The creator economy is facing an authenticity crisisThe creator economy's sustainability is threatened by authenticity issues, AI content proliferation, and potential regulatory changes.
Publicis acquisition signals that creator M&A is not slowing down in 2025Publicis is acquiring BR Media Group to enhance its influencer marketing capabilities as the sector grows rapidly.
'There are too many creators': Confessions of a creator going back to a 9-to-5 for the stabilityThe creator economy is expanding, but many creators struggle to sustain a living as competition increases.
In the pitch for brand dollars, retail media networks turn to creatorsRetail media networks are increasingly monetizing creator networks to capture more ad revenue as influencer marketing grows.
The American Influencer Council's launches trailblazing creators listAIC initiative highlights diverse middle-class creators shaping online culture.
Want To Sell Like Mr. Beast? Brands Must Build A Strong CommunityCreators are not just talent; they are crucial community builders and marketing channels.
The creator economy is facing an authenticity crisisThe creator economy's sustainability is threatened by authenticity issues, AI content proliferation, and potential regulatory changes.
Publicis acquisition signals that creator M&A is not slowing down in 2025Publicis is acquiring BR Media Group to enhance its influencer marketing capabilities as the sector grows rapidly.
'There are too many creators': Confessions of a creator going back to a 9-to-5 for the stabilityThe creator economy is expanding, but many creators struggle to sustain a living as competition increases.
In the pitch for brand dollars, retail media networks turn to creatorsRetail media networks are increasingly monetizing creator networks to capture more ad revenue as influencer marketing grows.
The American Influencer Council's launches trailblazing creators listAIC initiative highlights diverse middle-class creators shaping online culture.
Want To Sell Like Mr. Beast? Brands Must Build A Strong CommunityCreators are not just talent; they are crucial community builders and marketing channels.
Influencer Brands Are Making a ComebackInfluencer-founded fashion and beauty brands are evolving, emphasizing sustainability and self-funding over traditional big-name investors.
Is Instagram down? Users report issues with Facebook and Messenger, too.Christianna Silva reports on the intersection of social media, politics, and capitalism in the creator economy.
A.I. Will Break the Creator Economy As We Know It -And a New One Will RiseA.I. will fundamentally transform industries, creating distinct pre- and post-A.I. eras.The creator economy will undergo significant changes due to A.I.'s impact on content monetization.
Creators are increasing their income from alternative revenue streamsUS social media tipping and gifting revenue increased nearly 40% year-on-year, emphasizing growth in creator monetization.
How Much Is TikTok Worth? See the App's Current RevenueTikTok's estimated worth is over $100 billion, crucial for content creators and small businesses.Only eligible users can earn through the Creator Fund based on views.
How to Use AI in the Creator Economy for Growth and EngagementCreators now have unprecedented leverage and influence, facilitated by AI technology.AI tools help creators manage their workflow while enhancing content quality and audience engagement.
Want to be a full-time influencer? Consider freelancingThe aspiration to become a social media influencer is high among Gen Z.Only 4% of creators earn over $100,000, revealing the challenges of the influencer economy.Freelancing may offer a more sustainable income strategy than relying solely on brand deals.
Is Instagram down? Users report issues with Facebook and Messenger, too.Christianna Silva reports on the intersection of social media, politics, and capitalism in the creator economy.
A.I. Will Break the Creator Economy As We Know It -And a New One Will RiseA.I. will fundamentally transform industries, creating distinct pre- and post-A.I. eras.The creator economy will undergo significant changes due to A.I.'s impact on content monetization.
Creators are increasing their income from alternative revenue streamsUS social media tipping and gifting revenue increased nearly 40% year-on-year, emphasizing growth in creator monetization.
How Much Is TikTok Worth? See the App's Current RevenueTikTok's estimated worth is over $100 billion, crucial for content creators and small businesses.Only eligible users can earn through the Creator Fund based on views.
How to Use AI in the Creator Economy for Growth and EngagementCreators now have unprecedented leverage and influence, facilitated by AI technology.AI tools help creators manage their workflow while enhancing content quality and audience engagement.
Want to be a full-time influencer? Consider freelancingThe aspiration to become a social media influencer is high among Gen Z.Only 4% of creators earn over $100,000, revealing the challenges of the influencer economy.Freelancing may offer a more sustainable income strategy than relying solely on brand deals.
YouTube's Super Creators: How MrBeast, Rhett & Link, Michelle Khare, Adam W and More Use the Platform to Power Their BusinessesYouTube significantly contributes to the creator economy, enabling creators to monetize their content and expand their businesses beyond the platform.
Marketing Briefing: Why marketers should pay attention to SXSW's embrace of creatorsThe creator economy is gaining recognition at events like SXSW, showcasing the value creators hold in modern marketing.
