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---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! Today’s column is all about how creators are changing back-to-school shopping—and why you’re too late if you’re just starting to think about a back-to-school strategy now_. **In other news:** * Why Meta’s big settlement isn’t as bad for the company as it might seem * Bad, Bad Golf: The real cost of a Good Good’s and Callaway’s ad * _The Round Up:_ TikTok Live has a Substack, CAA courts game developers * The US Open doubles down (literally) on creators * _Commerce Corner:_ Amazon and YouTube join forces and LTK launches agentic AI tool ----------——————————————————————————— The back-to-school season is upon us. But for shoppers, it actually started months ago. According to the **National Retail Federation**, 62% of back-to-school and college shoppers started buying items by early July. About one-third had started their shopping already in June. The change in shopping habits coincides with retailers moving their sales periods earlier this year. Amazon, for example, shifted its annual Prime Day sale from mid-July to late June—and extended it from two to four days. But it’s also because consumers, especially students, are online all the time and are being bombarded with shopping and back-to-school content. During the past year, people watched 1.6 billion hours of college move-in videos and content titled with college or back-to-school hauls racked up over 800 million views, per July data from YouTube. (For context, 1.6 billion hours is over 180,000 years worth of videos.) A lot of back-to-school content is also coming from creators. Creator commerce app** LTK** told us that back-to-school content from creators appeared three to four weeks earlier this year on its platform compared to last year. Dorm and school supply posts hit June engagement levels that weren’t seen until mid-July in 2025. Zooming out, back-to-school sales are expected to reach nearly $150 billion in the US this year, with college shoppers spending over $100 billion for the first time, according to the NRF. That’s a striking sum, especially given how affordability is a major challenge for many Americans: 47% of respondents in NRF’s survey said they were buying only “the essentials” needed at the start of the school year. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/d01a9769-a80f-4c3b-8ea7-d14ef61a817d/Back-to-School_Spending.png?t=1787855770) Caption: But essentials don’t just mean traditional school supplies anymore. That’s thanks largely to the rise of sorority rush videos and product hauls on social media that have broadened the back-to-school category. Items like water bottles and skincare products are also now considered back-to-school must-haves for both K-12 and college students. And when consumers are shopping for binders, lunchboxes and backpacks, they want those items to make a statement, like buying [matching sets](https://www.instagram.com/reel/DbGlEJbx_8D/?igsi=dml6M2I4NWUzZGVv). Another trend that’s accelerated this year: over-the-top dorm makeovers. They’re costing families [upwards of $20,000](https://fortune.com/2026/08/24/college-dorm-decor-parents-spending-six-figure-tuition/), which is more than in-state tuition rates for many public universities across the country.  Still, much of the back-to-school spending growth is being driven by rising prices. And even as some people are spending exorbitant sums on extravagant dorm decorations (including wallpaper!), many more are being wary of their budgets. Despite all the early scrolling and buying, the NRF found that the top reason shoppers hadn’t yet finished their back-to-school shopping by July was simple: They were still waiting for the best price. ——————————————————————————— We share more of our thoughts on over-the-top dorm makeovers and debate whether cell phone bans in schools could actually hurt social platforms’ bottom lines on Thursday’s episode of Scalable. Plus, we dive into the affiliate marketing scandals rocking the industry and go deeper on [the rise of employee creator programs.](https://scalablepod.com/p/from-fired-to-hired-for-posting-tiktoks)   Watch below, or listen on [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv?si=9tznI8j6SoOSzD6jwNgpkg&nd=1&dlsi=a528f53c9b314085), [Apple](https://podcasts.apple.com/us/podcast/scalable/id1849748633), [iHeart](https://www.iheart.com/podcast/269-scalable-303940586/) or wherever else you get your podcasts! Youtube: Back to School and ‘Back to Work’ | RushTok, Staples Baddie and Employee Influencers (https://youtu.be/Rcjd4XCChs0?si=vvwqK7HiDxxkiB2a) ——————————————————————————— ## **Meta’s Big Settlement** **Meta** on Wednesday settled a landmark case that argued the company knowingly designed its apps to be harmful to young people. At $18 billion, it’s a whopping sum, but it’s not as bad for Meta as it might seem. For one, $18 billion is only about a month’s worth of the revenue Meta made in 2025 (~$200 billion).  The agreement also requires the company to make changes to its apps to protect minors, including two-hour time limits and the ability to switch to a non-algorithmic feed. On the surface, agreeing to these restrictions feels like a tacit admission of wrongdoing from Meta, which has repeatedly argued that its apps are safe and not harmful to young people. These are also meaningful changes that could hurt Meta’s ability to make money in the longer-term if they result in decreased engagement. But the settlement also allows Meta to pass on some of the responsibility to parents, which could help shield the company from potential lawsuits in the future. For example, parents are able to turn off two-hour time limits on their teens’ accounts. Plus, it cleverly puts pressure on two of Meta’s biggest rivals. The company won’t pay the final 30% of the settlement until **TikTok** and **YouTube** implement their own one-hour daily limit, night mode and age assurance measures. TikTok and YouTube also must pay an amount matching the 30% figure. This could increase the pressure to hold those other platforms accountable as well, handicapping them or forcing them to pay. TikTok and YouTube would be two of the biggest beneficiaries of reduced teen screentime on Instagram. And Meta is making clear that it isn’t going to feel the pain alone. Tune into our recent conversation with **California Attorney General Rob Bonta**, who co-led the case against Meta. We discuss everything from school social media bans to whether AI regulation could cause the US to fall behind other countries. Youtube: What the California AG really thinks about AI, regulation and creators (https://youtu.be/9BON4E6VSSk?si=-_dxO3x_syeEFdah) ——————————————————————————— ## **⛳ Good Good Golf, Bad Bad Behavior** **Good Good Golf**, a sports media company that started on YouTube, and golf equipment brand **Callaway** are facing major backlash over an ad that shows Good Good’s co-founder **Garrett Clark** shoving female golfer and Good Good star **Alex Miestowski** to the ground. CEOs for both companies [have apologized](https://www.instagram.com/p/Dcc29Hsurv5/), including a nine-minute personal apology [video](https://www.instagram.com/p/DchU0FlClJm/) from Clark. But Good Good’s blunder is costing more than just its reputation. Golf retailer** Golf Galaxy **reportedly [pulled out of a sponsorship deal](https://sports.yahoo.com/golf/article/good-good-golf-and-the-high-cost-of-an-unfunny-joke-183344071.html) for a new iteration of a golf reality series co-branded with Good Good. Meanwhile, Golf Galaxy, Dick’s Sporting Goods and PGA Tour Superstore have removed the brand’s merchandise from their stores. We want to know who thought this ad was even remotely a good idea? ——————————————————————————— ## **The Round Up** **YouTube** is offering more than a dozen creators, including **Brittany Broski **and “Subway Takes” host** Kareem Rahma**, deals ranging from low seven-figures to as much as $10 million to keep them off rival platforms like Netflix, [The Ankler reported](https://likeandsubscribenews.substack.com/p/15-creators-deals-up-to-10m-inside). We wrote more about YouTube finally fighting back against Netflix [here](https://scalablepod.com/p/the-creator-exit-plan)—and why it should bring original content back [here](https://scalablepod.com/p/why-youtube-should-bring-originals-back).  **Threads** is [testing](https://www.threads.com/@conno_r/post/Dcbly20G7_9?xmt=AQG04msgRuDO7Y4riyjtphZWOK9Z8CFgoJrV1sBuNOcR-Q) a feature that lets podcasters share audio clips from their shows with text transcribed over the clip. That way, people can follow along even if their audio is off. The move comes as more social networks roll out podcasting tools. See our chart comparing features [here](https://scalablepod.com/p/how-tiktok-stacks-up-in-podcasting-and-who-s-next).  **TikTok Live **launched a newsletter on** Substack** to share best practices and tips for livestreaming from TikTok Live creators. The move comes as more companies are launching their own newsletters. More creators and brands are also trying to figure out their livestreaming strategies. **CAA **launched Frame1Games, a new initiative that provides game developers with funding and support to build their own businesses. _ICYMI: _**Patreon **[launched](https://www.patreon.com/jackconte/posts/new-patreon-167204499) a slew of updates and features, including algorithm changes that make it easier for smaller creators to get discovered and a tool for iOS that automatically clips moments from longer videos. ——————————————————————————— ## 🎾** Creators Serve Up Aces** The** US Open** has approved credentials for about 100 creators, nearly double from last year, when it first launched a dedicated creator program. Another 15 to 20 creators will produce content directly for the US Open, according to [Front Office Sports](https://frontofficesports.com/us-open-almost-doubling-credentials-for-creators/). It’s not just sports creators who the US Open has credentialed: Last year, the creator cohort included lifestyle, food, fashion and family creators. For the first time, podcasters will also be given credentials this year and some will record on the competition grounds in Queens, New York. We’re not surprised to see the US Open double down on creators. Despite complaints from some die-hard tennis fans about influencers being in the stands, the strategy seems to be working: Content from credentialed creators reached over 5.5 million engagements in 2025, per the USTA. That’s on top of the 3.1 billion engagements the US Open generated on its own accounts during the tournament, up from around 1 billion a few years ago. Meanwhile, sales of the US Open’s signature Honey Deuce cocktail reached $17.2 million last year, up from $12.8 million in 2024, when the drink’s price went up to $23. A big part of the increase must have come from influencers and creators, as well as ordinary fans, posting content with the Instagram-worthy drink, which features three honeydew melon balls, on social media. We recently went deeper into why it’s important for sports leagues and teams to partner with creators, especially those whose audiences aren’t just core fans, with** Toni-Cowan Brown**, a Formula 1 commentator and editor of Esses Magazine. Youtube: F1's Real Growth Engine | Toni Cowan-Brown (https://youtu.be/lXZq6te6dOI?si=QiGPXvMSeGVwmTu-) ——————————————————————————— ## **Commerce Corner ** **Amazon** is joining** YouTube**’s affiliate program. US creators will be able to tag Amazon products in their Shorts, long-form videos and livestreams and earn commissions from purchases. It’s a a big move to see two of the world’s most powerful platforms team up this way, but it makes a lot of sense: Amazon’s social and creator shopping efforts never really took off (remember Amazon Inspire?) and YouTube gets better shopping tools and inventory to offer creators without having to build its own. We’re curious what this might mean for Amazon-owned Twitch… **Levanta**, an affiliate and creator platform for e-commerce brands, announced $22 million in Series B funding led by **Volition Capital. ** **LTK**, the creator shopping app, launched a new agentic AI offering to help brands build and launch creator campaigns. The tool can identify creators, structure campaigns and suggest next steps based on a business objective. ——————————————————————————— ## 🔊**Soundbite: Dolly Parton Edition** “From rags to rhinestones. I’ve been blessed with a life full of stories.“ — _—Dolly Parton_ That’s how **Dolly Parton** started the final Instagram Reel posted to her official account before she died on Tuesday at age 80.  We’ve been struck by the outpouring of emotion both on social media and [IRL](https://www.yahoo.com/entertainment/music/articles/dolly-parton-hollywood-star-becomes-232402949.html) for the country music icon. Our feeds have been filled with video after video of Parton. It’s a sad but fitting end to a summer full of monocultural moments, which united people in a way that feels increasingly rare these days.  We go deeper on the summer of monoculture and how creators fit in on next week’s podcast. ——————————————————————————— ## **Creator Moves** **Hannah Berner**, a comedian and podcaster, [will host](https://deadline.com/2026/08/hannah-berner-paramount-dating-show-making-love-1237049356/)** Paramount+**’s new dating reality series “Making Love.” How many more creator-led dating shows can we expect? **Emma Chamberlain** launched a rollneck sweater with **J. Crew**. This new edition of the sweater, which has been a staple for the clothing brand since the late 1980s, is cropped in an effort to better appeal to Gen Z.  ——————————————————————————— ## **Talent Tracker** **Mikaely Drake** is now director of social and influencer at **Slack**. Most recently, she was director of social media at Salesforce, which owns Slack. **Audrey Eatherly **joined the **Susan Wojcicki Foundation** as head of creator and community partnerships. Wojcicki, the former CEO of YouTube, died in 2024 after a battle with lung cancer. Eatherly spent more than nine years at YouTube, where her work included leading top creator partnerships globally. **Mike Muney** is now vice president of creator partnerships at **Big Shot Pictures**, a new family entertainment company from former Paramount co-CEO Brian Robbins. He previously worked in creator roles at companies including Spotify and Yahoo. **Ponte Firm**, a talent firm representing lifestyle creators such as Audrey Peters and Kit Keenan, [hired](https://deadline.com/2026/08/creator-talent-agency-ponte-firm-expands-1237045155/) **Jenna Bissonnette** as managing director and** Jenna Galan **as director of talent and partnerships in New York. In Los Angeles, the company hired **Roy Peters** as senior vice president of talent and partnerships and named **Matthew Bojanic** director of talent and partnerships.** Annie Leggett **was also promoted to senior talent manager.  ——————————————————————————— **Bookmarked**  [The Unraveling of Podcaster Ashley Flowers’ True Crime Empire](https://www.bloomberg.com/news/features/2026-08-26/ashley-flowers-crime-junkie-podcast-empire-audiochuck-faces-reckoning) [Don’t Believe YouTube’s Emmy Hype](https://www.vulture.com/article/youtube-emmys-2026-subwaytakes-nomination.html) [Google’s Sergey Brin and His Wellness Influencer Girlfriend Are Part of Silicon Valley’s Move to the Right](https://www.vanityfair.com/story/sergey-brin-gerelyn-soto-maga?srsltid=AfmBOorEtd_t6e-4qBLY1SnV-EHt9kKOnl0yMJw_kq0SIMHBjDF7kMQ8) [The Influencers’ Thanksgiving ](https://www.nytimes.com/2026/08/20/nyregion/the-influencers-thanksgiving.html) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/back-to-school-shopping-gets-a-makeover

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! __Today’s column is an in-depth look at why more brands are changing their minds about employees posting about work on social media._ **In other news:** * _The Round Up: _Disney becomes the latest threat to YouTube and Travis Kelce teams up with Publicis for college sports * _By the Numbers: _Over one-third of new websites could be written with AI * _Talent Tracker: _MLS is hiring a director of creator strategy and Clubhouse (yes, the social audio app) is hiring a chief of staff for $270k -------------------- ——————————————————————————— ----------Not too long ago, employees risked getting fired for posting TikToks about their jobs. Now more companies are paying them to do it. In July, **Gap Inc.** expanded its creator program to allow staff at Gap, Old Navy, Banana Republic and Athleta to earn commissions from affiliate links on social media.  Then there’s **Starbucks**. It became the first brand to pilot **TikTok**’s new program that turns content from a custom network of creators, including employees, into paid ads. Who did Starbucks choose? Its own baristas. The change in attitude toward employee content comes as brands shift their strategies to focus more on niche influencers over just big social media stars. It also comes as content from “Staples Baddie,” a [Staples employee](https://www.cnn.com/2026/03/02/business/staples-baddie-tiktok-sales-nyc-cec) in upstate New York, has grabbed consumers’ attention, organically showing companies the value of having staff represent them on social media. Employees are “the ones who deal with the product every single day” and can best speak to “what they’re putting into customers’ hands,” **Moritz Bartsch**, global head of creative and brand product operations at TikTok, told us. Bartsch is leading the partnership with Starbucks. People seem to agree. Almost half (46%) of consumers want to hear from regular employees on social media, according to new data from** Sprout Social**. That was well ahead of the marketing team and C-Suite executives, who have also increasingly started whipping out their phones to post content. (Sorry to the McDonald’s [CEO!)](https://www.nbcnews.com/pop-culture/pop-culture-news/mcdonalds-burger-king-beef-ceos-viral-video-rcna261689) View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/64a3aef8-6e0f-4a79-8627-c97c3e1a6b31/Employees_Are_the_New_Influencers.png?t=1787682828) Caption: Other research suggests that employee content can also drive business results. Seven in 10 adults in the US said they are more likely to buy from—or support a company—after seeing a real employee experience, according to [December data](https://theharrispoll.com/wp-content/uploads/2026/02/Staff-to-Storytellers-1.pdf) from The Harris Poll. A similar percentage (77%) of respondents in Sprout Social’s survey said they had discovered a product or service from an employee influencer. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/4c3e0c3c-18b8-43bf-87d0-3afc78c84143/image.png?t=1787659131) Caption: Still, encouraging employees to post on social media comes with risks, including the potential for content that reflects poorly on the brand. That’s a big reason why brands have historically been hesitant about their employees making content about their work. It’s also why we now see companies building out formal employee advocacy programs, rather than just asking their employees to post more. Formal programs give brands more control over the content and the creative. On TikTok, for example, brands can choose which employees they work with, outline briefs and review content before it goes live. Meanwhile, Gap said it would provide its employee creators with clear guidelines around transparency, disclosure and brand standards. For employees, structured programs can give them a clearer picture of how they will get paid for their content: 61% of consumers in the Sprout Social survey said employee influencers should get paid extra for their promotional efforts on social media. Even so, only a few companies have launched official programs so far and most of them are in the retail industry. For Starbucks, the TikTok partnership also builds on its existing Green Apron Creators program, which launched in late 2024 and allows baristas to earn money from their content. But there’s plenty of room for other types of companies to lean into employee content creation.** Expedia**, for example, told us it’s exploring an employee creator program that could roll out this fall. TikTok’s Bartsch also pointed to another unexpected category: Automotive. “Cars are historically very hard to ship to creators,” he said. “You can’t just work with hundreds of creators at scale and send them a car to shoot.” Instead, car brands and manufacturers should look to content already coming from employees at dealerships. Looking ahead, we’re most curious about what the content guidelines look like—and what happens if creators don’t follow them. We’re also interested in how much these employee creators are getting paid. TikTok told us it doesn’t handle payments for the Starbucks program, but that could change for other employee programs in the future. It’s unclear how much Gap and Starbucks are paying their employee creators or how those payments compare to typical influencer marketing rates. Either way, filming a TikTok on the job is a lot less risky now! ——————————————————————————— ## **The Round Up** It’s not just **Netflix **that **YouTube **needs to worry about. **Disney** signed an original content deal with YouTuber **Dhar Mann **for kids and family content, starting with 20 episodes. Mann and his company Dhar Mann Studios have also created original episodes for Samsung TV Plus. **Instagram** launched a new feature called First Draft, which automatically edits video clips into a Reel. From there, creators can continue editing as they see fit. **Travis Kelce** and **Publicis Sports **have teamed up to launch **TEKTA**, a new consulting arm that helps connect brands with college athletes and universities. On the other side of the Kelce universe, **Jason Kelce** is going viral for [appearing in an ad](https://www.youtube.com/watch?v=r9OhekhlZ9Y) for Liquid Death and Garage Beer where he proposes an unusual solution to cool data centers. **Mattel** is [launching](https://www.hollywoodreporter.com/news/general-news/mattel-uno-card-game-competition-twitch-stream-1236676401/) a live competition series of its card game **Uno**, which will livestream on **Twitch**. The tournament will end on Nov. 11 in Los Angeles, with an in-person and livestreamed event. The grand prize winner will take home $50,000. ——————————————————————————— ## **By the Numbers: 10%** That’s how many websites show signs of AI editing or authorship, according to [new data](https://www.pewresearch.org/data-labs/2026/08/20/how-much-of-the-internet-is-written-with-ai/) from **Pew Research Center**. While that might not seem like a lot, keep in mind that ChatGPT only launched in late 2022 and there are plenty of websites that have been around since way before then. To account for that, Pew also considered just the websites that launched after ChatGPT and found that 35% of those new websites showed signs of AI authorship. What are some of those signs? According to Pew, it’s not just em-dashes: AI models are also more likely than humans to make lists of three and to use Oxford commas. ——————————————————————————— ## **Regulatory Woes** **TikTok **reached an agreement with the **DOJ **to pay $400 million to settle a Biden-era lawsuit that claimed the app collected data on children, [Bloomberg reported](https://www.bloomberg.com/news/articles/2026-08-21/tiktok-to-pay-400-million-to-settle-doj-child-privacy-case). **Twitch** and its parent company **Amazon** are being sued by a streamer from Connecticut in a class action lawsuit over claims that the platforms are using creators’ streams to train Amazon’s generative AI models without permission or compensation, legal news outlet Courthouse News Service [first reported](https://www.courthousenews.com/online-streamers-sue-twitch-amazon-over-generative-ai-training/). ——————————————————————————— ## **Creator Moves** **Victoria Garrick Browne **is back with a new podcast. She’s hosting the show, called “Inner Childish,” with her childhood friend and fellow creator **Aubrey Wood**. The show is part of the **Lemonada** podcast network.  In April, Browne ended her mental health podcast “RealPod” after seven years. She is reusing her old podcast account for the new show, giving it a built-in audience. Smart move! (Read more about why other OG podcasters have abandoned their shows [here](https://scalablepod.com/p/a-podcast-reckoning-is-here).) ——————————————————————————— ## **Talent Tracker** **Stephanie Coffua** joined the **Washington Post**’s Creator team as senior video and audience strategy editor. She will oversee social media channels and support video storytelling from creator-focused reporter Dylan Wells and other creator partners. Previously, Coffua was an audience editor at ABC News.  **Josh Leon** is now part of **OpenAI**’s go-to-market team focused on advertising solutions. Before that, he spent more than six years at **TikTok**, most recently as vertical manager of enterprise tech and apps.  🔊Remember the once-buzzy social audio app **Clubhouse**? CEO and co-founder **Paul Davison** is [hiring](https://jobs.ashbyhq.com/clubhouse/37145c0d-bf4b-4301-8d5b-10c22da7c944) a chief of staff with a $270,000 annual salary.  **Major League Soccer** is [hiring](https://www.linkedin.com/jobs/view/director-creators-at-major-league-soccer-4454780653/) a director to help build and lead the organization’s creator strategy. ——————————————————————————— ## **Bookmarked** [Comedians Are Trolling AI, and the Jokes Are Landing](https://www.vanityfair.com/story/when-comedy-met-ai-the-creators-finding-the-funny-in-tech?srsltid=AfmBOorF2jakNzNUyrrlXH-D3dImH8D3puqLDaaeZHmFmACJE9zBJczg) [The Embarrassing Secret of Kareem Rahma's Success](https://www.gq.com/story/from-the-desk-of-kareem-rahma) [Hating Matcha, Yet Loving Life, Made Him a TikTok Star at 89](https://www.nytimes.com/2026/08/20/world/europe/elder-opa-influencer-tiktok-star-matcha.html?campaign_id=346&emc=edit_wor_20260824&instance_id=180834&nl=the-world&regi_id=295966374&segment_id=225304&user_id=e576fbbc1d8acc41a2c108284204e0e9) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/from-fired-to-hired-for-posting-tiktoks

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! Today’s column is focused on creator exit strategies and what buyers need to know about creator businesses, featuring Stephanie Patrick. _ _Patrick led the M&A process for Theorist Media, which was one of the first creator businesses to sell to LunarX in 2022._ **In other news:** * YouTube finally hits back at Netflix * _The Round Up: _What’s behind the Neutrogena boycott, Reddit’s ChatGPT citation rate plunges and Meta’s new AI app for creators * _Creator Moves:_ Kim Kardashian swings into baseball and TBPN takes a vacation * _By The Numbers: _LeBron hit over half a million subscribers for his golf YouTube channel within days -------------------- ——————————————————————————— ----------**Stephanie **and** Matt Patrick **figured a YouTube channel had about a five-year lifespan. That’s why the couple decided to launch a second channel just as their first one was hitting the four-year mark in 2015. “Our expectation is that YouTube channels don’t last forever,” Stephanie Patrick told us [on Thursday’s episode](https://scalablepod.com/podcast) of Scalable. “You have to have some sort of sunsetting plan or a transition plan.”  This kind of forward-thinking eventually led the Patricks to become one of the first creators to pull off a real exit. They sold their company **Theorist Media**, which includes YouTube channels like Game Theory, Food Theory and Style Theory, to **Lunar X **in 2022. Stephanie led the M&A process. Four years later, 42% of creators in the US have a clear exit plan, according to data from the **Consumer Technology Association**. Among full-time creators, that figure rises to 60%. At the same time, more top creators are [raising outside funding](https://scalablepod.com/p/alex-cooper-has-a-new-business-rivaling-her-podcast) to expand their businesses, which could help set them up for an exit in the future. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/e1a4d9cc-4542-4443-8a13-10f61b5fca60/Creators_Have_an_Exit_Plan.png?t=1787162872) Caption: Still, there’s no single playbook for a creator exit. The terms, buyers and how long a creator stays visible on-camera can all vary. Brothers and long-time YouTubers **Hank **and **John Green**, for example, relinquished their shares in educational content company **Complexly** and [turned it into a nonprofit](https://scalablepod.com/p/a-youtube-show-that-costs-5-000-per-minute) earlier this year. While the Greens are still making content, they brought on new hosts and named **Julie Walsh Smith** as CEO to help the company stand on its own before they stepped away. On the opposite end of the spectrum is **TBPN**, the live tech podcast hosted by **John Coogan** and** Jordi Hays**, which was [acquired](https://scalablepod.com/p/buying-vs-earning-influence) by **OpenAI** in April for “low hundreds of millions.” Coogan and Hays have continued to host the show every day, in addition to helping the AI giant with marketing and communications. (They’re taking a short break now, though. See Creator Moves below.) Buyers have a lot to consider, too. While topline metrics, such as viewership and watch duration trends, are important, they also need to look at factors like whether a creator has been able to successfully expand into other revenue streams and what their unique value proposition is. “A lot of channels that seem great at the outset actually have no moat. They have no buffer between them and just the next cute set of 20-year-olds who come along and do the same thing,” Stephanie said. The creator economy is also relatively new territory for investors and acquirers, many of whom are coming from more traditional backgrounds, including venture capital, family offices and private equity. That’s on top of studios and companies like LunarX and Electrify Video Partners, which focus on buying YouTube channels or taking majority stakes. That means it can be helpful for creators to stay on behind-the-scenes to ease the transition. When the Patricks sold Theorist Media, for example, they remained with the company for two years before retiring from YouTube altogether. It also means there is a need for specialists, including lawyers, to help negotiate these deals. “You can’t get someone who’s worked with movie studios or movie stars or something like that. It doesn’t translate,” Stephanie said. “There’s a lot of identity that’s tied up in these YouTube channels.” Zooming out, personal circumstances tend to be the biggest reasons why creators decide to sell. Those include getting tired or losing interest, big changes in their personal life and reaching a certain age, according to the CTA data. Interestingly, “when I make enough money” was fifth on the list, while changes to social media platforms was third. That comes as more creators recognize that they are often building businesses on platforms [they don’t control](https://scalablepod.com/p/how-to-actually-own-your-audience). View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/fa7ac3de-3edc-47b1-b825-077b81c04ea6/Creators__Exit_Triggers.png?t=1787163142) Caption: For the Patricks, the exit trigger was also personal. When they had a baby in 2018, they started thinking about how to potentially transition their YouTube channels to new hosts, before exploring a sale. “When you have a business that is you and your partner, it feels very personal. There’s a lot of interweaving of your personal and your professional life,” Stephanie said.  At the same time, the couple didn’t feel like they could scale themselves beyond the five YouTube channels they already had. Looking ahead, some creators are now [rethinking the exit](https://www.axios.com/2026/06/24/creator-media-business-exit).  This past spring, **The Home Edit** co-founders **Clea Shearer **and **Joanna Teplin** decided to buy back their media company, which they sold to Reese Witherspoon’s Hello Sunshine in 2022. **Smosh** co-founders **Anthony Padilla **and **Ian Hecox **also bought their YouTube business back in June 2023. Naturally, we had to ask Stephanie Patrick if she’d ever buy Theorist back. Tune in to the full episode, embedded below, for her answer. She also told us how Theorist structured its deal with LunarX, gave her advice to creators who are looking to grow rather than exit and shares what she and Matt have been up to since retirement. Watch [on YouTube](https://www.youtube.com/watch?v=O_lLMes9ark) or tune in [anywhere you get your podcasts](https://scalablepod.com/podcast). Youtube: The Real Reason More Creators Are Retiring (https://www.youtube.com/watch?v=O_lLMes9ark) ——————————————————————————— ## **YouTube (Finally) Fights Back** This was [bound to happen](https://scalablepod.com/p/why-youtube-should-bring-originals-back) eventually. **YouTube** is paying popular creators millions of dollars to upload their videos to the platform exclusively for a certain period of time and telling creators who sign deals with **Netflix** that they will be less likely to promote that content, according to a [Bloomberg report](https://www.bloomberg.com/news/articles/2026-08-19/youtube-offers-creators-millions-to-not-work-with-netflix-mt0lbfaj). Payment could come in the form of a share of brand deals or financing for shows. Publicly, YouTube has said that it won’t start funding creator content. The report said no deals have been signed yet.  But, as we discussed in [last week’s podcast](https://youtu.be/eZOQAsZ9eCw?si=Vr6FOOsZ9S_guJJP), responses from executives on the matter have been suspiciously similar—and don’t totally close the door to the possibility. Privately, CEO **Neal Mohan** has also reportedly been weighing whether to fight back as Netflix has continued on its deal spree with YouTubers. YouTube needs its top stars to help it sell ads. As YouTube’s global head of creators **Kim Larson** recently [put it](https://scalablepod.com/p/the-exclusivity-dilemma) to us: “This is the most sellable slate we’ve put out at the Upfronts ever,” referring to the exclusive creator shows it launched at its annual Brandcast event in May. While most of [Netflix’s recent deals](https://scalablepod.com/p/the-exclusivity-dilemma) allow creators to upload videos simultaneously to YouTube and Netflix, that could still hurt YouTube’s viewership and its ability to bring in revenue. YouTube made roughly $40 billion in ad revenue in 2025 and over $60 billion when including subscriptions. ——————————————————————————— ## **The Round Up** **Meta AI **announced a new app for Mac, which helps creators and small businesses with tasks like planning new content, reviewing ad performance and identifying emerging creators and brands that are gaining traction on social media in their industry. **Reddit**’s ==citation rate has ====[plunged](https://gizmodo.com/openai-is-backing-away-from-reddit-as-reddit-tries-to-become-openai-2000800060)==== on OpenAI’s ====**ChatGPT**====, according to new data from PromptWatch. Reddit has long been one of the most-cited sources by chatbots. If this continues, brands and creators may need to start rethinking their LLM visibility strategies!== **Neutrogena** is facing social media backlash and calls for a boycott following **Hayden Panettiere**’s death at age 36. Earlier this year, the actress said the brand had [attempted to end](https://www.usatoday.com/story/entertainment/celebrities/2026/08/18/hayden-panettiere-neutrogena-backlash/91347226007/) its decade-long partnership after she spoke publicly about post-partum depression. **Odyssey Entertainment Group**, a Nashville-based management and brand partnership firm, [launched](https://variety.com/2026/digital/news/odyssey-entertainment-originals-creators-kosinski-kasper-1236838207/) a new division which will develop and produce original content with creators. Creators will own the underlying IP. ——————————————————————————— ## **By The Numbers: 563,000** That’s how many subscribers **LeBron James**’ golf-focused YouTube channel hit within less than a week. Yes, you read that right: Golf. And the NBA star reached that milestone with one 96-minute long video, which has racked up more than 2 million views, plus a few Shorts. It’s impressive, even for someone as well known as James. For context, top golf YouTubers like PGA tour champion Bryson DeChambeau and Rick Shiels have around 3 million YouTube subscribers each. Shiels first started uploading golf videos to YouTube in 2012. ——————————————————————————— ## **Creator Moves** **Kim Kardashian **will [produce](https://deadline.com/gallery/kim-kardashian-team-moms-baseball-season-1-cast-photos-paramount-plus/team-moms-baseball-key-art/) a new reality TV show about baseball moms called “Team Moms: Baseball” for **Paramount+**. **TBPN **announced that its live show will be off air until August 31, the longest break hosts Coogan and Hays have taken since launching in 2024. Turns out that a vacation is one of the things that “low hundreds of millions” will get you! ——————————————————————————— ## **Court Docket** The woman behind a viral** TikTok** video can’t testify in front of a jury in the trial of **Lindsay Clancy**, who is accused of murdering her three kids, a Massachusetts judge ruled.   **Emily Thorndike**, a former McLean Hospital social worker, was [called to court](https://www.instagram.com/reel/DcPobhjj3Dj/?igsh=MXEzenZ6ZjJnYWFwNA==) this week after her video about conditions at the facility drew widespread attention. But the judge said her testimony carried limited value since she had worked at the hospital well before Clancy was admitted. Still, it’s a striking reminder of how far social media content can travel and how big of an impact it can have. ——————————————————————————— ## **Talent Tracker** **Justin Breton** was [hired](https://variety.com/2026/biz/news/justin-breton-gap-brand-marketing-walmart-fashiontainment-1236838762/) as vice president of development at** Gap**, focused on original content. Most recently, he was head of partnerships, content and emerging experiences at Walmart. **Mary Murcko** [joined](https://variety.com/2026/biz/news/mary-murcko-fixated-chief-revenue-officer-creator-economy-1236833514/) creator management firm** Fixated **as chief revenue officer. Her previous roles include CRO at TheSkimm and content licensing firm Catch+Release. **David White** is now** **head of creators at** DMG New Media**, the parent company of the Daily Mail and other publications. Most recently, he was a senior manager of creator partnerships at Whalar.  **Jonah Minton** is the new chief marketing and growth officer of **TrueTake**, a startup which helps brands get authorization to use AI versions of talent in advertising. Previously, he was a senior vice president at UTA-owned MediaLink. **Sean Yoo** joined **Vox Media Podcast Network **as director of sports and culture podcasts. Previously, he was an executive producer for video series at Substack.  ——————————————————————————— ## **Bookmarked**  [Inside the Fake Celebrity Podcast Scam Fooling Hollywood](https://www.hollywoodreporter.com/news/general-news/celebrity-podcast-scam-bruce-vilanch-seth-rudetsky-1236676601/) [Meta Is Paying Influencers to Promote Teen Accounts](https://www.theguardian.com/technology/2026/aug/18/meta-pays-influencers-teen-social-media-ban) [This ‘It’ Girl Really Is That Cool](https://www.nytimes.com/2026/08/13/style/diya-joukani-india-influencer.html?campaign_id=190&emc=edit_ufn_20260817&instance_id=180495&nl=from-the-times&regi_id=295966374&segment_id=224911&user_id=e576fbbc1d8acc41a2c108284204e0e9) [Hannah Berner Is Having The Last Laugh, or Would If She Could](https://www.nytimes.com/2026/08/16/style/hannah-berner-botox-jaw-tmj.html?smid=nytcore-ios-share) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/the-creator-exit-plan

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! In today’s column, we dig into Alex Cooper’s business, including where Unwell’s $500 million valuation ranks against other creator companies—and the one surprising financial detail that most people missed._ **In other news today:** * _The Round Up:_ Meta’s Big Tobacco moment, YouTube changes how it counts views and TikTok is exploring payments in DMs * _Creator Moves:_ Creators are buying items from fans’ baby registries and a left-wing livestreamer is preparing to sue a CNN commentator * _Deals, Deals, Deals: _The MPA reins in ByteDance’s AI video tool, Spotify fans can now remix songs and DBA scoops up a creator management firm that reps Keith Lee -------------------- ——————————————————————————— ----------It was quite the week for **Alex Cooper**. First, the “Call Her Daddy” host nabbed a $500 million valuation for her media company **Unwell**. Then, news broke that the beverage arm of her business will shut down, setting off another wave of headlines.  But what struck us was a detail Cooper revealed in an interview on CNBC that didn’t get much attention: Her creative agency, which [launched](https://scalablepod.com/p/how-creators-plan-to-fix-influencer-marketing) in October, will financially rival her podcasting business by the end of next year. Paired with the shutdown of Unwell Beverages, it’s a telling sign of how creator companies are developing. Even as creators have diversified their businesses, advertising is still where [the big money](https://scalablepod.com/p/dhar-mann-opens-the-doors-to-his-studio-and-more-brand-deals) is—and what they know best. This year, the IAB predicts that US advertisers will spend over $44 billion on creator ads. Cooper’s agency already has deals with brands like Google and Sephora. Unwell, which was founded by Cooper and her husband Matt Kaplan in 2023, says the company reaches over 100 million women every month. The strength of the agency is also good news for Unwell as it continues to build out its business, which also includes TV and film production, other merchandise and philanthropy.  The podcasting division is so closely tied to Cooper’s personal brand, even as she’s brought other talent to the network. For Cooper to effectively scale Unwell and potentially step away in the future, the business must be able to survive without her. ## **Where Unwell Ranks** Unwell’s $500 million valuation is one of the highest for any creator-founded company. It sits behind MrBeast’s Beast Industries, which was valued at a whopping $5.3 billion in early 2025. Unwell is also just ahead of [Steven.com](https://Steven.com), the holding company founded by podcaster Steven Bartlett, which raised funding at a $425 million valuation last year. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/73b277e3-1592-4463-ad74-f6c3a82a9ac3/Top_Creator_Valuations.png?t=1787066956) Caption: Unwell’s valuation came from the company’s first-ever outside investment from **WTSL**, a firm led by Hollywood super agent **Patrick Whitesell**. The total amount of funding was not disclosed. From a PR standpoint, Cooper couldn’t have timed the news of the investment better. In recent months, Unwell has faced negative headlines over staff complaints and senior executive departures, on top of an ongoing feud between Cooper and Alix Earle, who was part of the Unwell podcast network until February 2025. ## **Scaling Up** Like Cooper, top creators have long been expanding beyond themselves to build holding companies, media businesses, software or physical products. As they do, many are taking on outside capital rather than continuing to self-fund their businesses. We counted close to a dozen deals involving traditional investors and well-known creators in the past three years. Among them: MrBeast, true crime podcaster Ashley Flowers, YouTube group Dude Perfect and Earle, who raised an undisclosed amount of funding in March for her skincare brand Reale Actives.  Bartlett, meanwhile, recently used some of the funding he raised to back another creator, Maggie Sellers Reum, who hosts the “Hot Smart Rich” podcast.  View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/9b223eb3-dcaa-4cd7-8b4d-47c31a3c53f4/How_Creator_Valuations_Stack_Up.png?t=1787066972) Caption: Creators who take on investment are often playing a long game. Funding doesn’t just help them grow, it could also help set these creators up for an exit in the future. As [we previously reported](https://scalablepod.com/p/how-to-actually-own-your-audience), buyers are now ==less interested in data like follower counts and more focused on whether a creator has multiple revenue streams that go beyond income from social platforms. (We go deeper into creator exits in this week’s podcast, publishing Thursday.)== ## **What’s Next** Unwell plans to initially use the new funding from WTSL to expand her creative agency. “We’re looking at some creative agencies that maybe we could acquire that already have the infrastructure… to add on to what we’ve already built,” Cooper said on CNBC, adding that the agencies it’s looking at are “more non-traditional.” It makes sense for Cooper to focus her business on the parts that are working. Physical products are a tough business for creators, especially in the crowded beverage market. That helps explain the shutdown of Unwell beverages and why sales of Logan Paul and KSI’s Prime energy drink have fallen off a cliff.  One exception is MrBeast. Beast Industries makes more money from its chocolate business Feastables than it does from content, according to [a Bloomberg report](https://www.bloomberg.com/news/articles/2025-03-10/mrbeast-makes-more-money-from-feastables-chocolate-than-youtube) last year.  Then there’s Earle. Reale Actives reportedly hit $1 million in sales within five minutes of launching and became one of the most successful skincare brand launches ever. That shows that physical products can still result in success stories when done right. For more on Cooper’s—and Earle’s—businesses, watch our recent video, embedded below. Youtube: Alex Cooper and Alix Earle’s Dueling Businesses (https://youtu.be/ZbnP4d2BDwM?si=n64xdkCIjN5k9pVo) ——————————————————————————— ## **The Round Up** **Meta** kicked off its most consequential youth safety trial yet on Tuesday, with attorneys general from California, Colorado, Kentucky and New Jersey seeking damages that could theoretically top $1 trillion. Financial fines aside, a ruling could force Meta to make major changes to Facebook and Instagram as the lawsuit claims the company knowingly designed features to be addictive to young people. Legal analysts are calling it social media’s “Big Tobacco” moment.  Watch [our previous interview](https://www.youtube.com/watch?v=9BON4E6VSSk) with California Attorney General **Rob Bonta**, who is co-leading the case, or read a recap of the conversation [here](https://scalablepod.com/p/california-ag-bonta-on-landmark-social-media-trial).  **YouTube** will now count a view when a video starts to play (or replay) for long-form videos, Shorts and livestreams. The update puts it in line with how views are counted on platforms like Instagram and X, helping creators and brands better compare performance across platforms. ==**TikTok**==== is considering a new feature that would allow users to send money through direct messages, ====[Bloomberg reported](https://www.bloomberg.com/news/articles/2026-08-18/tiktok-is-exploring-feature-to-send-money-over-direct-messages)====.== **Reddit** is [testing](https://techcrunch.com/2026/08/17/reddit-begins-testing-a-new-audio-and-video-experience-similar-to-popular-tiktok-videos/) new video and audio posts with select communities. The company has experimented with video before, including a short-form video feed, but it’s taking another whack at it, presumably to better compete with Instagram and TikTok. Separately, Reddit joined the S&P 500 on Tuesday. ——————————————————————————— ## **Deals, Deals, Deals** **The Motion Picture Association** reached an agreement with TikTok’s parent company **ByteDance** to restrict studio IP in AI video and images. The deal comes after the company’s AI video generator Seedance 2.0 created videos that appeared to repurpose copyrighted material from major Hollywood studios, including a deepfake fight between Tom Cruise and Brad Pitt.  **Spotify **announced a licensing agreement with **Kobalt**, an independent music publisher, for Spotify’s upcoming tool that will allow fans to create covers and remixes of songs from participating songwriters.  **Digital Brand Architects **[acquired](https://variety.com/2026/digital/news/digital-brand-architects-v1sion-ventures-acquire-creators-1236834437/) creator management firm** V1sion Ventures**, which represents creators such as Keith Lee, Leigh Soriano and Joy Burnett. Terms of the deal were not disclosed. DBA is owned by UTA. **Filmhub**, a TV and film distribution and sales company, is [partnering](https://variety.com/2026/digital/news/filmhub-undercurrent-deal-kelsi-davies-jimmy-here-1236833214/) with talent management company **UnderCurrent**. As part of the deal, FilmHub will help creators license their content and negotiate film and TV deals. It’s particularly interested in working with creators in the supernatural and true crime genres.  **Fuse Create**, a Toronto-based creative agency, acquired a strategic stake in influencer marketing firm **Sway Group**, which was founded in 2011.  ——————————————————————————— ## **Soundbite** “We will never use AI in any capacity to disrupt creators. And they’re not disruptable anyway.”“ — — _James Sagan, OnlyFans investor_ Sagan is the CEO and founder of San Francisco-based **Architect Capital**, which took a 16% stake in OnlyFans in May. The deal valued the adult content platform at $3 billion. His comments, in [an interview](https://www.youtube.com/watch?v=0P_jwr-_Lt8) with The Information, come as other social networks grapple with how to [deal with AI-generated content](https://scalablepod.com/p/creators-are-getting-caught-in-the-ai-crosshairs)—and as creators are trying to figure out their own AI strategies. That includes everything from how they use AI tools to how to best show up in AI search results. ——————————————————————————— ## **Creator Moves** 🍼**Alex Cooper**, who is pregnant, has been [surprising her fans](https://www.instagram.com/reel/Db3uu5_PPCw/?igsh=NTc4MTIwNjQ2YQ%3D%3D) by fulfilling their baby registries over the past week. On Tuesday, Cooper’s Unwell and baby registry company **Babylist **[announced](https://www.prnewswire.com/news-releases/alex-cooper-unwell-and-babylist-launch-new-partnership-starting-with-a-movement-supporting-new-and-expecting-parents-302854026.html) a partnership to expand that effort along with** Pampers**.  This seems to be an emerging trend? **Campbell Puckett**, a creator better known as Pookie, bought an item from a fan’s baby registry, according to an Instagram Story she posted on Tuesday. The move is helping Cooper garner some goodwill amid recent controversies. And it’s a cute way for creators, especially those who are moms themselves, to engage with fans! **Jared Freid **is premiering his second comedy special on **Netflix** called “The Family Plan” on September 1. Freid also hosts the podcast “U Up?” with Betches co-founder Jordana Abraham. Read more about Betches and its creator strategy [here](https://scalablepod.com/p/betches-grows-up-with-its-audience). **Hasan Piker**, a left-wing streamer, is preparing a defamation suit against conservative commentator** Scott Jennings** and his radio show Salem Media, media newsletter [Status reported](https://www.status.news/p/hasan-piker-scott-jennings-fox-news-lawsuit). Jennings, who is also a CNN commentator, aired an edited compilation of clips from Piker’s livestream claiming the creator wanted to bring back lynchings of Black people. Fact-checking site Snopes has [debunked the video](https://www.snopes.com/news/2026/08/14/hasan-piker-video-black-people). **Anthony Albanese**, the Australian prime minister, apologized after playing a game of “shag, marry, date” on a comedy podcast called “Bush Deep,” [PodNews reported](https://podnews.net/update/bush-deep-japan). Politicians have increasingly been appearing on podcasts to reach younger audiences—and get a softer interview. But these appearances can also backfire.  ——————————————————————————— ## **Bookmarked**  [So You Want to Build an A.I. Star?](https://www.nytimes.com/2026/08/13/arts/ai-podcasts-fashion-pop-avatars.html) [The Edgy Gun Influencer Embraced by the GOP](https://www.nytimes.com/2026/08/16/us/politics/herrera-trump-republican-texas-house.html?unlocked_article_code=1.51A.BWM2.OfVasN9WQG75&smid=nytcore-ios-share) [Forget About Fetching Coffee. This Summer, the Interns Are Running the Show](https://www.wsj.com/lifestyle/careers/forget-about-fetching-coffee-this-summer-the-interns-are-running-the-show-d1b54f99) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/alex-cooper-has-a-new-business-rivaling-her-podcast

