#creator-economy

#creator-economy

"As consumer attention shifts more and more towards digital media, we believe that experiential marketing is one of the few traditional marketing channels that brands can still use to create unique and memorable moments that actually reach consumers," says Reed Duchscher, Night's founder & CEO. "Marketing leaders tell us that in today's media landscape it's important that those experiential investments also translate into digital success and drive earned media virality online. That's why we're so excited to welcome Jasen and team to Night."

In April, QVC Group started streaming 24/7 on the social-media platform, broadcasting its products to millions of users. Today, it has a total of five different TikTok channels, including QVC Beauty, QVC Fashion and, as of this month, QVC Home. In addition to running its own TikTok livestreams and offering goods via TikTok Shop, QVC Group works with 400,000 creators, who show off everything from cleaning products to pajamas. In the second quarter of 2025, the company traced more than 100,000 new customers back to TikTok Shop alone.

Jack Conte hates the word "influencers." As the CEO of Patreon, he would rather people call artists "creators" if what they do is build loyal fanbases willing to pay for what they do online. While platforms like TikTok encourage their power users to sell doodads on the TikTok Shop, Patreon wants people to buy into the platform's stars. To pay a few bucks a month to read what they write or listen to what they have to say.

"We always like to be at the cutting edge of everything, especially digitally focused. We'd already seen success on TikTok Shop, and knowing that live selling was the evolution of the platform, it was something we wanted to test into," said CMO Erica Dunivan.

"We have seen this in recent studies. The younger social media users are looking at older people as authorities on things that they like," Xie said. A 40-something finding success is Dallas influencer Chris Kahle. "It was kind of weird how it happened," Kahle said. "It wasn't even something I was thinking about. I literally posted about my neighbors back in 2024, and the post went viral. That put me over 10,000 followers, and it's been growing fast ever since."

Luxury today? It's less about showing off, more about showing who you are It's emotional, personal, and tied to identity. Heritage still counts, but real impact comes from brands that make people something. This trend resonates strongly with numerous TikTok-born movements, from #mecore to #Iprobablyneedahug all focused on helping people express their emotions first and foremost. It's all about feeling, before flaunting.

"DOJ's proposed changes go far beyond the Court's liability decision and the law" in requiring a divestiture of those businesses, Mulholland writes. On top of the divestiture of the one-time AdX business, the DOJ suggests major changes that go beyond the open web display ad server and ad exchange markets, which were specifically cited in the decision. Another of Google's arguments will be that the business decisions targeted by the DOJ are from, like, six to 16 years ago.

Simmons is no stranger to a high-profile breakup. In 2015, the popular podcast host and media personality had a contentious exit from ESPN, which is also owned by Disney. He rebounded strongly and sold his sports and culture site, The Ringer, to Spotify for close to $200 million in 2020. Simmons said in the latest episode of his eponymous show, "The Bill Simmons Podcast," that Kimmel could similarly strike out on his own.

The creator economy is alive and well, and countless small businesses and individual entrepreneurs pay their bills by making short-form videos appealing to the customer on the street. They project a personalized vibe, trying to connect to viewers in more direct and human ways than how endlessly focus-grouped, big-bucks corporate ad campaigns sometimes land. But AI, which is already impacting the job market, is also encroaching on this

In 2025 Broski is also writing her own rules about what it means to be a creator. In addition to hosting The Broski Reportand her medieval-themed YouTube celebrity talk show, Royal Court - she calls interviewing Superman himself, David Corenswet, a "career highlight" - she recently made her debut as a recording artist, first with what she calls a "proof-of-concept" cover of Harry Styles' "Adore You," followed by two smoldering original singles, "The Sun" and "Stained," which both show off her impressive pipes.

"People are craving authenticity; based on the way video is influencing [style] purchases, they want real, relatable creators showing how trends really work," Corvino said. "Creators are the new celebrities, and we know our audience trusts them."

Mick Hunt is living what many in Gen Z dream about: creating content for a living-and turning it into millions. His podcast, Mick Unplugged, which transforms lessons from his years in business into motivational storytelling, now generates more than $7 million annuallyand even rivals giants like Joe Rogan and Alex Cooper on Apple's charts. And while he admits starting a podcast is relatively easy, he stresses to Fortune that real success begins with identifying one's "Because"-the underlying purpose that fuels ambition.

When a single YouTube video commands more views than a blockbuster premiere, when a TikTok Creator can launch a global trend overnight and when communities once overlooked by Hollywood are finding their voices through creators, it's clear that a new level of opportunity for the entertainment industry has been unlocked. Creators are expanding the industry's reach and helping to reshape its future (literally!), and the impact they are having is undeniable and transformative.

Artificial intelligence is plowing ahead, but it could be setting back the multi-trillion dollar retail sector as humans doubt the authenticity of what they're buying ― and who's trying to sell it to them. Rapid advances in technology mean an army of AI influencers could soon be used to promote serums for acne they never dealt with, and jeans they never had to wiggle into.

Execs have insisted Netflix is superior to YouTube while also making it clear they're open to deals with its stars. "We're looking for the next generation of great creators, and we're looking everywhere," co-CEO Ted Sarandos said in April. It's not just talk. Netflix has done deals with star creators, including kids entertainer Ms. Rachel, The Sidemen, and, most recently, science educator Mark Rober.

For marketers, this is a window of opportunity. Even a creator with 20 million followers depends on algorithms to surface content. In CTV, the top creators appear in channels, a curated environment that looks and feels like television. That makes it easier for audiences to find them and brands to buy in. Creator shows are beginning to scale like TV programming with sponsorships, integrations, and media packages available, but now with loyal, intentional audiences built in.

The company credits "powerful new tools and high-profile partnerships."