The Creator Economy

For all the talk of marketplace giants, the catalogue is strikingly un-concentrated. There are 9,869 active sellers and growing, yet the top ten together hold just 10.0% of all listings — and 42.8% of sellers have shipped exactly one product.

Saturation here looks like atomisation, not consolidation: the seller base keeps widening, so competition spreads across thousands of small catalogues rather than pooling behind a few dominant studios.