The content creator industry gathers in Buenos Aires: the TENT Creator Summit returns

The sustained growth of the content creator economy—a sector projected to generate over $185 billion in revenue globally—will be celebrated on November 13 at the Costa Salguero Center. There, the second edition of the TENT Creator Summit will take place, bringing together more than 3,000 content creators , major social media platforms, and Argentine streaming channels Olga, Luzu, and Blender .

The event is part of Tecweek, an initiative of the Buenos Aires City Government that brings together conferences and forums dedicated to emerging technologies, such as Labitconf and Fintech Forum. Its first edition, held in 2024 , attracted more than 3,500 attendees, including 1,500 creators, agencies, managers, and students.

Content creation has long since ceased to be a hobby and has become a professional activity with economic impact. According to Comscore's "The State of Social Media" report, 90% of Argentinians use a social network every month , with an average of 44 hours of use per user per month. After Brazil, Argentina has the highest social media penetration in the region.

On a global scale, the report shows a 4.4% year-on-year growth in interactions within platforms and a penetration rate of over 72% in the digital population.

Furthermore, a study by the WPP agency estimates that, for the first time, advertising revenues from creator platforms — such as YouTube, TikTok, and Instagram — will surpass traditional media in 2025, driving the rise of an economy that is diversifying with monetization models and artificial intelligence tools.

The TENT Creator Summit aims to establish itself as a key connection point for creators, platforms, agencies, and brands. This year's edition will feature over 100 national and international speakers across four stages, with talks, workshops, and presentations focused on the future of digital content.

Topics to be discussed include content monetization, mental health in digital environments, the relationship between creators and brands, and the use of artificial intelligence in audiovisual production.

The event will also feature executives from YouTube, Meta, TikTok, Spotify and Twitch, and local figures such as Coscu, Grego Rosello, Nati Jota, Marti Benza, Angie Velasco, Mati Spano and Luli González .

There will be themed panels on gaming, beauty, and gastronomy with creators like Dadatina, Locos x el Asado, Ailu Tokman, and from November 3rd to 5th, a new edition of Cyber ​​Monday Argentina 2025 arrives, and once again Motorola will be a protagonist with exclusive promotions for those who want to renew their smartphone with the best technology, design, and performance.

Among the international presentations will be Feastables, the brand created by YouTuber MrBeast , which will outline its global growth strategy. There will also be a special YouTube talk celebrating its 20th anniversary, in which executives and creators will review the platform's milestones and lessons learned.

Mercado Libre , for its part, will present a new regional program for content creators, focused on strengthening their relationship with brands and audiences.