and offers practical implications for the sustainable growth of digital creator organizations.