Dance creators believe YouTube left them behind amid its Shorts pushYouTube's focus on Shorts offers new monetization avenues but may not be enough to retain dance creators amid declining views.
YouTube is putting more ads in the middle of videos and says they could help creators earn more moneyYouTube will automate mid-roll ad placements starting May 12 to enhance viewer experience and boost creator revenue.
TV upfronts-style Spotter Showcase pitches creators as the future of entertainmentYouTube creators are increasingly targeting TV audiences as viewing trends shift towards connected TV.Spotter Showcase represents a strategic move by creators to align themselves with traditional media formats.
YouTube Won't Revive Originals, Despite Its TV Success - Lindsey GambleYouTube will not revive its original content strategy, focusing instead on user-generated content and creator initiatives.
YouTube's Super Creators: How MrBeast, Rhett & Link, Michelle Khare, Adam W and More Use the Platform to Power Their BusinessesYouTube significantly contributes to the creator economy, enabling creators to monetize their content and expand their businesses beyond the platform.
Marketing Briefing: Why marketers should pay attention to SXSW's embrace of creatorsThe creator economy is gaining recognition at events like SXSW, showcasing the value creators hold in modern marketing.
Dance creators believe YouTube left them behind amid its Shorts pushYouTube's focus on Shorts offers new monetization avenues but may not be enough to retain dance creators amid declining views.
YouTube is putting more ads in the middle of videos and says they could help creators earn more moneyYouTube will automate mid-roll ad placements starting May 12 to enhance viewer experience and boost creator revenue.
TV upfronts-style Spotter Showcase pitches creators as the future of entertainmentYouTube creators are increasingly targeting TV audiences as viewing trends shift towards connected TV.Spotter Showcase represents a strategic move by creators to align themselves with traditional media formats.
YouTube Won't Revive Originals, Despite Its TV Success - Lindsey GambleYouTube will not revive its original content strategy, focusing instead on user-generated content and creator initiatives.
TikTok (with Douyin) becomes first app to reach $6B in annual consumer spending | TechCrunchTikTok became the first non-game app to reach $6 billion in in-app purchases in 2024.
Snapchat's unexpected rise could be the biggest opportunity you're missingThe TikTok ban has opened unexpected opportunities for Snapchat amid trending discussions around deleting Meta's platforms.
The Founder of OnlyFans Wants to Buy TikTokStokely proposes to buy TikTok's US operations to empower creators and challenge social media giants.
Creators can be a full-funnel marketing tactic, Snap study findsCreator partnerships on Snapchat enhance brand awareness and purchase intent, presenting it as a competitive alternative to TikTok.
Substack is rolling out a TikTok-like video feed in its app | TechCrunchSubstack is launching a TikTok-like video feed to capitalize on potential disruptions to TikTok's service in the U.S.
Substack is spending $20 million to court TikTokersSubstack launches a $20 million creator accelerator fund to attract content creators during TikTok's uncertainty.
TikTok (with Douyin) becomes first app to reach $6B in annual consumer spending | TechCrunchTikTok became the first non-game app to reach $6 billion in in-app purchases in 2024.
Snapchat's unexpected rise could be the biggest opportunity you're missingThe TikTok ban has opened unexpected opportunities for Snapchat amid trending discussions around deleting Meta's platforms.
The Founder of OnlyFans Wants to Buy TikTokStokely proposes to buy TikTok's US operations to empower creators and challenge social media giants.
Creators can be a full-funnel marketing tactic, Snap study findsCreator partnerships on Snapchat enhance brand awareness and purchase intent, presenting it as a competitive alternative to TikTok.
Substack is rolling out a TikTok-like video feed in its app | TechCrunchSubstack is launching a TikTok-like video feed to capitalize on potential disruptions to TikTok's service in the U.S.
Substack is spending $20 million to court TikTokersSubstack launches a $20 million creator accelerator fund to attract content creators during TikTok's uncertainty.
Andre 'Typical Gamer' Rebelo hits 1 million followers on Fortnite CreativeFortnite Creative has gained significant traction as a platform for creators, exemplified by Typical Gamer reaching over one million followers.
The Independent bets big on individual talent-led verticals with the launch of Independent StudiosThe Independent is enhancing talent-driven content to create intellectual property for sponsorship, starting with the launch of Independent Studios.
Station Enabled Spotify Open Access For Seamless Access To Premium Content - Podcaster NewsSpotify and Station are collaborating to enhance podcast distribution.The integration supports creators and encourages innovation in the podcast industry.
Podcast Hosting and MonetizationCreator Lab offers free podcast hosting with advanced analytics and monetization opportunities, allowing podcasters to earn from automated ads.
Station Enabled Spotify Open Access For Seamless Access To Premium Content - Podcaster NewsSpotify and Station are collaborating to enhance podcast distribution.The integration supports creators and encourages innovation in the podcast industry.