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! __Today’s newsletter is an in-depth look at the current state of the streaming wars, from the latest in the Netflix-YouTube rivalry to the launch of more FAST channels from creators and podcasters._ _In other news:_ * _Alex Cooper’s _**_Unwell_**_ gets a $500 million valuation as beverage business shuts down_ * **_Bill Gates_**_’ daughter reportedly knew her AI shopping app was taking credit for sales it didn’t drive _ * **_Spotify_**_ teams up with an unexpected tech platform to take on _**_YouTube_** * _A sports creator with 1 million Instagram followers shares how to compete with athletes as they become creators themselves_ -------------------- ——————————————————————————— ----------Exclusive or everywhere? That’s one of the biggest tensions for top creators as their content migrates to TV screens. It has also likely contributed to a shift in strategy for **Netflix**, which has gone from signing exclusive deals with creators to allowing them to keep their shows on YouTube. **Rhett & Link **and **Nick DiGiovanni **will start publishing their shows simultaneously on YouTube and Netflix. Sean Evans’ “Hot Ones” is also reportedly in talks for a similar arrangement, per Bloomberg. Netflix’s willingness to be flexible shows how important creators have become to its growth strategy—and the broader TV landscape. It also suggests that the pool of creators who make TV-quality content _and _are willing to give up YouTube is small. People now spend 1.7 hours per day, or 26% of their daily digital video and TV time, watching creator videos, according to an estimate from Media Dynamics. That’s still less than time spent on “professional videos” like movies and TV shows on both linear and streaming TV. But the median age of a viewer of creator content is 21, compared with 61 for linear TV and 43 for streaming. Cost is likely another big factor behind Netflix’s flexibility. The company doesn’t have endless cash to offer every creator an exclusive deal. In [this week’s episode](https://scalablepod.com/podcast) of the Scalable podcast, we asked **Kim Larson**, YouTube’s global head of creators, what she makes of Netflix going after YouTubers this way. “It’s very validating,” she told us. “What a vote of confidence in our creators and the fandom that they’ve built.” Still, she admitted that YouTube is “wary of creators splitting their audience.” It’s important to note that Netflix’s exclusive deals this year were mostly with podcasters rather than bread-and-butter YouTube creators. As [we’ve previously reported](https://scalablepod.com/p/netflix-cmo-on-podcasting-youtube-creator-deals), podcast hosts may be more open to exclusivity than other YouTubers because audiences don’t yet have the same loyalty to YouTube for podcasts as they do for other content. Still, podcaster** Mel Robbins**, who has more than 6 million YouTube subscribers, recently [told Axios](https://www.axios.com/2026/06/24/creator-media-business-exit) she would not consider an exclusive deal because she wants her content to be accessible to everyone. Robbins is seemingly not alone. Over the past few months, more podcasters have [launched their own channels](https://www.bloomberg.com/news/newsletters/2026-07-30/podcasters-are-building-businesses-off-free-tv-channels) on free ad-supported streaming services, called FAST channels, betting that’s where they can find new audiences and revenue. In July, MeatEater added a second FAST channel for its podcast on Amazon Prime Video. **Scott Galloway **launched one on Roku and other platforms in May, saying “the most undervalued real estate in media right now is free.” Other free streaming platforms, such as **Tubi**, have also been adding episodes of creator content to their services. These podcasters are joining an established group of creators with dedicated FAST channels, including Dhar Mann, Michelle Khare, MrBeast and Alan Chikin Chow. As you can see in the timeline below, many creators launched their channels in mid to late 2025, when Samsung TV Plus made a big push for creator content. Notably, many of those deals were exclusive, meaning that creators can’t work with other FAST providers. Even so, they can still strike deals with other types of entertainment platforms: Mark Rober, for example, was among the first YouTubers to score a Netflix deal in August 2025. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/4f73f38d-7a26-4b40-8dcd-6e8c51e9fdf0/A_New_Wave_of_Creator_TV.png?t=1786646195) Caption: The draw of FAST channels for these creators and podcasters is that they aren’t tethered to a single platform and viewers can access a broad library of content, rather than a specific show, 24/7 for free. The money isn’t bad either: While ad-revenue sharing rates vary depending on the platform, they can be competitive with YouTube’s 55% cut to creators on long-form content. Plus, FAST channels are growing quickly: Global FAST channel ad revenue could hit $17 billion by 2029, per Digital TV Research. But a major issue with FAST services is that they tend to bucket all creator content in a separate tab or destination. On Roku, “Creators” are buried under “More” in the categories section, meaning that viewers who aren’t specifically going there to watch creator content may never find it while browsing. FAST channels also lack the prestige of Netflix and other premium streamers. Even so, we expect plenty more creators to launch FAST channels, especially since doing so won’t cost them a shot at a Netflix deal. ——————————————————————————— As for **YouTube**, it’s found another creative way to compete with Netflix [without funding content](https://scalablepod.com/p/why-youtube-should-bring-originals-back). Last month, YouTube and **NBCUniversal **announced a new subscription bundle for YouTube Premium that includes** Peacock**.  Tune into today’s podcast for why we think this move is more about sports than creators. Hint: February was the only month so far this year when YouTube wasn’t in the lead in TV watchtime, per Nielsen. The top spot that month went to NBCUniversal and Versant, which aired the Winter Olympics. NBCUniversal has exclusive broadcast rights to the Olympic Games in the US through 2036. Plus, hear more from Kim Larson about the common threads top YouTubers share and how to actually build a sustainable career on the platform. Youtube: Will YouTube Ever Fund Creator Content Again? (YouTube's Head of Creators Answers) (https://youtu.be/eZOQAsZ9eCw?si=spuS8wpGr5SFOgli) ——————————————————————————— ## **By the Numbers: $500 Million** That’s the valuation of **Alex Cooper**’s media company **Unwell **after an investment from Hollywood super agent **Patrick Whitesell**’s investment firm WTSL. The “Call Her Daddy” host bootstrapped the company with her husband Matt Kaplan in 2023. Since then, Unwell has expanded beyond podcasting into other businesses including traditional entertainment, physical products and marketing.   One of those businesses is Unwell Beverage Co., which Bloomberg reported will be shutting down later this year, citing people familiar with the matter. The news broke just after the valuation was made public. We’re curious whether WTSL took that into account. As Bloomberg noted, the shutdown of Unwell beverages, which was built in partnership with Nestle, is a prime example of the challenges big creators face in diversifying their businesses. But the beverages industry is also crowded and Cooper isn’t the first to struggle there: Sales of Logan Paul and KSI’s much-hyped Prime hydration drink [have plummeted](https://www.businessinsider.com/logan-paul-ksi-prime-energy-drink-sales-decline-2025-6) since launching in 2022. Unwell has also recently faced executive turnover and complaints from former employees over workplace conduct. Unwell Beverages Co. could be a casualty of that turmoil. Even so, Unwell is among only a few creator-founded companies to nab such a valuation. The company says it’s been profitable from day one, and the new funding will help it grow and make acquisitions. Cooper and Whitesell appeared on CNBC this week to discuss the investment. Whitesell [said](https://www.instagram.com/reel/Db9aX4-lB-Y/) few creators have scaled their businesses like Cooper and likened her to Dr. Dre.  Cooper also dodged a question from anchor **Andrew Ross Sorkin** about allegations in Barstool Sports founder **Dave Portnoy**’s new book, involving a sexual harassment threat if she couldn’t get out of her contract.  “I’ve been pregnant, Andrew,” Cooper [quipped back](https://www.instagram.com/reel/Db9K21VjSX-/?igsh=MXdsN3k3dWhuOGg3dQ==). “I am in my mother era. I’m no drama right now.” Tell that to Alix Earle, whose promised to talk about her beef with Cooper in her upcoming Netflix reality TV show. ——————————————————————————— ## **The Round Up** **Phia**’s co-founders **Phoebe Gates** and **Sophia Kianni** knew their AI shopping startup was “cookie stuffing,” or taking credit for sales it didn’t actually generate, according to [Bloomberg](https://www.bloomberg.com/news/articles/2026-08-11/phia-app-co-founders-pushed-for-features-taking-credit-for-sales-it-didn-t-drive). The report also says that Phia’s average daily revenue dropped from about $80,000 to between $10,000 and $28,000 when the company turned the cookie stuffing feature off in July. Gates and Kianni haven’t publicly commented on the situation and are continuing to release episodes and clips from their podcast “The Burn Outs.” A spokesperson for the company had initially told the outlet it was made aware of the situation when Bloomberg reached out. **Twitch **is using creator content to help train parent company Amazon’s generative AI models, a move that has sparked backlash from users and creators. On Wednesday, Twitch [said](https://x.com/TwitchSupport/status/2087572924450455558) it added a setting that lets people opt out. (This reminds us of when Meta launched an AI tool that allowed users to generate images from people’s faces in public Instagram posts. In that case, the backlash was so bad that Meta quickly pulled the feature.) **Facebook **rolled out a standalone Creator Studio app, which includes an AI assistant offering creators personalized content recommendations and tips for growing their audience.  **Acast**, a podcast monetization platform, acquired **Backyard Ventures**, a podcasting network with a roster of more than 200 creators. Terms of the deal were not disclosed.  _ICYMI: _**Whatnot**, a live shopping startup, announced it raised $545 million in Series G funding led by** Iconiq**, **Lightspeed** and **Avra **at a $20 billion valuation. Last year, it was valued at $11.5 billion. ——————————————————————————— ## **Soundbite** “The more the athletes get to talking on these mics, the less jobs I’m going to have...I’m a fan first. We want to hear it from the athlete’s mouth. We want to hear their story from their perspective.“ — _—Kayla Nicole, a sports-focused creator_ Nicole, who has 1 million Instagram followers, was previously a journalist and in-game host for the Lakers before becoming a full-time creator. She also hosts a podcast called “The Pre-Game,” which covers topics like pop culture, beauty and sports.  Despite the rise of athlete-hosted podcasts, her strategy remains the same: personality-driven content. “That’s what makes my podcast unique. It’s an extension of my girl group chat,” she said.  For our full interview with Nicole, check out [Thursday’s podcast](https://scalablepod.com/podcast).  ——————————————————————————— ## **Spotify Spotlight ** • More tech platforms are teaming up to battle YouTube! **Spotify** is now streaming some of its video podcasts on **Twitch**, The Ankler’s Like & Subscribe newsletter [reported](https://likeandsubscribenews.substack.com/p/spotifys-new-weapon-against-youtube). Earlier this summer, Spotify and Netflix also signed an exclusive deal with **Jay Shetty**’s podcast “On Purpose,” which is no longer available on YouTube.  Twitch, meanwhile, isn’t known as a podcast destination, but it’s been expanding beyond gaming into other content genres. At our Scalable Summit earlier this year, [we spoke](https://scalablepod.com/p/twitch-ceo-on-livestreaming-s-hot-moment-paid-clipping-and-netflix-s-podcast-push) to Twitch CEO **Dan Clancy** about Netflix’s podcasting push and what Twitch learned from its own exclusive-deal era.  • **Spotify **announced a label for AI-generated artists following user backlash. The company will also exclude them from algorithmic or editorial recommendations on the app. ——————————————————————————— ## **Creator Moves** **Alix Earle **invested in supplement company **Cymbiotika**. She’ll also promote the brand and potentially co-create a future product. It’s a similar setup to her deal with** Poppi**, a healthy soda brand that sold to Pepsi for $2 billion last year. **Tan France**’s** **YouTube show with **Architectural Digest **about designing his dream home in Utah is now available on** Netflix**. “Yes, I know. I’m selling my home. That was never the plan…However, [that] doesn’t mean you can’t enjoy the show,” France [said](https://www.instagram.com/reel/Db6fqCCy3e_/?igsh=MWM1bWJybWxuZWdwYg==) in an Instagram video. Since Netflix’s “Queer Eye” wrapped earlier this year, France has stayed busy. He launched a YouTube show called “Honorable Gays!” that dissects messy Reddit dilemmas and returned for season two of “Deli Boys” on Hulu. We recently spoke to him about his YouTube strategy and how entertainment and fame are rapidly changing. Watch below or listen on [Spotify](https://open.spotify.com/episode/6O4gFGVWSTannlF68CQIeS?si=7bSFl0irQp6Rrv7TK2-ojA), [Apple](https://podcasts.apple.com/us/podcast/queer-eyes-tan-france-is-a-youtuber-now-and/id1849748633?i=1000766675208) or other podcasting platforms. Youtube: Tan France on Follower Counts, YouTube and What’s Next (https://youtu.be/piZ6AvvlMk4?si=hDlRD8nam-Lvnkky) ——————————————————————————— ## **Talent Tracker** **Adam Boorstin** joined **MrBeast** as general manager of WatchTime Studios, the production arm of the YouTuber’s company. Boorstin was previously co-CEO of Studio71, which was acquired by creator management firm Fixated in April. Boorstin replaces **Corie Henson**, who [stepped down](https://deadline.com/2026/08/corie-henson-leaving-beast-studios-return-to-la-1237017846/) after just under a year.  **Chris Cavell **joined AI video startup **HeyGen** as head of talent and cultural partnerships. Previously, he was a producer for “The Jennifer Hudson Show” and “The Ellen DeGeneres Show” and a talent executive at meditation app Calm.  ——————————————————————————— ## **Bookmarked**  [Influencers Fear the AI 'Scarlet Letter'](https://www.businessinsider.com/influencers-fear-having-their-content-branded-as-ai-2026-8) [The Unexpected Secret of One of Instagram’s Most Nostalgic Accounts](https://www.nytimes.com/video/arts/100000011063782/instagram-vhs-dates-fake-dating-1980s.html) [The Power Broker Behind ‘Crazy Rich Asians’ Wants to Build a Hollywood Studio for Asian Stories](https://www.hollywoodreporter.com/movies/movie-features/bing-chen-gold-house-studios-1236664169/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/the-exclusivity-dilemma

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! Today’s column looks at why Gen Z is over being an influencer._ **In other news:** * Big changes are coming to how creators get paid on YouTube (and X) * More violence on TikTok Live * _Regulatory Woes: _Meta hit with another nine-figure fine over teen mental health harms; California may fine creators who don’t disclose paid political posts * _By the Numbers: _The $1 billion school phone ban? * _Talent Tracker: _Twitch hires new CMO and Night launches an executive recruiting division for creator businesses -------------------- ——————————————————————————— ----------Is content creation going back to being a side hustle? Only 5% of Gen Zers aspire to be digital creators or influencers, according to [May data](https://www.yahoo.com/lifestyle/family-relationships/article/the-celebrity-gen-z-wants-to-emulate-the-most-its-not-taylor-swift-lebron-james-or-mrbeast-110000472.html) from Yahoo and YouGov. That’s a stark contrast to a 2023 Morning Consult study, which found 57% of Gen Zers wanted to be creators. Gen Z could simply be growing up and realizing that being a creator is much harder than it looks, as we discussed on [last week’s podcast.](https://www.youtube.com/watch?v=VSria2zgoQ4)  For one, money is consolidating at the top. The leading 10% of creators accounted for 62% of brand payment volume in 2025, according to a January report from CreatorIQ, which analyzed payments on its platform. That means 90% of creators were left fighting for less than 40% of brand sponsorship dollars, the primary revenue stream for most creators. Similar dynamics also exist with other income sources, including ad revenue sharing. (See creator monetization section below.) ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/c88ca4be-99dd-4df4-b645-2b20c53dec0f/Copy_of_Creators__Exit_Triggers.png?t=1786474343) Caption: ----------As content creation has become a viable career path, the industry is also now more crowded than ever. There are more than 1.5 million full-time equivalent creators in the US, [according to the IAB](https://scalablepod.com/p/a-college-degree-for-creators). That’s more than the number of active doctors and lawyers, based on the latest available data. Then there’s the burnout and public pressure. It’s not easy to be constantly posting content, as AI-focused creator Catherine Goetze, known to her 833,000 Instagram followers as CatGPT, explained in [a recent video](https://www.instagram.com/reel/DbsIbxXiHk4/?igsh=MXUzeHY5a3ZxeG5jdA==). Plus, as the profiles and businesses of top creators have grown, so have the scrutiny and tensions. In the past few months, top names from MrBeast to Alex Cooper and Steven Bartlett have faced public criticism, lawsuits or senior staff exits. But there’s likely more to Gen Z’s apparent change of heart than just that. We’re now (re)entering an era where more people are creating content on the side, rather than making content creation their primary career. That includes everyone from doctors and lawyers to [venture capitalists](https://scalablepod.com/p/every-vc-wants-its-own-media-machine)—and even Starbucks baristas. Nearly three-quarters (71%) of monetizing creators in the US also have outside employment, according to a November 2025 report from the Consumer Technology Association. Meanwhile, only 38% of content creators in a new CreatorIQ survey said content creation was their primary source of income. Taken together, that suggests content tends to be a part-time job. That’s not to say some people won’t still take the leap into full-time content creation, especially when these side gigs start making them more money than their regular jobs. But keeping a day job while creating content has a lot of benefits. Creators get the security of being part of a larger organization, including paid time off, healthcare and legal support, while earning extra cash on the side. (Though it can certainly be exhausting to balance both!) What’s interesting now is that some of these regular jobs may look somewhat different than in the past. As top creators have built established businesses, often with multiple lines of revenue, many of them are [also hiring teams](https://scalablepod.com/p/how-creator-media-businesses-stack-up), including seasoned executives and entry-level positions. MrBeast, for example, is currently looking for a social media coordinator as he also reportedly searches for a CMO. While this might seem like a big reversal for the industry, we see it more as a market correction from the narrative that it’s easy for anyone to make it big as a creator. It’s also a more realistic and sustainable way for the creator economy to grow. To put it another way: In the CTA study, creators made an average of $10,332 per year from content creation, including both part-time and full-time work.  While that’s not enough to make a living, it’s a pretty nice sum for a side gig. ——————————————————————————— ## **Creator Monetization Shakeups ** **• **The bar just got a lot higher for creators to make money on **YouTube**.** **Starting in February, new creators will need 8,000 qualified watch hours in the last year or 20 million qualified Shorts views in the last 90 days to be eligible for the YouTube Partner Program. That’s [double](https://techcrunch.com/2026/08/10/youtube-now-requires-creators-to-have-twice-as-many-watch-hours-to-start-earning-money/) the current requirements. The changes won’t affect creators who are already in the program. YouTube is also making it more difficult for existing Shorts creators to keep earning. They’ll need at least 10 million Shorts views every 90 days or their revenue will pause until they reach those views again. YouTube says the changes are to “keep pace with the growth of YouTube.” Between the lines, YouTube is also likely concerned that its revenue growth can’t keep pace with the growth in eligible channels. Either way, as we noted above, the end result is that smaller creators will find it harder than ever to make money. **• X **is also [changing](https://x.com/XCreators/status/2085835082166653393) how it pays creators. The platform will end revenue sharing and replace it with a new program that rewards original content. To qualify, creators need to have a Premium account, 500 verified followers and at least 500,000 impressions on the Home timeline from verified users over the past 90 days. The definition for original content is broad. The company says it can include a written thread, an original meme, a news story the person broke or commentary “that adds a unique perspective to the conversation.”  It’s the latest in a long string of attempts by X, and Twitter before it, to figure out a way to effectively pay creators on the platform. With this new program, X is also clearly trying to boost its own subscription business, Premium. ——————————————————————————— ## **Soundbite** “In the near future, there will be new jobs that aren’t common today, like one-person product studios designing custom toys, furniture, or clothes; world builders and experience designers creating games, stories, and adventures…”“ — _—Mark Zuckerberg, CEO of Meta_ This is part of Zuckerberg’s 6,500-word manifesto published on Monday, laying out his vision for the future of AI.   The essay comes as consumer backlash toward AI [keeps building](https://scalablepod.com/p/creators-are-getting-caught-in-the-ai-crosshairs), from complaints over data centers invading people’s backyards to broader environmental concerns. But Meta, which says it could spend up to $145 billion on AI this year, has been doubling down on the positive spin. Instagram Adam Mosseri also recently posted a slickly produced video hyping up AI, which was met with a deluge of negative comments from users. We recently spoke with **Alex Schultz**, Meta’s chief data officer and former CMO, about the company’s efforts to improve the perception of AI among regular people. Hint: It includes a lot of local marketing in places affected by data centers. You can watch the full interview with Schultz on [YouTube](https://www.youtube.com/watch?v=6iFruHWNXYc) or tune in on [Spotify](https://open.spotify.com/episode/40ZN8xeoOBcwxq9woDSYdA?si=vSE9IKreQderItU_83uo5A), [Apple](https://podcasts.apple.com/us/podcast/metas-cmo-on-ai-creators-the-future-of-advertising/id1849748633?i=1000773317927) or other podcasting platforms. ——————————————————————————— ## **Regulatory Woes** • A New Mexico court ordered** Meta **[to pay](https://apnews.com/article/meta-court-ruling-mental-health-online-platforms-21b425faf745d0f736b310ebd8bc6b89) $567 million to address harms to young people from Instagram and Facebook as part of the second phase of a landmark trial. That’s on top of $375 million in civil penalties against Meta by jurors earlier this year. For context, Meta made nearly $61 billion in revenue in just the second quarter of 2026. • Thousands of social media addiction lawsuits against **Meta**, **Google**, **TikTok** and other apps can move forward, a US Appeals Court [said on Monday](https://www.axios.com/2026/08/10/social-media-addiction-lawsuits-meta-tiktok). The companies have been trying to get the cases dropped. As we’ve previously reported, social media giants continue to face mounting legal pressure over how their apps affect young users. “We are ready to hold Meta accountable for its role in fueling the mental health crisis of American children and look forward to trial. It seems Meta very much does not,” [wrote](https://www.instagram.com/p/Db3-odGSmeK/?igsh=OWQweWZzcWEzazNi) **Rob Bonta**, Attorney General of California. We interviewed Bonta earlier this year about regulating social media giants, his own creator strategy and why AI “isn’t the bad guy.” Watch the full interview below or tune in on [Spotify](https://open.spotify.com/episode/6ir232MYjjNMuSIpFHbHay?si=fsMHJymsTE2v107J5hDAhA), [Apple](https://podcasts.apple.com/us/podcast/california-ag-answers-our-burning-questions-and-why/id1849748633?i=1000756208145) or wherever you get your shows.  Youtube: What the California AG really thinks about AI, regulation and creators (https://youtu.be/9BON4E6VSSk?si=zsBAsegDGTW4NxA_) ——————————————————————————— ## **Political Download** **California** may fine creators and political campaigns if they fail to disclose paid political posts, the [Los Angeles Times reported](https://www.latimes.com/world-nation/story/2026-08-09/california-may-fine-content-creators-who-dont-disclose-they-were-paid-to-post-about-politics). The fines could be up to $5,000 per violation and could disproportionately affect smaller creators, who are expected to play a bigger role in upcoming elections. California and Texas are the only states that have passed policies requiring disclosure for paid political posts. **Naomi Seibt**, a far-right influencer in Germany, applied for funding from the US State Department to launch a media network for political content, [Reuters reported](https://www.reuters.com/business/media-telecom/german-far-right-influencer-applies-us-funding-new-media-network-2026-08-10/). A decision on her application is pending. Last year, she also applied for US political asylum claiming political persecution in Germany. ——————————————————————————— ## **Today in TikTok** • **César Gastélum**, a creator in Mexico, was [shot dead](https://edition.cnn.com/2026/08/05/americas/mexican-influencer-cesar-gastelum-shot-scli-intl) last week while livestreaming on TikTok near a fast-food restaurant. It’s the second example of violence on** TikTok Live** within the same week following celebrity gossip blogger Perez Hilton appearing to harm himself live.  Livestreaming is having [a renaissance](https://scalablepod.com/p/livestreaming-is-back-but-can-it-last) this year, helping creators stand out from algorithmically-driven feeds and build loyal audiences. But these tragic incidents underscore the format’s unpredictability and propensity for misuse. Many creators and big advertisers have already steered clear of livestreaming due to concerns about brand safety and lack of control. These latest examples are only likely to reinforce that caution. • The defense team of** Lindsay Clancy**, the Massachusetts mother on trial for murdering her three kids, is moving to add **Emily Thorndike**—who worked at the psychiatric hospital that treated Clancy and went viral on **TikTok** for criticizing the facility—to the witness list, the [Boston Herald reported](https://www.bostonherald.com/2026/08/09/lindsay-clancy-defense-demands-tiktoker-testify-after/).  The judge has not yet ruled on whether she’ll be able to testify, but the case has already generated significant attention on social media, including true crime creators sharing plenty of conspiracy theories. ——————————————————————————— ## **Podcasting Moves** **Disney+ **and** Hulu **are going deeper into video podcasting with a new** iHeartMedia **deal for six shows, ‌including “Hey Jonas!” hosted by **Kevin**, **Joe** and **Nick Jonas**.  Its other shows are a way to promote—and pull viewers back—into Disney’s library of content. Take “Desperately Devoted,” a rewatch podcast for “Desperate Housewives,” which is co-hosted by one of the show’s stars **Teri Hatcher**. The company is taking a similar approach with its short-form video feed [Verts](https://scalablepod.com/p/the-tiktokification-of-streaming), which launched with clips from Disney shows that viewers can save or start streaming. **Spotify **named “Two Hot Takes” host** Morgan Absher** as** **the first podcast ambassador for its Equal program, which is now expanding beyond supporting female musicians, songwriters and producers to include podcasters. ——————————————————————————— ## **By the Numbers: $1 Billion ** That’s how much a nationwide school cell phone ban in the US could cost TikTok in ad revenue, according to new estimates from **Emarketer**. The forecast gives us some insight into how important teens and young people are financially to social platforms as [social media bans ramp up](https://scalablepod.com/p/what-s-really-at-stake-with-australia-s-social-media-ban) worldwide. As teens will presumably spend less time on social apps due to a cell phone ban, the research firm expects marketers will allocate fewer ad dollars to platforms like TikTok, Snapchat and Meta’s Instagram. Meta’s revenue would see the least impact due to its scale.  But $1 billion isn’t enough for executives to lose a lot of sleep over. It represents roughly 5.7% of the $17.5 billion Emarketer expects TikTok to generate in US ad revenue this year. It’s a drop in the bucket for a company like Meta, which generated roughly $1 billion every two days last year. And this is highly speculative. The forecast suggests that teens might also limit their overall social media usage as a result of such a ban, including outside of school. That’s unlikely to happen at scale, unless they are forced to do so by lawmakers. Enforcement of these types of rules is also tough. Just take the UK’s [proposed social media curfew](https://www.bbc.com/news/articles/c982857nlrlo), which was highly criticized as users can easily turn the feature off. Plus, teens are notorious for finding workarounds: Remember when they were [using Google Docs](https://www.theatlantic.com/technology/archive/2019/03/hottest-chat-app-teens-google-docs/584857/) to pass notes in class? Meanwhile, 36 states already limit or ban cell phone usage in schools, according to Ballotpedia, and that hasn’t caused any meaningful impact on ad revenue.  Still, if marketers do reduce their spending on social media as a result of a ban, we’re most interested in where the $1 billion will go. Google Docs doesn’t have ads, but presumably whatever apps teens turn to instead of social media could see a boost. ——————————————————————————— ## **Talent Tracker** **Christine Cassis **joined** Twitch** as the new CMO. Most recently, she was director of marketing, brand and social for Shopify.  **Night**, a talent management firm, launched a new executive recruiting business called Night Search led by **Kim Tuttle **and **Kelly Gordon**. Night, which helped build brands like MrBeast’s Feastables, [wrote](https://lnkd.in/p/eXVyN38Q) it believes the operators working with creators are critical to the businesses’ success. The move comes as more creators are [building out their C-Suites](https://scalablepod.com/p/a-creator-company-isnt-going-to-be-the-next-disney), but also as other creators, including Steven Bartlett, Mythical and Alex Cooper, have faced senior staff exits at their companies.  **Yosef Johnson **is now leading Dick Clark Productions’ **DCP Studios**, [a new division](https://variety.com/2026/tv/news/dick-clark-productions-dcp-studios-yosef-johnson-1236826766/) focused on expanding its creative and production capabilities for awards shows including the Golden Globes. Previously, Johnson was senior vice president and head of Vox Media’s branded content unit Vox Creative. Vox Media and DCP are both owned by Penske Media Corporation.  **Jenny Tartikoff **was named senior vice president and head of communications at **SiriusXM**. Previously, she was executive vice president of global communications at Paramount Pictures. ——————————————————————————— ## **Bookmarked**  [Studios Want Creators. Do Creators Want Them?](https://www.rollingstone.com/culture/culture-features/hollywood-studio-creator-economy-trends-1235605103/) [TikTok Star Sydney Towle Challenged Assumptions About How Cancer Patients Should Live](https://www.nytimes.com/2026/08/06/style/sydney-towle-dead.html) [Barack Obama Is A Podcaster Now ](https://www.nytimes.com/2026/08/10/arts/obama-books-podcast.html) [Snapchat Users Bristle at Cost to Save Their Memories](https://www.bloomberg.com/news/newsletters/2026-08-06/snapchat-users-bristle-at-plan-to-charge-for-memories-storage) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/the-fall-of-the-full-time-content-creator

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! _ _Today’s column is from our conversation with _**_Maggie Milnamow_**_, the chief commercial officer of_**_ Betches Media_**_. The quintessential millennial media brand turns 15 this year and its business, like its core audience, is all grown up._ **In other news:** * The great re-bundling? What’s really behind Disney and TikTok’s latest deal * _The Round Up: _Adobe’s ChatGPT deal, Spotify’s 300 million paying listeners and a Substacker notches a major legal win * _Creator Moves: _Alex Cooper’s latest Netflix project and Hulu taps a podcaster for its own podcast * _Talent Tracker: _Hires and exits at X, MrBeast, LinkedIn and Pinterest -------------------- ——————————————————————————— ----------The youngest millennials turn 30 this year.  **Betches**, the quintessential millennial media brand, is celebrating its 15th anniversary, which means it’s now half the age of the primarily female audience that grew up on it. The company has come a long way from its roots as a pop culture blog for millennial women. While Betches still runs a website, it has expanded into social media, podcasts, newsletters and microdramas, as well as into topics like politics and sports. Betches’ main Instagram account has 8.7 million followers. The company says that its combined platforms now reach an average of 1 in 2 millennial and Gen Z women each month. “We exist in the space of the creator economy meets young women, meets entertainment and culture,” **Maggie Milnamow**, chief commercial officer of Betches Media, told us on [Thursday’s episode of Scalable](https://scalablepod.com/podcast). Before joining Betches earlier this year, Milnamow spent more than a decade at Business Insider and the New York Times. As Betches’ reach has grown, so has its team, which is led by CEO and co-founder **Aleen Dreksler**. The company now has 70 full-time employees and has been adding to its executive ranks by hiring Milnamow and media executive** Paul Josephsen **as chief operating officer. It’s currently looking to hire a head of content.  The company also has 25 creators on staff, in addition to a separate network of creators who develop content. Many of the creators Betches works with have amassed tens of thousands or even hundreds of thousands of followers on their own accounts.  Take **Jared Freid**, who hosts the podcast “U Up?” with Betches co-founder **Jordana Abraham**. Freid has more than 500,000 followers on his personal Instagram account and landed his own Netflix comedy special in 2023. Then there’s **Tess Tregellas**, who has about 260,000 Instagram followers and will be part of the “Magic Mike Live” show on Broadway this fall. “We sort of act as this incubator for incredible comedic talent,” Milnamow said.  Milnamow sees these creators’ success as an opportunity, even as some build big enough followings that they may no longer need the Betches brand. It’s a tension other media companies are [also grappling with](https://scalablepod.com/p/atlantic-ceo-on-substack-creators-and-why-social-media-might-just-be-destroyed) as they elevate the profiles of employees or start working with creators who already have large followings. Betches’ approach seems to be paying off: Milnamow told us revenue is up 70% from 2025, though she didn’t share exact revenue figures. The company makes most of its money from brand partnerships, including with companies such as **Dunkin’**, **Peacock** and **Pepsi**.  Betches, which was acquired by UK-based **LADbible Group** in 2023, also has an official partnership with the **NFL**, which has increasingly been trying to [reach more young people](https://scalablepod.com/p/creators-touch-down-at-the-super-bowl) and women.  For Betches, the partnership has brought in new types of advertisers, including fast-food restaurants and CPG companies. It’s also a way for Betches to cater to female sports fans who are “unsatisfied by the coverage of their team, their sport,” Milnamow said. Betches is currently in talks with several other leagues about potential partnerships.  In June, Betches signed with CAA for representation. While Milnamow expects brand partnerships to remain the majority of its business, working with CAA will also help the company diversify revenue streams and experiences. That could include community, subscriptions, more live events—and maybe even Broadway. We’ll be first in line for Betches on Broadway tickets if it happens! ——————————————————————————— For our full conversation with Milnamow—including what’s next for Betches’ business (hint: more M&A)—tune in to our latest podcast episode, embedded below or available [wherever you get your podcasts](https://scalablepod.com/podcast). Youtube: Millennials vs. Gen Z: How They Spend, Scroll and Shop (https://www.youtube.com/watch?v=VSria2zgoQ4) ——————————————————————————— ## **The Great Re-Bundling?** ==Entertainment platforms are teaming up again. But instead of streamers banding together, they’re joining forces with social platforms.== ==On Wednesday, ====**Disney**==== and ====**TikTok**==== announced a partnership to bring creator and user-generated content featuring Disney characters and stories from TikTok to ====**Verts**====, Disney+’s short-form video feed. The program will start piloting in the US in the coming months.== ==That follows ====**YouTube**====’s partnership with NBCUniversal to include its streaming service ====**Peacock**====** **====in a new YouTube Premium subscription bundle ==in the US early next year. As part of the deal, NBC Sports will also be a production partner for certain live sporting events on YouTube. These deals are very different, but they both reflect how the media landscape is converging. The problem is that consumer attention is heavily splintered across many different platforms, devices and types of content. In order to succeed, everyone needs to be a little bit of everything. Read: YouTube needs more premium content for TVs and Disney needs more short-form, creator content. (That’s why virtually all streamers now have [TikTok-like feeds](https://scalablepod.com/p/the-tiktokification-of-streaming).)  For YouTube, the new bundle could also potentially boost its subscription revenue. In its second-quarter earnings report, parent company Alphabet said YouTube subscription sales are now growing faster than ad revenue, though from a smaller base. This isn’t the first time that Disney has tried to open up its ecosystem to other platforms: ==It had previously struck a similar deal that would bring AI-generated Disney characters to====** OpenAI**====’s Sora. The $1 billion deal fell apart when OpenAI ==[shut down Sora](https://scalablepod.com/p/the-end-of-sora-isn-t-the-end-of-creator-ai-fears)== earlier this year.== We’ll have to see how these new partnerships play out. Verts will likely get a boost from TikTok creator content, but it’s unclear how long that will last—or how successful any of the streamers’ short-form video feeds will be. While we don’t expect a mass influx of new subscribers to YouTube Premium just for Peacock, it could pave the way for YouTube to strike more deals like this. And the more streamers it has under its belt, the more compelling a reason it has for viewers to subscribe. That could give YouTube one more talking point for why it’s the new TV. ——————————————————————————— ## **The Round Up** **Spotify **now has 300 million paying subscribers, making it the first audio streaming service to reach that figure. But its stock fell after reporting second-quarter results on Tuesday due to soft user growth and increasing AI spending. That was a similar story to other tech giants[ this earnings season](https://scalablepod.com/p/creators-are-getting-caught-in-the-ai-crosshairs).  **Substack**’s legal support program for independent writers notched its first federal court victory, [Axios reported](https://www.axios.com/2026/08/04/substack-defender-legal-support-creators). The Defender program helped **Jeff Stein**, the author of the SpyTalk newsletter, win a $1 million defamation lawsuit brought against him in 2024 by former CIA official Keith Bass. **Whatnot**, a live shopping startup, is in discussions to raise new funding at a valuation of about $20 billion, [Business Insider reported](https://www.businessinsider.com/live-shopping-startup-whatnot-eyes-massive-20-billion-valuation-2026-7). This would represent quite the jump from the $11.5 billion valuation it raised at last year.  Whatnot, best known as a place for buying collectibles like Funko Pop figures, is one of the few independent live shopping startups that has continued to grow and raise new funding. (This week, the Wall Street Journal [reported](https://www.wsj.com/business/retail/whatnot-live-shopping-app-48b67987) that some people are going broke bidding on items on Whatnot, including one man who spent $1.4 million after reviving his baseball-card collecting hobby.) **Adobe** announced a plug-in with OpenAI’s **ChatGPT** that brings its tools such as Photoshop, Acrobat and Firefly directly into the chatbot.  ==**Acast**====** **====creators can now publish video episodes on ====**Apple Podcasts**====. In early tests, the podcasting firm found that Acast creators’ ==podcasts that added video saw about a 25% increase in weekly sessions, meaning listens or views of their show. (Scalable is distributed by Acast and we’re excited to start publishing video episodes to Apple!) ——————————————————————————— ## **Today in TikTok** **• Perez Hilton**, the celebrity gossip blogger, was rushed to the hospital after appearing to harm himself while streaming on **TikTok Live**. Deadline [reported](https://deadline.com/2026/08/perez-hilton-tiktok-livestream-kept-moderator-error-1237027379/) that the livestream continued for about 15 to 25 minutes before it was taken down. A spokesperson for TikTok US told Scalable that the company banned his account and alerted law enforcement about the situation. **• TikTok** [shut down](https://www.tennessean.com/story/news/local/2026/08/05/tiktok-nashville-offices-layoffs/91180274007/) its Nashville office after two years and laid off local employees. A company spokesperson told local news outlets the decision was made to “streamline its operations.”  ——————————————————————————— ## **Creator Moves** **Alex Cooper **[will produce](https://deadline.com/2026/08/deep-end-movie-netflix-alex-cooper-shawn-levy-ali-hazelwood-1237018553/) a new **Netflix** movie based on the adult romance novel “Deep End.” It’s the latest in a string of films and TV shows Cooper is producing as she expands beyond podcasting. Earlier this week, Netflix released “Let’s Marry Harry,” a reality dating show starring influencer Harry Jowsey, which Cooper executive produced.  **Amanda Hirsch**, the creator behind the “Not Skinny But Not Fat” podcast, was named the host of **Hulu**’s reality TV podcast “Get Real.” The weekly show includes interviews with celebrities, pop culture commentators and stars from Hulu reality shows.  **MrBeast**’s chocolate brand **Feastables** teamed up with **Liquid Death** on a new peanut butter-cup flavored sparkling water. Liquid Death has tried unconventional flavors before, like hot fudge sundae. ——————————————————————————— ## **Talent Tracker** _**Exits**_ **Nikita Bier**, head of product at **X**, is stepping down after about a year. He will remain an advisor to the company. It’s not yet clear who will take over his role.  **Corie Henson**, who led **MrBeast**’s studio division, is leaving after about a year, [Deadline reported](https://deadline.com/2026/08/corie-henson-leaving-beast-studios-return-to-la-1237017846/). She is moving back to Los Angeles after spending most of her time at the YouTuber’s headquarters in Greenville, North Carolina. Henson worked on his reality competition show “Beast Games.” **Jack Sylvester**, an executive producer for **Steven Bartlett**’s “Diary of a CEO” podcast, is among four key staffers that have exited over the past five months, [Business Insider reported](https://www.businessinsider.com/diary-of-a-ceo-star-steven-bartlett-key-staffers-depart-2026-7).  **Ashla Soter**, head of production at **Tubi**, is leaving the company after three years. She didn’t announce next steps.  _**Hires**_ **David Brinker** is joining **Pinterest** as global head of content later this month. Previously, he was chief business officer at AI chatbot startup Character.AI and VP of content and partnerships at Snap.  **Lexie Riegelhaupt **joined **LinkedIn** as director of brand and creator partnerships. Previously, she was VP of brand at Weight Watchers and Adobe’s head of entertainment and culture marketing.  ——————————————————————————— ## **Bookmarked**  [TikTok Withheld a Safety Feature From Millions. One Died by Suicide](https://www.bloomberg.com/news/features/2026-08-04/confidential-tiktok-report-shows-algorithm-safety-feature-withheld-from-millions?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc4NTg4MDgzNCwiZXhwIjoxNzg2NDg1NjM0LCJhcnRpY2xlSWQiOiJUSjlKT0dLR1pBS0wwMCIsImJjb25uZWN0SWQiOiI4OUM4OTNDMDhGOTQ0NThDQkQwQTQyREY1RDFCOTY0QyJ9.tMOZWjAXRRdbkzg56wnLVgH9O83cCgY5k5OetdzzWQY) [LinkedIn’s Big Creator Boom Has Just One Rule: Please Keep Your Day Job](https://theankler.com/linkedins-big-creator-boom-has-just-one-rule-please-keep-your-day-job/) [The Next Generation of Tradwives Is Already Spawning](https://www.dazeddigital.com/life-culture/article/70748/1/the-next-generation-of-trad-wives-are-already-spawning) [The Influencer Bubble Is Finally Popping](https://www.fastcompany.com/91576953/the-influencer-bubble-is-finally-popping) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/betches-grows-up-with-its-audience

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! __Today’s column is a look at how sentiment toward AI is shifting, both among investors and everyday people, and what that means for the creator economy._ **In other news:** * _The Round Up: _Spotify is testing a new feature that lets some users skip podcast ads; Patreon wants employees back in the office * _Creator Moves: _Lawsuit reveals how much MrBeast charges for sponsorships; a baseball bat reviewer on YouTube is close to getting into the majors * _Political Download:_ RFK Jr. is a YouTuber now and politicians try debating young voters on YouTube * _Talent Tracker:_ New senior hires at Substack, Pocket.watch and The Team -------------------- ——————————————————————————— ----------The AI bubble hasn’t burst, but it’s releasing some air. That’s playing out everywhere, from the stock market to the creator economy. Take the latest earnings season: Big tech companies posted strong second-quarter results, but their stocks still fell. Investors are growing frustrated, largely because AI hasn’t yet proven to be as transformative as these companies have promised—or as their hefty spending on the technology suggests.  For example, Meta’s stock dropped about 10% on Wednesday despite reporting second-quarter revenue growth of 28% year-over-year. (One exception is Snap, whose stock popped on Monday after reporting that its revenue rose 19% compared to a year ago. It also raised AI infrastructure costs for the year.) At the same time, consumer backlash toward AI seems to be reaching a fever pitch, especially as low quality or fake AI-generated content continues to proliferate online and data centers take over people’s backyards.  Some of that criticism is now extending to creators themselves. Longtime creator **Hank Green**, who has more than 3 million YouTube subscribers, is in hot water with his fans for using AI. He apologized after viewers speculated he’d used ChatGPT to help write a script for a video. “I'm mortified that I have let so many people down,” Green wrote in [a lengthy Reddit thread](https://www.reddit.com/r/nerdfighters/comments/1vbmoj5/comment/p0vzmog/?rdt=55297). “I have been relying too heavily on AI as a research aid.” **Complexly**, the educational media company he co-founded, has a strong stance against [using AI in its work](https://scalablepod.com/p/a-youtube-show-that-costs-5-000-per-minute). (Earlier this year, Green and his brother John sold their shares in the company and turned it into a nonprofit.) Meanwhile, creators who attended **OpenAI**’s luxury brand trip in the Hudson Valley were also dragged online. “Selling your morals for less than 100 likes lol,” one person wrote on creator **Grace McCarrick**’s video from the trip. McCarrick largely brushed off the critiques, instead noting the commenter’s own post got little engagement.  Even so, it’s the companies who will bear the brunt of the consumer backlash. This is causing some of them to rethink how they approach AI before it affects their businesses. Last week, **Snap** said it will no longer recommend “wholly AI-generated” content in Spotlight, its short-form video feed. The company is following in the footsteps of** Reddit** and** LinkedIn**, both of which have also recently cracked down on AI slop. LinkedIn announced a new button last week for reporting posts that seem like they could be AI generated. Similarly to Reddit, it has also rolled out tools to help block spammy content in comments, which is where a lot of the platform’s engagement growth is coming from. Time spent on LinkedIn comments was up 18% year-over-year in the second quarter, according to LinkedIn CEO **Daniel Shapero**. ==What struck us about Snap’s policy is that it isn’t prohibiting videos edited or “enhanced” by the company’s AI tools. While this is a clear way for Snap to promote its own features, it also shows how nuanced these policies are, and how difficult they are to enforce. If a video was color corrected or auto-captioned using CapCut’s tools, rather than Snap’s, does that count as “AI-generated” or “AI-enhanced?” And how do you implement these rules at scale?== ==Plus, Snap’s policy assumes that all AI-generated content is bad, but plenty of people enjoy watching it. Just look at the AI fruit version of “Love Island” which ==[went mega viral on TikTok](https://www.wsj.com/arts-culture/television/fruit-love-island-tiktok-ai-dating-show-45219f6a?eafs_enabled=false)== or the AI dog podcast that’s racked up 1 million followers and ==[signed with WME](https://www.businessinsider.com/ai-dog-podcasters-dogpack-sign-with-talent-giant-wme-2025-10)== last year.== Meta, meanwhile, is singing a different tune. The company mentioned AI nearly 30 times during the prepared remarks in its second-quarter earnings call. That followed head of Instagram **Adam Mosseri** [posting](https://www.instagram.com/reel/DbItvRUgdT0/?igsh=MXF3Ymw5eTBiM3Vyag==) a slickly produced video that put a positive spin on AI’s potential and Meta’s role in promoting it.  AI, of course, has been a big boon for Meta’s core ad business, but it still needs to convince skeptical investors that its larger bets are worth it: Meta said it expects to spend up to $145 billion, largely on AI, this year. The company also needs to convince consumers. Not surprisingly, Mosseri’s post was flooded with negative comments in response. “Y’all AI is replacing people. Who wrote this script,” one person wrote. Another wrote in all caps: “Nobody wants AI here.”  One thing Meta might be betting on is that people’s feelings about AI, like stock prices, are volatile: Meta’s stock was already climbing again Monday as investor panic over its AI spending started to cool. It’s likely that people’s angst will also eventually settle. OpenAI may be betting the same. We wouldn’t be surprised to see them host a second influencer trip. ——————————————————————————— ## **The Round Up** **Spotify **is testing a new feature in its app called “Skip Ahead,” podcast newsletter [PodNews reported](https://podnews.net/article/spotify-threat-ad-skipping?utm_source=podnews.net&utm_medium=email&utm_campaign=podnews.net:2026-08-04). It allows Premium users in select markets to skip parts of a podcast, including ads. While good news for consumers, it could introduce challenges for podcasters, such as hurt their future deals with advertisers. At the same time, as the number of ads in podcasts has increased, the effectiveness of those ads has reportedly declined. Podcast ad load was around 10.9% in the first quarter of 2026, per Podscribe, but those rates vary significantly by genre. A Spotify spokesperson said the feature is a limited test and is not designed specifically for ads. **Patreon **is [requiring](https://www.businessinsider.com/patreon-is-upping-rto-policy-employees-after-laying-off-staff-2026-7) employees to be in its offices three days a week, up from two days. The company recently laid off 20% of staff.   ==**Fairground Entertainment**====, an AI media startup,====** **====is ==[launching](https://variety.com/2026/biz/news/ai-fairground-xumo-creator-fast-channel-1236824290/)== a FAST channel focused on AI shows and films from AI-focused creators including ==Kelly Boesch and Ryan Phillips. ——————————————————————————— ## **Soundbite** “The only way to grow is to pillage the paid subscribers from other creators.”“ — _—Scott Carney, who writes the Substack newsletter Magnetic North _ Carney, an independent journalist, [argues](https://sgcarney.substack.com/p/the-real-reason-that-substack-is) that Substack’s subscription model has “maxed out.”  **Taylor Lorenz**, an independent journalist covering the creator economy, also recently wrote that her paid subscriptions on Substack have “fallen off a cliff” even as her follower count on the platform has risen to 200,000.  “It feels more and more like this app is becoming another social media feed,” Lorenz wrote.  We recently did a deep dive about the newsletter industry and how things are getting more crowded. As we’ve previously argued, there’s only so many people who are willing to pay for newsletters. (We host this newsletter on Beehiiv and don’t offer currently paid subscriptions.)  Youtube: Why Everyone Has a Newsletter Now (https://www.youtube.com/watch?v=uJUDCt8P1Po) ——————————————————————————— ## ==**Political Download **== ==• ==**RFK Jr****.** [launched](https://www.youtube.com/@SecKennedy) a cooking show on YouTube called “The Real Food Show.” Through the effort, he aims to show how to make healthy meals that cost less than $5 per serving. Read: The US Secretary of Health and Human Services is a YouTuber now. ==• Top right-wing influencers are seeing their views crater, including ====**Benny Johnson**==== ====and former FBI deputy director ====**Dan Bongino**====, ==[The New York Times reported](https://www.nytimes.com/2026/07/31/us/politics/trump-iran-economy-media-critics.html?eafs_enabled=false)==. The decline comes amid infighting among some conservative influencers and growing Republican frustration over the Iran war and rising costs. == ==• Politicians including ==Maryland Governor **Wes Moore **are [trying a new approach](https://www.npr.org/2026/07/13/nx-s1-5870650/jubilee-media-helps-politicians-connect-with-young-people-through-viral-debate-videos) to appeal to young voters: Debating them on YouTube. These debates take place on** Jubilee Media**’s YouTube show “Surrounded,” where politicians try to win over a group of non-voters or people who disagree with them. ——————————————————————————— ## **Regulatory Woes** Legal pressure over teen safety continues to mount for social media companies.  • Four families whose teenagers died by suicide are suing **Meta**, **TikTok**, **Snapchat** and **YouTube **claiming the companies knew they were causing harm to younger users and that platform use resulted in their deaths, [according to the AP](https://apnews.com/article/meta-tiktok-youtube-snap-lawsuit-7e0f338b7c6f7529317cdd58468ce11c).   **• TikTok**** **agreed to settle three lawsuits from young people claiming that social media apps design their platforms to be addictive and harmful to their ​mental health, [Reuters reported](https://www.reuters.com/business/tiktok-settling-three-teen-social-media-lawsuits-ahead-trial-2026-08-03/). A trial against other social media platforms including Meta and YouTube is scheduled for October. There are still thousands of similar lawsuits in California.  ——————————————————————————— Want to partner with Scalable? Click here or email us at brandpartnerships@scalablepod.com. (mailto:brandpartnerships@scalablepod.com) ——————————————————————————— ## **Creator Moves** **MrBeast **was charging about $2.5 million for a 30-to-45 second sponsored segment on his main channel in early 2024, according to documents revealed as part of an ongoing lawsuit with his former MrBeast Burger partner. At that time, he had about half the number of subscribers he has now, [Business Insider noted](https://www.businessinsider.com/court-docs-reveal-mrbeast-pitches-brands-slack-sony-walmart-2026-7).  **Persephonica**, one of the UK’s top podcast companies, signed an exclusive partnership with** Acast **to monetize its existing and future shows, which include “Bad Chat” with Greg James and Alice Levine and “Miss Me?” co-hosted by Miquita Oliver and Jordan Stephens. **Cherie **and** Jean Luo**, the sisters who co-host **The Tiger Sisters** podcast,** **signed with **WME**. We spoke to the duo about their strategy and business [earlier this year](https://scalablepod.com/p/what-the-tiger-sisters-took-from-the-tech-bros).  **John Taylor**, a baseball bat reviewer on YouTube, is now a legitimate prospect for the Texas Rangers and close to [getting into the majors](https://www.dallasnews.com/sports/rangers/article/john-taylor-baseball-bat-bros-rangers-mlb-prospect-22352270.php?_bhlid=ee21cfa2618cc24bfa515b7f24ab3389455cd5fd).  ——————————————————————————— ## **Talent Tracker** **Windsor Hanger Western **was named CEO of **Her Campus Media**, a media brand for college students, which she co-founded 17 years ago. Her co-founder Stephanie Kaplan Lewis was the most recent CEO, but stepped down last week and became a board director.   **Rishi Garg** is **Substack**’s new chief financial officer. The newsletter publisher is also [hiring](https://jobs.ashbyhq.com/substack/a46a8adf-fe9e-4d6f-b1be-423f94823b66) for a director of business operations and [a head of strategic finance](https://jobs.ashbyhq.com/substack/a83f4334-b8f3-4bd4-a235-7d2ed0ddd7fc). Garg previously was CFO of sports firm Underdog and worked at Twitter and Square. **Adeline Poris** is now vice president of film, TV and content strategy at **The Team**, formerly known as Wassermann. Before that, she spent a decade at WME.  **Matt Stein **is now vice president of marketing and franchise at** ****[Pocket.watch](https://Pocket.watch)**, a kids and family-focused creator media company. He previously worked at streaming service Philo, Discovery and BBC. ——————————————————————————— ## **Bookmarked**  [The Highest-Paid Podcasters of 2026](https://www.forbes.com/sites/mattcraig/2026/07/30/the-highest-paid-podcasters-of-2026/) [A Self-Help Influencer With Troubles of Her Own](https://www.nytimes.com/2026/08/02/style/nicole-lepera-self-help-litigation-holistic-psychologist.html?smid=nytcore-ios-share) [The Weird State of the Influencer](https://www.theatlantic.com/culture/2026/07/influencer-job-controversial-nantucket-store/688132) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/creators-are-getting-caught-in-the-ai-crosshairs

