The rapid growth of social media has created new opportunities for young people to participate in entrepreneurship through content creation, personal branding, audience development and digital monetisation. This article examines the creator economy as an emerging frontier for youth entrepreneurship, focusing on the opportunities, capabilities, challenges and institutional conditions that influence sustainable creator enterprise. Anchored in Digital Entrepreneurship Theory, the article argues that digital technologies enable young people to identify entrepreneurial opportunities, create value and develop new forms of enterprise through social media platforms. However, content creation does not automatically constitute sustainable entrepreneurship. Successful creator enterprises require digital competence, entrepreneurial knowledge, financial literacy, audience engagement and diversified revenue models. The article further identifies platform dependence, income instability, market saturation and digital inequality as significant challenges, particularly in developing economies. A conceptual framework linking digital capability, content creation, audience development, monetisation and sustainable youth enterprise is proposed within the broader digital entrepreneurial ecosystem. The article concludes that governments, educational institutions and entrepreneurship-support organisations should incorporate creator entrepreneurship into youth employment and enterprise-development strategies. With appropriate skills, infrastructure, finance and mentorship, the creator economy can contribute to youth self-employment, creative enterprise development and participation in the digital economy.

Keywords: Creator economy, social media, content creation, youth entrepreneurship, digital entrepreneurship, Digital Entrepreneurship Theory, digital skills, economic empowerment.