Analysis

August 4, 2022

Now we’re cooking: the new platform helping online chefs bring home more bacon

Underpaid creators are propping up a multibillion dollar industry — it’s time for change, says cofounder of Berlin culinary platform


What could be better than making a living from doing what you love? More and more creators have flocked to YouTube, Instagram and TikTok to find out. With an estimated 200m users trying to aggregate and monetise their following, according to a Linktree report, social media has transformed from pastime into an economy of its own right.

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