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: sc -------------------- _Hello! Today’s column is adapted from Kaya’s conversation with _**_The Atlantic_**_’s CEO _**_Nick Thompson_**_. _ _They discuss everything from whether AI could ultimately kill social media to how the 168-year-old publication is thinking about creators and why it’s adding more print editions._ **In other news:** * _The Round Up: _BuzzFeed layoffs, Spotify ramps up fitness push and a new creator game show * _By the Numbers: _Over half of all recommended content on Instagram is now less than a day old * Nantucket’s ‘No Influencers’ drama -------------------- ——————————————————————————— ----------When The Atlantic’s CEO **Nick Thompson** thinks about who the magazine is competing with, Substack is now on the list. Media companies are increasingly putting writers front and center, as more people want to hear from—and trust—individuals rather than faceless institutions. But that strategy carries risk: those same writers can build big enough followings to go independent.  "We want Charlie [Warzel] and Will [Oremus] to write for The Atlantic and not to go to Substack," said Thompson, referring to two of the publication’s star tech reporters. “It’s a totally different competitive dynamic than we had 10 or 15 years ago.” That means The Atlantic has to offer writers more than they’d get running their own newsletter. Those benefits include providing skilled editors, fact checkers, legal review and a built-in audience through the publisher’s website and social media footprint.  “We do occasionally lose people who go and become creators. But we don't lose a lot of them,” said Thompson, who was formerly editor-in-chief of Wired.  At the same time, The Atlantic is open to working with creators. While Thompson doesn’t run editorial operations, he said he’d like to build a creator network on YouTube. This network could include creators who share The Atlantic’s standards and values, but who aren’t yet making a sustainable living on YouTube. “Anybody who can bring their own audience is amazing. Particularly if they have an audience that’s different from The Atlantic,” he said. That includes younger consumers, since the average Atlantic subscribers is age 40 or older. The publication has dabbled with creators before. In 2021, it [hired](https://www.theatlantic.com/press-releases/archive/2021/11/atlantic-introduces-suite-newsletters-subscribers/620584/) a slate of writers to run newsletters, aiming to convert their followers into paid Atlantic subscribers. But Thompson said it didn’t work out financially. “We weren’t able to generate enough subscriptions to justify the salaries,” he said. In recent years, The Atlantic has gone from losing money to being profitable and expanding its newsroom. It has 1.5 million subscribers paying about $90 a year, plus advertising revenue. Thompson said total revenue is now "significantly more” than the $100 million The Wall Street Journal [reported](https://www.wsj.com/business/media/how-the-atlantic-went-from-broke-to-profitable-in-three-years-03cc3b18#:~:text=The%20Atlantic's%20revenue%20grew%2010,digital%2Donly%20and%20print%20subscriptions.) in 2024.  ## **‘Does Social Media Die?’** Thompson says AI is going to change “every single thing” about the media industry. That could include disrupting social media. “Is it fun to go to TikTok when you have no idea if it’s real or not?” Thompson said. “I kinda think it might die. I kind of feel like Twitter, TikTok, social media might just be destroyed.” Two years from now, he believes that it’s going to become even harder to tell what’s real and what’s not online. “Even if you see it’s a person you recognize, you won’t know it’s them,” he said, citing an example of a friend who uses an AI avatar sometimes in his videos. As that happens—and AI content becomes more personalized on apps like TikTok—it could open opportunities for other platforms catering to people who want to “talk to real people.” Part of The Atlantic’s response to the rise of AI has been leaning into strategies that won’t be disrupted by chatbots or algorithms, like adding more print editions and live events. It plans to host live events in all 50 states over three years.  Meanwhile, print magazines are sent through the US Postal Service. “Not a lot of AI there,” Thompson said. ——————————————————————————— On Thursday's episode of Scalable, we covered a lot more ground, including where Thompson sees the media industry heading, The Atlantic’s deal with OpenAI and whether AI chatbots owe publishers a cut. Thompson has also become something of a creator himself. He's amassed more than 1.6 million LinkedIn followers thanks to posting near-daily videos for the past eight years. (Fun fact: he takes them all in one take!) Tune into the full conversation below, or [wherever you get your podcasts.](https://scalablepod.com/podcast) Youtube: Atlantic CEO Nick Thompson on AI Deals, Creators and Media’s Trust Problem (https://www.youtube.com/watch?v=Zq51QBx91bo) ——————————————————————————— ## **The Round Up** **Spotify **is moving deeper into fitness with a new feature called Running Mode, where premium users can create and select playlists customized by run type, length or music genre. It’s also added guided fitness classes from creators and Peloton.  **LinkedIn **says it’s continuing to crack down on AI-generated content, including automated comments and low-quality posts. “AI slop is a top priority for all of us. We really care about this,” [wrote](https://lnkd.in/p/e_SUm57U) **Hari Srinivasan**, LinkedIn’s chief product officer. **BuzzFeed** is laying off 35% of staff, or about 180 employees, at** BuzzFeed**, **HuffPost** and **Tasty**. The layoffs come after media entrepreneur Byron Allen acquired a majority stake in the company earlier this year. **Home Game Studios**, a new venture helping creators develop and grow scripted and unscripted content for streaming and digital platforms, launched this week. Co-founded by Adam Wescott and Max Lubin, it also announced its first show, a comedy-driven game show called “This Is A Game Show?” hosted by creator and comedian **Mitsy Sanderson**. The show became available on** Tubi** on Thursday. 💡Pro tip from **Instagram** head Adam Mosseri on collab posts: the larger account should be the one to initially post and invite the smaller one to be a collaborator. “The post gets distributed to both audiences, but the initial push comes from the account that posts it,” he wrote. Noted! ——————————————————————————— ## **By the Numbers** Over half of all recommended content on** Instagram** is now less than a day old, more than double what is was a year ago, Meta’s CFO** ****Susan Li**** **said on the company’s second-quarter earnings call on Wednesday. Li credited improvements to the company’s ranking models, which can now identify “high-quality” new Reels even before users start engaging with the content. Between the lines, Meta is trying to encourage its users to post more content. In turn, Meta gets more opportunities to serve ads and make money. Despite reporting strong second-quarter revenue growth, Meta’s stock dropped due to an earnings miss and disappointing third-quarter guidance. Still, the stat is another sign that Reels has become a formidable competitor to TikTok, as [we wrote earlier this year](https://scalablepod.com/p/instagram-reels-is-good-now). We’ll have our full analysis from big tech earnings next week. ——————————————————————————— ## **Soundbite** “Mocking women when they become powerful in a new industry isn’t new.”“ — _—Paige Paul, creator and founder of clothing brand Dairy Boy_ That was Paul’s response to a Nantucket shop called Four Winds Craft Guild hanging up a “No Influencers” sign, which [sparked debate](https://www.instagram.com/p/DbWbd_miZBa/?img_index=2&igsh=bHBpYWViaXNuZG41) on social media this week.  One side saw it as a fair jab at influencers being a nuisance on the island. Other creators like Paul viewed it as a swipe at female creators, who often aren’t given enough credit for building successful businesses. One thing is for sure: the hoopla got the shop a whole lot of free publicity. As for Paul, she didn’t just clap back online. She has her own Dairy Boy store in Nantucket and [put up a sign](https://www.nytimes.com/2026/07/29/style/nantucket-shop-no-influencers-paige-lorenze.html) of her own: “Everyone Welcome.” ——————————————————————————— ## **Creator Moves** Fans are becoming a new type of creator. **Kye O’Hagan**, a superfan of the indie rock band Geese, is one of the faces of **Spotify**’s latest “Fan Life” campaign, which focuses on experiences at live concerts. Fan content also [stood out](https://scalablepod.com/p/creator-content-was-the-most-boring-part-of-the-world-cup) at the World Cup. And as F1 creator and commentator** Toni Cowan-Brown **[told us](https://www.youtube.com/watch?v=lXZq6te6dOI) last week: Everyone has a role to play, from journalists to influencers to fans.  ==**Don Lemon**====** **====announced a deal with podcasting company ====**Libsyn**====** **====to be his exclusive hosting and advertising partner for his independent media company ====**Lemon Media Network**====. He also has ambitions to ==[bring shows](https://www.hollywoodreporter.com/business/digital/don-lemon-podcasting-deal-libsyn-1236658096/)== hosted by other creators onto his network. We spoke to the former CNN anchor about going independent on ==[a recent episode](https://www.youtube.com/watch?v=zWIOPsqX39M)== of Scalable. == ==**Alix Earle**====’s new reality show “==Earle Meets World” will hit **Netflix** on September 4. The trailer for the eight-episode series suggests it'll offer some details about her feud with "Call Her Daddy" host Alex Cooper. ==**Amanda Kloots**====** **====is launching a new podcast called “Good Grief” with ====**Dear Media**====** **====about her grief journey. The creator and TV host’s husband Nick Cordero died at age 41 in 2020 from Covid-related complications. == ==**Henry Smith**==== ==[signed](https://likeandsubscribenews.substack.com/p/what-counts-as-a-podcast-and-how?utm_campaign=mrf-linkedin-the-ankler&utm_source=linkedin&utm_medium=social&mrfcid=202607286a6922c5917b2405b4669a80)== with ====**CAA**====. The lifestyle creator’s content covers topics like fashion and he’s recently been reviewing the romantic-fantasy book series “A Court of Thorns and Roses” for his 1 million TikTok fans. == ——————————————————————————— ## **Microdrama Mania** **Jimmy Fallon**’s “The Tonight Show” is launching its own microdrama, though it's really a spoof of the genre. It stars Fallon, alongside**John Stamos****, vertical drama star ****Kasey Esser**, TikTok creator **Delaney Rowe** and “Tonight Show” writer **Rose Kelso**. We went deeper on the explosion of microdramas [in Tuesday’s newsletter](https://scalablepod.com/p/the-microdrama-boom-is-anything-but-micro).  ——————————————————————————— ## **Talent Tracker** **Stephanie Kaplan Lewis **is stepping down as CEO of **Her Campus Media** and becoming a board director. She helped start the media brand for college students more than 17 years ago.  **Manychat **is [hiring](https://www.linkedin.com/jobs/view/head-of-affiliate-partnerships-at-manychat-4434714335/) a head of affiliate partnerships. The startup lets creators and brands auto-reply to comments with a DM containing a link or answer, such as outfit details.  ——————————————————————————— ## **Bookmarked**  [Why Researchers Created an OnlyFans for Marmots](https://www.nytimes.com/video/science/earth/100000011055061/trump-funding-cuts-marmot-onlyfans.html) [Can the O.G. Glossier Playbook Still Work?](https://www.thecut.com/article/glossier-beauty-industry-playbook.html) [Inside Unilever’s 300,000 Creator Network](https://digiday.com/marketing/inside-unilevers-300000-creator-network-the-logistics-behind-the-headline-number/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/atlantic-ceo-on-substack-creators-and-why-social-media-might-just-be-destroyed

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! _Today’s column analyzes the explosive growth of microdramas—and why TikTok and its new standalone app LimeShorts could have a leg up against the competition._ **In other news:** * Party on, Alix Earle! says Toni Cowan-Brown, a Formula 1 commentator and creator * You can now major in content creation at Arizona State University * _The Round Up: _YouTube’s AI chatbot can generate thumbnails for long-form videos; an AI image startup acquires a popular astrology app * _Talent Tracker: _New hires at Spotify and YouTube ----------The microdrama mania is growing. **TikTok** is testing a new paid standalone microdrama app called **LimeShorts** in the US, Business Insider [reported on Friday](https://www.businessinsider.com/tiktok-testing-paid-micro-drama-app-costs-20-a-month-2026-7).  The move comes as short-form, scripted vertical series keep [exploding in popularity](https://scalablepod.com/p/our-2026-predictions-for-the-creator-economy). The growth has attracted the attention of creators, brands, advertisers—and even Hollywood, which initially dismissed the format as too cheesy. But LimeShorts is joining an already crowded field of other microdrama apps. As the chart below shows, almost all of the most popular apps in the US are from Asia, where the microdrama boom originated. The exception is No.1 app ReelShort, which is based in the US and had 6.9 million monthly active users during the first half of 2026, according to data from market intelligence firm **Sensor Tower**. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/072c665b-dc2e-45f2-852b-8015ce2e9151/Microdrama_Mania.png?t=1785247397) Caption: These apps are also competing with established social apps and entertainment companies. YouTube announced microdramas from creators such as Alex Cooper and HopeScope in March. Instagram hasn’t yet waded into the format in the US, but could be laying the groundwork with a new Series feature, which lets users organize Reels into episodes on their profiles.  Streamers including Fox and Paramount+ are also launching their own microdramas to keep pace. Meanwhile, DramaBox is part of Disney’s Accelerator program. The draw for these companies is clear. Even before microdramas had a name, creator content—and viewer attention—on social media was already trending in that direction. Just look at **Reesa Teesa**’s “Who TF Did I Marry,” which became a mega-viral sensation in 2024, or **Kendra Hilty**’s [25-part series](https://www.tiktok.com/@kendrahilty/video/7533697987416001847) about falling in love with her psychiatrist in 2025. While most of these series have been unscripted, the format is similar.  Revenues are rising too. This year, microdrama apps are expected to generate roughly $4 billion worldwide, excluding China, up 33.3% from 2025, per an estimate from consultancy Owl & Co. Most of those revenues come from user payments, rather than advertising: On On LimeShorts, for example, users get the first few episodes for free and then can buy virtual coins to unlock more or pay $20 weekly for unlimited access.  But success for LimeShorts isn’t guaranteed. The top microdrama apps haven’t been overnight successes. ReelShort, for example, launched in August 2022. A recent promotional push around the world** **has made microdramas go mainstream: 90% of microdrama budgets are spent on marketing, per COL Group International, which owns and distributes microdramas. That also underscores how [inexpensive these shows are](https://scalablepod.com/p/why-hannah-stocking-could-be-a-game-changer-for-microdramas) to produce, and why Hollywood is increasingly interested in developing them. Still, there are a few things working in LimeShorts’ favor. For one, it already has a built-in promotional and discovery tool. Most of that marketing spending goes to social platforms like TikTok, which is unsurprisingly where most people discover these shows. And while microdrama apps are clearly growing fast, their users still pale in comparison to TikTok’s roughly 200 million US accounts, meaning that TikTok has much more to gain than lose by rolling out a microdrama app. Plus, as we’ve previously argued, microdramas could give TikTok a new entry point onto TVs, which has become [the next big battlefield](https://scalablepod.com/p/instagram-enters-the-race-for-the-living-room) for social platforms as they try to capture streaming ad dollars. The episodic nature of these shows lend themselves better to bigger screens than scrolling through the “For You” feed does, even though they’re not shot horizontally. And, hey, YouTube insists plenty of people watch Shorts on TVs!  ——————————————————————————— ## **🏎️ Soundbite: Formula 1 Edition** “That ticket was never for you in the first place.”“ — _—Toni Cowan-Brown, Formula 1 commentator and content creator_ That’s how **Toni Cowan-Brown**, a Formula 1 commentator and content creator, responded to the backlash from F1 fans against influencers increasingly attending races. Last month,** Alix Earle**, **Jake Shane **and other influencers sparked controversy for attending the Grand Prix in Monaco as guests of athletic brand **Alo**, which chartered a luxurious superyacht. Some people complained they were taking away tickets—and from the experience itself—from fans with a real connection to the sport.  This type of reaction from hardcore fans isn’t new. It reminds us of how tennis fans complained about influencers sitting in prized seats at Wimbledon, or how football fans responded to seeing Taylor Swift repeatedly on the jumbotron at Kansas City Chiefs games Cowan-Brown, a longtime F1 fan and expert on the sport, doesn’t see it that way: “It’s a marketing play,” she said of the influencers on the Alo Yacht. New voices and types of content can broaden F1’s audience. That includes women, who Cowan-Brown credits for helping drive the explosion in popularity for F1 in the US. Many of them took to TikTok during the pandemic to discuss Netflix’s “Drive to Survive,” she said.  “When a woman enjoys the sport, she’s not just bringing a plus one. She’s bringing a plus three, a plus five, a plus 10,” she explained.  For our full conversation with Cowan-Brown, tune into the latest episode of Scalable, available anywhere you get your podcasts. Or, watch the YouTube video below. Youtube: F1's Real Growth Engine | Toni Cowan-Brown (https://youtu.be/lXZq6te6dOI?si=-S4Il0GoZAiX7KiM) ——————————————————————————— ## **Meta Matters** **• Meta **launched Facebook Verified, a free badge that shows a profile belongs to a real person. Facebook users confirm their identity by recording a short video selfie, which is compared to existing profile photos. Previously, people were only able to get the badge as part of a paid Meta Verified subscription, which also provides Facebook and Instagram users access to other features like account support. Instagram users still have to pay for a badge. Meta hasn’t shared how many people subscribe to Meta Verified, but [a third-party estimate](https://www.socialmediatoday.com/news/meta-gifts-meta-verified-to-selected-creators/752396/) placed the number of subscribers at fewer than 1% of Meta’s user base across its apps last year. Giving more people a verified badge is especially important on Facebook, where fake accounts on features like Marketplace and Dating can cause direct, real-world harm. **• Facebook **also rolled out a new app called Seller, for people who sell items on Marketplace. Keeping up with messages and navigating selling goods within the main Facebook app can get overwhelming, especially for frequent sellers, so we can see how a dedicated app can be useful. Marketplace has been a [bright spot for Facebook](https://www.cnbc.com/2025/03/08/how-facebook-marketplace-is-keeping-young-people-on-the-platform-.html), which has been losing relevance with young people for years.  • **Adam Mosseri**, the head of** Instagram**, said the company is [cracking down](https://www.businessinsider.com/instagram-meta-glasses-banning-pickup-prank-creeps-2026-7) on pranksters or other creepy videos filmed using Meta smart glasses. “We don’t want people to be surreptitiously taking videos of other people and harassing them and then posting them on our platform. So we’re trying to fight that every way we can,” Mosseri wrote on his Instagram Story.  The move comes after strong backlash from people, particularly women, who have accused the company—and Meta glasses users—of spying on or surveilling people without their consent. We go deeper into the controversy in [this YouTube video](https://youtu.be/qFvhvNCIkkE?si=i3YhIVSW9LKRXzTC). ——————————————————————————— ## **The Round Up** **Peacock **will be included in a new **YouTube Premium** bundle in the US beginning early next year. As part of the deal, NBC Sports will also be a production partner for certain live sporting events on YouTube. **YouTube **creators can ask the company’s AI chatbot to generate thumbnails for their longer-form videos. Creators who are part of YouTube’s Partner Program can also now start uploading custom thumbnails for Shorts, a feature available on Instagram and TikTok. **Arizona State University** is offering [a content creation major](https://degrees.apps.asu.edu/bachelors/major/ASU00/CSCCBA/content-creation) for students this fall within its journalism school. ASU is the latest university to embrace the creator economy: **Syracuse University** is [launching](https://scalablepod.com/p/a-college-degree-for-creators) its Center for the Creator Economy this fall and offering a minor in the creator economy. The decision to launch the major comes as the news industry is under major upheaval and 81% of US teens get at least some news from influencers and content creators at least sometimes, according to the [Media Insight Project](https://apnorc.org/projects/the-evolving-news-landscape-comparing-media-habits-and-trust-between-teens-and-adults/). For aspiring journalists, understanding how to develop content for social media, podcasts and other forms of new media is now critical. **Midjourney**, an AI photo and video generation startup, acquired social astrology app **Co-Star**, [Bloomberg reported](https://www.bloomberg.com/news/articles/2026-07-24/ai-startup-midjourney-buys-astrology-app-co-star-and-is-building-its-own-apps). Terms of the deal were not disclosed, but Co-Star’s two dozen employees are joining Midjourney. **Intangible**, a Los Angeles management and production company representing writers, directors, actors and other storytellers, [launched](https://deadline.com/2026/07/sean-woods-launches-intangible-management-company-1237004908/) this week. It’s founded by **Sean Woods**, who previously worked at management and production firm Fourward. ——————————————————————————— ## **Political Download** **• Dylan Mulvaney**, a trans creator, responded to **President Trump **after he mocked her at the rescheduled White House Correspondents’ Dinner on Friday. Trump said he’d mistaken CNN anchor Kaitlan Collins, who received an award, for Mulvaney in the Bud Light ad, which sparked a conservative boycott of the beer in 2023. “I am still his topic of conversation all these years later,” Mulvaney [said in a video](https://www.instagram.com/p/DbRgAYUO20U/). “It seems to me that I might be like the one that got away for these men. Like, I am permanently burned into their retinas. I am microchipped into their minds.” • The** Democratic National Committee** is working with over 500 creators as part of its expanded “Influencer & Creative” program to help amplify the party’s messaging ahead of the midterms and next presidential election, [ABC News reported](https://abcnews.com/Politics/inside-democratic-partys-effort-enlist-social-media-influencers/story?id=134993649). Earlier this year, the **Senate Democrats **held their first [Creator Economy Summit](https://scalablepod.com/p/inside-the-senate-democrats-creator-summit) as they try to better compete with Republicans’ social and influencer strategies.  Watch our recent interview with New Jersey Senator** Cory Booker**, who is leading the Senate Democrats’ social media and creator efforts. He explains why Democrats got “shellacked” in the 2024 election cycle and how he’s trying to change that. Youtube: How Senator Cory Booker Convinced Democrats to Post More on Social Media (https://www.youtube.com/watch?v=qN6i_nyqCfw) ——————————————————————————— ## **Regulatory Woes** 🦈**Gymshark**, an apparel brand popularized on social media, could face a class action lawsuit over allegedly failing to disclose paid partnerships with influencers, [Inc reported](https://www.inc.com/annabel-burba/gymshark-built-a-billion-dollar-brand-on-influencers-now-that-strategy-is-at-the-center-of-a-potential-class-action-lawsuit/91378879). **Alo **and **Revolve **were hit with similar lawsuits last year.  ——————————————————————————— ## **Talent Tracker** **Kendrick Thompson **joined **Spotify** as director of commercial technology. Before that, he spent more than nine years at Snap, most recently as head of CRM technology. **Sarah Penna **is now head of tastemaker partnerships at** Bindery Books**, a publishing platform where influencers build communities around books and earn affiliate income. She’s previously worked at companies including Patreon and AwesomenessTV.  **Airrack** is** **[hiring](https://forms.gle/AQsKUESYWdamavwQA) a head of brand partnerships. The YouTuber is looking for someone who has run brand partnerships “at scale” for a major creator or digital media company.  **Amanda Perelli **is joining **YouTube**’s Culture & Trends in a temporary role to help track and analyze internet culture trends. Perelli previously was a freelance writer (including for Scalable!) and covered the creator economy at Business Insider. ——————————————————————————— ## **Bookmarked**  [Creator U: Inside the Influencer Frat](https://www.hollywoodreporter.com/business/digital/usc-reach-influencer-incubator-content-creators-1236653199/) [Meta Is Fighting a Mountain of Social-Media Lawsuits—at Just the Wrong Time](https://www.wsj.com/tech/meta-is-fighting-a-mountain-of-social-media-lawsuitsat-just-the-wrong-time-0b7d12a3) [Some Kids Will Never Think AI Is Cool](https://www.wired.com/story/some-kids-will-never-think-ai-is-cool/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/the-microdrama-boom-is-anything-but-micro

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! __Today’s column looks at a concept that’s long been discussed in the creator economy, but isn’t often implemented._ **In other news:** * _Brand Buzz: _Gap launches affiliate program for employees, Kansas City Chiefs launches creator program for the team’s superfans * _The Round Up: _Patreon lays off 20% of staff, Substack takes on AI writing and The Roost rebrands * _By the Numbers:_ Our social media winners & losers of the World Cup ⚽ * _Talent Tracker: _Syracuse hires first executive director for its new Center for the Creator Economy -------------------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/11d4230e-671e-4756-9fce-047469cc917f/qNXfDYTJcPNlBuFr.jpg?t=1784825323) Caption: Kaya moderated a panel at VivaTech in Paris last month with Substack’s Renée Kaplan, creator economy attorney Tyler Chou and Edelman’s Jo Burford. Photo courtesy of VivaTech. ----------A near-ban on TikTok in the US. Vine shutting down. Instagram going dark for six hours. These are just a few of the many wake-up calls the creator economy has faced over the years. Each is a reminder that many creators build their businesses on platforms they don’t control. If something goes wrong, they have no way to reach their followers, make good on brand deals or in some cases, keep their businesses running.  **Jo Burford**, head of creator marketing for EMEA at** Edelman**, estimates that about 70% of Vine creators’ careers disappeared overnight when Twitter shut down Vine. Burford was working at Twitter at the time. But diversifying to platforms where creators have more ownership over their audience and income isn’t just about hedging against a potential disaster: It’s about creating a valuable and sustainable business. “I always like to say to creators, your YouTube channel or your Instagram page is the marketing arm of your business,” said **Tyler Chou**, a lawyer focused on the creator economy who runs Tyler Chou Law for Creators and advisory firm CreatorArq M&A. “But what is your business? Most creators don’t have a business.” Diversification could also better set creators up for exits. Buyers, such as private equity firms or studios, are less interested in data like follower counts and more focused on whether a creator has multiple revenue streams that go beyond income from social platforms, according to Chou.  “They don’t want you to just be a tenant to YouTube,” she said of potential acquirers.   Burford and Chou, along with **Renée Kaplan**, the head of** Substack **partnerships in France, were part of a conversation about audience ownership that Kaya moderated at tech conference **VivaTech** in Paris last month. Here are the key takeaways. ## **Ownership Comes in Different Forms** Newsletters (like this one!) and other email lists are obvious examples. They let creators reach their audience directly, with no algorithm in the way. Plus, virtually every newsletter provider from **Substack** to **Beehiiv** allows creators to take their lists with them if they want to leave. (That’s one reason why it seems like everyone has a newsletter these days, as we discussed on [last week’s podcast](https://www.youtube.com/watch?v=uJUDCt8P1Po).) Creators can also launch physical brands, roll out technical products like apps or ink media deals that allow them to retain or co-own their IP. Some YouTubers like **Markiplier **have been able to self-finance and direct movies that [went into theaters](https://scalablepod.com/p/youtubers-are-coming-to-a-movie-theater-near-you). Still, creators typically have to reach a certain level of scale before these become viable options. Then, there’s the slew of community apps from Patreon to Circle that allow creators of any size to connect with their most engaged audiences. Slack and WhatsApp groups have also become popular among B2B creators. But not all of these communities are directly monetizable and there are only a small number of creators who can rely on income from fan memberships. Only 9% of creators’ monthly income came from subscriptions and 5% came from selling their own merchandise, according to November 2025 data from the Consumer Technology Association. Meanwhile, 43% came from ads, sponsorships and affiliate links. ## **It’s Not An Either-Or Decision** On average, creators make their content available on roughly six different platforms and monetize about four of them, according to the CTA’s research. Many of these are social platforms. That’s because social media remains critical for creators to share content, grow their audiences, and get discovered by new fans. It’s still where all the eyeballs are! Social media is also where most creators make the bulk of their ad and sponsorship income: Influencer marketing spending on social media alone is expected to reach about $13 billion this year, per EMARKETER. Kaplan said that launching a newsletter doesn’t mean creators walk away from social media. “There are enormous benefits to the reach that platforms give you,” she said. “It’s not either or.”  The key, though, is for creators to use social media to help drive people toward assets they own, instead of treating it as their only business. ## **The Metrics That Matter** Social media apps have increasingly become driven by algorithms, which has made follower counts less important. That’s spurring debate in the industry over what carries the most weight now, from shares and comments to what counts as a respectable number.  Increasingly, the creator economy is leaning toward quality over quantity. But the actual figures can vary by industry, platform and type of content. Chou says 100,000 followers on Instagram or YouTube is a solid baseline, unless the creator is a niche expert like a doctor, where she says they’d need 10,000 or above.  But Chou argues that views are more important than follower counts. “On YouTube, if your last five videos got you above 10,000 views, that’s an indicator to a brand that your audience is watching you and actually listening,” she said.  Substack, meanwhile, considers 100 paid subscribers enough for a publication to be labeled a “best seller,” according to Kaplan. Successful WhatsApp or Slack communities also tend to be smaller, ranging from 300 to 5,000, Burford said. Sorry to anyone hoping for a silver bullet! ——————————————————————————— ## **Brand Buzz** **Gap Inc.** expanded its creator program to include employees, following other brands like **Starbucks**. Staff can now earn commissions when promoting the retailer’s brands, which also include Old Navy, Banana Republic and Athleta. Moves like these signal a major shift in influencer marketing. Brands previously didn’t want employees to post about their work in case the content put the company in a negative light, but now brands are_ paying them_ to post. That goes hand-in-hand with a shift in attitudes [toward brand safety](https://scalablepod.com/p/bye-bye-brand-safety)—and a glow up for affiliate marketing: Spending is expected to reach nearly $14 billion in the US this year, with growth outpacing that of retail ecommerce overall, per EMARKETER. As more brands formalize marketing relationships with their employees, we’re curious to know what the content guidelines look like—and what happens if creators don’t adhere to them. We’re also curious to see how these efforts pay off both for brands and the employees. **The Kansas City Chiefs **[launched](https://www.chiefs.com/news/chiefs-signing-new-talent-for-inaugural-creator-team) its first creator program called “Kingdom Creators” in an effort to deepen fan engagement. The application-only program will initially launch with a group of 30 creators and the roster will include established Chiefs creators, Chiefs fans with engaged followings and emerging creators. ——————————————————————————— ## **The Round Up** **Patreon** laid off 20% of staff, or 93 employees, CEO** Jack Conte** wrote in a blog post on Thursday. He called the membership startup’s business “healthy and strong,” but said the move is intended to “flatten” the organization and refocus teams on top priorities, such as improving the user experience and helping creators grow. Larger tech giants like Meta have also been laying off middle managers. Conte was also careful to call out that the layoffs were not because the company believes “AI replaces humans.” **Substack** announced an integration with AI detection firm **Pangram**, which helps users estimate how much content on Substack’s app, including posts and comments, is generated by AI. “We’re sick of slop and we don’t want Substack to turn into LinkedIn,” Substack CEO **Chris Best **[wrote on X](https://x.com/chrisbest/status/2079601311302193250). Ouch. **The Roost Podcast Network**, owned by Night, [relaunched](https://deadline.com/2026/07/roost-podcast-network-podium-trisha-paytas-just-trish-1237001297/) as** Podium** and is focusing on video shows. It also announced a deal with creator **Trisha Paytas**, to bring her podcast “Just Trish” to the network. ——————————————————————————— ## **Deals, Deals, Deals** **Passionfroot**, a German startup offering a marketplace to connect B2B creators with brands, [raised](https://techcrunch.com/2026/07/22/passionfroot-raises-15m-to-expand-its-b2b-creator-marketplace-to-the-us/) $15 million in Series A funding led by **Insight Partners**. The startup’s co-founder and CEO **Jen Phan **will also move from Berlin to New York to open an office and expand the company’s US presence. **Yope**, a new private social network with no algorithms, ads or public content, [raised](https://techcrunch.com/2026/07/22/yope-raises-12-3m-to-build-a-private-social-network-without-algorithms-or-ads/?utm_source=dlvr.it&utm_medium=twitter) $12.3 million in funding led by venture capital firm **Northzone**. The app is focused on “micro communities,” or small groups of friends and family members who can chat in private or even play games.   ——————————————————————————— ## **⚽By the Numbers: World Cup Edition** The **World Cup **final on Sunday drew more than 62.8 million viewers in the U.S., making it the most-watched soccer telecast ever in the country, [Axios reported](https://www.axios.com/2026/07/21/world-cup-final-viewership-record?stream=top&utm_source=alert&utm_medium=email&utm_campaign=alerts_media_trends).  We broke down social media’s biggest winners and losers of the World Cup on Thursday’s podcast. Spoiler alert: We weren’t impressed by the content from creators who were at the games. We also discuss what FIFA’s [restrictive and fragmented approach](https://scalablepod.com/p/creator-content-was-the-most-boring-part-of-the-world-cup) could mean for creator strategies at sports leagues and teams moving forward. Watch below on YouTube or tune in [anywhere you get your podcasts.](https://scalablepod.com/podcast) Youtube: Spain Won the World Cup. The Internet Won the Content. (https://www.youtube.com/watch?v=avEwqaWrDoc) ——————————————————————————— ## **Regulatory Woes (And Wins)** **Meta **will avoid a trial in a second teen addiction lawsuit after the plaintiff [dropped the case](https://edition.cnn.com/2026/07/22/tech/meta-teen-addiction-case-dropped-before-trial) on Wednesday. The teen plaintiff had previously settled with **YouTube**,** TikTok **and** Snap**. But another trial is [underway](https://www.reuters.com/legal/litigation/meta-faces-tennessee-trial-over-allegations-instagram-was-designed-be-addictive-2026-07-20/) for **Meta** in Tennessee, with the state claiming that Instagram’s design has harmed young people’s mental health. **TikTok**’s Chief Security Officer **Will Farrell** [will testify](https://www.reuters.com/legal/litigation/tiktok-us-chief-security-officer-testify-before-us-house-september-15-2026-07-21/) before a US House committee on September 15 over Chinese involvement in the app. It will be the first public testimony in the US House from TikTok since the company spun off its US operations into a joint venture earlier this year.  ——————————————————————————— ## **Creator Moves** **Pinterest **brought back its Inclusion Fund, which gives new creators grants, coaching, training and other benefits.  **YouTube** partnered with psychologist and parenting expert **Dr. Becky Kennedy** on [an exclusive video series](https://blog.youtube/creator-and-artist-stories/youtube-dr-becky-good-inside-parenting-series/) with tech advice for families, including screentime and healthy boundaries.  **Drew Afualo** is bringing her pop culture podcast “The Comment Section” to **Acast**. Full episodes will be available on YouTube and other podcasting services. The show had been exclusive to Spotify since 2023.  **PAVE Studios**, an entertainment company that builds video shows with creators, announced new talent joining its roster, including true crime creator **Kimbyrleigha**, attorney **Reb Masel**, podcast host **Emma Klipstein**, journalist **Alexis Linkletter** and former CIA officer and FBI agent **Tracy Walder**. **Ryan Bartlow**, the New York chef, will join food media company **Caper** as its “Chef in Residence.” He’ll be [paid to write a column](https://www.axios.com/newsletters/axios-media-trends-42e8e0c0-8434-11f1-b293-418e36c1f72f.html?utm_source=newsletter&utm_medium=email&utm_campaign=newsletter_axiosmediatrends&stream=top) twice a month about the behind-the-scenes of being a restaurant owner and chef. Bartlow will also appear in video content on social media and participate in Caper events. We spoke to Caper CEO and co-founder **Max Tcheyan** on [a previous Scalable episode](https://www.youtube.com/watch?v=KJ_o64RDZtY) about building the company, including how he chooses writers and topics. ——————————————————————————— ## **Microdrama Mania** **Paramount+** is planning to add microdramas to its app in the coming months, [Business Insider reported](https://www.businessinsider.com/paramount-plus-micro-dramas-hollywood-short-form-video-streaming-tv-2026-7). Soon you’ll be able to scroll through Paramount+ shows on your phone while watching a Paramount+ show on your TV! **WWE **is [partnering](https://www.hollywoodreporter.com/business/business-news/wwe-microdramas-reelshort-collaboration-1236647005/?_bhlid=8b4ce86d12a83a9f2bfd0b61028f912a145aa381) with microdrama app **ReelShort **on a microdrama that will include wrestling stars **Drew McIntyre**, **Joe Hendry** and **Jacob Fatu**.  ——————————————————————————— ## **Talent Tracker ** **Ryan Schram **was named the first executive director of **Syracuse University**’s new Center for the Creator Economy. His past roles include COO at influencer marketing company IZEA and managing partner for advisory firm Particle Wave, which counsels companies on navigating the creator economy. Syracuse’s [academic center](https://scalablepod.com/p/a-college-degree-for-creators) will launch this fall, alongside a new minor in the creator economy. In April, Jasmine hosted [a live recording of Scalable](https://www.youtube.com/watch?v=PDCJUdyejnw) at Syracuse’s satellite campus in Los Angeles, discussing how to effectively design a college degree for creators.  **Stacy Martinet **is now **Adobe**’s first-ever chief communications and creative officer. Previously, she was the company’s vice president of marketing and communications.  **Chris Rojas** joined ==**TopFan**====** **====as chief revenue officer and senior vice president of creators. The fan monetization platform that works with sports teams like the Denver Broncos and celebrities like Pitbull, recently opened up its platform to independent creators.== ——————————————————————————— ## **Bookmarked**  [Google Was a Lifeline for Publishers. Now Some Are Thinking of Cutting It Off](https://www.wsj.com/business/media/google-search-publishers-ai-content-0fb06e41) [What Happened When Meta Used A.I. to Ban Accounts on Facebook and Instagram](https://www.nytimes.com/2026/07/21/technology/meta-ai-facebook-instagram-accounts.html?unlocked_article_code=1.zVA.cA28.HaXW3-HNiX17&smid=url-share) [Inside the Ascension of Clavicular](https://www.miaminewtimes.com/news/fear-and-looksmaxxing-in-miami-inside-the-ascension-of-clavicular-40569257/) [Giants’ Braxton Berrios Goes Viral For Nailing Beauty Quiz. Fans Are Crediting Alix Earle](https://www.nbcnewyork.com/entertainment/entertainment-news/giants-braxton-berrios-viral-beauty-quiz-fans-alix-earle/6529087/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/how-to-actually-own-your-audience

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! __There was plenty to love on social media about the World Cup. It just wasn’t from creators in the stands. _ **In other news:** * _Today in TikTok: _A championship boxing match, live on TikTok. Plus, US government employees can now redownload the app * _The Round Up:_ X’s new Android app, Instagram lets you swap audio and more influencer marketing M&A * _Creator Moves: _MrBeast is married, and Tom Brady and Logan Paul are beefing? * _BrandBuzz: _Yahoo’s Caviar campaign -------------------- ——————————————————————————— -------------------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/a0152006-dd97-40ba-9547-bb11142f5d4c/GettyImages-2286239736.jpg?t=1784662049) Caption: Photo: Getty Images ----------The **2026 World Cup** belonged to the creator economy. But not in the way you might think. The stars of the tournament on social media weren’t the big-name creators who were invited to attend the matches. Instead, they were athletes, fans and even brands, who behaved like creators online. That could make the World Cup a test case for other sports bodies, leagues and teams in terms of how they grant access to creators—and how they continue to build their broader creator strategies. Take Norwegian striker **Erling Haaland**. He was one of the breakout stars from the World Cup, gaining more than 30 million Instagram followers during the tournament. Fans were drawn to everything from his soccer skills and his cheeky sense of humor to his distinct look and shockingly large Birkin collection. Haaland got in on the fun by [commenting on posts](https://www.instagram.com/p/Da-vDzwFIGd/?igsh=MW0yczJ1ZW5qMmFncg==). Meanwhile, content from creators who were at the games was far less inspiring. Most just posted videos panning the stadium or photos showing off their seats. Even MrBeast was [posting](https://www.instagram.com/p/Da_jPuoDA4b/?igsh=MXZlb3I3MDlyaHZiYg==) like a lifestyle influencer! There were a few exceptions, including a [fun video](https://www.instagram.com/reel/DaLCAeSqEXw/?igsh=MWJwYXd3d2xyazBicg==) from **Corporate Bro** doing a bit about being a sales guy at a game, in partnership with **Lenovo**. Still, these creators may not be entirely to blame. We’ve heard that FIFA is one of the most restrictive sports bodies in terms of both access and what partners can and cannot post. That likely included restrictions on posting match footage and potentially some behind-the-scenes content, which could have contributed to creator content falling flat. On the flip side, fans and at-home viewers can post whatever they like. And many did. Videos of foreign soccer fans took off on social media for their impressions of the US, which co-hosted the tournament with Canada and Mexico. That ranged from the general friendliness of Americans to their newfound love for Texas BBQ or Ranch dressing. The latter even prompted a [tongue-in-cheek advisory](https://www.instagram.com/p/DZp4r77DruG/?img_index=1) from the TSA about flying home with full-sized bottles. Brands joined in on the fun as well.** Norwegian Air** challenged **British Airways **to swap Instagram logos if Norway beat England (and made good on the deal after Norway lost). Another reason could be **FIFA**’s approach. Unlike the **NFL** or **NBCUniversal **[with the Olympics](https://www.youtube.com/watch?v=mhim_gkUMdE), which run wide-scale, coordinated creator programs, FIFA’s efforts at the World Cup felt more limited and fragmented. FIFA partnered with both TikTok and YouTube, but there didn’t seem to be much cohesive messaging or connection between its creator efforts. There were a few exceptions, like livestreamer **iShowSpeed**, who had an official partnership with FIFA. As part of the deal, he was able to livestream matches with his commentary alongside Fox Sports and YouTube. Brazilian livestreamer Casimiro Miguel, better known as** CazéTV**, also scored broadcast rights for all 104 games in Brazil.  The lack of cohesive strategy may be partly because FIFA doesn’t need creators to promote the World Cup or expand soccer’s audience the same way [the NFL does for football](https://scalablepod.com/p/creators-touch-down-at-the-super-bowl). An estimated 1.8 billion people, or roughly one-fifth of the global population, watched the final game on Sunday, [according to the New York Times](https://www.nytimes.com/2026/07/19/nyregion/metlife-stadium-world-cup-final.html).  Even so, FIFA can’t ignore that more of the conversation around the game is now happening on social media.  There are also likely plenty of people who didn’t tune in on TV, but watched content on social platforms: **TikTok** called the 2026 World Cup its “biggest content moment” to date, and the official @fifaworldcup account alone generated more than 24 billion views. Despite soccer’s massive scale, this suggests there’s still more audience, including more casual fans to reach. (One in five people isn’t everyone, after all!) Looking ahead, we’re most curious about what this means for creator efforts at sports leagues and teams going forward. Athletes have been breaking through as creators for a while now, and as [we’ve previously argued](https://scalablepod.com/p/where-the-money-is-actually-flowing-in-the-creator-economy), bigger isn’t always better when it comes to creator programs. But if content from an athlete, brand or fan can outperform what paid creators are doing in the stands, leagues may start shifting some of their strategies. This could include focusing more on livestreaming or providing creators with more access at events to create more compelling content. Either way, this World Cup certainly turned us into soccer fans for the first time. We’re already counting down to 2030!  ——————————————————————————— Tune into Thursday’s episode of Scalable, where we break this down further and share our winners and losers of the tournament.  In the meantime, check out our recent interview with **Geo Karapetyan**, SVP of Olympics at NBCUniversal, where he shares more about its creator strategy—and what to expect from the Summer Games 2028. Youtube: How NBC Grew Its Olympics Creator Program Without Adding More Creators (https://www.youtube.com/watch?v=mhim_gkUMdE) ——————————————————————————— ## **Today in TikTok** **• TikTok** is testing a new opt-in tool called Likeness Detection with some US creators. The tool aims to flag AI-generated content that may use creators’ likeness without their permission. TikTok the latest social app to roll out this type of feature.  • Professional boxer **Amanda Serrano** will participate in the first-ever championship boxing event on **TikTok Live** in August. The announcement comes as boxing has become more popular on social media and among creators, while streamers and platforms like YouTube are competing to land the rights to live sports content. • 🏀TikTok announced a global content partnership with the **NBA **and **WNBA**. The deal includes giving some TikTok creators access to events, such as the WNBA All Star Weekend. • **TikTok Shop** is rolling out a new program in the US that will allow it to oversee parts of a seller’s business, including marketing, running automated ads, hiring creators and optimizing product listings, [Business Insider reported](https://www.businessinsider.com/tiktok-shop-is-testing-a-managed-services-business-in-us-2026-7). To be part of the program, sellers will pay a $10,000 flat fee plus a 10% to 20% commission per sale. It’s the latest move by TikTok to bring more of its Shop operations in-house as it looks to capture more ecommerce sales: TikTok Shop’s US sales will hit $23.4 billion in 2026, making it bigger than Target and Costco, according to EMARKETER. • The US** Justice Department **said it’s [no longer illegal](https://www.cbsnews.com/news/doj-tiktok-on-federal-devices-trump/) to download **TikTok** on government devices. The decision comes after TikTok spun off its US operations into a new joint venture earlier this year. However, individual federal agencies can still decide to independently ban the TikTok app on government devices, for example, if they want to promote “employee productivity.” No scrolling on the clock!  ——————————————————————————— ## **The Round Up** **X **[released](https://x.com/Engineering/status/2079276059250270240) a new version of its Android app, which it says was built from “the ground up” and has improved loading, scrolling, notifications and other features. **Instagram **announced a new feature called Replace Audio, which allows users to change the music on published feed posts and carousels without having to delete and re-upload them. That way, they don’t lose existing likes, comments and reach. **Influencer Hero**, an influencer marketing platform focused on direct-to-consumer and e-commerce brands, [acquired](https://www.netinfluencer.com/influencer-hero-acquires-creator-marketplace-afluencer/) **Afluencer**, a creator marketplace with more than 17,000 registered members and 3,500 brands. Terms of the deal were not disclosed. ——————————————————————————— ## **Regulatory Woes: UK Edition** • The** UK **will encourage 16 to 17-year-olds to honor a midnight to 6 am curfew on social media, the latest effort by the government to tackle youth safety and well-being online. But the curfew, which is planned for next spring, will not be mandatory, which makes its effectiveness questionable. Teens, unsurprisingly, had some opinions about the news. One [told the BBC](https://www.theguardian.com/media/2026/jul/15/teenagers-verdic-britain-social-media-curfew-ban-whats-the-point?utm_source=substack&utm_medium=email): “It’s not obligatory, so what’s the point?’”  • **Ofcom**, the UK’s media regulator, launched an investigation into the effectiveness of age verification checks on** TikTok**. “We’re confident that we meet our Online Safety Act obligations and will work with Ofcom to demonstrate it,” a TikTok spokesperson told the BBC. These moves come a month after the UK government announced it plans to ban teens under 16 from social media platforms following other countries. Read more about Australia’s landmark teen ban and the ramifications for creators [here](https://scalablepod.com/p/what-s-really-at-stake-with-australia-s-social-media-ban).  ——————————————————————————— ## **Creator Moves** **Andrew Tate **and his brother** Tristan **were arrested in Miami on their way to a bare-knuckle boxing event over the weekend. The two influencers appeared in court on Monday and said they would fight an extradition request from the UK on sex crime charges, including rape and sex trafficking, [according to CNN](https://edition.cnn.com/2026/07/20/us/tate-brothers-extradition-wwk).  **Tom Brady** slapped YouTuber-turned-boxer **Logan Paul **on stage at “Fanatics Fest,” a sports and fandom event, on Friday. Neither has publicly said whether the confrontation was staged. Yahoo Sports has [a timeline](https://sports.yahoo.com/nfl/article/tom-brady-logan-paul-feud-explained-why-former-nfl-qb-current-wwe-star-are-beefing-163037888.html) of the apparent feud between the two, which some have speculated is just a lead up to a potential wrestling storyline with the WWE.  💍 **MrBeast** is [married](https://www.instagram.com/p/DbD5P56DNo3/?igsh=dmRjM29uczJ5dXAx) to **Thea Booysen**. The two shared their wedding photos on social media on Tuesday. The caption? “I found MrsBeast.” ——————————————————————————— ## **Political Download** The first-ever **Creator Advocacy Day** brought more than 30 creators to Washington, D.C. to meet with members of Congress. The day also included meetings with YouTube, TikTok and the National Association of Broadcasters. It was organized by **Shira Lazar** and her organization **Creators 4 Mental Health**.  ——————————————————————————— ## **Brand Buzz** **Yahoo **[partnered](https://www.instagram.com/reel/Da75jl9Oo5g/) with **Marky’s Caviar **on a giveaway of co-branded caviar tins with custom mother-of-pearl spoons, which sold out in minutes. The tins were also sent to some creators, encouraging them to “bump caviar instead of bumping emails.” ——————————————————————————— ## **Bookmarked**  [The Fake Influencers Selling Wellness on Your Feed](https://www.nytimes.com/video/technology/100000011001849/ai-influencers-health-supplements-fake-ads.html) [AI Woes Drive Influencers to Back Welding, Plumbing and Carpentry](https://www.bloomberg.com/news/features/2026-07-17/ai-woes-drive-influencers-to-back-welding-plumbing-and-carpentry) [Vibecamp, an IRL Gathering for the Terminally Online](https://www.rollingstone.com/culture/culture-features/vibecamp-2026-gathering-for-extremely-online-1235592413/) [Influencers Are Being Paid to Spread the Mormon Church's Gospel](https://www.bloomberg.com/news/articles/2026-07-20/influencers-are-being-paid-to-spread-the-mormon-church-s-gospel?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc4NDU1NDg0NSwiZXhwIjoxNzg1MTU5NjQ1LCJhcnRpY2xlSWQiOiJUSUdWUU1LR1pBSVAwMCIsImJjb25uZWN0SWQiOiJGRUIzODlCNUI2ODI0RTY0QjY5MENEODE1RTBDREZGRCJ9.8Qt2ViCL-FtZ8W9YFemYBafzm_n3xeP1WtAACH8tODo) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/creator-content-was-the-most-boring-part-of-the-world-cup

