The value will come from the creators giving that coin utility, the target audience are people who watch those creators and want to connect with them and to do that they need the CT's.
There are many possible utilities - Voting on creator's decisions, buying power (merch, shout outs, live streams with fans), exclusive NFTs, staking, LPing,.. It really depends on what the creator will offer to their fans. It's in the creator's best interest to offer as many utilities as possible as it'd probably result in higher token demand.
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