> Content is a word that was invented by people who want to create boxes that they can sell ads around, and they had to come up with a name for what goes in the

> Content is a word that was invented by people who want to create boxes that they can sell ads around, and they had to come up with a name for what goes in the box, and that word was “content.” Theory: I believe the quote is absolutely right but that big youtubers started referring to themselves as content creators as a way of signaling that they had "special access" to youtube "corp". "Content creator" is youtube exec lingo, and if in a video you called yourself that a few years ago, that'd mean you're one of the few that are "in", even though the phrase is empty of meaning. Then after a while it just took off and is now common parlance.