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/16ac13f2-51b6-4111-aba5-92ed35d76cf7/01.SP-HorizontalLogo-OrangeBlue-Tagline-Blue.png?t=1784156851) Follow image link: (https://soundsprofitable.com/research/the-podcast-atlas/) Caption: -------------------- _Hello! _ _Today’s column is a look at how much YouTube creators are impacting the US economy, based on data provided exclusively to Scalable by YouTube._ -------------------- **In other news:** * Are we at peak newsletter hype? Plus, Beehiiv launches a community feature * Netflix keeps signing creators…but its latest deals look different * _The Round Up:_ Disney’s new creator event; Wonderloom Media launches to acquire YouTube channels; and Instagram expands AI voice translations * _Talent Tracker:_ New hires at Meta, LinkedIn and Alex Cooper’s Unwell -------------------- ——————————————————————————— ----------We often hear people say that the creator economy is now “just the economy.” While that’s far from accurate, the industry’s impact on the US economy is growing. **YouTube** says its creative ecosystem contributed over $60 billion to US GDP last year, according to a new report from YouTube and **Oxford Economics** provided exclusively to Scalable. That’s up from over $55 billion in 2024 and $45 billion in 2023.  YouTube defines “creative ecosystem” as creators who upload at least one video to the platform, creators’ employees, as well as businesses and freelancers they work with who earn a substantial portion of their revenue from creators. It includes both on and off-platform revenues earned by those creators. The estimates exclude YouTube’s own operations and effects of YouTube advertising on other businesses. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/5e3c85f3-4d4b-41a9-848c-8ad27d27a238/YouTube_GDP_Contribution.png?t=1784216100) Caption: For context, $60 billion is roughly the same amount that YouTube generated in global revenue in 2025. It’s also more than twice the size of **NASA**’s regular fiscal budget ($25 billion) and sits in between the 2025 GDPs of **Vermont** ($48 billion) and **Alaska** ($75 billion). But Vermont and Alaska are two of the three smallest state economies in the country. And $60 billion represents less than 0.2% of nominal US GDP last year. Plus, the figure measures economic impact through direct, indirect and induced effects, rather than just value added by a specific company, meaning that is a broad and somewhat speculative measure. For example, induced effects include employee spending in other parts of the economy, which can be difficult to attribute precisely. Still, the goal for YouTube in commissioning the report is to elevate the importance of the platform in business, culture and even politics—and that of the creator economy as a whole. It’s hard to argue with that. According to the research, YouTube’s creative ecosystem supported over 540,000 full-time equivalent jobs in the US in 2025. YouTube defines full-time equivalent as roughly 35 hours a week of work. That could mean one person working a full 35-hour week, or it could be two people each working 17.5 hours. That figure doesn’t just include creators themselves, but also their permanent employees, which could mean editors, producers, managers or others who support their work. It also includes jobs supported by music and media companies. YouTube also revealed that the number of channels earning more than $100,000 annually is up 7% year-over-year. That’s another positive sign for the growth of the creator economy, but without knowing the baseline, it’s difficult to gauge how meaningful the increase is. Regardless, YouTube remains the gold standard when it comes to creator monetization. Unlike other platforms which have been [inconsistent with paying creators](https://scalablepod.com/p/a-new-bonanza-of-creator-monetization-tools), YouTube shares 55% of ad revenue with long-form creators in its partner program. The program, which launched in 2007, now has over 3 million participants, including creators, media companies and music labels. YouTube says it paid out over $100 billion to participants in the program between 2022 and 2025. That’s a whopping sum when compared to other social platform payouts. **Facebook**, for instance, recently revealed that it paid out $3 billion to creators in 2025. But since YouTube’s figure also includes media companies and music labels, it’s hard to know how much actually went to creators. ==So far YouTube hasn’t released a breakdown, though it has said that between July 2024 and June 2025, $8 billion went to the music industry. That figure is likely intended to suggest that most of the payouts go to creators and media companies.== Looking ahead, we’d like more robust data on the size of the creator economy as a whole. While economic impact reports like these help, what’s still missing is holistic research from an independent source. ——————————————————————————— ## **The Newsletter Wars** On Thursday, **Beehiiv** launched a new community product for writers, along with other features including programmatic ads and an AI assistant built into the platform. That follows other tools it’s added that go beyond email newsletters, including video podcasts and digital products. (This newsletter is hosted on Beehiiv.) “Right now, podcasts and newsletters are one to many,” **Tyler Denk**, Beehiiv’s CEO and co-founder, told us. “Community just gives these creators an opportunity to create a space where [their readers] who have similar interests can come together and provide value to one another.” Creators already have plenty of options for building a community. There’s Discord, Patreon, Facebook Groups, Slack, Mighty Networks and Circle, just to name a few.  But Beehiiv’s strategy is to offer creators more of the tools they need in one place, rather than stitching together multiple services. It’s not alone in making that bet. Just look at all the video, livestreaming and social features on Substack, or the fact that podcast recording platform Riverside just launched newsletters.  These moves are the latest sign that newsletters aren’t just newsletters anymore, as [we previously wrote.](https://scalablepod.com/p/newsletters-aren-t-just-newsletters-anymore) Writers have increasingly expanded their businesses into other areas, such as podcasts, video, live events and more, and the competition between platforms has intensified. In this week’s Scalable podcast, we discuss why everyone from Charli xcx to Tom Brady now has a newsletter and whether that means we’re at peak newsletter hype. Denk also joins us as a guest to share his perspective on the industry, Beehiiv’s competition and why AI is still a white space for writers. Watch below or listen on [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv?si=9tznI8j6SoOSzD6jwNgpkg&nd=1&dlsi=906684ff116742f9), [Apple](https://podcasts.apple.com/us/podcast/scalable/id1849748633) or anywhere else you get your podcasts. Youtube: Why Everyone Has a Newsletter Now (https://youtu.be/uJUDCt8P1Po?si=XDn5qaZWIV_Qwjdu) ——————————————————————————— ## **The Round Up** **Meta **expanded AI voice translations with the aim of making it easier for creators to reach more audiences. On Instagram that includes French, German, Italian and Japanese, while on Facebook it includes Arabic, French, Vietnamese and Thai. Creators can also sync translations with their lip movements. We’re still waiting on Finnish and Polish, which we speak! (We were impressed to learn that Snap supports both languages in its Spectacles.) **Disney **announced [a new event](https://variety.com/2026/biz/news/created-in-l-a-event-hosted-by-jon-youshaei-1236810482/) called “Created in LA” on September 17-18. Hosted by creator **Jon Youshaei**, it will include a red carpet premiere of creator videos in the El Capitan Theatre and keynotes at The Walt Disney Studios Lot in Los Angeles. (We [spoke to Youshaei](https://scalablepod.com/p/youtuber-jon-youshaei-talks-boring-stuff-new-mrbeast-docuseries), who previously worked at Instagram and YouTube, about his new tax business and MrBeast docuseries last year.) **Content Partners**, a company that acquires film and TV rights, is [expanding](https://variety.com/2026/tv/news/dr-insanity-true-crime-youtube-wonderloom-content-partners-1236810322/) into the creator economy by launching** Wonderloom Media**. The new venture, helmed by Wheelhouse alum **Ed Simpson**, will acquire and operate creator businesses. It also announced its first acquisition:** Dr. Insanity**, a true crime YouTube channel with 5 million subscribers.  **Big Shot Pictures**, a new family entertainment company from former Paramount co-CEO Brian Robbins, [took a 25% stake](https://www.wsj.com/business/media/alvin-and-the-chipmunks-plan-a-reboot-for-the-digital-first-generation-84d88f25?eafs_enabled=false) in the “Alvin and the Chipmunks” franchise, with plans to create short-form content and make a new movie in 2028. **Agentio**, an AI platform for creator advertising, announced a new advertising integration partnership with **Meta**, which helps brands more quickly and easily develop partnership ads across Instagram and Facebook. 🎂Two anniversaries that are blowing our mind this week: **Twitter** [turned](https://www.nytimes.com/2026/07/15/technology/twitter-x-20-years.html?eafs_enabled=false) 20, and creator shopping company** LTK** [turned](https://www.instagram.com/p/Da3LL6eFo08/) 15! ——————————————————————————— ## **Soundbite: Time100 Creators** “Our competition is no longer only other magazines, but also individuals who function as media companies unto themselves.”“ — _—Sam Jacobs, Editor in Chief of Time, __[wrote](https://time.com/article/2026/07/14/time100-creators-2026-list/)__ about creators_ On Wednesday, **Time** [released](https://time.com/collection/time100-creators/2026/) its second annual list of its top 100 creators, which included household names like **Alix Earle** and **Dude Perfect**, alongside more niche creators like financial analyst** Kyla Scanlon **and **Bo Petterson**, a grandfather who gives practical advice. The Time list is another example of how [publishers are adapting](https://scalablepod.com/p/why-news-outlets-cant-ignore-the-creator-economy) to the rise of the creator economy.  In this case, it’s by building on franchises people already know, meaning the Time100. Forbes has taken a similar approach with its own Top Creators ranking. (Interestingly, MrBeast was the only creator named to Time’s flagship list of the 100 most influential people.)  But it’s not just publishers who need creators. Despite their massive audiences, creators want the credibility and recognition that comes with being recognized by legacy media. And brands like Time and Forbes still carry real prestige.  Over the past 24 hours, our feeds have been flooded with creators and their teams celebrating their inclusion on the Time creator list, just as many creators also put their Forbes ranking in their social media bios. Turns out, both sides still have something the other wants! ——————————————————————————— **A Message from Sounds Profitable** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/e65af006-8e42-4569-b695-9e7cfa6370c7/Screenshot_2026-06-30_at_10.37.30_AM.png?t=1784156826) Caption: _Podcasting is bigger than audio. _**_The Podcast Atlas_**_ is the first study to map how audiences move across audio, video, social, and newsletters, revealing what really drives discovery and creator loyalty.__ _[_Download the free report_](https://soundsprofitable.com/the-podcast-atlas?utm_source=scalable&utm_medium=advertising&utm_campaign=podcast_atlas_2026)_._ ——————————————————————————— ## **The Netflix Creator Deals Keep Coming, With A New Twist** **Netflix**’s creator push is continuing. But this latest wave looks different: Unlike recent podcasting deals, these creators are staying on YouTube.  This week, Netflix announced that longtime YouTubers **Rhett & Link** are bringing their shows “Good Mythical Morning,” “Mythical Kitchen” and “Last Meals” to the streaming service in September. **Nick DiGiovanni**, a food creator and former “MasterChef” contestant, is also bringing his library of videos to Netflix later this year. His new episodes will be available on the same day they go live on YouTube.  Like the non-exclusive deals Netflix struck in 2025 with Mark Rober and Ms. Rachel, these latest additions suggest the company is realizing that many of YouTube’s biggest creators aren’t willing to leave the platform behind.  The company’s CMO **Marian Lee **hinted as much [in an interview](https://scalablepod.com/p/netflix-cmo-on-podcasting-youtube-creator-deals) with Scalable last month. “We’re trying different models and what might work,” Lee said. Watch the full interview [here](https://www.youtube.com/watch?v=dzn5APS-XGo). Or, read more [here](https://scalablepod.com/p/netflix-cmo-on-podcasting-youtube-creator-deals) about why exclusivity may not a dealbreaker for podcasters. Youtube: Netflix CMO on YouTube, Podcasting and How Fandoms Fuel its Strategy (https://www.youtube.com/watch?v=dzn5APS-XGo) ——————————————————————————— ## **Talent Tracker** **Gary Vaynerchuk** became an equity partner in **Paul Street**, an affiliate marketing and PR agency founded in 2023. It’s the first time the VaynerMedia CEO has taken an equity stake in a business he did not start himself.  **Jinlin Quirarte **joined Alex Cooper’s media company **Unwell **as director of YouTube operations. Previously, he was an independent consultant and also worked at Jellysmack and Moonbug Entertainment.  **Neal Sivadas** joined **LinkedIn** as a senior product marketing manager for creators. Most recently, he was a senior product manager at TikTok. **Karsten Samland**, head of publisher partnerships at **TikTok** in Germany, Austria and Switzerland, announced he’s leaving the company after 7 years. He hasn’t yet announced next steps. **Currents Management**, a talent management firm,** **[hired](https://deadline.com/2026/07/currents-management-hires-promotions-1236976700/) **Ashley Ward Colson** and** Ryan Linden** as managers. It also promoted **Emma Clarke**, **Evalee Mach**, **Isabella Wille** and **Liran Maayani**. **Andrew Bidwell** rejoined **Meta** as a creative strategist focused on social strategy for Meta for Business. He previously held social media positions at Snap and Microsoft.  ——————————————————————————— ## **Bookmarked**  [Why Letterboxd Is a Hot Takeover Target ](https://www.thewrap.com/industry-news/deals-ma/why-buy-letterboxd-netflix-sony/) [The Newest Way to Go Analog](https://www.theatlantic.com/health/2026/07/new-analog/687856/) [AI Videos Are Flooding TikTok Shop](https://www.wsj.com/cmo-today/ai-videos-are-flooding-tiktok-shop-c86a88e0) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/exclusive-what-youtubers-are-worth-to-the-us-economy

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/3046b7a0-5a53-428d-8280-3c5def864efe/unnamed-1.png?t=1784030172) Follow image link: (https://openinfluence.com/trend-report-playbook-to-win-ai-search/?utm_source=scaleable&utm_medium=email&utm_campaign=ai_search_trend_report&utm_content=partner_placement) Caption: -------------------- _Hello! __What keeps marketers up at night about the creator economy is changing. Plus, three original charts on the state of the industry._ -------------------- **In other news:** * The EU moves to ban social media for children * _The Round Up:_ Shopping app Phia’s “cookie stuffing” scandal and YouTube lets creators organize their videos like a TV show * _Creator Moves: _ABC’s “Shark Tank” looks to top creators to revive ratings * _Talent Tracker:_ Executive moves at OpenAI, Mythical and WPP -------------------- ——————————————————————————— ----------Creators aren’t the hottest thing in marketing anymore.  Many of you may disagree, especially if you [were just at Cannes Lions](https://scalablepod.com/p/our-takeaways-from-cannes-lions). But hear us out: No longer being the shiny new toy is actually not a bad thing. That’s how Jasmine started her keynote presentation at the** Association of National Advertisers**’ Digital and Social Media conference in Los Angeles last week. The annual event brought together senior marketing leaders from major companies including FOX, Disney, Snap and Kimberly-Clark, which has been [expanding](https://scalablepod.com/p/making-paper-towels-go-viral) into influencer marketing for products like Kleenex and Viva paper towels. This year, creator **Adam W**., who has over 21 million YouTube subscribers, was also a speaker. Here are three charts from Jasmine’s presentation that resonated with the audience, including why brand safety might not matter as much anymore. ## **Creators Aren’t Just Talent** Even the smallest creators now treat content creation like a real business and career path. Meanwhile, top creators are now [operating like small businesses](https://scalablepod.com/p/how-creator-media-businesses-stack-up), with employees, teams, multiple product lines and revenue streams. Many have also brought on C-level executives, often from traditional media, marketing and finance backgrounds. Those creators need these execs for more than just freeing up time to create content. As these businesses have grown, so have the demands—and the scrutiny. Just take the turmoil at Alex Cooper’s [Unwell](https://www.vanityfair.com/story/alex-coopers-mean-girl-problem?srsltid=AfmBOopoLZ1bxyNHa61p8ingVXNnul-UOVNjhpxjpNotqERxTUArTXbE) and MrBeast’s [Beast Industries](https://www.bbc.com/news/articles/c937z1nxze8o). Few creators know how to navigate such sensitive situations, or even more mundane business dealings, effectively. While almost all creators say they have a good handle on things like social media management, content creation, audience growth and marketing, fewer are confident in their skills in business strategy, financial management and contract negotiation, according to November 2025 data from Visa and Morning Consult. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/e26b91ab-154a-4277-b52c-cbf6347e1a34/Creators_Aren_t_Business_Savvy.png?t=1783968600) Caption: Hiring and employee management, along with tax and legal compliance, are the areas where creators feel least confident. That tracks with conversations we’ve had with everyone from creator **Jon Youshaei**, who [launched a tax firm for creators](https://scalablepod.com/p/youtuber-jon-youshaei-talks-boring-stuff-new-mrbeast-docuseries) last year, to Whalar Group Co-CEO **Neil Waller** who believes [hiring the right people](https://youtu.be/J4wP5_1YGfc?si=VZFpVubEI0DxfmvK) will be one of the biggest challenges creator businesses face as they grow. ## **New Challenges Ahead** Being a more mature industry doesn’t eliminate challenges. Instead, it can introduce new issues or heighten existing ones. Today, the No.1 roadblock brands face with influencer marketing is difficulties measuring performance, cited by 26% of US brand marketers in an October 2025 survey by CreatorIQ. But other issues, including speed, navigating AI and creator vetting weren’t far behind, all cited by roughly one-fifth of respondents. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/a5cf4528-dd23-403e-87df-913b22769d83/Influencer_Marketing_Top_Challenges.png?t=1783968669) Caption: What was most telling in this survey, however, was that 69% of brands were somewhat or strongly in favor of fully automating influencer marketing operations. To us, that feels more like a knee-jerk reaction to the myriad of challenges marketers face, rather than a real desire to cut humans entirely out of the process. It’s easy to say that you want a machine to handle it all when you’re frustrated! That also explains the mismatch between that sentiment and how marketers felt about automating specific influencer marketing tasks, especially those that require human judgment and understanding: 39% of marketers in the survey said AI _shouldn’t_ fully replace managing creator relationships, for example. ## **Brand Safety, Meet Brand Fit** One long-standing issue that has become less important over the years is brand safety. Last year, just 10% of US enterprise marketers considered brand safety to be a challenge in influencer marketing, down from 32% in 2024 and 50% in 2023, according to data compiled from Linqia’s annual surveys. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ab9af29b-d9eb-4f8c-ace2-665ed7ea0280/Brand_Safety_Takes_a_Backseat.png?t=1783968721) Caption: That doesn’t mean that brands are playing it less safe, exactly. Many brands now simply have established partners or robust processes to vet creators. But brand safety concerns have also given way to other considerations like brand fit or suitability, meaning whether a creator is right for a specific brand and its audience. (It’s worth noting that creators are increasingly making similar judgment calls about brands, too!) It also suggests that brands have realized that they can’t control everything and that people probably have a higher tolerance for mistakes than many originally thought. Here’s how Visa CMO **Frank Cooper** put it in [an interview](https://scalablepod.com/p/how-visa-s-cmo-evaluates-risk-in-the-creator-economy) with Scalable: “==Something is going to go wrong.” But, he added, “if you look at it from the fan perspective, the consumer perspective, it's not that deep to them in most cases.”== The political environment has also likely contributed to a shift in attitudes toward brand safety. Under the second Trump administration, many social platforms have adjusted their approaches and brands have realized that politics are now hard to avoid. We dug into this with former CNN anchor turned YouTuber **Don Lemon** [last week](https://www.youtube.com/watch?v=zWIOPsqX39M), who argued that President Trump “inserts himself into everything” and “takes over whatever is in the zeitgeist.” Access the full presentation in Scalable’s research database here. (https://scalablepod.com/research) In a recent podcast episode, we also break down the state of influencer marketing with more charts and data—and explain what it means for brands, platforms and creators. Available now on [YouTube](https://www.youtube.com/watch?v=BtX9LnYC7Fk), [Spotify](https://open.spotify.com/episode/14iJnliWREKJWFQReGXvNs?si=pUADzX5FTVSkAiMb3Xg3jA), [Apple](https://podcasts.apple.com/us/podcast/the-%2444-billion-creator-boom/id1849748633?i=1000774235222) or anywhere else you get your podcasts! Youtube: What’s Really Driving the $44 Billion Creator Boom (https://youtu.be/BtX9LnYC7Fk?si=Fa9l_NQ39SOGy5Zh) ——————————————————————————— ## **The Round Up** The **European Union** plans to propose a law that will restrict children’s access to social media. It comes amid a growing push around the world to ban social apps for teens, which kicked off with Australia last year. Read more about what’s at stake for creators and companies [here](https://scalablepod.com/p/what-s-really-at-stake-with-australia-s-social-media-ban). We also went deeper on this [in this podcast episode](https://www.youtube.com/watch?v=Ot5KlY9t6TE). **YouTube** rolled out a new feature that lets creators organize their videos into seasons and episodes. This comes as the obsession around shows on social media reaches a fever pitch and as more people are treating YouTube like TV. The feature is only available to creators in YouTube’s partner program.  🛍️**Phia**, an AI shopping app co-founded by **Phoebe Gates **and **Sophia Kianni**, is under fire after [a Bloomberg investigation](https://www.bloomberg.com/news/articles/2026-07-09/gates-heir-s-shopping-app-took-credit-for-sales-it-didn-t-drive) found that the company earned commissions and took credit for sales that it didn’t actually generate using a practice known as “cookie stuffing.” We liked **TBPN**’s [explanation of the situation](https://x.com/tbpn/status/2075682903800029609?s=46).  The startup recently generated attention for its unusually large group of celebrity backers, which [it announced](https://www.instagram.com/p/DZC6tRqEYRT/?igsh=MWhvcXUwc2kzM3IxYg==) with a Coachella-style lineup graphic. The list includes actors, athletes and creators such as Khloe Kardashian, Alix Earle, Eileen Gu and Sydney Sweeney. A Phia spokesperson blamed a bug and told Bloomberg the issue has since been resolved. **Wheelhouse**, an entertainment and media company, is [partnering](https://variety.com/2026/tv/news/zigazoo-studio-young-creators-wheelhouse-1236803903/) with kids and teens social media platform** Zigazoo** on a new studio to develop content from young creators. It will include live events, consumer products and other types of content.  ——————————————————————————— ## **Meta Matters** • Well, that was quick! Following widespread criticism, **Meta** removed a feature that let users generate AI images using content from public **Instagram **accounts just three days after it launched. “We’ve heard the feedback that this feature missed the mark, so it’s no longer available,” a Meta spokesperson said. • Instagram and Facebook’s “addictive design” have put Meta in breach of EU digital laws, according to a preliminary report from the **European Commission**. Meta, which could face fines if the allegations are confirmed, told press it “disagrees” with the preliminary findings. ——————————————————————————— ## **Microdrama Mania** **TikTok** announced that brands can now publish their own microdramas and amplify them through a new ad product called TikTok Growth Max.  **Character.ai**, an AI chatbot service where people talk to customized characters, launched three microdramas. The shows feature AI characters that users can chat with, ask questions or role-play new scenes with. In the future, the company wants to allow users to create their own microdramas. **Vigloo**, a South Korean microdrama app, launched the beta version of Vigloo Studio, an AI tool that allows creators to make microdramas. Creators buy credits to generate images and videos from text or image prompts, with prices starting at $15. ——————————————————————————— ## **By the Numbers: 41% ** That’s the estimated percentage of long-form** LinkedIn** posts that are likely generated by AI, according to [new data](https://www.businessinsider.com/ai-writing-linkedin-posts-downsides-steven-bartlett-2026-7) from **Pangram**, an AI detection company. For short-form posts, the number drops slightly to 30%. LinkedIn had the highest average among the platforms the firm tracked from April to June, including X, Reddit, Substack and Medium. For its part, LinkedIn has finally started cracking down on AI slop. And thank goodness… Our feeds have suffered enough AI-generated, faux thought leadership!  ——————————————————————————— **A Message from Open Influence** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/e8c16ee7-7a49-4dd4-b328-066c138df88d/unnamed.png?t=1784030353) Caption: _AI search now decides which brands get discovered, and roughly 85% of brand mentions in AI answers come from third-party creator content, not corporate websites. Open Influence, the creator marketing leader, breaks down how brands win this new visibility race in their latest trend report._ [_Read it here._](https://openinfluence.com/trend-report-playbook-to-win-ai-search/?utm_source=scaleable&utm_medium=email&utm_campaign=ai_search_trend_report&utm_content=partner_placement) ——————————————————————————— ## **Creator Moves** **ABC’s Shark Tank** is bringing in the big guns: It’s tapped top creators** MrBeast** and “Diary of a CEO” podcast host **Steven Bartlett **to be [guest sharks this season](https://www.hollywoodreporter.com/tv/tv-news/mrbeast-will-be-shark-new-season-abc-shark-tank-1236640313/). They’ll join** Mindy Kaling** and **Sara** and** Erin Foster**, the co-founders of clothing brand Favorite Daughter.  **Dude Perfect **and **Good Good Golf**, a sports media company that started on YouTube,** **are [partnering](https://www.businessinsider.com/sports-creators-good-good-dude-perfect-partnering-content-products-2026-7) on products, events and other content. For example, the two companies will start selling co-branded kids and adult hats. Under the terms of the deal, Good Good will license Dude Perfect’s brand in exchange for royalty payments. Last year, Good Good [raised](https://variety.com/2025/digital/news/good-good-golf-funding-45-million-1236344759/) $45 million in funding.  ——————————————————————————— ## **Talent Tracker** **Fidji Simo** is leaving **OpenAI** due to health reasons, but will remain a part-time advisor. Simo was the company's CEO of AGI Development. Before that, she was CEO of Instacart and head of the Facebook app.  **Jacob Moncrief** was promoted to president at **Mythical**, the entertainment company started by YouTubers Rhett & Link. Previously, he was COO. **Brian Flanagan**,** **Mythical’s most recent president, left the company last month to launch a new creator economy business.   **Rema Vasan **is now the global president of social and creator for** WPP Open X**, an agentic marketing platform**.**** **Most recently, she was head of North America business marketing at TikTok.  ——————————————————————————— ## **Bookmarked**  [Influencers Wooing Young Voters Earn Big Bucks Under the Radar](https://www.ms.now/news/influencers-wooing-young-voters-earn-big-bucks-under-the-radar) [Up Close With OnlyFans Creators](https://www.newyorker.com/projects/interactive/2026/20260622-content-creators/20260626-130853/magazine/2026/07/06/onlyfans-creators-sex-worker-photo-portfolio?utm_source=facebook&utm_medium=social&utm_campaign=dhfacebook&utm_content=app.dashsocial.com/newyorkermag/library/media/690316215) [These Interns Are Capitol Hill’s Newest Main Characters](https://www.nytimes.com/2026/07/06/us/politics/congress-interns-tiktok-videos-ootd.html?smid=nytcore-ios-share) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/bye-bye-brand-safety

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! -------------------- _Today’s column is from our conversation with Don Lemon, the former CNN anchor turned YouTuber. __He takes us inside his independent media business and where journalism is headed._ -------------------- **In other news:** -------------------- * Meta’s no good, very bad week * The Primetime Emmys snub creators except ‘Subway Takes’ * Netflix partners with…BuzzFeed?! * Chelsea Handler launches her own podcast network and Sony Entertainment is hiring a head of YouTube -------------------- ——————————————————————————— -------------------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/2fd1c8ff-2254-454a-98d5-7a3986df7ffd/Untitled-182.jpg?t=1783614877) Caption: ----------**Don Lemon**’s news show now fits inside a backpack. After more than 30 years as a journalist, the former CNN anchor has traded a massive studio and production crew for a setup he can carry anywhere. His YouTube channel “The Don Lemon Show,” launched in March 2024, now has 1.35 million subscribers. But Lemon hasn’t just downsized his equipment and team. He’s had to “unlearn” other aspects of traditional media, such as getting rid of “formalities” and becoming “more nimble.” “I don’t have to wear a suit. I don’t have to wear a tie. I think people appreciate the authenticity more,” he said on the latest episode of Scalable.  Lemon has also had to rethink his relationship with viewers. Instead of just broadcasting the news once a day, he now goes live twice daily, reading comments from viewers in real time and answering their questions. Many of those people weren’t watching him on CNN, Lemon told us. “Every day people are in the chat. They started calling themselves the Lemonheads, and then I said ‘yeah, you’re all part of Lemon Nation’ and that caught on,” he said. One thing that hasn’t changed? “Facts and telling the truth,” he said, though he added that he can now express much more of his opinions.  After his high-profile firing from CNN in 2023, Lemon joined a growing number of former TV news stars who have gone independent. Many of them are also polarizing figures in the industry: **Piers Morgan** has ambitions to build [a $1 billion media company](https://scalablepod.com/p/piers-morgan-wants-to-build-a-1-billion-media-company), while **Megyn Kelly** and **Tucker Carlson** have expanded their media businesses. “I don’t agree with hardly anything Megyn Kelly says, and I don't appreciate the type of journalism that Piers Morgan does,” Lemon said. “But I do think that they are incredible broadcasters…You want to watch them.” Going independent allows for more autonomy and the potential to earn more money than in legacy media as newsroom budgets shrink, he said. Audiences are shrinking, too. In late 2022, Lemon’s primetime cable news show was averaging about 628,000 viewers per episode, down from over 1 million in 2018, according to data from USTVDB and CNN. Lemon later moved to CNN’s morning show. But going solo also comes with new risks and challenges.  Earlier this year, Lemon was arrested while covering an ICE protest at a church in Minnesota. He believes that was a targeted move by the Trump administration. “They’re going after independent voices because they’ve already neutered legacy media,” he said. Unlike in his CNN days, there were no corporate lawyers to help him.  Lemon has also had to get comfortable with YouTube tactics for grabbing attention, which include dramatic thumbnails. A recent example: a photo of Lemon with a shocked expression alongside President Trump and RFK Jr. with the text “They Are Making Us Sick!” “It is clickbait,” he said, but a catchy thumbnail is what draws viewers in. “Once they get there, they’re going to get the information.” Looking ahead, Lemon believes it’s only going to get harder to stand out in independent media. “If you’re not in this game now, you better start.” In the interview, we also discussed Lemon’s biggest revenue sources, whether he’d ever return to cable news, why he thinks legacy media is “bending the knee” to the Trump administration and much more.  You can watch the full episode on [YouTube](https://www.youtube.com/watch?v=zWIOPsqX39M) or tune in on [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv), [Apple](https://podcasts.apple.com/us/podcast/scalable/id1849748633) or wherever else you get your podcasts. Youtube: Don Lemon on Facts, Fear and the Future of Media (https://youtu.be/zWIOPsqX39M?si=SLLX5epCgrIy-LTO) ——————————————————————————— ## **Meta’s Tough Week ** It’s been quite the barrage of negative news for **Meta** this week! What was supposed to be a big launch moment for its new AI image model, Muse Image, has quickly turned into a privacy headache. As part of the update, people with public Instagram accounts are [automatically opted in](https://www.wired.com/story/meta-now-lets-anyone-use-your-instagram-photos-in-ai-images-unless-you-opt-out/) to their content, including their face, being used to generate AI images. (Yikes!) Instagram users have been spreading the word and encouraging their followers to turn off the setting. BRB, going to update Scalable’s account settings...  Then in a court filing earlier this week, Meta wrote that four states were looking for $1.4 trillion (yes, with a “T”) in penalties over claims the company designed its apps to addict young users and misled the public about safety, [Reuters reported](https://www.reuters.com/business/meta-says-us-states-are-seeking-14-trillion-penalties-august-youth-safety-trial-2026-07-07/). The figures were calculated by Meta and, if accurate, would be far greater than any of the [other financial fines](https://scalablepod.com/p/the-end-of-sora-isn-t-the-end-of-creator-ai-fears) the company has faced. Meanwhile, Meta is facing mounting pressure in India, one of its largest markets. The Indian government is demanding that Instagram remove child abuse-related content, which appeared in paid ads, [according to a local broadcaster](https://x.com/DDNewslive/status/2073747552265269262?s=20). (A Meta spokesperson [told CNBC](https://www.cnbc.com/2026/07/06/meta-instagram-india-warning-whatsapp.html) it has a “zero tolerance policy” for child abuse-related content.) India also wants WhatsApp to pause a new feature that lets people use a username to keep their phone number private, which the country believes will increase cyber crime. The Indian government has broad authority to regulate foreign social media platforms, including requiring them to take down content. TikTok and other Chinese apps have also been banned in the country since 2020. Finally, backlash over Meta’s smart glasses—and the privacy and surveillance concerns surrounding them—isn’t letting up. We’ve seen online sentiment [trend more negative](https://www.youtube.com/watch?v=qFvhvNCIkkE) since last month’s launch of a new pair with Kylie Jenner.  One food influencer [returned his glasses](https://caper.media/p/food-influencer-returns-meta-glasses), while creator **Saad Akhtar** apologized to his 334,000 Instagram followers for offending them by wearing them. “If you are still angry, my DMs are open,” Akhtar wrote in a disappearing Story this week. Watch our full take on Meta’s—and Snap’s—smart glasses in the YouTube video embedded below. Youtube: Meta vs Snap: Who's Actually Winning the Smart Glasses Race? (https://youtu.be/qFvhvNCIkkE?si=GH_XrB4IN-21kDNW) ——————————————————————————— ## **🏆Emmys Snub Creators** Creator shows were largely shut out from earning Primetime **Emmy **nominations on Wednesday. One exception: **Kareem Rahma**’s “Subway Takes” scored its first nomination in the outstanding short form comedy, drama or variety series category.  But other creator shows including** TBPN**, **Sean Evans**’ “Hot Ones” and **Michelle Khare**’s “Challenge Accepted” were left off the nominee list. In true creator fashion, Khare [posted a video](https://www.instagram.com/reel/DajMOgXNLJ9/?igsh=MWlxZTl4YWt6aXR6aw%3D%3D) about the news. More creators have been vying for awards from Hollywood lately. YouTube has also been pushing for recognition for its creators. But, [as we’ve previously reported](https://scalablepod.com/p/creators-want-their-red-carpet-moment-too), Hollywood isn’t quite ready to open its arms to social media creators. ——————————————————————————— ## **Soundbite** “We’re in a race against time to make sure that good-quality journalism competes with AI-generated slop and influencer-generated non-original journalism out there on the internet.”“ — _—Joe Kahn, executive editor of The New York Times_ In [an interview](https://www.businessinsider.com/new-york-times-nyt-editor-joe-kahn-explains-video-push-2026-7) with Business Insider, Kahn said it’s “imperative” for the newspaper to “translate” its work into formats that people want to consume. Read: Lots more video.  The remarks echo the media industry’s major pivot to video a decade ago. But there is a big difference this time around: publishers aren’t betting their business on social platforms, thinking that’s where the traffic and dollars will come from. Instead, they’re making videos for their own sites and apps—but that are also shareable on other platforms. ——————————————————————————— ## **Netflix’s Publisher Play** **Netflix **will bring videos from brands including BuzzFeed, Condé Nast and People to markets including the US, Canada, UK and Australia starting in August.  The videos will range in length from three to 20 minutes, making them more similar to the kind of content you see on social media platforms than on a premium streamer. Netflix plans to add other publishers in the future.  The move also comes several months after Netflix launched “Clips,” a short-form video feed for its mobile app. “We don’t want it to be just a redux of a bunch of clips,” Netflix CMO **Marian Lee** recently told us about Clips. “We are trying different things, like maybe something that works on social that we are co-creating.” We understand the need for streamers to have [their own short-form feeds](https://scalablepod.com/p/the-tiktokification-of-streaming) to help people find something to watch. We’re also not surprised to see Netflix experimenting with more social-like content on its main platform. Still, we find this move a bit strange. While it’s a good way to test whether people want shorter-form content on the platform, we’re not convinced these are the right partners to do it with. Yes, they may publish content related to Netflix’s shows but they no longer attract the same level of attention that they used to. But for these publishers, getting their content on Netflix is a major win. Tune into our full interview with Lee on [YouTube](https://www.youtube.com/watch?v=dzn5APS-XGo), [Spotify](https://open.spotify.com/episode/7ktpCgruSJaPGAAusGKyXZ?si=iMzv_oXORMSJixxjrBsbBQ&nd=1&dlsi=48d262995aa347b5), [Apple](https://podcasts.apple.com/us/podcast/the-battle-for-smart-glasses-and-an/id1849748633?i=1000775229390) or wherever else you get your podcasts. Youtube: Netflix CMO on YouTube, Podcasting and How Fandoms Fuel its Strategy (https://youtu.be/dzn5APS-XGo?si=euZpxrAU4O4Yz8xE) ——————————————————————————— ## **Podcast Watch** **Chelsea Handler** is launching her own podcast network with **iHeartPodcasts**. The Dear Chelsea Network includes Handler’s own podcast alongside other shows. The first is a new comedy and pop culture show called “You’re the Problem … with Yamaneika,” hosted by Yamaneika Saunders, which premieres July 15.  Handler is the latest public figure to take a whack at launching a network of shows, following Conan O’Brien, Alex Cooper and Piers Morgan. But expanding beyond one high-profile show or individual has proven difficult for these creators. We explain why [here](https://scalablepod.com/p/piers-morgan-wants-to-build-a-1-billion-media-company). **TOGETHXR**, a media company focused on women’s sports, launched a new weekly podcast on Thursday with** iHeardMedia** called “Everyone Watches Women’s Sports.” (The company’s t-shirts with this phrase have gone viral.) Featured hosts will include journalist **Ari Chambers**, Olympic gold medalist **Jordan Chiles** and comedian **Sam Jay**.  ——————————————————————————— ## **Talent Tracker** **Georgia Katz** [joined](https://deadline.com/2026/07/caa-uk-creators-division-georgia-katz-hire-1236975440/) **CAA** as an agent in London as the talent agency builds out its UK creators division. Most recently, she was a talent manager at Mokkingbird.   **Sony Pictures Entertainment **is [hiring](https://www.linkedin.com/jobs/view/4436902012/?trackingId=QVrs8Ws4Tsy3hSLYwKOd4w%3D%3D) an executive vice president and head of  YouTube and social platforms, strategy and operations in Los Angeles.  ——————————————————————————— ## **Bookmarked**  [These Creators Are Hacking ChatGPT To Rake In Brand Deals](https://www.adweek.com/agencies/these-creators-are-hacking-chatgpt-to-rake-in-brand-deals/) [The Influencer’s World Cup](https://www.nytimes.com/athletic/7400690/2026/07/08/2026-world-cup-influencers/) [Study: Parents’ Phone Addiction Affects Bond with Kids](https://www.bloomberg.com/news/articles/2026-07-08/parents-phone-addiction-affects-bond-with-kids-new-study-finds?srnd=undefined) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/don-lemon-is-doing-just-fine-without-cnn