Podcast Hosting and MonetizationCreator Lab offers free podcast hosting with advanced analytics and monetization opportunities, allowing podcasters to earn from automated ads.
Substack Expanding Video Monetization OptionsCommercial photographers are seeking new revenue streams amid AI challenges, turning to platforms like Substack for monetization.
Why Substack offers creators money to transfer their audience to its platformSubstack empowers creators by providing financial guarantees to support their transitions without loss of income.
Creators are ditching Substack over ideological shift in 2025Creators are leaving Substack due to its association with extreme political messaging.Joe Posnanski's departure underscores concerns over platform reputation amidst political volatility.
Substack's video push sees modest bump, but a long road remains to win over creatorsSubstack's increasing video content raises questions about user preferences and the platform's future.
Substack Expanding Video Monetization OptionsCommercial photographers are seeking new revenue streams amid AI challenges, turning to platforms like Substack for monetization.
Why Substack offers creators money to transfer their audience to its platformSubstack empowers creators by providing financial guarantees to support their transitions without loss of income.
Creators are ditching Substack over ideological shift in 2025Creators are leaving Substack due to its association with extreme political messaging.Joe Posnanski's departure underscores concerns over platform reputation amidst political volatility.
Substack's video push sees modest bump, but a long road remains to win over creatorsSubstack's increasing video content raises questions about user preferences and the platform's future.
MrBeast v/s Mark Zuckerberg: Net Worth compared as YouTuber advices Meta creator on how to monetize on video contentMrBeast and Zuckerberg discussed monetizing video content, focusing on enhancing Meta's strategies, particularly through multilingual dubbing.
As SXSW kicks off, marketers embrace it as an 'accessible' conference for content, connectionSXSW promotes a 'yes' culture that fosters collaboration and innovative thinking essential for marketers.
Inside Doritos' 'creator-led' marketing strategyDoritos revives 'Crash the Super Bowl' contest to enhance ties with creators.
Patreon Hires Shake Shack Marketer Mike McGarry as SVP of MarketingPatreon hires Mike McGarry as SVP of marketing to unify brand efforts and enhance creator engagement.
As SXSW kicks off, marketers embrace it as an 'accessible' conference for content, connectionSXSW promotes a 'yes' culture that fosters collaboration and innovative thinking essential for marketers.
Inside Doritos' 'creator-led' marketing strategyDoritos revives 'Crash the Super Bowl' contest to enhance ties with creators.
Patreon Hires Shake Shack Marketer Mike McGarry as SVP of MarketingPatreon hires Mike McGarry as SVP of marketing to unify brand efforts and enhance creator engagement.
Roblox's ad expansion sparks backlash from creator studiosRoblox's advertising strategy in 2025 is causing friction with creator studios over monetization revenue-sharing.
Why Gen Z Buys From Brands They See On RobloxCreators foster deeper connections than traditional ads, leading to increased audience engagement on platforms like Roblox.Roblox allows brands to cultivate meaningful relationships by integrating into user-generated experiences, shifting from mere visibility to active participation.
Roblox's ad expansion sparks backlash from creator studiosRoblox's advertising strategy in 2025 is causing friction with creator studios over monetization revenue-sharing.
Why Gen Z Buys From Brands They See On RobloxCreators foster deeper connections than traditional ads, leading to increased audience engagement on platforms like Roblox.Roblox allows brands to cultivate meaningful relationships by integrating into user-generated experiences, shifting from mere visibility to active participation.
I flew to SXSW to check the pulse of TV, film, and the creator economy. These were the 6 hottest topics among insiders.SXSW highlighted the entertainment industry's struggle with AI challenges amidst ongoing strikes and tech disruptions.
Why creators see Twitch's monetization and moderation updates as the latest salvo in the livestreaming warsTwitch's new monetization features are aimed at regaining its competitive edge against rivals like YouTube and Kick.
Twitch is letting more streamers access its monetization tools | TechCrunchTwitch will democratize monetization by allowing more creators to access subscriptions and Bits regardless of follower count.
Why creators see Twitch's monetization and moderation updates as the latest salvo in the livestreaming warsTwitch's new monetization features are aimed at regaining its competitive edge against rivals like YouTube and Kick.
Twitch is letting more streamers access its monetization tools | TechCrunchTwitch will democratize monetization by allowing more creators to access subscriptions and Bits regardless of follower count.
The Honey scandal is a 'wake-up call' for the creator industry's affiliate partnershipsThe creator economy is scrutinizing affiliate programs due to concerns over revenue skimming by companies like Honey.Greater scrutiny of creator contracts is expected to enhance protections for creators against affiliate revenue disputes.
Packet TV aims to solve one of the biggest challenges for content creatorsContent creators struggle to transition audiences from mainstream platforms to their own sites, but Packet TV provides innovative solutions.