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! __It’s time for another reader mailbag today. _ _You wrote in asking about B2B influencer marketing, the most underserved parts of the creator economy and more. Read on for our answers…_ -------------------- **In other news:** -------------------- * _Sports Desk:_ Norwegian striker Erling Haaland’s cheeky Snapchat strategy * _The Round Up: _TikTok celebrates 200 million American users with US tour and Reddit cracks down on spammy marketing content * _Talent Tracker: _LinkedIn expands creator team and The Daily Mail is hiring its first influencer correspondent in the US -------------------- ——————————————————————————— ----------We love hearing from our community, and lately have been getting some interesting questions about the creator economy. We picked a handful of them to answer today. If there’s something you’d like us to cover next, just reply to this email. Let’s dive in… **What are some common misconceptions about the B2B creator economy? What are both brands and creators overlooking when it comes to this opportunity? ** B2B doesn’t have to be boring! We’d love to see more out-of-the-box partnerships rather than stale LinkedIn posts, product demos or creators explaining software features. B2B buyers are people too, and they want to be entertained, as well as informed. There’s certainly a place for technical creators, or even a company’s own employees, to act as ambassadors for B2B brands. But companies should also be looking at other types of creators, including lifestyle influencers and comedians. A good example: **Microsoft**’s ongoing partnership with **Alix Earle**, who recently turned her visit to the company’s headquarters into an [entertaining vlog](https://www.instagram.com/reel/DYsFibGPHPu/?igsh=MXkwYzhya2F4cGhlYQ==). She also posted this [slickly-produced promo](https://www.instagram.com/reel/Dac5ZxxvGHz/?igsh=MWJraWo3Mjc1Z2xuZQ==) for Windows this week.  LinkedIn will remain the top platform for B2B brand deals, thanks to its business professional audience. But as **Corporate Natalie** [pointed out](https://scalablepod.com/p/b2b-influencer-marketing-doesn-t-have-to-be-boring) during a recent episode of Scalable, pairing Instagram and LinkedIn together makes for a better campaign—and helps reach different types of audiences.   For creators, there is also a major opportunity with AI startups. These companies are raising millions of dollars in a fiercely competitive market, and they’re increasingly turning to influencers to try to stand out and help shape the narrative around the tech. That means working with technical creators, but also lifestyle creators with a more general audience who you might not immediately associate with AI. **What do you make of the trend of creators engaging and promoting information about the attention economy and ways that social media itself perpetuates social negativities? Could this usher in a new era of responsibility in the market? Or will they just fade if they can’t keep up?** If you’re not sure what this question is getting at, earlier this year there was [a wave of creators](https://apnews.com/article/social-media-addiction-screen-time-a50f6def00a5723ba61e0a78ba761669) encouraging people to limit their screen time or use of social media.  While the trend seems to have slowed for now, we wouldn’t be surprised if it popped back up again soon. We get the appeal of logging off. But we also see anti-doomscrolling influencers as the new de-influencers. Encouraging people to spend less time on their phones or step away from social media is still a form of influence. So is telling people not to buy things.  Case in point: Olivia Yokubonis is a creator who has dedicated her account to encouraging people to close the apps they are on. She also works as a digital wellness strategist at Opal, a screen time app, meaning her content also serves as marketing for her day job. That’s not to say that there isn’t merit in her advice. And when people have pointed out the irony in what she’s doing, she responded with: “Where else am I supposed to find you, Kyle? For us to be actually seen, we have to be where people are.” She has a point there, too. ==**What sectors of the economy or industry—or what demographics of society—are you surprised are NOT as served or engaged in the creator economy. And why do you think that is?**== ==There seems to be a creator for almost everything, from ==[woodworking creators](https://www.theinformation.com/newsletters/creator-economy/woodworking-creator-raised-2-million)== to influencers who post ==[exclusively about insects](https://www.instagram.com/insecthaus_adi/?hl=en)==. And today, everyone from Gen Alpha to baby boomers are engaging with creator content: Older demographics are now driving much of YouTube’s viewer growth. (That coincides with the platform’s growing popularity on TV screens.)== ==But that doesn’t mean all of these sectors are served equally. There is also sometimes a mismatch between what types of content people are watching and what content creators are earning money from. This matters because if creators can’t make money from their content, they may pivot, creating more gaps in the industry. (We’re looking at you, insect influencers.)== ==For example, comedy was the most popular content category among social media users in the US, according to ==[YouGov data](https://scalablepod.com/p/social-media-is-no-joke-for-comedians)== from March. But only 23% of US comedy or skit creators said they had made money from their content, on par with current affairs creators, according to a November 2025 report from CTA. That’s likely due to brand safety concerns with both of those types of content.== ==Meanwhile, roughly half (51%) of gaming creators said they had monetized their content. The data also showed that men were more likely than women to make money in almost every content category, except fashion and beauty. == ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/82497309-cb39-4855-977f-115518506847/Gamers_Get_Paid.png?t=1783432379) Caption: ----------Here are a few other specific categories we think are underserved: Content around military service members and their families; outdoor creators, especially those focused on extreme sports, hunting and fishing; and fashion-focused B2B creators. (Speaking for ourselves, we'd love more content on what to wear to specific work events. It’s so hard to find good inspo!) To generalize a bit, many of these categories face a combination of smaller audiences, fewer brand partnership opportunities or stricter advertiser standards (think guns or politics), making them harder to turn into sustainable creator businesses. **What’s been the best part of going independent? ** **Kaya:** It’s hard to pick just one thing. From making final decisions about what to cover, who to interview and what events to attend to seeing the business side of the creator economy first hand. Most of all, it’s really rewarding to build something from the ground up—with a close friend! I have no idea how anyone does this alone.   **Jasmine: **Having full ownership of our work. We are always on the clock these days, but I wouldn’t trade it for a nine-to-five. Being able to build this business with a trusted friend helps alleviate the stress—and makes it more fun! ——————————————————————————— ## **⚽Sports Desk** Norwegian soccer player **Erling Haaland** isn’t just going viral for his seven (!) World Cup goals or for Norway’s soccer chant, the “[Viking Row](https://www.youtube.com/watch?v=k93TxyCJYBA).” He’s also getting attention for his **Snapchat** usage, which some have said is giving 2016 thanks to the unfiltered, tongue-in-cheek [posts](https://www.instagram.com/p/DZ8V5dKE5hR/?img_index=1&igsh=MWc2ZTc0anoxYjFqNg==). While many international fans were surprised to find Haaland so active on Snapchat, Norway has long been a world leader in Snapchat usage. Over 3 million people, or more than half of the population, used Snap as of the second quarter of 2025, a company spokesperson told us. By some third-party estimates, Norway is second only to Saudi Arabia in Snapchat usage. It’s also just a fun, lighthearted moment for Snapchat. Our question is… will the company start doing more with him? ——————————————————————————— ## **The Round Up** **TikTok **on Tuesday kicked off the first stop on its six-city tour across the US, which will highlight local creators and small businesses. The company also announced a new user milestone: 200 million Americans are now on TikTok, up from 170 million in March 2024. The tour starts in New York City, and will also include Atlanta, Des Moines, Denver, Las Vegas and Phoenix. It comes just after the 4th of July—and almost six months since TikTok spun off its US business into a separate venture, which threatened to hurt TikTok’s usage and relevance in the country. **Meta** [launched](https://techcrunch.com/2026/07/02/meta-quietly-launches-vibe-coded-gaming-app-pocket/) a new app called **Pocket**, which lets people make apps and games using AI prompts.  **Reddit **is cracking down on spammy content using AI. Reddit is one of the top sources cited by AI chatbots and the move comes as more brands are trying to get mentioned by posting fake or spammy comments on the platform that could be mistaken for real reviews or opinions. The company said its new automated systems are blocking 23 million spam views per day and catching about 25,000 new spammy posts and comments per day. **Medium**, the online publishing platform, [launched](https://medium.com/blog/new-a-program-to-pay-publication-editors-d9c4f1ed40d8) an Editor Partner Program that pays editors of publications a 25% cut of earnings of the stories they edit. The program initially will include more than 100 publications and over 300 editors.  ——————————————————————————— ## **Coming Up On Scalable ** Our next podcast guest is…**Don Lemon**!  The former CNN anchor is the latest TV news star [to go independent](https://scalablepod.com/p/piers-morgan-wants-to-build-a-1-billion-media-company) and build a media business on YouTube. We talked about everything from his arrest in Minnesota while covering ICE protests to the future of media and how he approaches YouTube thumbnails. The full interview is out this Thursday [anywhere you get your podcasts](https://scalablepod.com/podcast).   In case you missed it over the holiday weekend, we also published our exclusive interview with Netflix CMO **Marian Lee**.  In her first-ever podcast interview, she discussed competition with YouTube, whether Netflix will sign more podcasting deals this year, why marketing hasn’t changed as much as you think despite AI and much more.   The full interview is worth your time. You can watch on [YouTube](https://www.youtube.com/watch?v=dzn5APS-XGo) or tune in on [Spotify](https://open.spotify.com/episode/7ktpCgruSJaPGAAusGKyXZ?si=iMzv_oXORMSJixxjrBsbBQ), [Apple](https://podcasts.apple.com/us/podcast/the-battle-for-smart-glasses-and-an/id1849748633?i=1000775229390) or [iHeartMedia](https://www.iheart.com/podcast/269-scalable-303940586/).  Youtube: Netflix CMO on YouTube, Podcasting and How Fandoms Fuel its Strategy (https://www.youtube.com/watch?v=dzn5APS-XGo) ——————————————————————————— ## **Soundbite** “Yesterday, I released the last-ever episode of my podcast, which is so insane. But the most insane part is you didn’t even know I had a podcast, did you? And that was, incidentally, a big part of the problem.”“ — _—Creator Maddy Mitchell_ Mitchell, a comedy creator who uses the handle @madsmitch, hosted her “Monologuing” podcast for the past five years. After publishing 200 episodes, she’s pulling the plug. She didn’t make “a single cent” and it was “way too much work for one person,” she explained [in a recent video](https://www.instagram.com/reel/DZ8OpjUNwu5/?igsh=OWtoYWxpMGMybGNt).  She’s the latest long-time host to call it quits as podcasting faces a reckoning. Go deeper [here](https://scalablepod.com/p/a-podcast-reckoning-is-here).   ——————————————————————————— ## **Creator Moves** **Taylor Swift** and **Travis Kelce** are married! Beyond being one of the world’s biggest pop stars, Swift is also the ultimate creator, as Jasmine argued in this [2023 article for Business Insider](https://www.businessinsider.com/the-creator-economy-will-double-in-2024-marking-a-new-era-for-bra-2023-12). Kelce is a creator in his own right: He hosts the popular “New Heights” podcast with his brother and former football player Jason. Their most recent guest? **Prince William**, who joined them to talk all things football (ahem, soccer). The Kelces gave him [quite the intro](https://www.instagram.com/reel/DaU52XrgwTN/?igsh=MTdiNnQ5MTY0cWQxcQ==).  **Tilly Norwood**, an AI actor, was [cast in a lead role](https://variety.com/2026/film/global/ai-actor-tilly-norwood-movie-debut-misaligned-1236802325/) in the new comedy drama called “Misaligned,” from AI-focused studio **Particle 6**. AI-generated actors have sparked backlash in Hollywood. **ColdFeet Films**, the production company started by comedy podcast **Chapo Trap House**, is partnering with **Patreon** on six short comedy films, which will premiere on July 19.   ——————————————————————————— ## **Talent Tracker** **Shadi Nayyer** joined **LinkedIn**’s creator team. Previously, she was head of ecosystem growth at Meta and global head of creator programs at TikTok. She is the latest ex-TikTok staffer to join LinkedIn as it ramps up its creator efforts.  **The Daily Mail **is hiring a US-based influencer correspondent to break news and write features about the creator economy. The reporter needs to spot stories other people miss, including “a single deleted comment, a telling crop in a brand photo, a subtle shift in follower count,” according [to the job description](https://www.linkedin.com/jobs/view/us-influencer-correspondent-at-daily-mail-us-4432811811/). In October, the tabloid newspaper named London-based reporter **Molly Clayton** as its first influencer correspondent.  **Tubi **is [hiring](https://job-boards.greenhouse.io/tubitv/jobs/8027060) two senior associates on its creator partnerships team.  _ICYMI:_ **Matt Starker**, the CEO of Ashley Flowers’ podcast company **Audiochuck**, [left the company](https://www.bloomberg.com/news/articles/2026-06-01/true-crime-podcaster-audiochuck-replaces-ceo-with-soulcycle-head), Bloomberg reported last month. **Evelyn Webster**, the former CEO of SoulCycle, was named as his replacement.  ——————————————————————————— ## **Bookmarked** [At 17, She Sued Meta and Google, and Won. Now She’s Ready to Tell Her Story](https://www.bloomberg.com/news/features/2026-07-03/google-and-meta-lost-a-landmark-trial-to-kaley-but-kept-her-as-a-user) [Threads Finds Its People](https://www.nytimes.com/2026/07/05/technology/threads-meta-twitter-x.html) ‘[Love Island’ Cracked the Code on Gen Z’s Attention Span](https://www.bloomberg.com/news/articles/2026-07-06/-love-island-usa-has-turned-reality-tv-into-a-gen-z-team-sport?taid=6a4b4916250b5c00017cda12&utm_campaign=trueanthem&utm_content=business&utm_medium=social&utm_source=twitter) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/you-asked-we-answered

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! Today’s column is from our conversation with __**Marian Lee**__, CMO of __**Netflix**__, recorded at LinkedIn’s studio at Cannes Lions. _ _Read on to find out what Lee had to say about Netflix’s recent podcast deal spree—and whether it will continue._ -------------------- **In other news:** * _Meta vs. Snap:_ The war for smart glasses is heating up * _The Round Up: _Vimeo parent Bending Spoons pops in its IPO and UTA’s AI deal * _Newsletter Moves: _Podcasting platform Riverside gets into newsletters and Substack’s global expansion continues * _Talent Tracker: _Meta names first Chief Data Officer and new CMO -------------------- ——————————————————————————— -------------------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/e9ffaa6d-80f4-4e1c-b917-bb98ddfec3dd/Marian_Lee_cropped.jpg?t=1783006964) Caption: Kaya and Jasmine interview Netflix CMO Marian Lee in Cannes. ----------After a flurry of podcast deals earlier this year, Netflix is “open to anything and everything” in the second half of the year, **Marian Lee**, CMO of **Netflix**, told us. That could mean getting creative with deal structures.  “We’re trying different models and what might work,” Lee said. “We’re also very fast to pivot if we find that maybe that type of model doesn’t work.”  While many of the recent podcast deals have been exclusive, previous deals with creators like Mark Rober and Ms. Rachel haven’t required them to pull their shows from YouTube. Rober struck a deal with Netflix in August 2025, while Ms. Rachel’s episodes have been available on the streamer since January 2025. As Kaya [reported in May 2025](https://www.theinformation.com/articles/netflix-winning-youtubers), Netflix was already pushing for exclusivity back then, but some creators at the time didn’t want to enter into agreements that would hurt their income or momentum on YouTube. That’s why it might be surprising to see some of these major podcasters give up posting their long-form episodes on YouTube. That includes **Jay Shetty**, who will start exclusively distributing his podcast “On Purpose” with Netflix and Spotify later this month. He will no longer be able to share full episodes to the show’s 5.7 million YouTube subscribers, though he can continue to post Shorts. But video podcasting is still a relatively new format and people may not have the same loyalty to YouTube for podcasts as they do for other creator content. While YouTube says that over 1 billion people watch podcasts on the platform every month, 70% of Americans who watch podcasts there said they would switch from YouTube if a podcast were to become only available on another platform, according to October data from Cumulus Media and Signal Hill Insights. That could help explain why these hosts are more willing to experiment than long-time YouTubers. In Shetty’s case, the reported $100 million price tag was also likely hard to turn down. “**70%** of US weekly podcast viewers on YouTube said they would switch platforms from YouTube if a podcast were to become available only on another platform.“ — Cumulus Media and Signal Hill Insights, October 2025 Still, what people say isn’t always aligned with how they behave. And whether or not Netflix continues on this deal spree will largely depend on whether people watch the shows it has already signed. Marketing plays a big role in ensuring that happens. Lee told us social media creators operate very differently from how shows and movies have [traditionally been produced and greenlit](https://scalablepod.com/p/our-dispatch-from-cannes-film-festival). That means “we can’t jam them into our model of marketing a traditional TV show or a film,” she said. At the same time, she sees many similarities between creators and some of Netflix’s hit shows. One example is “Bridgerton,” which was produced by Shonda Rhimes’ production company Shondaland. “Rhimes and her team, they think about the universes that they are creating for the long-term… that’s exactly how Salish and her dad are thinking,” Lee said, referring to **Salish Matter** and her father** Jordan Matter**, who announced a partnership with Netflix in February.   That includes thinking about merchandise. For Bridgerton, that means plaids and Scottish tartans since the next season is being shot in Scotland. “I know that in six months everyone on Pinterest is going to be searching for Scottish tartans,” Lee said. We’re already on the lookout!  Youtube: The Battle for Smart Glasses and an Exclusive Interview with Netflix CMO Marian Lee (https://youtu.be/HAEQNK61zFI?si=o84cLG17qkxbCQiR) Our full interview with Lee, out now on the Scalable podcast, is worth a listen—it was her first-ever podcast interview!  We also discussed why Netflix lets fans “do the hard work for them,” who Lee sees as Netflix’s biggest competitors and why marketing hasn’t changed as much as you think, even with the rise of AI. You can tune in on YouTube, Apple, Spotify or wherever else you get your podcasts. ——————————————————————————— ## **The Smart Glasses Wars ** Who would have thought that the tech battle to watch this summer would be between Snap and Meta over their smart glasses? First, Snap announced the long-awaited consumer version of its AR glasses, Spectacles or Specs. They cost a whopping $2,195 and are currently available for pre-order. Then, Meta announced three new pairs of Meta-branded AI glasses, which start at $299 or about $80 less than the entry-level Ray-Ban and Oakley models. One of the pairs is a collaboration with Kylie Jenner that features a gemstone on one of the lenses. “Mark Zuckerberg was very excited about it,” **Nicola Mendelsohn**, Meta’s head of global business group, told Jasmine about the Kylie glasses. We’re sure he was. Snap CEO Evan Spiegel also seemed excited to show off the new Spectacles in an interview on CNBC. But online reactions to both pairs of glasses were largely negative: Some people called out how Spiegel’s ear appeared to be bending under the weight of the glasses, while others, particularly women, were quick to liken Meta’s glasses to a surveillance or spying device. Zooming out, both CEOs have said that smart glasses are the next computing platform and have bet big on them. Snap debuted its first glasses in 2016 and has spent $3 billion over the past 11 years to develop them. (That’s about half of what Snap made in revenue in 2025.) It’s also roughly the same amount ($3.5 billion) that Meta invested in EssilorLuxottica, the parent company of Ray-Ban, last year. The glasses are also the most visible representation of Meta’s AI bet—which the company says could cost up to $145 billion this year—outside of its social media ad business. That means that neither CEO can easily give up the fight. Get our unfiltered thoughts and analysis [in Thursday’s podcast](https://scalablepod.com/podcast) or watch below. Youtube: Meta vs Snap: Who's Actually Winning the Smart Glasses Race? (https://www.youtube.com/watch?v=qFvhvNCIkkE) ——————————————————————————— ## **The Round Up** **Bending Spoons**, an Italian holding company known for acquiring and reviving tech brands, [closed up 40%](https://www.bloomberg.com/news/articles/2026-07-01/aol-owner-bending-spoons-jumps-6-9-after-1-68-billion-ipo) in its US market debut on Wednesday, giving it a $25.7 billion valuation. The company’s portfolio includes AOL and platforms used by creators such as Vimeo, WeTransfer, Streamyard and AI photo-editing app Remini.  **Forbes **announced Forbes Creator, a new network of content from creators, founders and industry leaders including video, podcasts and live experiences. Forbes is also launching Creator Correspondents, a new program that will offer participants access to its live events with the goal of bringing its reporting and stories to new audiences.  **UTA** [partnered](https://www.hollywoodreporter.com/business/business-news/uta-creators-audience-insights-platform-1236627100/) with AI company **Coactive **on a new AI tool to help brands and creators better understand what content performs the best and why.  ——————————————————————————— ## 📊**Meta Names First Chief Data Officer ** **Alex Schultz** is now Meta’s first-ever chief data officer. Most recently, he was the company’s CMO.  We spoke to Schultz about [Meta's strategy around AI and creators](https://scalablepod.com/p/meta-cmo-alex-schultz-on-creators-ai-and-smart-glasses) last month. What stood out to us was that he was also vice president of analytics, meaning data was always a critical part of his job—and the company's marketing strategy. But by bringing a data role into the C-Suite, Meta is trying to be recognized as more of a leader in the AI space, which Schultz said isn’t quite the case yet. “People aren't focused on Meta as the No.1 most important company,” he said. At the same time, Meta is also sending a signal to the market that data and analytics are crucial to the business overall. That could help improve the perception of its hefty AI spending. **Denise Moreno**, most recently vice president of consumer marketing and growth, will be Meta’s new CMO.  Youtube: Why AI Feels Like It ‘Suddenly Works’ | Meta CMO Alex Schultz (https://www.youtube.com/watch?v=6iFruHWNXYc) ——————————————————————————— ## **The Newsletter Wars** **Substack** announced new country leaderboards for users in the UK, France, Italy, the Netherlands and Spain, which are five of the company’s fastest-growing markets outside the US. The leaderboards highlight top local newsletters, as well as up-and-coming publications.  Longer-form posts on Substack can also now be translated from English into 15 different languages and from 100 different languages into English. These moves come as Substack has also been hiring executives to lead partnerships in different markets lately, including France, Japan and Italy.  **Riverside** is also getting into the newsletter game. Through a new AI tool, the podcast and video recording platform will allow users to turn their existing videos and shows into newsletters. Users can also create and send original newsletters without using the AI tool.  “Substack and Beehiiv start you at a blank page,” Riverside CEO **Nadav Keyson** [told TechCrunch](https://techcrunch.com/2026/06/30/podcasting-platform-riverside-enters-the-newsletter-publishing-game/?utm_source=dlvr.it&utm_medium=twitter). “We help them turn a recording they’ve already made into newsletter-ready content with far less effort.” ——————————————————————————— ## **Sports Desk** The** Premier Lacrosse League **announced $100 million in Series E funding led by **Ares Management** and Alibaba co-founder **Joe Tsai**. Other investors included **Creator Sports Capital**. As lacrosse returns to the Olympics in 2028, the PLL is building out its YouTube presence and overall strategy for athletes as creators.  ——————————————————————————— ## **Regulatory Woes: Youth Safety Edition** **TikTok** is finalizing a settlement related to a lawsuit that alleges that social media apps are addictive to minors, to avoid a trial in Los Angeles this month, [Bloomberg reported](https://www.bloomberg.com/news/articles/2026-06-30/tiktok-finalizing-settlement-of-addiction-lawsuit-to-avoid-trial). A TikTok spokesperson did not immediately respond to a request for comment.  **Meta** lost a bid to dismiss a lawsuit by more than two dozen US state attorneys general ‌ accusing it of designing Facebook and Instagram to be addicting to children, [Reuters reported](https://www.reuters.com/legal/government/meta-loses-bid-dismiss-us-states-claims-that-facebook-instagram-addict-children-2026-06-30/). “We strongly disagree with these allegations and are confident the evidence will show ​our longstanding commitment to supporting young people,” a Meta spokesperson said in a statement. **Snap** was sued in a case alleging that Snapchat is responsible for 12-year-old’s rape. It’s the latest lawsuit alleging that the company is accountable for sexual abuse that young users say they experienced due to the app, [CNN reported](https://edition.cnn.com/2026/06/24/tech/snapchat-lawsuit-child-sexual-abuse). “We care deeply about the safety and well-being of all Snapchatters, and our teams have worked for years to build safeguards, launch safety tutorials, partner with experts, and work with law enforcement to help prevent the misuse of our platform,” Snap told Scalable in a statement. ——————————————————————————— ## **Brand Buzz** **Lowe’s **announced a new program for creators that lets them pitch new product ideas for potential distribution in retail stores. Creators will also have access to the home improvement retailer’s product design and development teams to help bring their ideas to life.  Last year, Lowe’s launched its first creator network, allowing creators to curate storefronts with recommended products. It also announced a high-profile partnership with MrBeast.  ——————————————————————————— ## **Bookmarked**  [Let’s Go Kill the Internet](https://nymag.com/intelligencer/article/doublespeed-tech-founder-creating-an-army-of-ai-influencers.html?utm_source=twitter&utm_medium=s1&utm_campaign=nym)  [The Next Spielberg Might Be Posting Vertical Video](https://www.vanityfair.com/story/rise-of-vertical-video) [A Creator Is Tracking Outlandish Claims from AI Executives Every Day](https://www.fastcompany.com/91566753/brian-patrick-ai-executive-claims) [The Search for Mark Zuckerberg's Mystery Stylist](https://www.vanityfair.com/story/the-search-for-mark-zuckerbergs-mystery-stylist) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/netflix-cmo-on-podcasting-youtube-creator-deals

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** ----------View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/847d5080-cd42-4019-b6ff-206f3f744eaf/Openinfluence_script_black__1_.png?t=1781752412) Caption: ---------- Hello! In today’s column, we break down our biggest learnings from Cannes Lions and share our picks for the festival’s winners and losers. -------------------- In other news: * VidCon will move to July next year, which means it will no longer overlap with Cannes * _The Round Up:_ Comcast will spin off entertainment business; Beehiiv partners with Cloudflare to give writers more control over how AI models use their work * _Talent Tracker:_ New hires at Gersh, Fixated, Pinterest and Substack -------------------- ——————————————————————————— -------------------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ad8820aa-f8ac-4955-86c8-87a0183076e5/Untitled-263.jpg?t=1782825521) Caption: We’re back from Cannes Lions, where we taped podcast interviews, spoke on panels and met with brands. Image: Sounds Profitable ----------The message from** Cannes Lions** this year was clear: The creator economy has arrived. Creators were no longer on the fringes of the festival like they were in past years. Instead, they were the main event. Social platforms, marketing firms, streaming companies and the world’s largest talent agencies leaned heavily into creators for their panels, parties and everything in between. At the same time, it’s not the creator economy or nothing. Brands will continue to spend across a range of advertising channels, from billboards and connected TV to in-store placements, even as they increase their influencer marketing budgets. AI is also quickly becoming another media channel. The difference now is that creators are increasingly showing up on those billboards, TV ads and in retail stores. Creator content is also helping brands shape their AI strategies to ensure that they show up in LLM results. Here are three of our biggest takeaways: ## **Creator Marketplaces Are So Back** Cannes Lions may be the perfect place to launch or revamp a creator marketplace. After all, the festival is often pitched as an in-person matchmaker for brands and creators. Last week, **Meta **expanded its creator marketplace to include Facebook creators and **Snap **announced a new AI creator network to connect brands and creators. **TikTok** introduced custom creator networks, which allow ==advertisers to build a curated pool of creators, employees, partners or brand advocates to send briefs to or turn their content into ads. And just days before the festival began, ====**LinkedIn**==== launched its first creator marketplace.== But the creators who regularly use these in-house tools likely aren’t the same ones who were on stages at Cannes. Creator marketplaces tend to work best for smaller creators who aren’t household names and don’t have agents or managers negotiating deals for them.  **Starbucks**’ approach is a case in point. The company is the first to pilot TikTok’s new program, using it to help turn its own baristas into paid creators. It’s unclear how much participants are being paid to post. Creator marketplaces [aren’t new](https://www.theinformation.com/newsletters/creator-economy/how-creator-marketplaces-from-social-networks-stack-up). YouTube has had a version of one since 2016 and TikTok launched its first marketplace in 2019. But the new push for these tools comes as paid creator ads have become a bigger part of social platforms’ businesses. During its first quarter earnings report, Meta said that partnership ads, which allow brands to boost creator content as paid ads, had a $10 billion revenue run rate, roughly double from one year earlier. That’s why many of the new marketplaces also have more direct ways for brands to extend their partnerships as paid ads. That includes Meta, which also merged its marketplace with its partnerships ads hub last week. ## **YouTube vs. Netflix** We didn’t need to go to the South of France to know the rivalry between these two companies is fierce, but the event highlighted just how much.  **Jay Shetty** was one of the most visible creators on the Croisette boulevard this year, speaking on panels and attending parties. He recently signed an unusual deal to distribute his podcast exclusively through **Netflix **and **Spotify**, which means he’ll stop publishing full-length episodes on YouTube starting in July. Netflix has struck several similar deals this year, including with Barstool Sports and The Ringer.  Will Netflix keep up the deal spree in the second half of the year? We asked the company’s CMO **Marian Lee**. “We’re open to anything and everything,” she told us in an interview for our podcast, publishing on Thursday. “It’s definitely an important space for us.” We also asked **Kim Larson**, YouTube’s global head of creators, how worried the platform is about creators taking their shows off the platform. She said YouTube’s goal is to be a creator’s main home, including by helping connect them with brands for sponsorships, during a live recording of Scalable. Read: Don’t expect YouTube to be cutting big checks to creators any time soon. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/13882395-b515-46a1-8b95-4df70ff90acc/CultureVillageDay123rdJune2026_BevonBurkeforLensiPhotograph-8904.jpg?t=1782828225) Caption: Kim Larson, global head of creators at YouTube, during a live recording of Scalable at Cannes Lions. Photo: Convergence The good news for YouTube is that not everyone wants an exclusive deal. Podcaster **Mel Robbins** [told Axios](https://www.axios.com/2026/06/24/creator-media-business-exit) on stage that she wouldn’t consider one because she wants her content to be widely accessible and free.  Meanwhile, **Roman **==**Wasenmüller**====, global head of podcast at====** Spotify**====, told us that the company’s goal is to provide “maximum flexibility” with these deals and that creators “need to decide for themselves” whether an exclusive deal is right for them.== ==We couldn’t agree more.== ## **How to Actually Work with Brands Right Now ** This was our first time attending Cannes Lions since founding Scalable. We held our own brand partnership meetings in addition to conducting on-the-record interviews and speaking on panels.  Here’s what we learned: • _Creators should come to brands with specific ideas._ Many of the best brand-creator collaborations we heard about started with the creator pitching an original concept. **Leah Walker**, head of creator and influencer marketing at** Adobe**,** **echoed this on stage with Jasmine, calling it a green flag when creators come prepared with a unique idea.  • _Don’t fake it._ Creators should promote products they actually use, and companies should look for creators who already know and love their brand. **Nic Taylor**, senior vice president of **Lego Group **and head of its in-house creative agency, said a major red flag is when a creator asks if they have to “touch” the product. Fortunately, Taylor clarified that this doesn’t happen often. (Who doesn’t want to play with Legos?!) • _Integration is hard. _Creators increasingly have different parts of their business, from live events and social media to podcasts. In theory, that provides more opportunities to broker longer-term partnerships that span multiple properties. But creators often work with different partners for each line of business, making those deals harder to put together. Securing budget can also be complex because the money often comes from different teams within a brand. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/073e6233-7c65-4f6e-b9a7-a8db54daa716/1782483035687.jpg?t=1782830435) Caption: Jasmine moderated a panel at FQ Beach with Lego’s Nic Taylor, creator Lilliana Vazquez and Adobe’s Leah Walker (from left to right) ## **Best (and Worst) of Cannes Lions** _Our favorite—and least favorite—things we saw this year. Plus, our top celeb spotting!_ ## **Winners** **Most under-the-radar activation:** Linktree’s impeccably decorated apartment. The [green-themed space](https://www.instagram.com/p/DaByMHRmXmw/?img_index=1&igsh=MWtlaXoyejQwcTVsOQ==https://www.instagram.com/p/DaByMHRmXmw/?img_index=1&igsh=MWtlaXoyejQwcTVsOQ==) featured private meeting rooms, real baguettes as wall decor and plenty of AC. **Best vibe**: FQ Beach from The Female Quotient. The party was going strong all week despite the extreme heat. That was true even as the festival wound down late Thursday afternoon, as evidenced by Jasmine’s packed panel. Thankfully, there was plenty of Supergoop sunscreen and ice-cold frosé on hand.  **Most talked about person**: Oprah! She dominated the festival. (What else would you expect?) **Best swag**: Canva. We wish we had time to stop by its beachfront takeover and grab one of those striped beach bags. **Best food:** CAA House at Caffé Roma. Food was scarce almost everywhere all week, except at CAA’s activation where there was a free, full-day menu available to guests. Honorable mention goes to the delicious scrambled eggs we ate at Whalar Group’s CMO breakfast and the caviar at Spotify’s kickoff soirée. **Strongest AC: **LinkedIn. We escaped the heat not once, but twice in LinkedIn’s air-conditioned studio inside the Carlton hotel. **Funniest creator take:** Amanda McCants. It’s hard to pick just one favorite from her many one-liners in [this video](https://www.instagram.com/p/DZ7w1xRNFgO/?hl=en), but this was up there: “There’s nothing more South of France than Pinterest Beach.” **Favorite star sighting:** **Jasmine: **I am terrible at recognizing famous people. The only celebrity I am certain I saw is Kevin Durant and that’s only because Kenny Gold, chief creator officer at Edelman, pointed him out to me at a restaurant. **Kaya**: Jake Schroeder, a creator best known for singing original ballads about everything from [sauvignon blanc](https://www.instagram.com/reel/DKDAv0kyBKh/?igsh=MXE1MzlrazllM2NhaA==) to the Egyptian pyramids. My sister sent me one of his videos when he had just a few thousand followers. Now he has about 300,000 on Instagram and was invited by Spotify to attend Cannes. Needless to say, I had to grab a selfie.    ## **Losers** **The Carlton lobby:** Securing a table required a minimum spend of 100 euros per hour per person (!). People who tried to take meetings in the lobby without a table were often ushered out. **The heat:** It really was _that_ unbearable. We’d be curious to know how much rose was consumed this year compared to last year. It was too hot to have more than a sip!  Podcaster Steven Bartlett, who was on stage at the festival, may have approved, given his recent comments about how a few glasses of wine “ruined three days of his life.” We heard multiple people mention those comments on the ground. We discussed Bartlett’s remarks and the negative impacts of over-optimization culture in a [recent podcast episode](https://www.youtube.com/watch?v=X-1wneCaypE&t=1559s).  **Ride-sharing apps: **Ubers were in high demand all week. We sometimes had to pay double for a Black car after UberX showed 20 minutes for a pick up. Pro tip for next year: Bolt often had cheaper rides and more availability. 🇫🇷_Merci, Cannes! See you next year…_ ——————————————————————————— ## **The Round Up** **VidCon**, which wrapped up over the weekend, is moving the timing of its Anaheim conference to July 8-10 next year. Previously, the OG creator conference overlapped with Cannes Lions. Moving the date felt inevitable: The two conferences are now owned by the same parent company, Informa, and more creators and industry executives are choosing Cannes over VidCon.  It’s a smart move, but we’re curious why VidCon didn’t push the date even further out. Many people stay in Europe to vacation after Cannes, and those who immediately fly back to the US may not be prepared—or inclined—to attend another major conference just two weeks later. **Comcast **will [split its company](https://www.axios.com/2026/06/29/comcast-nbcuniversal-nbc-split?stream=top&utm_source=alert&utm_medium=email&utm_campaign=alerts_media_trends) into two publicly-traded companies through a spinoff of its media and entertainment assets, **NBCUniversal** and** Sky**. It now makes sense why NBCUniversal had such a big presence at Cannes, including appearances from **Seth Meyers** and **Colin Jost**. **Miroma Group**, a marketing and content company, acquired a majority stake in **Ad Results Media (ARM) **from investment firm Shamrock Capital, which will still keep a minority stake. ARM is a creator, audio and performance media agency that works with brands such as FanDuel and Molson Coors. **Beehiiv** partnered with** Cloudflare **to give newsletter writers more information and control over how AI models use their work.  **PersonaShield**, a new company founded by former Apple executive **Phillip Shoemaker**, launched last week to help creators and public figures control how their image and likeness are used online. The platform flags unauthorized uses of their image, such as deepfakes, and handles takedown requests on their behalf.  ——————————————————————————— **A Message from Open Influence** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/cc32a1c3-1460-4500-ab78-dd369a5c3c4a/unnamed.png?t=1782824776) Caption: _AI search now decides which brands get discovered, and roughly 85% of brand mentions in AI answers come from third-party creator content, not corporate websites. Open Influence, the creator marketing leader, breaks down how brands win this new visibility race in their latest trend report._ [_Read it here._](https://openinfluence.com/trend-report-playbook-to-win-ai-search/?utm_source=scaleable&utm_medium=email&utm_campaign=ai_search_trend_report&utm_content=partner_placement) ——————————————————————————— ## **Creator Moves** **Lauryn Bosstick**, a creator and founder of beauty brand Skinny Confidential, [signed](https://www.hollywoodreporter.com/business/business-news/the-skinny-confidentials-lauryn-bosstick-wme-representation-1236632429/) with** WME**.  **Jmancurly**, a gaming creator and streamer, is launching his first toy line, which is expected to hit retail stores next year. ——————————————————————————— ## **Talent Tracker** **Julie Henderson** is joining **Pinterest** as chief communications officer on July 13. Previously, Henderson was chief communications officer at Snap. **Russ Caditz-Peck** will now lead communications for Snap. **Gersh**’s digital department [announced](https://deadline.com/2026/06/gersh-digital-division-sets-promotions-new-hires-1236965274/) four new hires, including agents and coordinators. The hires include **Amron Lopez**, **Dane Cohen**, **Amanda Harris** and **Alondra Pangilinan**. **Chinazam Nnorom **and** Kashia Hormuth **were also promoted to coordinator roles.  **Skyler Spooner** and **Britt Rivera** were [hired](https://variety.com/2026/biz/news/creator-talent-agency-fixated-new-hires-1236787684/) as vice presidents of talent at **Fixated**, a creator management firm. Spooner was previously an agent at UTA and CAA, while Rivera was a senior talent agent at Evolved.  **Oki Ito **joined **Substack** as its first head of partnerships in Japan. Most recently he was **TikTok**’s head of partnerships and programs for APAC. Substack has been hiring country leads in different markets lately, including France and Italy.  **Mark Shedletsky **is now president of** Invisible Narratives**, an entertainment studio focused on creator-led IP. ——————————————————————————— ## **Bookmarked**  [MrBeast, Top YouTubers Sell Their Scraps at New Age Auction](https://www.bloomberg.com/news/articles/2026-06-29/mrbeast-top-youtubers-sell-their-scraps-at-new-age-auction?utm_medium=email&utm_source=author_alert&utm_term=260629&utm_campaign=author_24242484) [Social Media Didn’t Fail Jack Schlossberg. Jack Schlossberg Failed Social Media](https://lizh.substack.com/p/social-media-didnt-fail-jack-schlossberg?r=1xgy5i&utm_medium=ios&fbclid=PAdGRleASwXWdleHRuA2FlbQIxMQBzcnRjBmFwcF9pZA8xMjQwMjQ1NzQyODc0MTQAAafB5Gr3w2VEPRo6gLWOThaesJJFfKtGLicP9P74aSywWRrrrRer9x9MNNymZQ_aem_F77bTi9WncRUaBY5yj93CA&utm_id=97760_v0_s00_e0_tv6_a1dennhax496iq&triedRedirect=true) [Data: YouTube Content Creators Are Winning the AI Search Game](https://www.adweek.com/media/youtube-content-creators-are-winning-the-ai-search-game-jellyfish-data-finds) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/our-takeaways-from-cannes-lions

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! __There are more than 400 brands at Cannes Lions this year. Increasingly legacy brands, including consumer packaged goods companies, are ramping up their influencer marketing strategies._ _Ahead of the conference, we caught up with one doing just that: Kimberly-Clark._ _Look out for our takeaways from the major advertising festival next week._ -------------------- ——————————————————————————— ----------Who knew that a paper towel could have a cult following. People were already using **Viva** paper towels for everything from [taking off their makeup](https://www.tiktok.com/t/ZTBgAbgo2/) to [decorating cakes](https://www.tiktok.com/t/ZTBgAVaE7/) and cleaning up their kitchens after trying to be at-home baristas. These superfans have even given themselves a name: the “Viva La Divas.” Viva is now leaning into that fandom through partnerships with creators. Social media and influencer marketing has been growing “exponentially” at the company, according to **Kim Tipton**, a senior social media manager at **Kimberly-Clark**, which owns Viva. “Every time I tell anyone that I’m working for brands that are paper products, they're like, ‘They do social media? They do influencer?’ I’m like, ‘Yeah, why not? You see it for everything else,’” Tipton told us on Thursday’s episode of Scalable. Tipton also works on social media campaigns for other paper products, including Kleenex tissues and Cottonelle toilet paper. These partnerships go beyond the type of ads you might expect, like blowing your nose. For example, the company has piggybacked off of existing trends on social media, like when creators show followers what’s in their bag. Kleenex tissues appear alongside beauty products, sunglasses and wallets.  “You have allergies or your kids have food on their face or you’re crying at a wedding. What do you think about? All of those moments you think about tissues,” Tipton said. “It’s pretty easy to integrate Kleenex in the culture.” Kimberly-Clark, founded in 1872, is another example of a heritage company to expand its influencer marketing efforts. **OceanSpray** has been [embracing trends](https://scalablepod.com/p/how-ocean-spray-turned-a-viral-tiktok-moment-into-a-strategy) like “fibermaxxing,” while **John Deere** [hired a creator](https://www.theinformation.com/newsletters/creator-economy/why-187-year-old-john-deere-is-hiring-a-creator) to run its TikTok account for $200,000. But legacy companies can’t always move quickly as direct-to-consumer brands because they face more internal red tape or pushback from leadership. “We try to move at scale. It does take a little bit of time sometimes,” Tipton said. “Our products have different classifications, so different products take different levels of rigor and review.” While the company has internal systems that aim to attribute business results to influencer campaigns, Tipton argues that social media is not a sales channel for a brand like Kimberly-Clark, which is primarily retailer-driven. “You’re not going to get someone to go to Target because they see a social post. It’s just not going to happen,” she said. “D2C is totally different when you can TikTok Shop it, when you can direct link, when you can give influencers their own landing page.” Tipton also discussed how Kimberly-Clark chooses the creators it works with, gave her advice on how brands should approach** Reddit** and outlined the company’s policy around creators using AI. (Hint: The company wants real messes, not AI messes.) Watch the full interview embedded below or tune in on [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv?si=xBUujkyLSp22_uJwZpBGTQ&nd=1&dlsi=9faaa6a44c914a37), [Apple](https://podcasts.apple.com/us/podcast/scalable/id1849748633) or wherever else you get your podcasts. Youtube: What’s Really Driving the $44 Billion Creator Boom (https://www.youtube.com/watch?v=BtX9LnYC7Fk) ——————————————————————————— ## **Big Tech on The Croisette** _There have been a dizzying amount of announcements this week at Cannes! Here’s a rundown of the ones most relevant to the creator economy. TLDR: It’s all about creator marketplaces—and AI agents._ **Meta Platforms** announced it was combining its creator marketplace and its partnership ads hub into a single platform, which it expects to launch later this year. It will also expand its creator marketplace to include Facebook creators. More than 5 million creators currently use Instagram’s marketplace, according to the company. Meta also launched a revamped Facebook Creator Studio, which is currently open to a small number of creators. Meta described the feature as a “standalone AI-companion app” that helps creators grow on the platform, including through personalized guidance on content and community management. **TikTok** announced a feature that lets advertisers curate a pool of creators, employees, partners or brand advocates that they can send campaign briefs to or turn existing videos relevant to brands into ads.  TikTok also** **unveiled a new AI agent for advertisers called Symphony Agent, which helps brands with a variety of tasks, including developing ad creative from a chat and picking the right creators based on campaign goals. **Snap** announced the Snap Creator Network, a new AI system that matches creators and brands. Advertisers can describe the creators they’re looking to work with, such as their niche, audience or tone. Snap also launched the Snap Smart Assistant, an AI agent that allows advertisers to describe their goals to get automatic recommendations for campaign objectives, audience strategy and optimization settings.  **LinkedIn** is testing a feature that’s long been at the top of our wish list: collaborative posts. Individual users and pages will soon be able to share posts together, like they do on Instagram. (This was also one of the features we predicted would roll out this year. We’ve [already used it](https://www.linkedin.com/posts/jasmine-enberg_its-been-a-marathon-podcast-week-for-us-ugcPost-7475601097357778946-nkHT/?utm_source=share&utm_medium=member_desktop&rcm=ACoAABArt7YBHDZij1ASgEoNfDPuCITiWjO4Uzg)!) ——————————————————————————— ## 😎**Soundbite: Cannes Edition** “It’s just another entry point for people to have AI wearables,” **Nicola Mendelsohn**, head of **Meta**’s global business group, told us.   Earlier this week, the company announced a cheaper version of its smart glasses, which start at $299. That is at least $80 less than other entry-level options. It also partnered with **Kylie Jenner **to co-create a new pair.   “This is still really early days, but it’s very much about the vision of where the next computing platform is going to be and how people will utilize the technology,” Mendelsohn said of wearables. ——————————————————————————— ## **Bookmarked** [YouTube Stars Breach Hollywood’s Most Gilded Gate](https://www.nytimes.com/2026/06/22/business/media/youtube-hollywood-creative-artists-agency.html) [EU Wants Influencers to Cover Its Summits—But Only If They Love the Bloc](https://www.politico.eu/article/eu-wants-influencers-to-cover-its-summits-but-only-if-they-love-the-bloc/) [Creators Are Rethinking the Exit](https://www.axios.com/2026/06/24/creator-media-business-exit) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/making-paper-towels-go-viral

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Hello! Today’s column gives Scalable’s state of play on brand partnerships. We also bring you a rundown of the biggest happenings at Cannes Lions so far. _ -------------------- ——————————————————————————— ----------We’re at **Cannes Lions**, the annual advertising festival that is expected to draw over 13,000 people to the South of France. This year has already felt like the biggest yet for the creator economy.  While there may only be 250 creators on the ground, per [one estimate](https://www.businessinsider.com/creators-take-over-cannes-lions-advertising-biggest-bash-2026-6), the creator economy has outsized influence over the conference. Every company from** Amazon** to **Forbes** is hosting creator-related events and top names like **Mel Robbins**,** Jay Shetty **and **Steven Bartlett** are taking the stage at the [new LIONS Creators Beach](https://scalablepod.com/p/exclusive-cannes-lions-goes-even-bigger-on-creators-partners-with-adobe). Plus, many others who work in the creator economy—from managers to operators—are in attendance this year.  For us, it’s been impossible to walk down the famous Croisette boulevard without bumping into multiple people in the industry!  The draw of Cannes Lions for the creator economy isn’t just swanky parties with free-flowing rosé. Instead, everyone is here to do business. For creators, that means speaking on panels, attending events and building relationships with top brands. Those brands are also now more interested than ever in working with creators and influencer marketing spending is soaring. In 2026, US advertisers are expected to spend about $44 billion on creators, with growth outpacing traditional and digital media overall, according to the IAB. Roughly a decade ago, influencer marketing spending reached just $900 million in the US, according to EMARKETER.  That represents roughly 50x growth over 10 years. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/1b02c650-8973-4164-82ee-d4d56dd0d413/Influencer_Marketing_Spending_2016-2026.png?t=1782225912) Caption: ----------The catch is that more budget is now going to paid ads on social platforms and other channels than to creators themselves. That’s partially because the creator economy is more crowded than ever and social feeds are increasingly personalized. While recommendation algorithms can help content find the right audience, they also make reach less predictable. This is making it [harder than ever](https://scalablepod.com/p/the-creator-economy-s-reach-recession) for marketers to connect with people at scale. As a result, paid ads have become one of the most predictable and reliable ways for brands to reach audiences. Paid ads also help marketers extend the reach of partnerships, ensure that they reach the right people and improve measurement. Either way, if Cannes Lions is any indication, creators have become one of the industry's most important areas of investment. And the conversation is increasingly about how to scale influencer marketing—not whether it works. _Other happenings at Cannes… _ We’ve spent our first 48 hours here doing a little bit of everything. We taped a marathon four, back-to-back podcast interviews on Monday in partnership with **Sounds Profitable**, which provided us with a gorgeous beachfront recording space. The **Washington Post**’s Dylan Wells also interviewed us about the state of the creator economy on stage at a CMO breakfast hosted by **Whalar Group** and **3C Ventures**.  Earlier today, we produced a live Scalable podcast with two special guests: **YouTube **executive **Kim Larson** and creator **Kayla Nicole** as part of an event from **Convergence**.** **We also held brand partnership meetings of our own and co-hosted a dinner with our podcast network **Acast**! And it’s only Tuesday… ——————————————————————————— ## **Instagram Is Bringing Back Long-Form ** **Adam Mosseri**, the head of Instagram, was supposed to be at Cannes Lions this week but [bowed out last-minute](https://www.prweek.co.uk/article/1961783/instagram-boss-drops-cannes-ian-russell-letter-calls-meta-meeting).  The platform still made news: **Instagram** is testing horizontal video on its smart TV app. The company will also experiment with longer-form videos and episodic series with creators, **Tessa Lyons**, Instagram’s vice president of product [told the Hollywood Reporter](https://www.hollywoodreporter.com/tv/tv-news/instagram-testing-longform-episodic-storytelling-tv-1236625661/).  Attendees of the **Scalable Summit** [heard it first](https://scalablepod.com/p/instagram-s-slow-return-to-long-form-content)! In early May, Lyons told us on stage that she didn’t “think that short vertical content is going to be enough to succeed on TV” and that long-form content would be a part of the strategy.  Instagram’s [TV push](https://scalablepod.com/p/instagram-enters-the-race-for-the-living-room) comes as YouTube has dominated living room screens and Netflix signs exclusive deals with video podcasts. ——————————————————————————— ## **Creator Moves: Cannes Edition** ==Creators and celebrities also made some announcements of their own.== ==**• MrBeast**====’s holding company ====**Beast Industries**==== announced ====**Watchtime Studios**====, a new platform for creators that will launch more than a dozen new channels in the next year covering categories like food, fitness and travel.== ==•====** Will.i.am**==== and====** Amazon Web Services**==== announced a new initiative called====** Sound Up! **====to invest in creators focused on music, technology and culture.== ——————————————————————————— ## **The Round Up** **Snap **is [spinning off](https://techcrunch.com/2026/06/18/snap-spins-off-ai-video-team-into-new-company-dotmo-due-to-costs/) an internal gen AI video team into a separate company called **Dotmo** due to high costs. The new company will focus on developing AI models that can create interactive gaming experiences.  **Instagram **now allows every slide in a carousel to have its own caption, letting creators give viewers more context about what’s happening in the post. **Reign Maker Group**, a creator economy holding company, invested in **Hyphen HQ**, a new talent management company co-founded by **Victoria Bachan** and **Alicia Rose**. Hyphen, which was incorporated in April, offers a profit-sharing and options program that gives creators and managers a financial stake in the agency.  **Hummingbirds**_, _a platform that connects consumer brands with local and UGC creators, launched Offers, a new product that lets brands track when creator recommendations lead to in-store purchases at major US retailers.  ——————————————————————————— ## **Bookmarked**  [Inside the ‘Obsession’ Director’s Wild Month](https://www.hollywoodreporter.com/movies/movie-features/curry-barker-obsession-interview-1236620580/) [Tradwife Influencer Opens Store in Small Utah Town. Tourists Abound.](https://www.sltrib.com/news/business/2026/06/21/tradwife-influencer-opens-store/) [The LinkedIn Makeovers That Actually Get People Hired](https://www.wsj.com/lifestyle/careers/the-linkedin-makeovers-that-actually-get-people-hired-f4fa513c?st=eqBgBm&reflink=article_copyURL_share) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/the-key-trend-everyone-s-missing-in-brand-partnerships

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/847d5080-cd42-4019-b6ff-206f3f744eaf/Openinfluence_script_black__1_.png?t=1781752239) Caption: -------------------- Hello! _Today, we speak to Meta CMO_**_ Alex Schultz _**_about the company’s massive AI bet, how Meta works with creators (hint: smart glasses) and where advertising is headed next._ -------------------- **In other news:** * Scalable heads to Cannes Lions * _The Round Up:_ Threads hits 500 million users and Fox Creator Studios expands its roster of creators * Travis and Jason Kelce’s podcast “New Heights” goes live in LA * _Talent Tracker:_ Brian Flanagan is leaving Mythical -------------------- ——————————————————————————— ----------Next week, the advertising industry will once again descend on the South of France for **Cannes Lions**.  **Meta Platforms **will reclaim its coveted spot on Cannes’ famous Croisette boulevard just outside the Palais des Festivals. The company first launched its beachfront activation there a decade ago. Ahead of the premier international advertising festival, **Alex Schultz**, Meta’s CMO and vice president of analytics, joined us on the [latest episode of Scalable](https://scalablepod.com/podcast). During the conversation, we unpacked Meta’s own creator strategy, its massive investments in AI and what the future of advertising looks like. Schultz also shared why he believes AI is a “threshold technology.” Here are some of the key takeaways.  ## **Making Smart Glasses Cool** Many AI companies [have turned to creators](https://scalablepod.com/p/inside-openai-s-creator-strategy-post-sora) to promote their products and try to change people’s opinions about AI. Schultz isn't convinced that strategy is working. “I love a lot of the marketing folks at OpenAI. But I don’t think we’ve resolved the concerns about data centers or the trust in OpenAI at all in the last year,” he said. OpenAI [acquired tech podcast TBPN](https://scalablepod.com/p/buying-vs-earning-influence) in April and has worked with creators like Gigi Robinson to promote some ChatGPT applications, such as health. He may have a point. Consumer sentiment toward AI has seemingly deteriorated recently, with only 34% of Americans saying they think the technology will do more good than harm in their day-to-day lives, according to a Quinnipiac poll from March. Over half (55%) said it will do more harm. Instead, Schultz is more focused on working with creators to get people to buy Meta’s smart glasses, including both its Ray-Ban and Oakley models. One example: Creator Reece Feldman, known as @guywithamoviecamera, wore the Meta Ray-Bans on the red carpet at [the Cannes Film Festival](https://scalablepod.com/p/our-dispatch-from-cannes-film-festival) in May as part of a partnership with Meta. The company also featured livestreamer iShowSpeed in a 2026 Super Bowl ad for its Oakleys. But that’s still an AI strategy. Meta AI is embedded into the latest version of the glasses, meaning that these creators are also effectively promoting Meta’s AI assistant.  Earlier this month, Meta also [hired](https://www.hollywoodreporter.com/business/digital/snapchat-jim-shepherd-joins-meta-wearables-creator-partners-1236609024/) **Jim Shepherd** to lead content and creator partnerships, with a focus on its wearables business. Shepherd spent the past decade at Snap, where he was the company’s top executive focused on creators. Snap was also the first social media company to release smart glasses. Earlier this week, it unveiled the new consumer version of its AR glasses, Specs. ## **AI’s Messaging Problem** If creators won’t change people’s minds about AI, then who will?  According to Schultz, some of it will come down to the people leading AI’s development—and that’s not necessarily people who work at Meta. “The thought leader on this is very much Dario [Amodei, CEO of Anthropic],” Schultz said. “It needs to be people like him that go out and actually talk about the excitement and the reason that policymakers shouldn’t be scared.”  One major problem, as Schultz sees it, is that these leaders are giving mixed messages: They warn about jobs being destroyed while excitedly racing to release more powerful models. Changing minds will also require local marketing in communities impacted by AI data centers. Schultz said Meta has “run a bunch of local campaigns” and explains what jobs and opportunities the company is bringing to the community. But marketing isn’t enough: He added that companies need to “prove to people these products are good for them,” such as helping them be more efficient. To Schultz, that’s already starting to happen in the ad world. In [a recent op-ed,](https://www.linkedin.com/pulse/ai-threshold-technology-you-ready-cross-us-alex-schultz-im6be/) he wrote that he believes that AI has “crossed the threshold” where it’s allowing marketers to produce creative work more quickly. “You’re never going to use the AI if it’s worse than doing the work yourself until it crosses the threshold where it’s actually better than doing the work yourself,” he told us. That’s not to say, however, that AI is going to replace CMOs, agencies or creatives, as [this Wall Street Journal report](https://www.wsj.com/tech/ai/meta-aims-to-fully-automate-ad-creation-using-ai-7d82e249) from last June suggested Meta was aiming to do. Instead, Schultz thinks that it will have the opposite effect and grow all of those roles.  AI has certainly already helped Meta grow its own business. The company’s revenue rose 33% year-over-year during the first quarter of this year. That followed record revenue in 2025, when it surpassed $200 billion for the first time. Much of that growth has to do with Meta’s investments in AI, which help it serve the right ads to the right people at the right time. This year, the company estimates it could spend up to $145 billion on AI, with most of that spending going toward infrastructure and data centers. We asked Schultz if that spending is worth it. “We’ve made bets that big before,” he said. For our full conversation with Schultz, where he also teases some of Meta’s upcoming creator announcements at Cannes Lions, tune into our latest podcast episode, embedded below. The episode is also available on [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv), [Apple](https://podcasts.apple.com/us/podcast/scalable/id1849748633)—or wherever else you get your podcasts.  Youtube: Meta's CMO on AI, Creators & The Future of Advertising (https://www.youtube.com/watch?v=LfjJngSMeko) ——————————————————————————— ## **Scalable x Cannes Lions** We’re attending Cannes Lions for the first time under our own media company! Unsurprisingly, we expect the two biggest topics this year to be creators and AI. (Ahem, see above.) The conference first introduced a dedicated creator program and event space in 2024. This year, LIONS Creators is moving from the rooftop of the Palais to a prime beachfront location as part of a new partnership with** ****Adobe**,** **[as we exclusively reported](https://scalablepod.com/p/exclusive-cannes-lions-goes-even-bigger-on-creators-partners-with-adobe). It’s a symbolic move that reflects how crucial creators have become to marketing strategies. “Creators and AI will continue to be a really big theme for 2026. They're so significant a shift to the industry and their impact continues to grow,” **Ed Davidson**, chief growth officer of LIONS, told us. We’re looking forward to our live recording of Scalable on Tuesday at the Creators & Culture Villa. You can RSVP [here](https://www.creatorsnculture.com)! Earlier that day, we’ll give our state of the union on the creator economy in a conversation moderated by the **Washington Post**’s Dylan Wells at a CMO breakfast hosted by **Whalar Group** and **3C Ventures**. On Thursday, Jasmine will moderate a panel on navigating creator-brand relationships at [The Female Quotient](https://events.thefemalequotient.com/canneslions26?stage=9612869). **Scalable** is a media partner this year, so look out for our logo and QR code at LIONS Creators Beach. For those of you who won’t be there, we’ll have plenty of coverage of the festival and podcast interviews with top CMOs, brand executives and creators to share once the festival wraps. Thank you to **Sounds Profitable** for providing us with studio space on the beach! ——————————————————————————— ## **The Round Up** **Threads **has reached 500 million monthly active users. The Meta-owned app also rolled out Your Algo, a feature that aims to give people more control over the conversations they see on their Threads feed. It’s similar to Your Algorithm on Instagram, which we discussed in more detail on [last week’s podcast](https://youtu.be/wyC1YPoRuA0?si=UysigTuSLcknRz9Z). **Pinterest** launched an experimental AI shopping app called Ask Pinterest. **Fox Creator Studios** announced the latest group of creators it’s working with to develop original content, including **Josh Richards**, **Emelia Hartford**, **Sorted Food**, **Mad Realities** and **Christina Richardson**. The new division of Fox Entertainment launched in January, initially focusing on partnerships around food content, including with celebrity chef **Gordon Ramsey** and YouTuber and baker **Rosanna Pansino**. **Character.ai**, an AI chatbot service, announced new features like analytics and upgraded mobile editing tools for creators who create customizable characters on its platform. ——————————————————————————— ## **Deals, Deals, Deals** **Jake Paul**’s venture capital firm **Anti Fund** closed a $100 million growth fund. The firm has invested in companies including defense startup **Anduril**, corporate credit card provider** Ramp **and prediction market firm **Polymarket**. **Swsh**, a fan engagement startup for live events, [raised](https://www.billboard.com/pro/ai-fan-engagement-platform-swsh-raises-4m-seed-round/) $4 million in seed funding led by **Game Changers Ventures**. Swsh, which is used by touring artists, allows fans to find photos of themselves at events and upload their user-generated content in bulk. Artists and other creators using the service can then use the content on their own social media accounts.   **Dolphin**, an entertainment marketing and content production company, is partnering with **Kynetic Media Ventures**, a media and venture investment holding company, to launch Graviteur Studios, an independent film and TV studio focused on creators.    **Fox Advertising **and animation studio **Toonstar** are partnering to help marketers reach audiences through animated content. The idea is to create new opportunities for brands to engage with creator audiences for animated content, while providing creators with more monetization and distribution options. ——————————————————————————— ## **New Heights Goes Live in LA** **Travis** and **Jason Kelce** hosted a live version of their podcast “New Heights” at the Orpheum theater in **Los Angeles** on Monday. Jasmine was there! The energy at the event was “electric,” to borrow a term from Travis. On arrival, people were lined up to buy New Heights-themed merch, as well as copies of the brothers’ book “No Dumb Questions,” named after a segment on their show. Inside, the crowd broke out into chants initiated by the brothers, who also shot T-shirt canons and threw footballs into the audience. The event was presented by Amazon-owned **Wondery**, with special guests **Will Ferrell**, US women’s soccer stars **Alex Morgan** and **Kelley O’Hara** and NFL players **Myles Garrett** and** Andrew Whitworth**. Sponsors included **Xfinity** and **Enterprise**. One segment of the show that stood out: The brothers played blooper clips from their very first podcast, where they stumbled over their scripts and Jason questioned whether it was any good. Overall, the event reinforced several themes[ we’ve been following](https://scalablepod.com/p/a-podcast-reckoning-is-here): Top podcasts are now essentially TV talk shows; high-profile guests, money and even audiences are consolidating at the top; and it’s harder than it seems to make a podcast! ——————————————————————————— **A Message from Open Influence** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/309bbe7c-ac3a-45cd-806b-095852db8d77/Event_Attendance_Template__2___1_.png?t=1781752441) Caption: _Open Influence has spent over a decade defining how the world's biggest brands work with creators. This month they're bringing that expertise to two stages: Cannes Lions and VidCon Anaheim 2026. Catch their team on-stage and on-site at both, shaping the future of the creator economy._ _Connect with us at _[_Cannes_](https://urldefense.com/v3/__https://openinfluence.com/openinfluence-at-cannes-lions/__;!!FBl7RhjNdtJEi0k!ocQRjSKKfOuEerrEeaoxXXTyq1Yur6G16Vumm60y7r-NwTnCL0to5ioQ-4-P599ODQCkB2khPomxTh-vFswe$)_ or _[_Vidcon_](https://openinfluence.info/43Z96Dy)_._ ——————————————————————————— ## **Brand Buzz**  **Procter & Gamble** developed a short-form telenovela series called “Rico’s Tacos” with grocery giant **Albertsons**’ ad sales and data unit, Albertsons Media Collective. The show, which features one to two minute episodes, features P&G products and follows a widowed father as he builds a taco business with his family. Albertsons will show teasers of the episodes in its supermarkets. It’s the latest example of how [brands are getting into entertainment](https://youtu.be/dXUDrKxnlUk?si=Taq9H8nDmNthez3-)—and also shows how in-store advertising is evolving. ——————————————————————————— ## **Talent Tracker** **Brian Flanagan** is leaving Rhett & Link’s **Mythical Entertainment** after nearly a decade. Flanagan, who was president of the company, will launch a new tech and business intelligence company for the creator economy, [he wrote on LinkedIn](https://www.linkedin.com/posts/bwflanagan_after-nearly-a-decade-at-mythical-i-will-share-7472804607061196800-FOaZ/?utm_source=share&utm_medium=member_desktop&rcm=ACoAABArt7YBHDZij1ASgEoNfDPuCITiWjO4Uzg).  **Matt Schwimmer **joined **Amazon**’s business development team focused on creator services.  **Julia Gosden**== and ==**Sarah Halper**** **==were promoted to vice president roles at ====**Link Management**====, a talent management company representing creators. == ——————————————————————————— ## **Bookmarked**  [What Right-Wing Influencers Just Did to a Major US Church](https://www.vox.com/politics/491805/southern-baptist-convention-right-wing-drift-religious-influencers-content-creator-populist-christianity-catholic-protestant) [The New Weapons in the Newsletter Wars Are Claude and ChatGPT](https://www.businessinsider.com/the-newsletter-wars-are-heading-to-claude-and-chatgpt-2026-6) [‘Backrooms’ Sends Hollywood Running to Reddit for New Ideas](https://www.hollywoodreporter.com/business/digital/reddit-backrooms-hollywood-ip-1236622594/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/meta-cmo-alex-schultz-on-creators-ai-and-smart-glasses

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/64a1d46b-80b6-4462-8bd9-c65c627843f0/1MZiihUg.jpg?t=1781595855) Caption: -------------------- _Today’s newsletter is about whether new US visa regulations could hamper creator strategies at the World Cup. Jasmine also gives her dispatch from Friday’s US-Paraguay game. _ _A quick programming note: Kaya will be at __**VivaTech**__, which kicks off on Wednesday in Paris. We’ll also both be at __**Cannes Lions**__ the following week. We’ll share our Cannes agenda—which includes a live podcast—in Thursday’s newsletter._ _Let us know if you’ll be at either conference! Reply directly to this email to reach us. _ -------------------- **In other news:** * _The Round Up:_ Fox acquires Roku, Substack builds out brand partnerships * _Regulatory Woes:_ The UK is the latest country to ban social media for teens * _Creator Moves: _A big week for Alex Cooper and MrBeast crosses 500 million YouTube subscribers * _By The Numbers:_ A whopping 92% of marketers now use creator content as paid media * _Soundbite:_ Adam Mosseri sounds off on follower counts -------------------- ——————————————————————————— ----------Hi! Jasmine here.  The US government may be starting to crack down on international creators. Foreign creators who come to the US with “the sole purpose of creating content” will be required to obtain a work visa, according to a joint statement from the US Customs and Border Protection and Department of Homeland Security provided to Spanish newspaper [El País](https://english.elpais.com/usa/2026-06-10/us-warns-foreign-influencers-ahead-of-world-cup-creating-content-on-a-tourist-visa-is-illegal.html) late last week. If the rules are enforced, that could hamper creator strategies at the **FIFA World Cup**. The statement came just one day before the US’s first World Cup match played in **Los Angeles** on Friday. I was one of the roughly 70,000 people in attendance.  As expected, the event was full of Hollywood A-listers from **Tom Cruise **and** Paris Hilton** to **Vince Vaughn **and **Hilary Duff**. I also spotted **Victoria** and **David Beckham** and former Swedish soccer star** Zlatan Ibrahimović** on jumbotrons in the bustling SoFi stadium. **iShowSpeed**, a top livestreamer with more than 55 million YouTube subscribers, was also there as part of an official partnership with FIFA. Just days before the tournament began, FIFA gifted iShowSpeed the first official fan ID and announced a livestreamed tour documenting his experience attending matches in the US, Mexico and Canada. (The streamer is an avid soccer fan.) His livestream from Friday’s game lasted for more than two hours and racked up 4.2 million views on YouTube by Saturday. I caught iShowSpeed on his way out of the stadium, before the US scored its final goal in a 4-1 victory over Paraguay. His crew was still filming him as he exited the grounds, jumping over turnstiles and barricades along the way. iShowSpeed is American, so his FIFA partnership is not affected by the new visa rules. But FIFA has also struck deals with YouTube and TikTok to bring dozens of international creators to the tournament. In May, TikTok said it would invite 30 creators from 11 countries to capture behind-the-scenes moments. TikTok did not respond to a request for comment.  Snapchat is also getting in on the action, including through a partnership with** Alix Earle**, who will be on the ground at games.  These partnerships show how important creators, including those from other parts of the world, have become to coverage of the World Cup. Creators help generate excitement, while also offering different perspectives and other types of content around the tournament.  ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/14489f7e-e7b8-4207-8940-a01fb6042c17/image.jpeg?t=1781596261) Caption: ==Darren Watkins, Travis Scott and iShowSpeed at the Brazil-Morocco FIFA World Cup match on June 14. Photo via Getty== ----------In one case, a creator is even distributing live coverage of the tournament. The only way for viewers in Brazil to watch every World Cup game is via a livestream creator on YouTube, underscoring just how much [sports media has changed](https://scalablepod.com/p/creators-touch-down-at-the-super-bowl). **Casimiro Miguel**, who has more than 30 million subscribers on his channel **Caz**==**é**==**TV**, scored exclusive broadcast rights to all 104 games in Brazil, beating out local broadcaster **Globo**, which will only air 55. Miguel will also be at the matches providing coverage. For context, the World Cup is one of the largest sporting events in the world. About 1.5 billion people, or close to one-fifth of the global population, tuned into the final match of the 2022 tournament in Qatar, according to FIFA. In the US, a record 16 million viewers tuned into the USA-Paraguay match, per Fox Sports, which has English-language broadcast rights in the country. Still, it’s unclear whether—and how aggressively—the US will enforce the new rules for foreign creators. FIFA president Gianni Infantino came under fire for his suggestion that people [“chill, relax”](https://www.reuters.com/sports/soccer/fifa-chief-infantino-defends-visa-handling-ticket-prices-eve-world-cup-2026-06-10/) over other visa issues surrounding the tournament. But creators and digital platforms would be wise to pay attention. A referee from Somalia was [denied entry](https://www.theguardian.com/football/2026/jun/08/top-african-referee-omar-artan-refused-access-to-the-united-states?utm_source=chatgpt.com) to the US in Miami, despite reportedly having been issued a visa. Iranian staff have also experienced trouble at the border and eventually moved the country’s training base from Arizona to Mexico. Zooming out, the new rules also come several months after similar regulations were implemented in the **United Arab Emirates**.  International creators now need a temporary “Visiting Advertiser Permit” to create sponsored content there, as [we reported in January](https://scalablepod.com/p/dubai-influencer-tax). Meanwhile, local creators must obtain an “Advertiser Permit” to accept gifts or cash for brand deals—and ==may have to get approval from authorities before publishing an ad.== As we said then, we don’t expect the US to adopt as stringent rules as the UAE. But even a lighter approach can create headaches for creators, platforms and brands participating in the World Cup. ——————————————————————————— ## **The Round Up** **Fox Corp. **will acquire **Roku **in a $22 billion deal. Fox also owns streaming service **Tubi **and **Red Seat Ventures**, a talent and podcasting firm.  **Snap **unveiled the new consumer version of its AR glasses, **Specs**. It tapped influencers and celebrities including model Kaia Gerber, athlete Jimmy Butler and singer Jack Harlow for its launch campaign. The glasses cost $2,195 and are expected to ship later this year. **Meta **announced a new search feature on Facebook called AI Mode, which surfaces answers from public posts, Groups and Reels using Meta AI. **Substack **is expanding its sponsorship program connecting individual creators with brands including Balenciaga, Uber and T-Mobile. **Dan Robbins**, a former PayPal ads exec, joined the company to lead the brand partnerships business.  Substack also launched Creator Kits, a new tool where creators and publishers can create a media kit based on the information they choose to share about their publications.  **Kit**, a creator-focused email marketing platform, [opened a studio](https://www.axios.com/2026/06/11/kit-studios-nyc-creator-community) in New York where creators can record content and attend events.  ——————————————————————————— ## **Regulatory Woes** **The UK** is the latest country planning to ban social media for teens. By the spring of next year, those under 16 will no longer be able to use apps including TikTok, YouTube, Instagram and Snapchat.  The announcement follows Australia’s historic teen ban last year, which has had [ripple effects around the world](https://scalablepod.com/p/what-s-really-at-stake-with-australia-s-social-media-ban). A [long list](https://www.reuters.com/legal/government/australia-europe-countries-move-curb-childrens-social-media-access-2026-06-15/) of countries, including Poland, Spain and France are all planning similar restrictions.  Kaya spoke to the Business of Fashion about the UK ban and the potential impacts. You can read the story [here](https://www.businessoffashion.com/articles/marketing-pr/what-social-media-bans-mean-for-marketers/)_._ **Florida**, meanwhile, sued** TikTok** this week after Attorney General James Uthmeier accused the social media company of violating a 2024 state law that bans social media for teens under 14. TikTok [told Politico](https://www.politico.com/news/2026/06/15/florida-lawsuit-tiktok-uthmeier-childrens-safety-00962084) it’s been engaging in “good faith” with the AG and it’s “continuing to update our platform in Florida in response to state law.” ——————————————————————————— ## **By the Numbers: 92%** That’s how many marketers in the US and UK now use creator content as paid media, according to new research from **CreatorIQ**. The most common way they do this is by using boosting or whitelisting creator content as paid ads.  That comes as creators are finding it harder to both break through and reach their followers on social media, making paid ads a more reliable and predictable way brands can reach audiences with creator partnerships. We went deeper on the creator economy’s reach recession [here](https://scalablepod.com/p/the-creator-economy-s-reach-recession). View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/716df61b-6cf7-4871-a8c1-b43a0d07dd5a/image.png?t=1781596211) Caption: ——————————————————————————— ## **Creator Moves** **MrBeast** surpassed 500 million subscribers on YouTube, becoming the first individual creator to do so.  **Netflix** [inked](https://variety.com/2026/tv/news/netflix-podcasts-martha-stewart-lele-pons-kate-hudson-1236781448/) more video podcast deals, including with **Martha Stewart** and YouTuber **Lele Pons **as part of its existing deal with **iHeartMedia**. Similarly to previous deals, the shows will no longer be available on YouTube. Netflix has been putting the pressure on rival YouTube, including by [teaming up with Spotify](https://scalablepod.com/p/the-creator-economy-s-reach-recession) on a recent deal for Jay Shetty’s podcast. **CNN** [tapped](https://scalablepod.com/p/why-news-outlets-cant-ignore-the-creator-economy) **Kyla Scanlon**, a financial content creator, as an analyst and contributor. It’s the latest example of how legacy media organizations are [embracing the creator economy](https://scalablepod.com/p/why-news-outlets-cant-ignore-the-creator-economy). **Kevin Cate**’s “Open Door,” a sci-fi short film with nearly 15 million views across social media will be adapted into a feature-length film, [Variety reported](https://variety.com/2026/film/news/open-door-youtube-short-feature-development-deal-1236779948/). Cate is a filmmaker and former Obama spokesperson.  **Alex Cooper **will executive produce a series adapted from Hannah Grace’s best-selling novel “Icebreaker” for** Netflix**. Her media company **Unwell** also launched a bi-weekly newsletter on **Substack** called Unsaid, which will feature contributors like ==writer Tom Smyth and influencer ====**Isabel Timerman**====. Unwell recently signed Timerman and reality TV star ====**Georgia Hasserati**====’s podcast “Girls, Disrupted” to its network. == ==Both announcements come amid ==[more reports](https://www.vanityfair.com/story/alex-coopers-mean-girl-problem?srsltid=AfmBOoq2UOk22QkEIDsHQBQipaSyD24WkFSMAlwFijZfET9rORDWY7Kg)== of turmoil at Unwell. But there still aren’t answers about what really happened between Cooper and ====**Alix Earle**====, who was part of the Unwell podcast network until 2025. == ==Watch our breakdown of Cooper’s and Earle’s businesses in a recent YouTube video, embedded below.== Youtube: Alex Cooper and Alix Earle’s Dueling Businesses (https://www.youtube.com/watch?v=ZbnP4d2BDwM) ——————————————————————————— **A Message from Core Advisors** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ee3ce8f4-97cc-47c9-b950-215d0b965516/kY7xq9yJ.jpg?t=1781595982) Caption: _Core Advisors partners with founders, operators, boards and investors on M&A and strategic advisory assignments where judgment, discretion and preparation matter. Learn more at _[_coreadvs.com_](https://coreadvs.com) ——————————————————————————— ## **Soundbite** “I think it’s actually a pretty useful way for people to go and learn about other accounts.”“ — _—Adam Mosseri, Head of Instagram_ That was Mosseri’s response to a question about whether users could turn off their follower counts. But he also said that “it’s worth considering” and that he would talk to his team to see if it’s something the company could explore. As we discussed in [last week’s episode](https://scalablepod.com/podcast), follower counts aren’t always a good indicator of a creator’s actual popularity or reach. But they still matter: They’re the quickest way for brands and others to make a quick judgment call about a profile. Youtube: Going Viral Doesn’t Work Anymore & Accenture Bets Big on Creators (https://www.youtube.com/watch?v=r_Jh4nGVxsw) ——————————————————————————— ## **Talent Tracker ** **Malik Ducard **will step down as **Pinterest**’s chief content officer next month after nearly five years. “I’m hitting pause—briefly—so I can hit ‘go’ even harder on what comes next,” he [wrote on LinkedIn](https://www.linkedin.com/posts/malik-ducard_nearly-five-years-ago-i-joined-pinterest-ugcPost-7470887048443281408-N_yr/?utm_source=share&utm_medium=member_desktop&rcm=ACoAABArt7YBHDZij1ASgEoNfDPuCITiWjO4Uzg).  **Alison Werner **joined **Substack **as head of entertainment partnerships. Before that, she was director of communications at luxury fashion house **Bulgari **and a senior talent director at **MasterClass**.  **Maya Shaff **is the new global director of influencers and affiliates at **Oura**, the smart ring company focused on sleep and health tracking.  **Jenny Kelly** is **Deloitte Digital**’s new head of content, creator and AI. Previously, her role didn’t include social media and creator. **Kenny Gold**, who previously led social, content and influencer, recently left Deloitte Digital to join Edelman as its first global chief creator officer.  ——————————————————————————— ## **Bookmarked** [They Tried to Catch a Predator. They Trapped Themselves Instead. ](https://www.nytimes.com/2026/06/10/technology/predator-catcher-vitaly-mistake.html) [Young Streamers Try to ‘Make It Big’ Off Knicks Mania](https://www.nytimes.com/2026/06/13/nyregion/knicks-nba-streamers-tiktok-twitch-kick.html) [The Former GOP Operative Running An Independent News Site for the ‘Politically Homeless’](https://www.wsj.com/business/media/the-bulwark-sarah-longwell-77bc9475) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/could-visa-troubles-sideline-world-cup-influencers

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f83f1599-e2e9-4b03-a5a6-3c877e9d9727/LIONS_CREATORS_-_black__1_.png?t=1778517918) Caption: -------------------- Hello! Today’s column looks at why venture capital firms are behaving more like creators. -------------------- **In other news:** * Instagram gives users (some) control over their feeds * _Deals, Deals, Deals:_ CAA teams up with TPG on $250 million JV to back creators, Lionsgate takes a stake in an AI video startup * _The Round Up:_ LinkedIn launches a B2B marketplace and Spotify gives podcasters more data * _Microdrama Mania:_ Crocs releases a new microdrama, this time with a shopping twist -------------------- ——————————————————————————— -------------------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ff2d27f8-3e2d-4af8-af09-fc1262c25e32/MAFIA.jpg?t=1781202932) Caption: Founders Fund’s new Mafia show stars tech leaders. Source: YouTube screenshot ----------Silicon Valley elites sit around a table playing Mafia, a murder mystery-style card game. The slickly-produced video, which features OpenAI CEO** Sam Altman**, Oculus co-founder** Palmer Luckey** and Figma co-founder** Dylan Field**, is part of a new show from **Founders Fund**, a venture capital firm. Individual investors and VC firms have long dabbled with their own podcasts, newsletters and other media ventures, such as **Andreessen Horowitz**’s since-shuttered tech publication Future.com. Many of these attempts fell flat because they felt more like marketing than content people actually wanted to consume. Read: The content was either self-serving, promotional or just uninteresting. Now, a new wave of media efforts from VC firms is underway and investors are thinking more outside of the box. That includes experimenting with more social-first content and working with creators, with the aim of shaping the narrative about tech and investing—and sometimes driving business. Founders Fund’s Mafia show, which is available on X and YouTube, is one of the more creative examples. It stands out because it puts tech leaders into a more casual setting, allowing viewers to see a different side of them beyond their public personas. The competitive nature of the content also adds suspense, which works well on social media. While initial interest has been decent especially given the show’s niche audience, it remains to be seen whether it can maintain the momentum. The first video has amassed more than 190,000 views on YouTube since publishing about a week ago, while the second video released on Wednesday garnered more than 50,0000. Meanwhile,** **Andreessen Horowitz has been rapidly hiring for its New Media team. It’s unclear what the full strategy entails, but it includes an 8-week fellowship program for “operators, creators and storytellers.” The firm has also invested in a new daily live show and media company called Monitoring the Situation, or** MTS**. The show initially generated buzz on X when it launched in late April but has since fallen off the radar. MTS bears a strong resemblance to livestreamed tech podcast** TBPN**, which was [acquired by OpenAI](https://scalablepod.com/p/buying-vs-earning-influence) just a few weeks earlier. TBPN’s rapid rise also reenergized VC’s new media strategies: It seems like every company is now looking for its own version of TBPN. Zooming out, these new efforts are part of a broader push by VC firms to be more active on social media. That’s where founders and limited partners who may invest in their funds are spending their time. In some cases, the investors themselves are acting like the creators. Take **Lightspeed Venture Partners**.** **Last month, the company hired **Claire Zau**, who has about 245,000 followers on Instagram where she posts short videos about tech and startups. Zau was previously a partner at GSV Ventures and will now help build Lightspeed’s new media efforts in addition to being on its early-stage investing team. Then there’s early-stage venture firm** Animal Capital**. Managing partner **Marshall Sandman **has been posting daily videos on Instagram since January. His videos run the gamut, from how to find your first investor to why celebrities should [stop launching beverage brands](https://www.instagram.com/reel/DXLCKngkSD8/?igsh=OXFrdmRjNzZrMXFr). Sandman told Scalable the videos have brought him more visibility—and more deals. So far, he’s invested in two startups through connections he made on Instagram and taken more than 40 calls from leads that came in through the platform. This week, Animal Capital announced it closed a $33 million third fund, its largest yet. The Instagram strategy helped new investors discover the firm, he said.  “You have to stay top of mind with people,” Sandman said. That’s true whether you’re a top VC firm or a small shop. ——————————————————————————— ## **Instagram is Giving Users Back (Some) Control** On Wednesday, **Instagram** expanded its “Your Algorithm” to users’ main feeds, in addition to Reels and the Explore tab. The feature allows users to see what topics Instagram thinks they are interested in and then change those based on their actual preferences. Those choices then determine what Instagram shows to users. “The main feed on every major app is now mostly accounts you never decided to follow, surfaced by algorithms rather than your explicit choices,” said **Adam Mosseri**, the head of Instagram, [in a post explaining the move](https://www.instagram.com/p/DZaTX7EmzPD/?hl=en&img_index=2). The expansion comes as more creators have expressed frustration at their inability to reach their followers on social media, as we covered in [last week’s newsletter](https://scalablepod.com/p/the-creator-economy-s-reach-recession). It also comes as more people say they want to see content from people they follow, including posts from friends and family, rather than recommended content. But letting people pick what topics the algorithm serves them isn’t the same as showing them posts from people they follow on their main feeds. It’s also up to users to manually review and adjust their own settings, which makes it less likely that people will do so.  The reality is that it’s not in Meta’s best interest to show more friends and follower content. Instagram needs people to spend more time on the app in order to sell ads—and recommendations are really good at keeping people there. In the first quarter this year, improvements Meta made to its recommendation system led to a 10% lift in time spent on Instagram. Plus, what people say is rarely exactly aligned with how they behave on social media. People say they want to see more posts from their friends, but there are only so many wedding photo dumps or pet birthday party videos they can take.  We dive deeper into this and why we’re never going back to a follower-driven social media world in today’s episode of Scalable, embedded below. You can also listen on [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv) or [wherever you get your podcasts](https://scalablepod.com/podcast). Youtube: Going Viral Doesn’t Work Anymore & Accenture Bets Big on Creators (https://youtu.be/r_Jh4nGVxsw?si=YGwrPxtCxIz4fLyK) ——————————————————————————— ## **Deals, Deals, Deals** **CAA **and** Integrated Media Company**, an investment firm backed by TPG, are teaming up on a  $250 million holding company that will roll up creator economy businesses. The new joint venture is called **Compound Creative Holdings** and will be led by long-time CAA executive **Tucker Brown**.** **We’re curious whether the strategy will focus on YouTube channels, creator-founded media companies or something else. **Lionsgate **took an equity stake in AI video startup **Runway**. The two companies will also launch a program to develop and produce new content, including a short-form series using some of the Hollywood studio’s existing IP and Runway’s generative models. Financial terms were not disclosed, but the stake is not a cash investment, [according to Variety](https://variety.com/2026/film/news/lionsgate-equity-stake-runway-ai-franchises-for-ai-show-1236775590/). The companies first struck a partnership in 2024. ——————————————————————————— ## **The Round Up** **LinkedIn** announced a new creator marketplace to help brands discover and launch campaigns with B2B creators. Nearly every social platform, from Instagram to even X, now has a similar feature. For LinkedIn, it makes a lot of sense as it’s still early days for B2B influencer marketing and helping brands find [credible partners](https://scalablepod.com/p/b2b-influencer-marketing-doesn-t-have-to-be-boring) is a challenge. Brands can use the marketplace to amplify existing creator content as paid ads, helping boost LinkedIn’s business. The marketplace also adds to LinkedIn’s [creator monetization offerings](https://scalablepod.com/p/a-new-bonanza-of-creator-monetization-tools), which it has been expanding lately. **Spotify **is introducing new analytics tools to give creators more data on their audience. That includes new or returning listeners, viewers over time and how individual episodes perform compared to their typical content. It’s also giving creators access to their full historical data, going back to their first listener. Podcasters have long struggled with attracting new audiences and [understanding how people discover](https://scalablepod.com/p/to-clip-or-not-to-clip) their shows. **Snapchat **will allow users under 16 to share disappearing Stories and Spotlight videos with only their friends. The update comes as social media apps face growing regulatory scrutiny over teen safety. **Pinterest** announced creators can now connect their** **Amazon Storefront** **directly to their Pinterest account. Their affiliate link is then automatically applied whenever the creator tags an eligible Amazon product. ——————————————————————————— ## **By the Numbers: 20,000** That’s the number of **Instagram** accounts that were breached due to a **Meta AI** bug,** **the [New York Times reported](https://www.nytimes.com/2026/06/09/technology/instagram-hack-ai-bug.html).  Last month, a group of hackers discovered a flaw in Meta’s customer service tool that allowed anyone to use an AI chatbot to reset the passwords for Instagram accounts. Impacted accounts included security firm **SimpliSafe** and a senior official in President Trump’s Space Force department, according to the Times. Meta said it has since fixed the flaw and is notifying affected accounts. “Some of our internal back-end checks failed in this instance, but it wasn’t due to the AI agent itself, and we’ve addressed the underlying cause,” a Meta spokesperson told the Times.  ——————————————————————————— **A Message from Cannes Lions** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/6adb6719-ab81-4179-a9aa-d0bf3db6425b/LIONS_Creators_-_Where_influence_meets_business_banner_-_June.png?t=1781202008) Caption: _This month, the most influential brands, talent and experts in the creator economy will be at Cannes Lions for LIONS Creators. There’s still time for you to be part of it. _[_Secure your pass today_](https://www.canneslions.com/festival/experiences/lions-creators?utm_medium=referral&utm_source=pr_scalable_newsletter_final_lionscreators&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalable-newsletter-final-lionscreators%7C%7C&utm_term=)_. _ _LIONS Creators | 22-26 June 2026 | Cannes, France_ ——————————————————————————— ## **Microdrama Mania ** **Crocs** announced a second microdrama called **Déjà Shoe**. The seven-episode series on TikTok was produced by** SuperOrdinary**, a creator and commerce startup that also has a production and entertainment division. Crocs is also integrating **TikTok Shop** into the series by tagging products so viewers can shop styles featured within the episodes.  In February, Crocs [released](https://variety.com/2026/tv/news/crocs-caa-microdramas-1236661162/) another scripted microdrama called “Charmed to Meet You” with CAA based on a real-life love story involving a company employee.  We unpacked why brands are suddenly releasing microdramas and the rise of branded entertainment in a previous episode of Scalable. You can watch below or tune in on [Spotify](https://open.spotify.com/episode/0SjkGSTc450WvkTgU2vBQN?si=YLSro7-6Sh65AK_Hw9v-bg), [Apple](https://podcasts.apple.com/us/podcast/why-the-microdrama-hype-will-fade-but-branded/id1849748633?i=1000751810833) or wherever else you get your podcasts.  Youtube: Why the Microdrama Hype Will Fade, But Branded Entertainment Is Here to Stay (https://www.youtube.com/watch?v=dXUDrKxnlUk) ——————————————————————————— ## **Talent Tracker** **Underscore Talent **[announced](https://variety.com/2026/tv/news/underscore-talent-management-company-20-new-hires-1236770708/) more than 20 new hires, including comedy talent manager **Ethan Stern**, who previously spent 15 years at 3 Arts Entertainment.  The talent management firm also launched a new experts division, which will work with founders, educators and other professionals. Underscore has hired talent managers **Gautham Dhaliwal** and **Michael Jones** to work in that unit. ——————————————————————————— ## **Bookmarked**  [Andrew Tate’s Empire of Abuse](https://www.newyorker.com/magazine/2026/06/15/andrew-tates-empire-of-abuse) [The Bounty Economy Is Breaking Reality](https://www.usermag.co/p/the-bounty-economy-is-breaking-reality-pump-fun-polymarket-ugc-marketing-attention-economy) [The New College Football Millionaires Spending $80,000 on Their High School Proms](https://www.wsj.com/sports/football/the-new-college-football-millionaires-spending-80-000-on-their-high-school-proms-b73b28f8?mod=e2tw) [Mom Influencers Are Pitching AI as a Better ‘Coparent’ Than Men](https://www.wired.com/story/momfluencers-are-pitching-ai-as-a-better-coparent-than-men/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/every-vc-wants-its-own-media-machine

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f83f1599-e2e9-4b03-a5a6-3c877e9d9727/LIONS_CREATORS_-_black__1_.png?t=1778517918) Caption: -------------------- Hello! Today’s column looks at the latest influencer marketing M&A deal and why consulting firms are paying more attention to the creator economy. -------------------- **In other news:** * _The Round Up: _OpenAI and Bending Spoons file for IPOs, Spotify eyes live video * _Meta Matters: _Instagram finally lets you reorganize your grid and Meta reveals details about its new subscription offering * _Talent Tracker:_ NPR taps tech exec as chief content officer and LinkedIn co-founder Reid Hoffman leaves Microsoft’s board -------------------- ——————————————————————————— ----------Creator economy M&A is still going strong. On Monday, **Accenture Song**, the marketing services arm of consulting giant Accenture, announced it will acquire **Whalar**, the agency division of creator economy company Whalar Group. (Scalable is a joint venture with The Lighthouse, which is owned by Whalar Group.) Financial terms of the deal were not disclosed, but Whalar Group’s Co-Founder and Co-CEO **Neil Waller** told us it was “the largest transaction in the creator economy” during an interview for the Scalable podcast, publishing Thursday. **Publicis**’ acquisition of **Influential** in 2024 reportedly cost about $500 million. The sale comes as the agency landscape is undergoing major upheaval. Big agencies and advertising holding companies have been snapping up specialized influencer marketing firms as demand for creators among brands has grown. That has led to more consolidation, making it harder for independent influencer agencies to compete.  Accenture’s purchase of Whalar is the ninth influencer marketing deal this year, according to data from **Quartermast Advisors**. That follows 19 influencer marketing acquisitions in 2025. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/a467b05c-d225-46d1-aa0a-d7daa49f8c03/Creator_Economy_M_A-3.png?t=1781027311) Caption: ----------What makes this deal different is the type of buyer. Consulting companies have historically paid less attention to the creator economy, but that’s now starting to change. Accenture Song has been expanding its social and creator capabilities through its acquisitions of agencies Unlimited and Superdigital over the past two years, while **Deloitte** and **Boston Consulting Group** have released more research on the sector. Earlier this year, **McKinsey** tapped industry veteran **Monica Khan** as a creator economy senior advisor.  This shows how important the creator economy has become to virtually every industry and we expect to see more activity in this space, especially as media and creator strategies move closer together. For Whalar Group, selling the agency may seem like a step back from the creator economy. Whalar is one of the most recognizable influencer marketing companies, having deployed over $600 million in creators since 2016. Waller framed it as the opposite. “This is going to free us up to push even more,” he told us. “How do we grow the creator economy? Now we’ll just have more money to do it.” In recent years, Whalar Group has been building out [other parts of its business](https://www.theinformation.com/newsletters/creator-economy/whalar-expands-from-influencer-marketing-to-software-and-creator-campuses), including talent representation, software services, a venture studio for creator products and The Lighthouse, its physical campuses for creators. These companies will continue under the leadership of Waller and his co-founder and co-CEO **James Street**, as Whalar agency’s roughly 170 employees, along with co-CEOs **Jo Cronk** and **Emma Harman**, move to Accenture Song. The expansion hasn’t come cheap. UK financial filings show that Whalar Group generated about £110 million in revenue in 2024, up from about £102 million in 2023. However, the company also reported operating losses of over £9 million in both years. Last year’s financial report is not yet available.  “We’ve been able to continually re-invest profits to expand the Whalar Group into new avenues,” Waller told us. (The company also took on [outside investors](https://www.bloomberg.com/news/articles/2025-05-15/marc-benioff-buys-stake-in-influencer-agency-whalar-at-400-million-valuation) to help fund these projects.) Looking ahead, he said to expect more acquisitions from Whalar Group. We’ll have our full interview with Waller in Thursday’s podcast. You can subscribe on [YouTube](https://www.youtube.com/@ScalablePod), [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv?si=xBUujkyLSp22_uJwZpBGTQ&nd=1&dlsi=9faaa6a44c914a37) or [wherever else you get your podcasts](https://scalablepod.com/podcast). ——————————————————————————— ## **The Round Up** **OpenAI** confidentially filed for an IPO, though the company said in a [newsroom post](https://openai.com/index/openai-submits-confidential-s-1/) that it hasn’t decided on timing yet. During last month’s Scalable Summit, OpenAI’s business and partnerships lead **David Duxin **[discussed](https://scalablepod.com/p/inside-openai-s-creator-strategy-post-sora) the company’s creator strategy and why it’s not planning to strike more deals like its acquisition of tech podcast TBPN.  **Bending Spoons**, an Italian holding company known for acquiring and reviving tech brands, filed for an IPO in the US on Monday, which could value the company around $20 billion. The company’s portfolio includes platforms used by creators such as **Vimeo**, **WeTransfer**, **Streamyard** and AI photo-editing app **Remini**.  **Spotify **is looking to license live concert video as it tries to expand its video efforts, [Bloomberg reported](https://www.bloomberg.com/news/newsletters/2026-06-08/spotify-plans-to-add-live-concert-video-tickets?cmpid=screentime&utm_campaign=screentime&utm_medium=email&utm_source=newsletter&utm_term=260608&utm_content=5286). The company previously experimented with live audio shows following audio app Clubhouse’s rise, but hasn’t yet rolled out broader live video features.  **YouTube** is launching the European Creator Consultation, a survey of creators in all 27 EU member states. YouTube hopes providing European policymakers with data will help them better support the creator economy. ——————————————————————————— ## **Meta Matters** **• Instagram **now allows users to rearrange the posts on their profiles, a long wished for feature. We are personally very excited to reorder Scalable’s [Instagram account](https://www.instagram.com/scalablepod/). Our takeaway: People still really care about what profiles look like! **• Meta** also shared [more details](https://about.instagram.com/blog/announcements/introducing-instagram-plus) about **Instagram Plus**, its new subscription offering. Paid features include extending a disappearing Story for 48 hours or being able to see how many times your Story was rewatched. We can see how the last one may tempt people!  We discussed Meta’s recent subscription push and which of its offerings we think will be the most enticing to users, on our podcast last week. Watch below or tune in [anywhere you get your podcasts](https://scalablepod.com/podcast).  Youtube: Meta Has a Reddit Problem. YouTube Has a Netflix-Spotify Problem. (https://www.youtube.com/watch?v=X-1wneCaypE) ——————————————————————————— ## **Deals, Deals, Deals ** **Suno**, the AI music app, raised more than $400 million in Series D funding at a $5.4 billion valuation led by** Bond Capital**.  **Raptive**, a creator and publisher monetization platform, launched a new business unit called Raptive Intelligence, focused on turning creator content and audience insights into products for AI, advertising and e-commerce companies. Raptive also acquired** AlchemyAI**, an AI food intelligence platform founded by **John Roa**, for an undisclosed sum. Roa will join the company as chief AI officer. Food is Raptive’s biggest category.  ——————————————————————————— ## **Soundbite** ““I’m not a kingmaker.”“ — _—Hasan Piker, Twitch streamer_ The comment came after three political candidates Piker had supported on the campaign trail lost their races. A fourth candidate, Democrat Adam Hamawy, won in New Jersey’s 12th Congressional District.  Piker [told Politico](https://www.politico.com/news/2026/06/04/hasan-piker-democratic-primaries-00949340) his goal is “just trying to identify wonderful candidates that are more responsive to the needs of the masses, and push for them and get them elected” and “connect them with my audience.” ——————————————————————————— **A Message from Cannes Lions** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/3cffdb2c-2674-4aa7-beb7-a92d05229a0c/LIONS_Creators_x_Scalable_Newsletter_Final_Cut.png?t=1781017595) Caption: _Join LIONS Creators Ambassadors, Sedge Beswick, Lia Haberman, JT Barnett and Eugene Healey as they unpack all the key insights from the Festival: the trends worth your attention and the strategic shifts reshaping the industry. _[_Be part of it_](https://www.canneslions.com/festival/experiences/lions-creators?utm_medium=referral&utm_source=pr_scalable_newsletter_ambassadors_lionscreators&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalable-newsletter-ambassadors-lionscreators%7C%7C&utm_term=)_. _ _LIONS Creators | 22-26 June 2026 | Cannes, France_ ——————————————————————————— ## **Creator Moves** More wins for **YouTubers** at the box office: “The Amazing Digital Circus: The Last Act” grossed more than $20 million domestically, according to data from Box Office Mojo. The film was in the top five at the US box office over the weekend, [according to New York Magazine](https://www.vulture.com/article/the-amazing-digital-circus-the-last-act-box-office.html?utm_source=twitter&utm_medium=s1&utm_campaign=nym).  And unlike the other recent wins, it’s [not a horror film](https://scalablepod.com/p/the-catch-in-creators-box-office-success)! The animated series for adults originated on YouTube. **🏎️Alix Earle**, **Jake Shane** and **Anastasia Karanikolaou** were among the influencers who attended the **Monaco Grand Prix** over the weekend. All three were spotted on** **athletic brand **Alo**’s [superyacht](https://www.netinfluencer.com/alo-yoga-charters-superyacht-as-floating-wellness-club-for-french-riviera-influencer-campaign-timed-to-cannes-monaco-gp/).  **The Creators List**, a new independent directory created by **Tubefilter**, **Comscore**, **Whalar Group** and **Gospel Stats**, aims to help connect brands, agencies and media with creators at Cannes Lions later this month. Other creator-focused companies, including **Fohr **and **Billion Dollar Boy**, have also launched efforts to get creators to the festival and help them meet with brands.  ——————————————————————————— ## **Talent Tracker** **Nadine Zylstra** is the new chief content officer of **NPR**. Her focus is on expanding audiences for the public radio broadcaster’s news, entertainment and music. Previously, she was global head of programming and original content at Pinterest and global head of YouTube Originals.  **Reid Hoffman**, co-founder of LinkedIn, will [step down](https://finance.yahoo.com/markets/stocks/articles/linkedin-co-founder-reid-hoffman-154541318.html) from** Microsoft**’s board. Microsoft, which bought LinkedIn for $26.2 billion in 2016, said Hoffman’s decision to leave the board was not due to any disagreement with the company. **Ed Simpson**, who was most recently chief strategy officer at **Wheelhouse**, is launching his own venture, which will invest in YouTube channels, [according to Deadline](https://deadline.com/2026/06/ed-simpson-creator-venture-wheelhouse-exit-1236941758/).  **George Panagopoulos** joined **OpenAI**’s strategic finance team, where he’ll focus on the ads business. He’s previously held finance roles at TikTok, Spotify and Twitter.  ——————————————————————————— ## **Bookmarked** [How Social Media Apps Hooked Kids at School](https://www.nytimes.com/2026/06/04/us/social-media-schools.html?smid=nytcore-ios-share) [Paid Influencers Are Hyping Polymarket’s Odds](https://www.politico.com/news/2026/06/05/polymarket-paid-political-influencers-00932789) [The Women Who Could Make or Break MAGA](https://www.politico.com/news/2026/06/07/the-young-women-who-could-make-or-break-maga-00953007) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/consulting-firms-deepen-push-into-the-creator-economy