'For You' feeds are not for creators, Patreon says | TechCrunchCreators find it harder to reach followers due to algorithmic constraints of social media.Fans prefer long-form content despite the popularity of short-form video.Creators prioritize quality interactions over traditional metrics like views.
How Tiffany Lopinsky of ShopMy Has Redefined the Concept of Social ShoppingTiffany Lopinsky has revolutionized social shopping through ShopMy, connecting content creators with brands for effective product recommendations.
Whalar Group wants to take the creator economy into its "next chapter" with The LighthouseWhalar Group's new campus, The Lighthouse, aims to foster collaboration and learning for content creators through memberships and community engagement.
Sean Evans, Rhett & Link on Building Creator Businesses (and Each Other)Creators at Sundance prioritized networking and collaboration over concerns about TikTok.The intersection of culture and commerce was palpable at the festival.
Packet TV aims to solve one of the biggest challenges for content creatorsContent creators struggle to transition audiences from mainstream platforms to their own sites, but Packet TV provides innovative solutions.
'For You' feeds are not for creators, Patreon says | TechCrunchCreators find it harder to reach followers due to algorithmic constraints of social media.Fans prefer long-form content despite the popularity of short-form video.Creators prioritize quality interactions over traditional metrics like views.
How Tiffany Lopinsky of ShopMy Has Redefined the Concept of Social ShoppingTiffany Lopinsky has revolutionized social shopping through ShopMy, connecting content creators with brands for effective product recommendations.
Whalar Group wants to take the creator economy into its "next chapter" with The LighthouseWhalar Group's new campus, The Lighthouse, aims to foster collaboration and learning for content creators through memberships and community engagement.
Sean Evans, Rhett & Link on Building Creator Businesses (and Each Other)Creators at Sundance prioritized networking and collaboration over concerns about TikTok.The intersection of culture and commerce was palpable at the festival.
Sling TV to provide a home for Sabio's Creator TVSling TV partners with Sabio to distribute Creator Television, bridging social media and streaming for creators.
How To Prop Up Human IP In The AI AgeGenerative AI threatens human creators' income, with projections of 21% to 24% revenue loss by 2028.
Is the Future of the Creator Economy Direct-to-Consumer?Content creators are shifting from unpredictable revenue sources to direct-to-fan strategies for more stability.
YouTube Launches New "Promote" Option for Shorts to Simplify Video Boosting for Creators - Lindsey GambleYouTube has introduced a Promote feature for Shorts, simplifying video promotion for creators.
LinkedIn Finally Adds Email Analytics for Newsletters - Lindsey GambleLinkedIn's recent email metrics for newsletters help assess performance but lack critical subscriber data.
Creator Marketing Platform Breakr Launches BreakrPay to Help Creators Get Paid in Real Time and Announces New Partnership with Live Nation Urban - Lindsey GambleBreakr introduces BreakrPay™, enabling instant payments for creators, revolutionizing the outdated payment processes in the creator economy.
Fox Buys Conservative Media Company Behind Tucker Carlson and Megyn Kelly PodcastsFox Corp's acquisition of Red Seat Ventures highlights the growing significance of the creator economy in media.
Fox Acquires Firm Behind Conservative and True Crime PodcastsFox Corporation acquired Red Seat Ventures to strengthen its position in the online creator economy.The deal allows well-known media personalities to create independent programming.
Fox Buys Conservative Media Company Behind Tucker Carlson and Megyn Kelly PodcastsFox Corp's acquisition of Red Seat Ventures highlights the growing significance of the creator economy in media.
Fox Acquires Firm Behind Conservative and True Crime PodcastsFox Corporation acquired Red Seat Ventures to strengthen its position in the online creator economy.The deal allows well-known media personalities to create independent programming.
NFL Drafts More Creators to Hype the Super Bowl | Muse by CliosThe NFL is focusing on creators and influencers to attract younger fans through innovative marketing strategies.
The White House Opens Its Press Briefing Room to Creators; Over 7,400 Have Applied - Lindsey GambleThe White House is opening the Brady Press Briefing Room to new media voices to engage with diverse and younger audiences.
NFL Drafts More Creators to Hype the Super Bowl | Muse by CliosThe NFL is focusing on creators and influencers to attract younger fans through innovative marketing strategies.
The White House Opens Its Press Briefing Room to Creators; Over 7,400 Have Applied - Lindsey GambleThe White House is opening the Brady Press Briefing Room to new media voices to engage with diverse and younger audiences.
Creator Economy to Take Center Stage at 2025 NAB Show, Featuring Dhar Mann and Expanded Creator Lab ProgrammingDhar Mann will discuss building a successful digital content studio and insights into the creator economy at the 2025 NAB Show.