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f83f1599-e2e9-4b03-a5a6-3c877e9d9727/LIONS_CREATORS_-_black__1_.png?t=1778517918) Caption: -------------------- Hello! Today’s column explores an emerging paradox in the creator economy: Creators are simultaneously finding it harder to break through to new audiences—and connect with their existing fans. -------------------- **In other news:** * Is an exclusive deal from YouTube enough for top creators? * _By the Numbers:_ Why Gen Zers don’t want to be creators anymore * _Meta Matters: _Creators get a new AI assistant on Facebook and a new tool to create short-form shows on Reels * _Talent Tracker:_ Snap’s new creator chief and LinkedIn taps Google vet as chief product officer -------------------- ——————————————————————————— ----------Breaking through to new audiences on social media is harder than ever. At the same time, established creators are struggling to reach their own followers. Taken together, these two factors are making it increasingly challenging for creators—and the businesses that rely on them—to connect predictably and effectively with audiences. And it’s the creator middle class that may be hit the hardest. This dynamic is happening everywhere. But it’s most apparent on **TikTok**, which was once known for [minting new stars seemingly daily](https://www.theinformation.com/articles/the-million-follower-factory-tiktok-is-making-everyone-famous-but-few-creators-are-cashing-in?rc=simxn1), from the D’Amelios to Addison Rae and the Sway House boys. One of the most recent examples is **Alix Earle**, who began rapidly growing her following at the end of 2022—and that was nearly four years ago. Since then, it’s difficult to point to another creator who’s seen a similar trajectory.  Meanwhile, everyone from comedian **Matt Rife** to “Queer Eye” star** Tan France** has complained that they can’t reach their followers anymore.  “I’ve got as many followers as Instagram decides I’ve got that day. I don’t have almost 4 million followers. I’ve probably got an average of 20,000 followers,” France told us on a [recent episode of Scalable](https://www.youtube.com/watch?v=piZ6AvvlMk4). France’s follower count on Instagram was 3.6 million as of Thursday. **Casey Neistat**, a long-time YouTuber with 12.7 million subscribers, shared a similar sentiment [with Axios](https://www.axios.com/2026/06/04/casey-neistat-youtube-algorithm-ai-success) on Wednesday, saying he no longer has “any understanding of” what YouTube’s algorithm is optimized for. Data on what’s really happening is mixed. Nearly two-thirds (63.2%) of creators say they have had at least one viral moment during their careers, according to a May survey of 342 monetizing creators in the US by influencer marketing company **Fohr**. The data was provided exclusively to Scalable. Of the respondents who gave a specific timeframe for when they went viral, many said it happened during the pandemic. But a significant number also pointed to post-pandemic viral moments, including some as recently as April of this year. Still, going viral isn’t exactly the same as breaking through. Creators can have one or even multiple viral moments and not be able to turn that into sustainable audience growth the way Earle or Charli D’Amelio did. And that’s what we’re seeing happen now. “Virality” is also highly relative. There is no agreed upon number of views, engagements or lift in followers to define what it means to go viral. For example, someone who averages several hundred views per video could consider a video with a few thousand views to be viral. That’s especially true now when reaching millions of people, including those who are already followers, feels harder than ever. Zooming out, the advice that most platforms and industry experts give to creators to stand out is to go niche. That makes sense: General lifestyle categories are already overcrowded, so finding a narrower focus to hook an audience is key.  A niche can also help creators better position themselves to brands and other partners, many of whom are now prioritizing more targeted, highly-engaged audiences over a large total follower count. Over half of influencer marketing budgets in the US will go to micro- and nano-influencers with 1,000 to 19,999 followers this year, according to EMARKETER. But for creators who have already established audiences, that advice is much harder to heed. Contrary to popular belief, most aren’t overnight successes. Many of them have spent years building their followings and businesses: About 25% of the creators in the Fohr survey said they had been creating content for 10 or more years. Finding a new niche a decade in isn’t an easy task. And the reality is that brands will always want to work with big-name stars, even as they partner with more niche creators. That means it’s the creator middle class that’s getting squeezed the most. It’s a familiar story. Mid-sized creators are typically the first to feel the impact of industry challenges, from tighter marketing budgets to algorithmic shifts. While they have sizable audiences, they lack the massive scale and recognition of top creators. They also typically don’t have the same deep expertise or highly-engaged communities of niche creators. The good news is that there are now more ways than ever to build a successful business as a creator that don’t rely solely on social media. ——————————————————————————— ## **Netflix and Spotify Put More Heat on YouTube** **Netflix** has found a way to keep its creator deal spree going. Last week, the streamer announced an unprecedented deal with **Spotify** to bring **Jay Shetty**’s podcast “On Purpose” exclusively to their platforms. As part of the deal, which is reportedly worth $100 million over several years, the show will no longer be available on YouTube. YouTube has long positioned itself as the best place for creators to build businesses. That includes releasing a report with **Oxford Economics** on Wednesday that suggests the platform contributed over $55 billion to US GDP in 2024 and supported over 490,000 full-time jobs.  For most creators, leaving YouTube is still unthinkable. And even many of the biggest creators rely heavily on income from YouTube’s AdSense, which is the industry standard for ad-revenue sharing programs. But when someone like Shetty, who has 5.6 million YouTube subscribers, is willing to give up the platform and that revenue, it doesn't send a good message. That’s especially true for top creators and advertisers, who YouTube is simultaneously trying to convince that it’s the new TV. Tune into today’s podcast to hear our take on why the Shetty deal matters—and why creators who are developing exclusive shows for YouTube would be right to question whether those are the best deals they can get. Watch below or tune in [anywhere you get your podcasts](https://scalablepod.com/podcast).  Youtube: Meta Has a Reddit Problem. YouTube Has a Netflix-Spotify Problem. (https://www.youtube.com/watch?v=X-1wneCaypE) ——————————————————————————— ## **The Round Up** **The Tribeca Film Festival **kicked off on Wednesday. It’s the first film festival to accept submissions from social media creators, who will be recognized in the NOW, or New Online Work, category. This year’s [first-time sponsors](https://www.adweek.com/brand-marketing/why-mcdonalds-microsoft-and-tiktok-are-sponsoring-tribeca-x-for-the-first-time/) also included **McDonald’s**, **Microsoft** and **TikTok**, another sign of how brands are taking entertainment more seriously. **TikTok** launched a new app in the US called** TikTok Pro Events**, which is designed for big cultural moments beginning with the FIFA World Cup. On the app, users can engage with other fans, watch trending videos and access curated creator feeds.  **SiriusXM** is partnering with **Tubi** to bring some of its podcasts, including from Conan O’Brien and Trevor Noah, to the streaming service. The deal is not exclusive, so the shows will still be available on YouTube and other podcasting platforms.  **LinkedIn** is rolling out a new metric that shows creators what percentage of their impressions come from people within their network versus new audiences, similarly to other platforms like Instagram. That can help creators understand what type of content is resonating with different audiences and finetune their content strategies based on their goals. For example, if a creator is looking to grow their following, more content that reaches new audiences is likely the way to go. **Substack** launched a new feature called Reply Rules, which lets creators make their own guidelines for comments. For example, creators can set rules banning AI slop, spam or self-promotion on their content. Comments that break these rules are automatically hidden. ——————————————————————————— ## **Meta Matters** **Meta** announced an AI assistant for creators on Facebook, which offers personalized recommendations based on a creator’s content style, performance, community and goals. It’s rolling out to creators in the US, Canada and India to start. The company also said it will expand AI translations to new languages including Arabic, French and Vietnamese. **Meta **expanded safety features for teens globally. By default, its apps will now hide content that is inappropriate for teens. It will also limit them from repeatedly seeing certain types of content on Instagram, such as around mental health or fitness. The move comes as Meta is facing heightened scrutiny, [lawsuits](https://scalablepod.com/p/the-end-of-sora-isn-t-the-end-of-creator-ai-fears) and regulation around teen safety.  ——————————————————————————— ## **Micro-Series Mania** **Meta **is [testing](https://techcrunch.com/2026/06/02/meta-tests-series-for-episodic-reels-on-instagram-and-facebook/) a new Series feature for Reels, which allows some creators to serialize their short-form videos. Creators can turn new or existing Reels into episodes of a bigger story with a dedicated spot on their profiles. This is similar to an existing feature on TikTok. It comes as more creators are prioritizing serialized content, including some with a recognizable format. (Think: [Who TF Did I Marry?](https://www.theguardian.com/technology/2024/apr/13/tiktok-who-tf-did-i-marry-reesa-teesa) or [Celebrity Substitute](https://www.instagram.com/celebritysubstitute/?hl=en)).  **TikTok **and **Sundance Institute**, which is behind the annual Sundance Film Festival, announced a new micro-series writing program. The four-week, live online course will focus on scriptwriting.  ——————————————————————————— ## **By the Numbers: 5%** That’s the percentage of Gen Zers who want to be digital creators or influencers, according to May [data](https://www.yahoo.com/lifestyle/family-relationships/article/the-celebrity-gen-z-wants-to-emulate-the-most-its-not-taylor-swift-lebron-james-or-mrbeast-110000472.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZGF6ZWRkaWdpdGFsLmNvbS8&guce_referrer_sig=AQAAANIAYRGFNgScn0-wNnAkS-G2jgq71_RfBcB9uaAF3rCrLJ2HfOkUxHfd2qNVy5RhbLcQL0bO5OHoxI414GA9wOOZDiW7N8FrEfe_Gwl5HUMw3RNpWa-1zaPnTtq5cVi2Wy2Ku-QxigTTS2BL5MA7QuR-anLnNm2juS2992VGCfRj) from **Yahoo** and **YouGov**. It’s a sharp contrast from other studies in recent years, including one from **Morning Consult**, which found that 57% of Gen Zers aspired to be creators in 2023. It’s one study, so the results should be taken with a grain of salt. But it did make us wonder what’s going on.  Our take? Gen Z is growing up. The oldest members are turning 30 next year!  Like older generations, they may be starting to realize that fame isn’t all it’s cracked up to be. That could explain why 18% of Gen Zers in the Yahoo/YouGov survey wanted to be a “successful but not famous tech entrepreneur.” Some have also likely realized that being a creator is harder than it looks. The comfort and predictability of a more traditional full-time job may seem more attractive. The difference now is that many of those jobs may [now be at creator-led companies](https://scalablepod.com/p/how-creator-media-businesses-stack-up)… Either way, we’d be curious to see how many Gen Alphas want to be creators when they grow up! ——————————————————————————— **A Message from Cannes Lions** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/b50e4f33-4e2b-4727-a7fc-285c67915a3a/LIONS_Creators_x_Scalable_-_Stop_Advertising__Start_Entertaining__Crafting_Social_Content_People_Actually_Want__1_.png?t=1780592858) Caption: _At LIONS Creators, unpack how to create content that earns attention rather than_ _demands it. Hear from DoorDash and Loop on how brands can create content that_ _feels native to its platforms, culturally relevant and genuinely engaging._ [_Be part of it_](https://www.canneslions.com/festival/experiences/lions-creators?utm_medium=referral&utm_source=pr_scalable_newsletter_doordash_lionscreators&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalable-newsletter-doordash-lionscreators%7C%7C&utm_term=)_._ _LIONS Creators | 22-26 June 2026 | Cannes, France_ ——————————————————————————— ## **Brand Buzz** **Corporate Natalie **is the voice behind a [new jingle](https://www.instagram.com/reel/DZH6qT-ve1A/?igsh=ZWg2MXcwbjUwYTJl) for **Olay**. The campaign also featured an elaborate pink set and [pop-up event](https://www.bizbash.com/experiential-marketing/why-olay-s-skinsurance-office-brought-together-filing-cabinets-and-face-serum) in New York.  We recently spoke to Corporate Natalie about how she works with brands and why she launched her own B2B marketing agency, **Expand Co-Lab**, on a recent episode of Scalable. Watch below or [anywhere you get your podcasts](https://scalablepod.com/podcast). Youtube: How to Make B2B Go Viral | Corporate Natalie (https://www.youtube.com/watch?v=QuZCENv-yF0) ——————————————————————————— ## **Talent Tracker** **Anthony Chavez **is** LinkedIn**’s new chief product officer for marketing and sales solutions. Before that, he spent nearly 15 years at Google, most recently as vice president of product management of Chrome. **Anmol Malhotra** is the new global head of content and partnerships at **Snap **following [the departure](https://www.hollywoodreporter.com/business/digital/snapchat-jim-shepherd-joins-meta-wearables-creator-partners-1236609024/) of **Jim Shepherd** to Meta. Malhotra has been at the company since 2015, most recently leading sports and media partnerships.  ——————————————————————————— ## **Bookmarked**  [The Loneliness Influencers](https://www.thecut.com/article/loneliness-influencers-on-tiktok-make-introversion-videos.html) [The Biggest Hits on Spotify Right Now Are a Blast From the Past ](https://www.wsj.com/arts-culture/music/spotify-streaming-hits-nostalgia-old-972818d5?st=EcD8Dw&reflink=article_copyURL_share) [Would You Like That Video More If It Had Your Face in It](https://nymag.com/intelligencer/article/spotify-youtube-are-letting-people-alter-content-ai.html) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/the-creator-economy-s-reach-recession

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f83f1599-e2e9-4b03-a5a6-3c877e9d9727/LIONS_CREATORS_-_black__1_.png?t=1778517918) Caption: -------------------- Hello! Today’s column cuts through some of the hype around YouTubers’ recent wins at the box office. -------------------- **In other news:** * _Deals, Deals, Deals: _A star-studded fundraise for AI shopping app Phia and acquisition talks between SiriusXM and iHeartMedia stall * _Talent Tracker:_ Edelman hires its first Chief Creator Officer and Meta poaches Snap’s top creator exec * _Creator Moves:_ Charli D’Amelio’s dad denies stealing allegations and an Argentine influencer helps a World Cup player explode on social media -------------------- ——————————————————————————— ----------No, creators aren’t remaking the box office—at least not in the way you might think. Over the past few days, CNN [declared](https://edition.cnn.com/2026/05/31/media/hollywood-movies-youtubers-gen-z) that YouTubers could “change the future of moviemaking,” while the San Francisco Chronicle [wrote](https://www.sfchronicle.com/entertainment/movies-tv/article/kane-parsons-backrooms-box-office-22285446.php?utm_source=chatgpt.com) that “YouTubers may be saving Hollywood.” That comes after the top two films at the global box office this past weekend were directed by YouTubers. “Backrooms,” directed by 20-year-old YouTuber **Kane Parsons**, grossed $118 million worldwide during its opening weekend. “Obsession,” directed by YouTuber **Curry Barker,** has surpassed $100 million in the global box office so far.  These are major successes for digital creators in cinema. But there’s an important detail missing from the conversation: Both are horror films. So is nearly every other YouTuber-led box office hit. That includes **Markiplier**’s horror sci-fi movie “Iron Lung,” which he self-funded, starred in and directed. It has grossed more than $50 million worldwide since debuting earlier this year. Then there’s “Talk to Me” from **Danny **and **Michael Philippou**, twins and YouTubers better known as RackaRacka. The supernatural horror film, which was released in theaters in July 2023, grossed $92 million. There’s also “Feed,” a 2022 slasher movie from a Swedish creator, that did well domestically. That’s not a coincidence. Horror doesn’t require massive budgets, A-list actors or expensive visual effects to find an audience and succeed. This isn’t a knock on creators or the genre. It simply means that horror has long been a popular and more accessible route for newcomers trying to break into Hollywood. These latest creator-led movies fit the pattern: “Obsession” had a production budget of up to $1 million, while “Backrooms” cost about $10 million to make. Other horror films from digital creators also fall within that range. While these figures may sound like a lot, they are a fraction of the budgets for major studio franchises, which can cost upwards of $200 million. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/53f4ddfd-62db-493a-bc4d-469414606ab7/YouTuber_Horror_Hits.png?t=1780418744) Caption: **Reece Feldman**, a creator who goes by the handle @guywithamoviecamera on TikTok and Instagram, has another theory for why creators are drawn to horror.   “I feel like digital creators can be looked down on,” he told us at [the Cannes Film Festival ](https://scalablepod.com/p/our-dispatch-from-cannes-film-festival)last month. “Horror is very often disrespected and written off similarly to digital.” It’s true: Horror movies often struggle with critics, though there are some exceptions. “Silence of the Lambs” won multiple Oscars and others like “The Exorcist” and “Get Out” have earned critical acclaim. Still, the success of these latest movies from YouTubers comes at a pivotal moment for Hollywood, making it hard for the industry to ignore. With production budgets under pressure, they offer a compelling example of how some films can be made much more cost effectively.  As [we’ve noted previously](https://scalablepod.com/p/our-dispatch-from-cannes-film-festival), big-name studios could also learn from the creator business model of building an audience for a film first before releasing it, especially if they want to attract younger audiences. For example, 86% of ticket buyers for “Backrooms” were under age 35.  But it’s unclear whether creators will be able to replicate the same box office success outside of horror.  Even with smaller budgets, securing funding is challenging, especially in the US where there is little financial support for indie filmmakers. Making a feature-length film also requires a different set of skills, resources and production capabilities than creating content for social media, limiting the number of creators who can go down this route. Even “Obsession” starred several famous actors, including **Chiwetel Ejiofor **and **Mark Duplass**, which surely helped broaden the movie’s appeal. And so far, most attempts by creators in other genres haven’t hit. Take top kids YouTuber **Ryan Kaji**, who released “Ryan's World the Movie: Titan Universe Adventure” in 2024 with an estimated budget of $10 million. The film flopped, grossing just over $624,000 worldwide, according to [data](https://www.boxofficemojo.com/release/rl3915677697/?utm_source=chatgpt.com) from Box Office Mojo. Meanwhile, YouTube comedy group **Dude Perfect** saw small earnings from its theatrical release of “Dude Perfect: The Hero Tour” in 2025, which grossed just shy of $6,000. The movie was only shown across 18 theaters though.  Regardless, we expect more creators to try to make movies for theaters. That could include Feldman, whose ultimate goal is to create a film himself. The genre? Horror.  ——————————————————————————— Youtube: What Meta Is Doing at Cannes Film Festival and Why YouTube Is No Joke for Comedians (https://www.youtube.com/watch?v=3Qdw1Ti9K7k) We go deeper on the convergence of creators and the film industry, in a recent Scalable podcast episode. Watch on YouTube above or [tune in anywhere you get your podcasts.](https://scalablepod.com/podcast) ——————————————————————————— ## **The Round Up** **Meta**** **[committed](https://www.reuters.com/business/media-telecom/meta-commits-extra-funding-oversight-board-until-2028-2026-05-28/) $13 million to fund its Oversight Board, meaning that the independent watchdog’s operations will run through 2028. The board was formed in 2020 in response to criticism over how Meta handled difficult content moderation decisions. The funding comes even as Meta has moved to using more automated moderation systems and user-driven approaches similar to X’s community notes.  **TikTok Shop** is expanding in Europe and will become available in Austria, Belgium, the Netherlands in Poland starting June 15. Since launching in the EU in late 2024, more than 100,000 European businesses have joined TikTok Shop, according to the company.  **Twitch **announced a new feature called Dual Format, which allows creators to stream horizontally and vertically at the same time to accommodate viewers tuning in on desktop or mobile.  ==**Snapchat**====‘s news show “Good Luck America,” hosted by veteran journalist ====**Peter Hamby**====, is on indefinite hiatus, the media newsletter ==[Status reported](https://www.status.news/p/peter-hamby-snapchat-puck-good-luck-america)==. No new episodes of the show, which launched in 2016, have been released since March. Snapchat canceled most of its other original shows back in 2022. Snap confirmed to Scalable that the show is on a break. == ==Newsletter publishing platforms are hosting more events: ====**Beehiiv**==== will host its first virtual “Summer Release” event on July 16, where it is expected to announce new features. Last week, ====**Substack**==== hosted its first in-person media founders summit, whose speakers included CEO ====**Chris Best**====, “Feed Me” writer ====**Emily Sundberg**==== and TBPN’s President ====**Dylan Abruscato**====. == ——————————————————————————— ## **Deals, Deals, Deals** **Phia**, an AI shopping app co-founded by **Phoebe Gates** and **Sophia Kianni**, announced new funding from an unusually large group of celebrity backers. The list includes actors, athletes and creators such as **Khloe Kardashian**, **Alix Earle**, Olympian** Eileen Gu**, **Sydney Sweeney**, **Mindy Kaling**,** Priyanka Chopra**, YouTuber **Lilly Singh** and **Karlie Kloss**, among many others. The funding adds to the $35 million Series A round the startup announced in January. Gates and Kianni also host a podcast together called “The Burnouts” which is part of Alex Cooper’s Unwell network. **SiriusXM** and** iHeartMedia** have put deal talks on hold as the two sides haven’t been able to agree on terms, DealBook reported.  **Audiochuck**’s true crime podcast “The Deck” is now available on **Tubi**. The deal follows a previous partnership with Tubi and its parent company Fox to create a FAST Channel for Audiochuck’s top show “Crime Junkie,” hosted by Ashley Flowers. “When we think about our distribution strategy, historically, it’s been ‘let's launch on Spotify, Apple, and let’s be where the audio consumer is,’” **Matt Starker**, CEO of Audiochuck, told us on [a previous episode](https://open.spotify.com/episode/5kKqrThSy6xdeGblqaqtrb) of Scalable. Now as the Flowers-founded company has expanded to video, it’s eyeing more deals with streaming services. Watch for more details on the strategy below.  Youtube: How Much is Too Much When Clipping Podcasts? | Matt Starker, CEO, Audiochuck (https://www.youtube.com/watch?v=vIZyBXiflp0) ——————————————————————————— ## **Sports Desk ** **Tim Payne**, a defender on the New Zealand soccer team, has seen his [Instagram following skyrocket](https://www.nbcnews.com/sports/soccer/tim-payne-new-zealand-world-cup-influencer-rcna347297) after Argentine influencer **Valen Scarsini**, better known as Elscarso, decided he was the “least known” player at the World Cup and encouraged people to follow him and like his posts. Payne’s Instagram account jumped from about 4,000 followers to now more than 4 million. (Payne now has more followers than Scarsini, who has 1 million).   ——————————————————————————— ## **Talent Tracker** **Jim Shepherd** is now **Meta**’s** **director of content and creator partnerships, with a focus on Meta’s wearables business, [The Hollywood Reporter reported](https://www.hollywoodreporter.com/business/digital/snapchat-jim-shepherd-joins-meta-wearables-creator-partners-1236609024/). Previously, Shepherd spent more than a decade at Snap leading its creator and content partnerships.  **Kendall Ostrow** [joined](https://www.hollywoodreporter.com/business/business-news/kendall-ostrow-caa-creators-1236608684/) **CAA** as an executive in its Creators division. Most recently, Ostrow was head of top creators and public figures at YouTube. She also spent nearly a decade at UTA.  **Bill Watkins**, the former chief revenue officer of Pinterest, joined **Expedia** **Group** as senior vice president and general manager of global advertising.  **Deepak Agarwal **is now **Meta**’s vice president of engineering, leading the Instagram Home engineering team. Previously, he was chief AI officer at LinkedIn.  **Netflix** is [hiring](https://explore.jobs.netflix.net/careers/job/790316015947-manager-content-licensing-podcasts--los-angeles-california-united-states-of-america?domain=netflix.com&microsite=netflix.com) a manager for content licensing to lead podcast and creator deals. ——————————————————————————— **A Message from Cannes Lions** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/a84b63aa-1051-4dce-9797-c00f032c2a1e/LIONS_Creators_x_Scalable_-_LIONS_Creators_Party__1_.png?t=1780418843) Caption: _Join us for the LIONS Creators Party on Wednesday June 24. This dedicated celebration of the creator economy’s industry and craft is your chance to connect with industry decision makers in a fun and relaxed setting. _[_Be part of it_](https://www.canneslions.com/festival/experiences/lions-creators?utm_medium=referral&utm_source=pr_scalable_newsletter_party_lionscreators&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalable-newsletter-party-lionscreators%7C%7C&utm_term=)_._ _LIONS Creators | 22-26 June 2026 | Cannes, France_ ——————————————————————————— ## **Edelman Hires its First Chief Creator Officer** **Edelman **has named **Kenny Gold** its first global chief creator officer, creating a rare C-suite role dedicated entirely to creators. Gold will lead the strategic communications firm’s creator business and help clients make creators a bigger part of their marketing strategies across social media, advertising and other digital channels. “This is so much bigger than just marketing,” Gold said, noting that the creator economy is influencing everything from Hollywood and media companies to how new products are launched. Previously, Gold was managing director and head of social and creator at Deloitte Digital. ——————————————————————————— ## **Creator Moves** **KSI **announced he’s leaving the Sidemen after 13 years. Though he was arguably the most recognizable member of the YouTube group, his career has expanded well beyond it, including into professional boxing and music.   **Marc D’Amelio**, the father of early TikTok star **Charli D’Amelio**,** **is [disputing](https://www.tmz.com/2026/05/31/charli-damelio-dad-slams-report-accusing-him-of-financial-mismanagement/) allegations online that millions of dollars were taken out of her accounts, which were created during the years when her career was managed by her parents.  In since-deleted replies to [an Instagram post](https://www.instagram.com/p/DY-gmrkhReK/?igsh=ejB5Z2ZvNm03cDl6) from gossip account Deux Moi, Marc D’Amelio denied the report, saying “this is not true” and “no one called me for an interview,” while also claiming his daughter is “being manipulated.” The TikTok star has not publicly addressed the claims. Deux Moi also placed a disclaimer on the post, saying the allegations “remain unverified.” **Recho Omondi**’s fashion podcast “The Cutting Room Floor” [announced](https://www.fastcompany.com/91550803/recho-omondi-fashion-podcast-cutting-room-floor-multi-year-deal-patreon) a multi-year partnership with **Patreon**. The deal includes marketing, production and other support services.  **Catherine Smart**’s food podcast “Not From Concentrate” announced a partnership with **PRX**, a public media organization that hosts podcasts including “This American Life” and The New Yorker’s “Critics at Large.” ——————————————————————————— ## **Bookmarked**  [TikTok’s Road to Becoming a Super App](https://techcrunch.com/2026/05/30/tiktoks-road-to-becoming-a-super-app/) [The Young Men Who May Swing the Midterms](https://www.nytimes.com/2026/05/28/us/politics/up-for-grabs-can-democrats-sway-young-men-who-have-soured-on-trump.html?campaign_id=9&emc=edit_nn_20260529&instance_id=176355&nl=the-morning&regi_id=295966374&segment_id=220643&user_id=e576fbbc1d8acc41a2c108284204e0e9) [Craft Flour is on the Rise Thanks to MAHA Influencers ](https://www.nytimes.com/2026/06/01/business/craft-flour-maha.html) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/the-catch-in-creators-box-office-success

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f83f1599-e2e9-4b03-a5a6-3c877e9d9727/LIONS_CREATORS_-_black__1_.png?t=1778517918) Follow image link: (https://www.canneslions.com/festival/experiences/lions-creators?utm_medium=referral&utm_source=pr_scalablenewsletter_greenlight_lionscreators&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalablenewsletter-greenlight-lionscreators%7C%7C&utm_term=) Caption: -------------------- Hello! Today’s column is about how creators like Corporate Natalie are helping make B2B marketing more fun. -------------------- **In other news:** * _The Round Up:_ Meta launches subscriptions, YouTube makes AI labels more prominent and Spotify lets fans create podcast clips * _Deals, Deals, Deals: _Spotify and Netflix team up against YouTube; another creator movie scores a rights deal * _Creator Moves:_ YouTubers are campaigning for Emmys; Spy Ninjas invests $25 million in itself * _Talent Tracker:_ CMO changes at OpenAI, OnePay -------------------- ——————————————————————————— ----------B2B influencer marketing is growing up.  The narrative has been that B2B companies lag far behind consumer brands when it comes to influencer marketing. Now, it seems like everyone from software companies to AI startups are turning to creators to [help shape the narrative](https://scalablepod.com/p/buying-vs-earning-influence) about their products and influence business buying decisions.  Their creator strategies are also evolving: B2B companies aren’t just looking for thought leaders or practitioners with technical expertise—and they’re not only focused on **LinkedIn**. This is especially true for companies that cater both to a business and consumer audience.  Take** Microsoft**. Earlier this week, **Alix Earle** [posted a vlog](https://www.tiktok.com/t/ZTB6rvHKq/) of her visit to the company’s Seattle headquarters on **Instagram** and **TikTok**. Earle, who has been working with Microsoft to promote its AI tools, filmed herself changing outfits in the airport bathroom, meeting the social team in tree houses on its campus and checking out Microsoft’s 3D printing lab. That’s not the style of video—or creator partnership—you might expect from a legacy tech company. These companies are also pouring more money into influencer marketing. Microsoft and **Google** have paid creators between $400,000 and $600,000 for partnerships that span several months, according to CNBC. Meanwhile, 75% of B2B companies expect to increase their investments in influencer relations in 2026, per data from research firm **Forrester**. Then there’s **Natalie Marshall**, who is better known as** Corporate Natalie**. Marshall saw her workplace comedy videos blow up on TikTok during the pandemic. Since then, she’s also amassed a following of more than 300,000 on LinkedIn, where she recently joined the Top Voices 360 program to [create exclusive shows](https://scalablepod.com/p/a-new-bonanza-of-creator-monetization-tools) for the platform. Still, she says her “bread and butter” is Instagram, where she has 1.4 million followers.  “The marrying of Instagram and LinkedIn is very powerful, instead of just a pure LinkedIn collaboration,” Marshall told us on today’s episode of Scalable. “You need to hit them across channels, across platforms,” she added, referring to B2B creator campaigns. That’s because B2B buyers are people, too. And many of them are young: In 2024, 71% of B2B buyers in the US were Gen Z or millennials, according to another Forrester report. They’re the same consumers who are scrolling Instagram or TikTok after work or during their lunch breaks. Still, not all B2B brands are as advanced with their influencer marketing strategies. Marshall said campaign briefs still tend to be “very stale” and often have multiple calls to action, making content feel clunky, too salesy or just boring. “I’ve seen briefs with five calls to action. I'm trying to do this in 30 seconds. I don't even have the time to say all of those words—let alone make it funny,” she said. Part of the challenge is that many of these companies sell expensive products, such as software subscriptions, that businesses spend months researching and only purchase occasionally. Many of these products are also highly technical, so brands may try to cram too much information into one campaign or prioritize technical expertise over entertainment. There also aren’t as many B2B-focused agencies to help those brands think outside of the box. For example, LinkedIn only works with a handful of official partners for influencer marketing, including **Creator Authority** and **Whalar Group**. That’s one reason why Marshall launched her own B2B agency, called **Expand Co-Lab**, earlier this year.  Her pitch for why it’s different from other influencer ad agencies: She brings creators into the process earlier to discuss campaigns with brands—and with each other, including by setting up group chats with creators to brainstorm ideas. Creators also appear in branded videos together, helping boost engagement. That includes collab posts on Instagram, which Marshall says have driven more engagement on her channel compared to her organic posts alone over the past 28 days. Expand Co-Lab currently works with a group of about 50 creators with Instagram and LinkedIn followings. “Our core model is collaboration,” she said. “We believe that leads to better content.”  Marshall argues that not every piece of content for B2B brands needs to be highly technical. Brands can mix it up by pairing a comedy creator like her with a developer through formats like Q&As or demos.  “It’s a balance. Sometimes if you go too technical, it’s the wrong strategy,” she said.  In this week’s episode, we also spoke to Marshall about why she thinks AI startups are the biggest opportunity for B2B creators, her red flags when working with brands and why her bachelorette content went so viral. Plus, we have more details about Kaya’s interview with Piers Morgan in London last week. You can tune into the full episode on [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv), [across podcast platforms](https://scalablepod.com/podcast) or watch below. Youtube: Piers Morgan Wants a Billion-Dollar Media Company and Corporate Natalie on Her Career and AI (https://www.youtube.com/watch?v=w2cgz4B7BA0) ——————————————————————————— ## **The Round Up** **Meta Platforms **is rolling out subscription plans globally for Instagram, Facebook and WhatsApp. Users who subscribe for $3 or $4 per month will have access to bonus features, such as ways to customize their profiles. The company is also testing new subscriptions for businesses, creators and Meta AI.  Meta may be looking to offset some of its AI costs, which it estimated could reach up to $145 billion this year. But subscription plans have not been highly lucrative for most social platforms besides Snapchat.  **Amazon MGM Studios **[announced](https://variety.com/2026/tv/news/amazon-mgm-studios-genai-creators-fund-greenlights-series-1236759131/) a GenAI Creators’ Fund, which offers funding and access to AI production tools for filmmakers, digital creators and tech startups to create TV shows and movies. The studio, which wouldn’t share how much fund recipients will receive, will decide which proposed projects move forward. **YouTube **is trying to make it clearer when a video uses AI. Previously, an AI label was included in video descriptions, but now on mobile it will appear as an overlay on the video. On desktop, a label will show up above the description of the video and below where you play the video. **YouTube **also [added](https://techcrunch.com/2026/05/28/youtube-adds-new-podcast-features-including-an-ai-recommendation-tool-and-auto-speed/#:~:text=Apps-,YouTube%20adds%20new%20podcast%20features%2C%20including%20an,recommendation%20tool%20and%20'Auto%20speed'&text=YouTube%20announced%20on%20Thursday%20it's,%2Dthe%2Dgo%20listening%20mode.) more podcasting features for Premium users, including an AI tool that recommends podcasts to listen to.  **Spotify** announced a podcast clips feature that allows viewers to clip a particular part of a show to share with friends or their followers on social media.  **Reddit **users can now reply to comment threads with videos.  ——————————————————————————— ## **Donut’s Next Gear ** **Donut Media**, the automotive media company, announced a deal with **Tubi** to bring the new season of its YouTube series “HiLow” to the free, ad-supported streaming service. “HighLow” follows the Donut team as they build two identical cars, one with cheap parts and the other with expensive ones. The series has generated more than 200 million views on YouTube.  It’s the latest move by Donut to push onto connected TVs. In November, the company also launched its own FAST channel on Samsung TV Plus.  The shift makes sense: The majority of Donut’s watch time on YouTube now happens on smart TVs, **Max Maddox**, the company’s head of creative, told us on [a previous episode](https://www.youtube.com/watch?v=89HiYsVC5hw) of Scalable.  There may be even bigger screens ahead. “We are going to be having some videos premiere in theaters in front of a live audience in the coming year,” Maddox said. Watch the full interview below.  Youtube: A Look Under the Hood of Donut's Business with Max Maddox and Nolan Sykes (https://www.youtube.com/watch?v=89HiYsVC5hw) ——————————————————————————— ## **Deals, Deals, Deals** **Spotify** and** Netflix **are** **partnering to bring **Jay Shetty**’s podcast “On Purpose” to both services, in an unusual deal that takes direct aim at rival YouTube. Video episodes will be available starting July 13 on both services and will no longer be offered on YouTube. The agreement is worth as much as $100 million over multiple years, [according to Bloomberg](http://google.com/search?q=%24100+million+deal+jay+shetty+bloomberg&sca_esv=91a56050fdbf678a&rlz=1C5CHFA_enES1185ES1185&sxsrf=ANbL-n5kWALInWKkQ76NJeDmf-hDFCu-bg%3A1779966254747&ei=LiEYauecLevs7M8P3o_FGQ&biw=1455&bih=717&ved=0ahUKEwjn682C69uUAxVrNvsDHd5HMQMQ4dUDCBA&uact=5&oq=%24100+million+deal+jay+shetty+bloomberg&gs_lp=Egxnd3Mtd2l6LXNlcnAiJiQxMDAgbWlsbGlvbiBkZWFsIGpheSBzaGV0dHkgYmxvb21iZXJnSN8IUJMBWIAIcAF4AJABAJgBlgGgAbQJqgEDMS45uAEDyAEA-AEBmAIKoAKLCcICCBAAGO8FGLADwgILEAAYiQUYogQYsAPCAgsQABiABBiiBBiwA8ICBRAhGKABwgIFECEYnwXCAgcQIRgKGKABmAMAiAYBkAYFkgcDMS45oAehKbIHAzAuObgHhQnCBwUwLjguMsgHF4AIAQ&sclient=gws-wiz-serp).  **Goldenset**, a company that [raised $10 million](https://techcrunch.com/2023/01/18/goldenset-launches-out-of-stealth-to-make-equity-investments-in-creators/) to make equity investments in creators, was acquired by **Cantina Labs**, the AI social platform founded by **Sean Parker**, co-founder of Napster and former president of Facebook.  Terms of the deal were not announced, but Goldenset’s co-founders joined Cantina as part of the deal: **Darren Lachtman **is the chief partnership officer, while Nick Millman is vice president. Separately, **Katherine Rundell**, Beehiiv’s former VP of creators,** **also joined** **Cantina recently in a partnerships role.  **Mk2 Alt**, a Paris-based film sales, production and distribution company, [acquired](https://deadline.com/2026/05/frances-mk2-alt-europe-us-alternative-two-sleepy-people-1236920979/) the European rights of **Creator Camp**’s “‘Two Sleepy People.” The romantic comedy, whose main stars are digital creators, managed to get into movie theaters without the backing of a studio or massive marketing budget. Instead, the team got creative with its strategy, as we [detailed in this piece](https://scalablepod.com/p/youtubers-are-coming-to-a-movie-theater-near-you) and explored further on [our podcast](https://www.youtube.com/watch?v=9tctBPOlXeM). ——————————————————————————— ## **Creator Moves** **Spy Ninjas Entertainmen**t, a creator-led media company, announced its investing $25 million into its business to grow its YouTube presence, increase production and hire 50 employees this year. The company also hired former Jubilee Media executive **Shelly Soriano** to be president of its content arm.  **UTA **signed** Steven Rinella**, an outdoors creator and founder of media company **MeatEater**. MeatEater also had a hunting show on Netflix that ran for six seasons beginning in 2012.  **Julian Shapiro-Barnum**,** Michelle Khare **and** Sean Evans** are among the creators vying for Primetime Emmy awards this year, according to a YouTube [blog post](https://blog.youtube/creator-and-artist-stories/youtube-emmy-contenders/). Some of these creators, including Shapiro-Barnum, are also now [developing exclusive shows](https://scalablepod.com/p/how-visa-s-cmo-evaluates-risk-in-the-creator-economy) for YouTube. **Wesley Wang**, a film creator, [launched](https://news.thepublishpress.com/p/this-creator-aims-to-build-the-a24-of-the-creator-economy) a production company called **Wesley Wang Media**, which plans to create and sell viral social media shows to streaming companies. **Bedford**, a new educational platform for the creator economy, launched Wednesday. Its advisory board includes creators and industry experts such as Samir Chaudry, Adam Grant and Jordan Matter. The company offers a 6-week intensive course designed for individuals and companies interested in developing content creation skills and strategy. Annual tuition costs $3,750. ——————————————————————————— **A Message from Cannes Lions** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/e9041013-b503-420d-bf78-d2b982fe926f/LIONS_Creators_x_Scalable_-Greenlight_Your_Brand___Step_Inside_a_Billion-View_Studio_1.png?t=1779984283) Caption: _Join us at LIONS Creators to help _**_Dhar Mann_**_ build a narrative live - deciding whether OnePay’s_**_ Jessica Williams_**_ or Gap’s _**_Fabiola Tores _**_will walk away with a $200,000 brand integration on Dhar Mann Studios main channel. _[_Be part of it._](https://www.canneslions.com/festival/experiences/lions-creators?utm_medium=referral&utm_source=pr_scalablenewsletter_greenlight_lionscreators&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalablenewsletter-greenlight-lionscreators%7C%7C&utm_term=)_ _ _ LIONS Creators | 22-26 June 2026 | Cannes, France_ ——————————————————————————— ## **Media Moments** **GammaTime**, a microdrama platform, announced a new gossip series with tabloid newspaper **National Enquirer**. The show, which features 60 to 90 second reports on recent pop culture stories, will drop as part of 15 to 20 minute episodes. The “National Enquirer Uncovered” show is hosted by E! News reporter **Justin Sylvester**.  **Paris Hilton**’s 11:11 Media partnered with former CNN tech reporter **Laurie Segall** to release a vertical docuseries called “Searching for Mr. Deepfakes” which debuted on Hilton’s TikTok account. Hilton has been advocating against non-consensual explicit deepfakes. ——————————————————————————— ## **Talent Tracker** **Colin Fleming** is the** **new CMO of **OpenAI**’s business unit. The AI giant [split marketing duties](https://adage.com/technology/ai/aa-openai-splits-marketing-duties-two-cmo-roles/) into two different roles after **Kate Rouch** stepped down last month following a cancer diagnosis. Fleming is the former CMO of ServiceNow.  **Jessica Williams** joined fintech firm **OnePay** as CMO. Most recently, she was head of brand and partnerships at Shopify.  **Tara Wadhwa** joined** Discord** as senior director of safety policy. Before that, she spent more than seven years at TikTok, most recently as head of regional product policy.  **Sam Mulinder **joined **OpenAI **to help build its ads business and marketing science division. Previously, he spent nearly a decade at Snap, most recently as head of marketing science for North America and the mid-market.   ——————————————————————————— ## **Bookmarked**  [TikTok Changed Music, Now Labels Worry It’s Leaving Them Behind](https://www.bloomberg.com/news/articles/2026-05-28/tiktok-changed-music-now-labels-worry-it-s-leaving-them-behind?utm_medium=email&utm_source=author_alert&utm_term=260528&utm_campaign=author_24242484) [Why Gen Z Is Turning to Christian Influencers](https://www.thenation.com/article/society/gen-z-christian-influencers-bryce-crawford-evangelical/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/b2b-influencer-marketing-doesn-t-have-to-be-boring

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f83f1599-e2e9-4b03-a5a6-3c877e9d9727/LIONS_CREATORS_-_black__1_.png?t=1778517918) Follow image link: (https://www.canneslions.com/festival/experiences/lions- creators/programme?utm_medium=referral&utm_source=pr_scalablenewsletter1_prog ramme&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr- scalablenewsletter1-programme%7C%7C&utm_term=) Caption: -------------------- Hello! Piers Morgan is a podcaster now. Just don’t call him that. Today’s column looks at his independent media company, which is about to close a round of funding. -------------------- **In other news:** * The real reason Meta is taking on Reddit * _The Round Up: _UMG signs licensing deals with TikTok and Spotify; Netflix launches a daily live show * _Creator Moves:_ NYC Mayor Zohran Mamdani launches Twitch chat show; Alix Earle visits Microsoft HQ -------------------- ——————————————————————————— ----------**Piers Morgan** has moved from print to TV to streaming. Now he’s betting big on YouTube.  Morgan, 61, thinks traditional media will be “dead within 10 years maximum.” He also revealed that he’s close to closing an investment round that values his independent media company **Uncensored **at about $130 million, during a panel moderated by Kaya at the Podcast Show in London last week. That prediction is particularly surprising given Morgan’s background.  He started in print journalism in the UK in the late 1980s, later landing his own show on CNN. In 2022, he launched a linear TV interview show “Piers Morgan Uncensored” for UK-based FAST channel **TalkTV**. While the show struggled to bring in TV viewers, episodes on its corresponding YouTube channel racked up millions of views.  Morgan left the FAST channel last year, but [worked out a deal](https://deadline.com/2025/01/piers-morgan-exits-rupert-murdoch-media-empire-uncensored-youtube-1236251080/) to keep the YouTube account. The show is also available across podcasting platforms. In March, he hired **Rashida Jones**, the former president of MSNBC, to be Uncensored’s CEO, a high-profile hire that reflects the company’s ambitions. Why focus on YouTube? Morgan cites his four kids, who range in age from 14 to 32. “This is the new world,” he said. “None of them watch television.”  Even so, Morgan bristled when Kaya referred to him as a podcaster: “I’m a what?” he quipped. “I’m a globally renowned broadcaster and journalist.” The response reflects the stigma that new media and creators still carry even as attention and revenue shift in their direction. In five years, Morgan wants his company to be worth $1 billion, he said. It’s an ambitious goal—even for someone who has managed to stay relevant throughout major shifts in the media industry.  To grow the company, Morgan plans to expand the “Uncensored” brand into other topics with other creators as hosts, such as history, true crime and maybe even sports. Morgan said he’d “test the waters” with a World Cup-focused show.  But expanding beyond one high-profile show or individual has proven difficult for creator-led networks. **Alex Cooper**’s Unwell, for example, has struggled to produce a hit beyond her flagship podcast “Call Her Daddy.” **The Daily Wire**, which is best known for “The Ben Shapiro Show,” is currently [facing turmoil](https://www.washingtonpost.com/technology/2026/05/09/ben-shapiro-daily-wire-maga-media/).  View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/b10085af-f1c4-4e44-8c47-2de8ade375ff/default_1.2Edited2.jpg?t=1779820987) Caption: Kaya moderates a panel with Max Cutler and Piers Morgan at The Podcast Show in London last week. Photo: Will Wretham **Max Cutler**, who joined Morgan on stage for the discussion, said that creator-founded companies often have struggled to scale because the founder “eventually competes with the very talent they’re trying to elevate.”  Cutler is the founder of **PAVE Studios**, which works with celebrities including Khloé Kardashian and podcasters like Morgan Absher to build video shows. (He does not have his own show.) Creator-founded networks also don’t have the infrastructure or expertise of more traditional media companies, even as they bring on seasoned executives to bolster their operations.** Vox Media**, for example, recently sold its podcast network, which includes a roster of shows from top hosts like Kara Swisher and Scott Galloway, and other parts of its business for a reported $300 million last week.  When asked about the challenges of building out a successful network, Morgan said it will require patience, especially on YouTube where you have to “get the algorithm used to what you’re doing.” _In other news…_ ——————————————————————————— ## **The Round Up** **Meta** released a standalone app for Facebook Groups called** **Forum, where users can ask for opinions, advice and recommendations like they do on Reddit. The move may seem odd given that Reddit is far smaller and poses little threat to Meta’s core business. But Reddit does have one edge on Meta: It’s become one of the most-cited sources by AI chatbots. Meta wants to replicate the conversations people are having on Reddit in order to improve its own AI tools. Reddit’s stock fell on Friday after the news broke. **Universal Music **announced new licensing deals with** TikTok **and** Spotify**. As part of the Spotify agreement, the music streaming service will roll out a new tool allowing fans to create AI covers and remixes of songs from certain UMG artists and songwriters. This is sure to irk some UMG artists, just as Spotify’s announcement last week allowing users to create AI-generated podcasts irked creators.  **Netflix** will livestream “The Breakfast Club” every weekday starting on June 1. iHeartMedia’s popular morning show podcast is co-hosted by Charlamagne Tha God, DJ Envy and Jess Hilarious. It’s the latest example of Netflix dabbling with live programming as competition with YouTube, which recently released a slate of [exclusive creator shows](https://scalablepod.com/p/how-visa-s-cmo-evaluates-risk-in-the-creator-economy), continues to heat up. ——————————————————————————— ## **Startup Spotlight ** **Clouted**, a startup with a network of more than 100,000 clippers who splice up podcasts and other content, [raised](https://techcrunch.com/2026/05/20/clouted-wants-to-take-the-guesswork-out-of-making-short-videos-go-viral/) $7 million in seed funding led by **Slow Ventures**. Clouted says it uses AI to identify the best social media platform and audience for promoting the clips. Read more about the rise of paid clipping [here](https://scalablepod.com/p/to-clip-or-not-to-clip).  **Make Believe**, an AI media lab focused on interactive video, [launched](https://www.hollywoodreporter.com/business/digital/new-interactive-ai-startup-make-believe-ben-relles-1236602882/) last week. The startup, led by former YouTube executive **Ben Relles**, is focused on creating tech that enables videos that can talk back to viewers.  **ElevenLabs**, an AI voice startup, announced that creators on its platform have earned $22 million, up from $11 million six months ago. Its voice marketplace allows voice actors and other creators to license AI clones of their voices for audiobooks, commercials or other uses.  ——————————————————————————— **A Message from Cannes Lions** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/9b3bfd0a-479d-4782-8b4a-5ee1379a3987/Scalable_newsletter.png?t=1779819276) Caption: _Organised by LIONS Creators headline partner, Adobe, this invite-only event brings_ _together creators and brand marketers to spark new ideas and unlock commercial_ _opportunities. Interested? Reach out to __[creators@canneslions.com](mailto:creators@canneslions.com)__._ _[Be part of it](https://www.canneslions.com/festival/experiences/lions-creators?utm_medium=referral&utm_source=pr_scalable_adobe_networking_lionscreators&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalable-adobe-networking-lionscreators%7C%7C&utm_term=)__. LIONS Creators | 22-26 June 2026 | Cannes, France_ ——————————————————————————— ## **Regulatory Woes** **Meta** settled a lawsuit alleging addiction to Instagram and other social media apps has disrupted learning and pushed public schools to spend large sums to fight a mental health crisis, [Bloomberg reported](https://www.bloomberg.com/news/articles/2026-05-21/meta-settles-school-suit-over-social-media-averting-first-trial). Snap and YouTube also recently settled before trial.  Billionaire **Tom Steyer**’s California gubernatorial campaign has paid thousands of dollars to influencers, some of whom did not disclose the payouts, the [Washington Post reported](https://www.washingtonpost.com/technology/2026/05/15/tom-steyers-influencer-campaign-triggers-california-investigation-over-undisclosed-posts/). The situation has prompted a state investigation into “potential violations of the advertisement disclaimer provisions of the Political Reform Act,” according to the Post.  **TikTok** and** YouTube** aren’t safe enough for children, according to [a new report](https://saferschoolsni.co.uk/childrens-online-experiences-ofcom-2026/) from UK regulator **Ofcom**. In response [to the BBC](https://www.bbc.com/news/articles/cn0pky4zpxxo), TikTok and YouTube pointed to safety features aimed at young people on their apps, such as DM restrictions and time limits.  ——————————————————————————— ## **Creator Moves** **Alison Roman**, a chef with about 800,000 Instagram followers,** **[will open](https://www.curbed.com/article/alison-roman-brooklyn-heights-first-bloom-grocery-cafe.html) a grocery store and coffee shop called **First Bloom Brooklyn** this fall in Brooklyn.  NYC mayor** Zohran Mamdani** [launched](https://www.nbcnews.com/news/us-news/nyc-mayor-zohran-mamdani-launching-chat-show-twitch-rcna346301) a chat show on **Twitch** called “Talk with the People,” where he’ll answer questions live from New Yorkers. Read more about what’s behind livestreaming’s resurgence [here](https://scalablepod.com/p/livestreaming-is-back-but-can-it-last) and [here](https://scalablepod.com/p/twitch-ceo-on-livestreaming-s-hot-moment-paid-clipping-and-netflix-s-podcast-push).  **Theorist**, a digital production studio,** **launched a fan membership called TheoryVerse developed with membership platform **Uscreen**. It includes ad-free episodes, exclusive programming and other perks across free and paid tiers, which cost $6 or $12 per month.  **Alix Earle **[vlogged](https://www.instagram.com/alixearle/reel/DYsFibGPHPu/?hl=en) her trip to **Microsoft**’s headquarters in Seattle, which included a tour of the campus. Earle has been working with Microsoft to promote its AI features. ——————————————————————————— ## **Bookmarked**  [‘Summer House’ Drama is Advertising Gold](https://www.wsj.com/style/summer-house-ciara-amanda-west-drama-ads-0ed0ed71?mod=e2tw)  [YouTube’s AI Audiobook Problem](https://www.nytimes.com/2026/05/21/books/audiobook-piracy-youtube.html?smid=nytcore-ios-share) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/piers-morgan-wants-to-build-a-1-billion-media-company

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f83f1599-e2e9-4b03-a5a6-3c877e9d9727/LIONS_CREATORS_-_black__1_.png?t=1778517918) Follow image link: (https://www.canneslions.com/festival/experiences/lions- creators/programme?utm_medium=referral&utm_source=pr_scalablenewsletter1_prog ramme&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr- scalablenewsletter1-programme%7C%7C&utm_term=) Caption: -------------------- Hello! Today’s look is a deep dive into how social media has changed comedy. Hint: More comedians are thinking like creators. -------------------- **In other news today:** * _The Round Up:_ LinkedIn cracks down on AI slop, Meta launches new creator publishing tools and Vox Media splits apart * _Soundbite: _Kristen Stewart wants to make a movie for YouTube * _Creator Moves:_ Condé Nast mulls working with Substackers; the Wall Street Journal gives podcasters a column * _Talent Tracker:_ Creators and venture capital converge -------------------- ——————————————————————————— ----------Social media has changed the game for comedians. And not just in the way you might think. “Comedians are trying to be more like online creators,” **Scott Dunn**, co-founder and CEO of **Unicorn**, told us on the latest episode of Scalable. Unicorn, which raised nearly $1 million in funding last year, is a creator management and content studio that helps comedians and other creators develop their own IP. The traditional route for comedians went something like this: Perform on stages, hope to be discovered and get a special. Then TikTok gave comedians a way to quickly go viral with their clips, build an audience and get discovered that way. While Dunn told us that those days haven’t ended, more comedians are now developing shows designed specifically for social media, rather than using it just as a discovery channel. Take “Human Trials,” a new YouTube show with comedian **Mark Normand**. The show keeps the audience’s identity a secret from Normand until moments before he goes on stage. The twist is that the group of 50 audience members all have something in common. In one episode, all audience members were bald men. Another episode featured an audience of just Gen Z girls. “Human Trials” hit 40,000 YouTube subscribers in just 10 days. About a month in, the show has twice as many followers across social platforms and 25 million views across its channels. Even so, Dunn told us that the North Star for many comedians is still a comedy special on a streaming service like Netflix. And many aspiring—and established—comedians are still performing live, sometimes multiple nights or even every night per week.  “You’re doing stage work, you have a podcast and once every year or so you do a special. All things ladder up to that special,” Dunn said. The popularity of comedy on social media has also made it incredibly crowded and hard for individual comedians to break through. Comedy was the most popular content category among social media users in the US, according to YouGov data from March. It’s also worth noting that content categories are not mutually exclusive, meaning that content in the animal and pet category can also be considered comedy, for example. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/5e43635d-ddf3-4af6-90b3-ed4d801621b9/Top_Content_Genres_on_Social_Media.jpg?t=1779382204) Caption: ----------Dunn told us that one way for comedians to stand out is by finding a format that is different from a traditional special. He likes to sign talent and create shows that are “visually different.” “The Void” by former SNL star **Michael Longfellow** is one example. The show is made for Instagram and TikTok, with episodes lasting between one to two minutes. In each, Longfellow appears as a floating head against a dark backdrop and asks guests to share one thing they’ve never said out loud before. “That one is just short, snackable. It’s kind of like our ‘Subway Takes,’” Scott said of the show. “Usually we like to tailor things for YouTube,” he added. That makes sense. While short-video platforms are great for discovery, they are hard for creators to build a loyal audience on as algorithms often dictate what people see. Comedian **Matt Rife** addressed this issue on a recent episode of the Club Shay Shay podcast, claiming he can’t reach his audience on TikTok. “It was an explosion of exposure on there and then little by little, it started to go away,” he said. Then there’s the money challenge. Most short-form video platforms don’t share ad revenue with creators, meaning that these types of shows are primarily built to earn money through brand deals. The problem is that most brands are wary of partnering with comedians as their jokes can be controversial and often crude. For Dunn, that means thinking beyond sponsorship and ad revenue for the shows Unicorn develops. “If it doesn’t have four or five, potentially 10 plus revenue streams, I’m not as interested in making it,” he said. For more from our conversation with Dunn, including what revenue streams he prioritizes, tune into our podcast, embedded below. We also share more of [our experience at the Cannes Film Festival](https://scalablepod.com/p/our-dispatch-from-cannes-film-festival), including the surprising things that aren’t allowed on the red carpet! Youtube: What Meta Is Doing at Cannes Film Festival and Why YouTube Is No Joke for Comedians (https://youtu.be/3Qdw1Ti9K7k?si=0afrZGP9dfNv5hmN) ——————————————————————————— ## **The Round Up** **Meta** announced new publishing tools for creators on Facebook. They include a content planner with an option to schedule posts and a bulk upload tool, which allows creators to upload and schedule multiple Reels at once. These may seem like small updates, but they build on Facebook’s recent efforts to [become a creator hub](https://scalablepod.com/p/a-new-bonanza-of-creator-monetization-tools) by encouraging creators to post more original content. **Spotify** announced it would launch memberships later this summer that allow creators to charge for bonus content and experiences, similar to offerings from Patreon, YouTube, Snapchat and others.  **LinkedIn** is using AI to crack down on AI slop on its platform, according to [a new blog post](https://www.linkedin.com/pulse/keeping-conversations-real-linkedin-laura-lorenzetti-9821e/). Its new tools, which were built in partnership with its editorial team, will help the company identify ==content that “adds perspective, context, or expertise” and content that “feels generic or repetitive,” including posts, comments and responses. Content that LinkedIn suspects is generated by AI won’t be shared beyond the user’s immediate network. ==Sorry to all the faux thought leaders out there using ChatGPT!  **Vox Media **sold parts of its business to James Murdoch’s **Lupa Systems**, including Vox, its podcast network and New York Magazine in a reported $300 million deal. Its other brands including The Verge, Eater, SB Nation and The Dodo will be part of a separate company. ——————————————————————————— ## **Soundbite** “Twilight” star **Kristen Stewart** wants to make her next movie and put it on **YouTube**.  “I don’t want to do the thing where I wait five years for someone to give me $1 million to make something. I want to make weird shit. And I’m fully OK doing that in a kind of insulated, bizarre way.“ — Kristen Stewart to Variety, May 2026 Stewart’s comments come as the film industry is undergoing major upheaval. On the ground at the Cannes Film Festival, many industry insiders expressed frustration at how hard it can be to secure funding and distribution for a film and suggested that traditional filmmakers need to think more like creators. One example is Markiplier, who self-financed and distributed his horror movie “Iron Lung.” At the festival, he announced that the movie will be available for purchase on YouTube at the end of this month. Cue the headline: YouTube isn’t just TV. It’s now the movie theater, too. ——————————————————————————— **A Message from Cannes Lions** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/8747bbe9-6169-4c01-ad6e-ed9127975438/INDI_-_From_Creator_to_CEO___Building_Scalable_Brands_With_AI.png?t=1779382881) Caption: _Join us at LIONS Creators to hear from _**_Steven Bartlett_**_, Adobe’s _**_David Wadhwani_**_ and Creator Vision’s _**_Jamie Gutfreund_**_ on modern day creator leadership. Exploring how leadership style and creativity are essential to remaining competitive in the age of AI – this is a must-attend session. __[_Be part of it._](https://www.canneslions.com/festival/experiences/lions-creators?utm_medium=referral&utm_source=pr_scalable_creator2ceo_lionscreators&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalable-creator2ceo-lionscreators%7C%7C&utm_term=)__ _ _ LIONS Creators | 22-26 June 2026 | Cannes, France _ ——————————————————————————— ## **Creator Moves: Legacy Media Edition  ** **Ben Gilbert** and **David Rosenthal**, the hosts of the business podcast **Acquired**, will write a regular column in the **Wall Street Journal**. The column will include an excerpt from their episodes, which run for multiple hours and dive deep into the histories of companies, such as Hermes, Visa and JPMorgan.  It’s the latest example of how [traditional news outlets](https://scalablepod.com/p/why-news-outlets-cant-ignore-the-creator-economy) are working with creators. The move comes after Acquired wrote a column for WSJ [about Ferrari](https://www.wsj.com/business/autos/ferrari-acquired-podcast-luca-di-montezemolo-6d2ee2cb?st=Begfoi&reflink=article_copyURL_share) in April. _In related news: _**Condé Nast **is open to working with Substack writers, CEO **Roger Lynch **[told Business Insider](https://www.businessinsider.com/conde-nast-roger-lynch-anna-wintour-david-remnick-interview-kafka-2026-5). The rise of independent writers “does make us think differently about how we operate. We have to be more creative,” he said.   ——————————————————————————— ## **Talent Tracker** **Sam Kimmel** joined **WME** as a creator partnerships executive. She’s previously held partnerships and creator roles at TikTok, Hello Sunshine and NowThis.  **Claire Zau **[joined](https://x.com/clairejyz/status/2054650703231033494?s=46) **Lightspeed Ventures** as a partner on the early-stage investing team. Zau, who has about 238,000 followers on Instagram where she posts about tech and startups, will also help to build the VC firm’s new media efforts. Other firms such as **Andreessen Horowitz **have also launched new media initiatives recently. Previously, Zau was a partner at GSV Ventures.  **Jessica Williams**, head of brand and partnerships at** Shopify**, announced she’s leaving the company. She hasn’t yet announced her new role.  **Kelly Gordon** is now a principal at **Night Ventures**. Previously, she was associate director of talent marketing at Creative People.  ——————————————————————————— ## **Bookmarked**  [Political Money Is Flowing to Influencers. But From Whom?](https://www.nytimes.com/2026/05/16/business/media/influencers-political-financing-disclosure.html?unlocked_article_code=1.i1A.7Nez.mKkQg7TsDkRL&smid=url-share) [The Whimsy Trend, Explained](https://www.nytimes.com/2026/05/20/style/whimsy-trend-gen-z-millennials.html) [Lowe’s MrBeast Bet](https://www.businessinsider.com/mrbeast-partners-lowes-for-swarms-toys-kids-workshops-2026-5) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/social-media-is-no-joke-for-comedians

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f83f1599-e2e9-4b03-a5a6-3c877e9d9727/LIONS_CREATORS_-_black__1_.png?t=1778517918) Follow image link: (https://www.canneslions.com/festival/experiences/lions-creators?utm_medium=referral&utm_source=pr_scalablenewsletter_klymenko_lionscreators&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalablenewsletter-klymenko-lionscreators%7C%7C&utm_term=) Caption: -------------------- Hello! We’re back from the** Cannes Film Festival**, where we spoke at the first-ever Creator Economy Summit. Read on for our takeaways...  Later this week, Kaya will be at the **Podcast Show **in London, speaking on panels with **Patreon**, as well as with **Piers Morgan** and entrepreneur **Max Cutler**. Please reach out if you’ll be there! -------------------- **In other news:** * Hollywood shuns the Cannes Film Festival * _The Round Up:_ X wants to matchmake creators and brands, Roku signs new creator deals and TikTok announces FIFA correspondents * _AI Spotlight: _Amazon’s Alexa is generating podcasts; ex-Twitter CEO is compensating creators whose work is used by AI agents * _Layoff Tracker: _Cuts at Meta and LinkedIn -------------------- ——————————————————————————— ----------The Cannes Film Festival probably isn’t where you’d expect to find **Meta Platforms**.  But this year, for the first time, Meta is an official partner. Sponsoring the film industry’s most prestigious international festival comes at an interesting moment for Meta. **Instagram** recently [rolled out a TV app ](https://scalablepod.com/p/instagram-enters-the-race-for-the-living-room)in the US, and a senior executive said it could soon start [supporting longer-form video](https://scalablepod.com/p/instagram-s-slow-return-to-long-form-content).  Even so, the company isn’t planning to get into the movie business or start commissioning films, according to **Louise Holmes**, director of creator and media partnerships at Meta.  Instead, Holmes said the Cannes partnership is about being part of an “iconic cultural moment” shared across its platforms.  “Viewers on our apps have a front row seat,” she told us on stage at the Creator Economy Summit. She added that Meta is developing tools for filmmakers, producers and creators to “help them bring their artistic vision to life.” This first-ever summit was part of the **Marché du Film**, the business conference and film market that takes place alongside the film festival each year. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/15d52f89-4516-476b-83be-43b7dd732f96/IMAGE-131.jpg?t=1779196334) Caption: Louise Holmes, director of creator and media partnerships at Meta, in conversation with Kaya and Jasmine at the Creator Economy Summit. Photo: Snap Motion ----------One of those tools is the Ray-Ban Meta Glasses.  Meta flew in US-based film creator **Reece Feldman**, who goes by the handle [@guywithamoviecamera ](https://www.instagram.com/guywithamoviecamera/)on Instagram, to conduct interviews on the red carpet and capture other content via the glasses. The company also invited several other European creators. Allowing Meta’s glasses on the red carpet is a big change for the festival. Organizers have historically been very strict with what types of cameras and devices are allowed. Read: No smartphones. That’s helped maintain the tradition of the festival, which is now in its 79th year.  “People have changed, places maybe look a little different and the movies look a little different, but from what I’ve heard it’s similar to what it was in the 70’s, 80’s,” Feldman told us. He added that not much has changed in the four years he’s been attending, including the number of creators. In the past, Feldman came with TikTok, which was an official partner from 2022 to 2025. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/349da03b-597f-41c6-8203-0fe2d925b167/GettyImages-2276409243.jpg?t=1779196418) Caption: Reece Feldman at the Cannes premiere of “Karma” on May 15, 2026. Photo: Getty Images That commitment to tradition is what makes the film festival’s embrace of the creator economy this year even more notable. While streamers have increasingly been partnering with creators on TV shows, the film industry has remained off-limits to most creators, especially outside of Hollywood. But now as more success stories of creators on the silver screen have emerged, that’s starting to change.  For example, **Markiplier**’s horror film “Iron Lung,” which premiered earlier this year, grossed $50 million globally, while **Jordan Firstman**’s “Club Kid” scored [a reported $17 million rights deal](https://au.variety.com/2026/film/global/jordan-firstman-club-kid-sells-a24-cannes-bidding-war-36729/) after premiering at Cannes this week. Firstman grew a following on Instagram during the pandemic for his comedic impressions, but is also an actor, writer and producer. Markiplier, who has over 38 million YouTube subscribers, also spoke at the Creator Economy Summit on Sunday, where he dropped the news that “Iron Lung” would be available exclusively for purchase on YouTube starting May 31.  Even so, these successes will be challenging for creators to replicate. Needless to say, creating a movie requires a different level of resources, production skills and funding than making short-form clips or a 20-minute YouTube video. As Markiplier pointed out on stage, YouTubers also face a “stigma” from the movie industry. That won’t change overnight.  What we do expect to grow, though, is the role creators play in how films are marketed. Studios will continue to tap creators for red carpet premieres and to promote new movies on social media.  Filmmakers also could learn a thing or two from creators, especially when it comes to distribution. More of them should be thinking about [building an audience first](https://scalablepod.com/p/youtubers-are-coming-to-a-movie-theater-near-you) as they make a film, rather than finishing a project and hoping the viewers come.  _In related news…_ ## **Hollywood Opts Out** One group that was notably absent from the Cannes Film Festival was Hollywood. While there were plenty of A-List actors in attendance, including **John Travolta** and **Demi Moore**, most big US-based studios decided to sit this year’s event out. Why? People on the ground told us that it’s likely because it’s too expensive and too risky. Cannes’ film critics can be brutal and cash-strapped studios don’t want to spend money on what could essentially be a bad review, as it could hurt their chances at the box office later.  One topic that Cannes has slammed recently is AI. Before the festival, organizers issued new rules prohibiting films that are “primarily driven” by generative AI to compete for a Palm D’Or, the top prize. That includes **Steven Soderbergh**’s “John Lennon: The Last Interview,” which premiered at the festival. Soderbergh used generative AI tools, including Meta AI, to illustrate the ideas described in audio conversations with Lennon and his wife Yoko Ono, without creating AI versions of Lennon or Ono. While this offers another nice connection for Meta to sponsor the film festival, it also makes the partnership feel paradoxical. The company is one of the biggest players in AI, expecting to spend up to $145 billion on the technology this year. ——————————————————————————— ## **Soundbite** “I’m the Mickey Mouse.“ — _—Nate Bargatze, stand-up comedian_ That’s what Nate Bargatze, a comedian known for clean jokes, told the Wall Street Journal [in a recent interview](https://www.wsj.com/arts-culture/film/nate-bargatze-the-breadwinner-nateland-d811ec04), where he also outlined his plans to open a “Nateland” theme park in Nashville. A growing number of creators have been using the Disney comparison to describe their ambitions. But as [we’ve argued](https://scalablepod.com/p/a-creator-company-isnt-going-to-be-the-next-disney), the analogy actually doesn’t work and could backfire. (As a side note, we have yet to find a female creator comparing her business to Disney.) ——————————————————————————— ## **The Round Up** **X** is [launching](https://www.hollywoodreporter.com/business/digital/x-creator-push-advertising-new-product-brands-1236597139/) an ad product called Creator Connect to connect brands with creators for deals. The move follows TikTok, Instagram and YouTube, all of which have similar tools, as well as **MrBeast**, who confirmed at a presentation to advertisers this month that he is developing his own platform for creators and top brands. As part of X’s renewed push to try to attract creators, it has also recently introduced a creator’s choice award with cash prizes for winners and is providing new users with lists of creators to follow around topics such as sports or business. ==**TikTok**==== and ====**FIFA**==== announced “Creator Correspondents,” a global group of 30 TikTok creators who will cover the tournament, including behind-the-scenes content such as bus arrivals, training sessions and press conferences. == ==**Twitch **====announced new monetization features. One is Creator Badge Drops, or custom badges from streamers for big events, such as a marathon livestreams, which reward viewers for how many minutes they watch or other metrics. Twitch said that during testing, creators who added custom badges made 50% more money from gifted subscriptions on the first day of the event than their typical monthly average. == ==**Roku**==== announced the launch of Creators, a new section on its platform where viewers can find and watch content from creators in the US. It’s also adding new FAST channels from podcasters and creators, including ====**Scott Galloway**====’s Prof G Podcast Network and ====**Chris Williamson**====’s Modern Wisdom podcast. In the coming months, Roku will add content from top streamer ====**iShowSpeed**====, sports creator ====**Jesser**==== and the ====**Kalogeras Sisters**====. == ——————————————————————————— ## 📅**Save the Date** Join us on **May 27** on** LinkedIn **for a conversation about AI, creators and the future of media, moderated by **Meghana Dhar**, founder of Tea in Tech. We’ll be diving into: * How creators (and we!) are using AI in practical ways right now * The biggest shifts happening across media, platforms and audience trust * What will make creators and businesses stand out in the next era of content The session kicks off at 1 pm ET (10 am PT). The event is exclusively for LinkedIn Premium members. You can see more details [here](https://www.linkedin.com/events/7460739602656710656/)!  ——————————————————————————— ## **AI Spotlight** **Amazon**’s Alexa can generate podcast episodes on various topics using AI, drawing on licensed content from newsrooms. Amazon is partnering with major media outlets including the AP, Reuters and Washington Post as well as more than 200 local newspapers in the US.   **YouTube** is expanding its AI deepfake detection tool to creators who are 18 and older.  **Parallel Web Systems**, an AI startup founded by former Twitter CEO **Parag Agrawal**, launched Index, a new platform that compensates creators or content owners when AI agents use their work. Payouts are based on “actual contribution,” rather than a flat licensing fee, meaning that content that is “uniquely valuable, hard to replace, or used in high-value agent work” earns more money. **Runway**, an AI video startup used by filmmakers and ad agencies, is now valued at $5.3 billion and added $40 million in annual recurring revenue in the second quarter, [TechCrunch reported](https://techcrunch.com/2026/05/15/runway-started-by-helping-filmmakers-now-it-wants-to-beat-google-at-ai/).   ——————————————————————————— **A Message from Cannes Lions** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/856eecc7-ff22-49e3-a6a7-961a77c02ebd/LIONS_Creators_x_Scalable_-_Newsletter_Asset_-_21_May.png?t=1779197004) Caption: _This summer at Cannes Lions, Max Klymenko will be taking his ladder to LIONS Creators for a live version of his hit social series. Join us for a chance to step on the ladder and see if he can guess your role in two minutes or less. _[_Be part of it_](https://www.canneslions.com/festival/experiences/lions-creators?utm_medium=referral&utm_source=pr_scalablenewsletter_klymenko_lionscreators&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalablenewsletter-klymenko-lionscreators%7C%7C&utm_term=)_._ _LIONS Creators | 22-26 June 2026 | Cannes, France_ ——————————————————————————— ## **Layoffs Tracker** **Meta** plans to cut 10% of its workforce, or 8,000 employees, this week. It also reassigned 7,000 workers to focus on AI, the [New York Times reported](https://www.nytimes.com/2026/05/18/technology/meta-reassigns-7000-employees-ai.html?smid=nytcore-ios-share).  **LinkedIn** laid off staff on marketing, engineering and product teams, [Business Insider reported](https://www.businessinsider.com/read-the-internal-memo-from-linkedins-ceo-on-layoffs-2026-5). It’s unclear how many staffers were impacted.  ——————————————————————————— ## **Regulatory Woes** **YouTube** and **Snap** settled the first lawsuit headed to trial alleging that social media addiction has disrupted learning and pushed public schools to spend large sums to fight a mental health crisis, [Bloomberg reported](https://www.bloomberg.com/news/articles/2026-05-15/snap-youtube-settle-school-social-media-suit-ahead-of-trial).  The settlement comes after Meta and YouTube were found liable earlier this year in a lawsuit alleging their app designs were addictive and harmful to young users. We dove deeper into the ramifications of this lawsuit for the creator economy in a previous podcast episode. You can [watch it on YouTube](https://www.youtube.com/watch?v=EusKEWrQ0q4) or [tune in on Spotify](https://open.spotify.com/episode/286UoVUNhQ4j1eQv6gniAW?si=vb1h-1P5QL25Ofw7SKZW3Q).  ——————————————————————————— ## **Bookmarked**  [The Feed is Fake](https://www.vulture.com/article/social-media-feeds-chaotic-good-projects-clipping.html) [Inside Ben Shapiro’s MAGA Meltdown](https://www.washingtonpost.com/technology/2026/05/09/ben-shapiro-daily-wire-maga-media/) [Are the Twitter Clones in Trouble?](https://www.platformer.news/threads-bluesky-x-usage-utopia-twitter-clones/?ref=platformer-newsletter&attribution_id=6a065eeaf729500001263cd9&attribution_type=post) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/our-dispatch-from-cannes-film-festival

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f83f1599-e2e9-4b03-a5a6-3c877e9d9727/LIONS_CREATORS_-_black__1_.png?t=1778517918) Follow image link: (https://www.canneslions.com/festival/experiences/lions-creators/programme?utm_medium=referral&utm_source=pr_scalablenewsletter2_creatorsprogramme&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalablenewsletter2-creatorsprogramme%7C%7C&utm_term=) Caption: -------------------- Hello! In today’s newsletter, we interview Visa CMO Frank Cooper about how brands should actually be working with creators. -------------------- **In other news:** * YouTube revisits Originals (sort of) * TikTok launches new advertising tools; LinkedIn creators can now offer paid coaching services * _By the Numbers:_ New data on Spotify vs. YouTube podcast consumption * _Talent Tracker:_ New hires at Beehiiv, Anthropic and more -------------------- ——————————————————————————— ----------Creator businesses are often thought of as risky: Income can be unpredictable, talent can get canceled and most rely on algorithms they don’t control to reach audiences. Figuring out how risky these businesses are is a challenge. But it’s not impossible, according to **Frank Cooper**, the CMO of **Visa**.   “We’ve seen it enough times now, particularly for creators who cross a certain level of scale. There’s enough consistency in outcomes where I think [risk] can be evaluated,” he told us on the latest episode of Scalable.  Cooper pointed to various factors to consider, including follower count, engagement and the consistency of revenue streams over time.  Evaluating risk is critical for banks, payment networks and lenders, but also for brands who work with creators. Visa sits at an interesting intersection between the two: The company provides financial products for creators, but also invests heavily in influencer marketing. “We don’t look at creators purely as a marketing channel, but as small businesses,” Cooper said. Unlike many brands who still have siloed approaches to influencer marketing, Visa allocates a certain portion of its media budget to the creator economy as a whole. Some of that budget goes toward individual creators, another portion goes to platforms that support creators and some goes to products for creators to scale their own businesses. That includes everything from educational resources to Visa’s new debit card for TikTok Live creators in the UK. Visa has doubled the company’s investments in creators over the past year, Cooper [said](https://scalablepod.com/p/where-the-money-is-actually-flowing-in-the-creator-economy) at the first Scalable Summit last week. “I hope to double it again,” he said.  But unlocking more investments can be challenging, especially for a legacy brand in a highly-regulated industry like financial services. For one, Visa has to be particularly careful in who it chooses to partner with. Cooper has two pieces of advice: Screen celebrities and creators as thoroughly as possible, but also have a thick skin. “Something is going to go wrong,” he said. But “if you look at it from the fan perspective, the consumer perspective, it's not that deep to them in most cases.” He also said that working with a larger number of creators can mitigate some of the risk. “If one creator goes left, it’s easier for us [and the public] to digest that.” Like all brands, Visa also needs to prove to the CFO that its investments in creators will move the needle. “The outcomes that really matter in our world are payment volume and share of wallet,” Cooper said. “If influencer marketing is not moving that, I won’t do it.” Cooper, who previously was CMO of PepsiCo, BlackRock and BuzzFeed, also discussed how marketing has—and hasn’t changed—and teased Visa’s plans for the FIFA World Cup.  Tune into the full episode below, on Spotify or [anywhere you get your podcasts](https://scalablepod.com/podcast). Youtube: Visa CMO on What Actually Works in Marketing Today (https://www.youtube.com/watch?v=wlPfLLlnpnA) ——————————————————————————— ## **YouTube Originals Are Back (Sort Of)** **YouTube** wants advertisers to buy creator content like they do TV. On Wednesday, YouTube unveiled a slate of exclusive shows from creators such as Jesser, Alex Cooper, Kareem Rahma, Dude Perfect and Julian Shapiro-Barnum during **Brandcast**, its annual Upfront presentation. As we’ve previously argued, YouTube needs to revisit [original or exclusive content](https://scalablepod.com/p/why-youtube-should-bring-originals-back) in order to capture linear TV ad dollars. This is a different approach from YouTube Originals, which the company shuttered in 2022. Instead of funding shows, YouTube is now promoting content that creators are already producing themselves, such as the second season of Cooper’s “Unwell Winter Games” and [Rahma’s “Keep the Meter Running.”](https://www.wsj.com/arts-culture/television/kareem-rahma-subway-takes-keep-the-meter-running-bf6dc591?mod=style_lead_pos1) But the end result is the same: By positioning these creator shows as exclusives, YouTube now has a series of pre-planned, premium creator-led content it can pitch to big advertisers the way traditional TV networks do. And that’s exactly what YouTube is now doing. Still, these shows represent just a tiny fraction of content on YouTube. That means there’s only so much ad and sponsorship inventory available, so it will be difficult for YouTube to replicate this strategy at scale. For example, a recent **Spotter** report found that “creator TV” accounts for less than 0.02% of all social video in the US. Spotter defined “creator TV” as episodic videos that are at least 22 minutes long, have a predictable release schedule, average at least 100,000 views per episode and are primarily viewed on TV screens. The good news is that as more digital—and traditional—media studios are now developing YouTube channels and content, there’s plenty of room for YouTube to expand this program and bring in more ad revenue. ——————————————————————————— ## **Today in TikTok** **TikTok** announced new advertising products at its annual TikTok World event. Here are some of the most interesting ones:  * TopReach Creative Sequencing allows advertisers to take over the first two ad placements on the feed. This builds on TikTok’s previous efforts to provide advertisers with more premium, TV-like placements as it continues to go after TV ad budgets. * Branded Buzz allows advertisers to put out calls for creators to create content around their briefs. TikTok is pitching it as a quick way to generate attention on the app. It sounds suspiciously like **YouTube**’s Open Call, which was criticized for soliciting work from creators without guaranteeing payment. * TikTok Growth Max allows advertisers to target audiences watching microdramas and playing minigames and drive them to their experiences. TikTok has been pushing hard into microdramas lately and it even recently released a standalone app called **PineDrama**. ——————————————————————————— ## **The Round Up** **LinkedIn **launched a new feature called Advice Sessions, which allows creators to offer paid one-on-one consultations that can be scheduled and managed directly on their profiles. The feature seems to be taking on startups such as **Intro**, which offer similar services.  **Instagram **launched a new feature and app called Instants, where users can send disappearing photos to close friends or other people who follow them back. The feature, which is basically a copycat of Snapchat, can be accessed in the right corner of the Instagram inbox. **Twitch** expanded access to monetization and community tools to all streamers globally, though they still need to qualify for Twitch Affiliate or Partner status to receive payouts. Affiliate requirements include having at least 25 followers and streaming on four different days. Read our recent interview with Twitch CEO **Dan Clancy** [here](https://scalablepod.com/p/twitch-ceo-on-livestreaming-s-hot-moment-paid-clipping-and-netflix-s-podcast-push), covering everything from livestreaming’s recent resurgence to the rise of paid clipping. ——————————————————————————— ## **Deals, Deals, Deals** **BuzzFeed**, once valued as high as $1.7 billion, sold for $120 million to media entrepreneur and TV producer **Byron Allen**, who will also take over as CEO. Allen’s show “Comics Unleashed” will replace “The Late Show with Stephen Colbert” on CBS later this month. **Jonah Peretti**, BuzzFeed’s founder who was the most recent CEO, will stay on as president of BuzzFeed AI.  **Nectar Social**, a startup offering AI agents for brands to manage their social media, raised $30 million in Series A funding led by **Menlo Ventures** and its Anthology Fund, which was created in partnership with Anthropic. The startup was founded in 2023 by sisters **Misbah** and **Farah Uraizee**, who both used to work at Meta. **Hard Carry Media**, Stephen Curry’s digital media company, and Erick Peyton’s **Unanimous Media **have formed a joint venture to launch a new sports content platform. The company will develop, produce and distribute creator-led content on YouTube and other social platforms. Content will focus on NIL athletes, sports culture and other topics, with Curry making special appearances in some projects. **Pocket.watch**, a kids and family-focused creator media company, partnered with YouTube gaming channel **Maizen **to expand its popular “JJ & Mikey” animated characters to publishing, consumer products and original series.  ——————————————————————————— ## **Soundbite** ““I told our teams, ‘Assume there’s no search.’ You have to have your businesses planned as if search is zero.”_—_**_Roger Lynch_**_, CEO of Condé Nast _“ — Condé Nast brands, including Vogue and The New Yorker, are preparing for a future where search is expected to be a “single-digit percentage of our traffic,” Lynch said in [an interview with tech podcast TBPN](https://x.com/tbpn/status/2054316964731040207?s=20). He said publishers need to have an authoritative brand, strong niche or direct relationships with their audience, otherwise they’ll be fighting this new AI era “all the way down.” ——————————————————————————— **A Message from Cannes Lions** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/1030dafe-334f-4298-aa3b-8865f4c5e858/Scalable_newsletter_banners_2.png?t=1778655929) Caption: _Join us at LIONS Creators this summer—the home of the creator economy at Cannes_ _Lions—to hear from your favourite creators on how to scale your business and unlock_ _commercial opportunities. _[_Find out who’s on the 2026 programme_](https://www.canneslions.com/festival/experiences/lions-creators/programme?utm_medium=referral&utm_source=pr_scalablenewsletter2_creatorsprogramme&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalablenewsletter2-creatorsprogramme%7C%7C&utm_term=)_._ _LIONS Creators | 22-26 June 2026 | Cannes, France_ ——————————————————————————— ## **By the Numbers** A single **Spotify** stream generates on average 1.5x more consumption time than a **YouTube **view of the same episode, according to new data from **Podstock**, which analyzed thousands of video podcast episodes released simultaneously on Spotify and YouTube. The trend was consistent in 95% of the episodes it analyzed.  These findings bode well for Spotify, as they suggest that shows on the platform are effectively reaching their core audiences. More time spent also means more value for advertisers. But there’s one catch. The data also showed that as podcasts are pushed out to new audiences, average time spent per stream decreases, including on Spotify. That makes sense: New listeners will likely sample a show before committing to it.  For podcasters and advertisers focused on audience growth, that means time spent may be an incomplete measure of success. Given that YouTube reportedly has more podcast viewers than Spotify has total users, advertisers and podcasters looking to build reach and awareness still need to be there. ——————————————————————————— ## **Talent Tracker** **Ainsley Rossitto **is the first** **head of podcasts at newsletter publisher** Beehiiv**. Most recently, she was vice president of digital strategy and operations at Paramount. Beehiiv, which hosts this newsletter, has been expanding its podcasting tools.  **Leah Chaney** was named director of influencer at **CYLNDR Studios**, a design and production studio that works with brands and agencies. Most recently, Chaney was director of creator partnerships at The Team, formerly known as Wasserman.  **Zhanna Kutsenkova** joined **Anthropic** to launch a performance influencer program. The hiring comes as Anthropic, which is gaining momentum with its Claude chatbot, has been expanding its internal influencer marketing team.   **James Zimmerman **is now a strategic partnerships lead at **OpenArt**, an AI art generator. Previously, he was a senior manager of B2B partnerships at TikTok. ——————————————————————————— ## **Bookmarked**  [A New Erewhon Competitor Launches Without Social Media](https://finance.yahoo.com/news/erewhon-competitor-just-opened-west-210900469.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAB10FI53fGDiYNRkq0lfCYp_V6a1K6_zstBdSghLwiiWvnYkUgswSJEJ3H57roeHP1bn1R4ajapRX3mrpG52uJzqRBfxBZDbe6ifpV73RF1hRGRQBCKPYWdnZA2xAmd8tYa7Nh5txOtogJpCv3AOlELmyDLORIl_grIuIjHvaVth) [At Gawker, They Battled a Billionaire. 10 Years Later, the Scars Are Still Healing](https://www.hollywoodreporter.com/business/digital/inside-gawker-legacy-1236585677/) [OnlyFans’ First-Gen Creators Are Retiring](https://www.wired.com/story/onlyfans-creators-retiring-right-to-be-forgotten/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/how-visa-s-cmo-evaluates-risk-in-the-creator-economy

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f83f1599-e2e9-4b03-a5a6-3c877e9d9727/LIONS_CREATORS_-_black__1_.png?t=1778517918) Follow image link: (https://www.canneslions.com/festival/experiences/lions-creators/programme?utm_medium=referral&utm_source=pr_scalablenewsletter1_programme&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalablenewsletter1-programme%7C%7C&utm_term=) Caption: -------------------- Hello! If you thought we were resting after the Scalable Summit, think again. Scroll down to see the next event we’ll be at… Today’s column is a look at how premium streamers are quickly becoming more like TikTok. -------------------- **In other news:** * _Scalable Summit Soundbites: _Top takeaways from our conversations with executives from Instagram, OpenAI, TikTok and Twitch * _The Round Up:_ Target partners with LTK, while Snap and Perplexity shutter their deal * _Creator Moves: _Dhar Mann launches a podcast and Smosh hires a chief content officer -------------------- ——————————————————————————— ----------Premium streamers are suddenly all-in on short video. **The Walt Disney Company**’s new CEO **Josh D’Amaro** highlighted its new TikTok-like feed **Verts**, which launched on **Disney+** in the US in March, during its earnings call last week. “We’re still in early days here, but it’s already driving deeper engagement,” he said. Short-form video and “creative content” are areas the company is now focusing on to reach new and existing fans, especially Gen Alpha, he added.  As you can see from our chart, Disney+ is one of many premium streamers to launch dedicated short-video feeds for their mobile apps lately.** Netflix, Prime Video **and **Paramount+ **all introduced their own versions in April and May. **Peacock** announced it’s rolling out a short-video feed in summer 2026. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/5dd0dffd-d259-4565-a065-56f090f74d25/Streamers_are_Becoming_Social_Media_Now.png?t=1778568486) Caption: ----------Zooming out, this is yet another example of how media is converging. As streamers roll out short-video feeds, the social platforms are launching their own TV apps or leaning into TV-like content, [as we previously reported](https://scalablepod.com/p/instagram-enters-the-race-for-the-living-room).  **YouTube**, in particular, has been doubling down on TV screens. People now watch over 200 million hours of YouTube content in the living room each day, company executives said during parent company **Alphabet**’s latest earnings call. **Instagram**, which launched its smart TV app in December, is also now thinking about how to support longer-form content, **Tessa Lyons**, Instagram’s vice president of product told us last week. Even so, many of the streamers’ short-form video efforts feel half-baked. Netflix and Prime Video seemingly didn’t even bother coming up with original names, with each of them calling their feeds “Clips.” The name is also very on the nose: Most of the content on these feeds are video clips or highlights from existing content. That makes most of these short-form feeds from premium streamers feel more like in-app discovery tools than content hubs to rival or replace TikTok. The idea is to help viewers find shows, movies or other longer videos to watch, rather than be places to watch original short-form content. Take Disney’s Verts. It launched with clips from TV shows that viewers can save or start streaming right away. During the earnings call, D’Amaro also made clear that Disney is still focused on making sure that its “IP shows up in relevant ways across social platforms.” Read: Disney will still be present on TikTok and other short-video feeds. This makes sense. Disney has a beloved host of characters and storylines that many creators and users already create content around. Continuing its efforts there is good marketing for the company.  Ultimately, though, Disney’s ambitions with Verts are likely much broader. Verts gives Disney a natural place to feature creator and user-generated content in its own app. That’s something the company has alluded to previously—and again last week during earnings. D’Amaro pointed to Disney’s recent “Creators Collection,” which highlights creator content about movies including “Lilo & Stitch” and “Predator: Badlands” on Disney+. While those videos aren’t part of the short-video feed, the move shows the growing importance of creator content to the company.  “We’re adjusting our own products to reflect the way consumers want to interact with our content,” D’Amaro said. ——————————————————————————— ## **Summit Soundbites** _Our takeaways from the fireside chats at last week’s _[_Scalable Summit_](https://scalablepod.com/summit)_. Links to the full Q&As are in each bullet._ **•** “We are not becoming a media company,” said **OpenAI**’s business and partnerships lead **David Duxin** following its surprise acquisition of **TBPN**. That’s bad news for all the tech podcasters out there hoping for an exit. But post TBPN and after shutting down its video generating app **Sora**, OpenAI is still interested in the creator economy. We dove into what that strategy looks like [in our story here](https://scalablepod.com/p/inside-openai-s-creator-strategy-post-sora). **•**** Instagram** will return to long-form video as it plots an expansion of its smart TV app, according to **Tessa Lyons**, the company’s longtime vice president of product. While Reels has improved, short-form video won’t be enough to keep people watching on TV screens.  Reels is helping creators find new audiences, but it’s also made it harder to reach followers consistently. Lyons said Instagram needs to strike a better balance between the two: “It’s something we need to fix.” [Read the full Q&A](https://scalablepod.com/p/instagram-s-slow-return-to-long-form-content). **•**** TikTok**, on the other hand, doesn’t think premium content means long-form video. **Marisa Hammonds**, TikTok’s global head of creator marketing and community, explained how to succeed on TikTok today. “It’s not about overly-produced content. It doesn’t require extremely fancy production equipment,” she said. But it does require structure: “There’s a story arc, a clear beginning, middle and end. There's editing.” [Read the full Q&A](https://scalablepod.com/p/tiktok-isnt-taking-on-tv-at-least-not-in-the-way-you-think). **• ****Twitch **CEO **Dan Clancy** wasn’t afraid to share his opinions on stage: He called AI “overhyped,” said there isn't a real community on TikTok and called paid clipping just another form of marketing. [The full interview is worth a read](https://scalablepod.com/p/twitch-ceo-on-livestreaming-s-hot-moment-paid-clipping-and-netflix-s-podcast-push). ——————————————————————————— ## 🎥**Next Stop: Cannes Film Festival** We’re so excited to head to the South of France later this week for the **Cannes Film Festival**! In recent years, TikTok, YouTube and other social platforms have invited creators to walk the red carpet, interview talent and cover the event.  For the first time, the **Marché du Film**, the annual film market that happens alongside the festival, is launching a dedicated [Creator Economy Summit](https://variety.com/2026/film/global/cannes-marche-du-film-launch-creator-economy-summit-1236694130/?_bhlid=6562628d6d81321cc95bf68990861603169f3add), focused on the intersection of cinema and the creator economy.  We’re excited to take the stage with **Louise Holmes**, director of creator and media partnerships at **Meta**. After that, we’ll close out the summit and give our predictions and analysis. If you’re curious about Meta’s role in the film industry—and whether the company is going to suddenly start creating movies—stay tuned for our follow-up coverage.   If you’ll be in town, please let us know. We’d love to say hi! Check out the full schedule [here](https://www.marchedufilm.com/programs/creator-economy-summit/2026-schedule/).  ——————————————————————————— ## **The Round Up** **OnlyFans**’ parent company [sold a 16% stake](https://variety.com/2026/digital/news/onlyfans-valuation-3-15-billion-sale-stake-architect-capital-1236741700/) to **Architect Capital** for $535 million at a $3.15 billion valuation. The sale of the minority stake comes after the death of OnlyFans owner Leonid Radvinsky last month. **TikTok **will allow users over 18 to pay for an ad-free subscription plan in the UK. Users who don’t opt for such a plan will still continue to see personalized ads. This follows similar moves by Meta and is likely a proactive measure by TikTok to protect against the UK’s strict data protection and privacy laws. **Target** has announced two new creator shopping programs. Club Target, which is for creators with at least 500 followers on Instagram or TikTok, offers weekly challenges and rewards such as gift cards. The retail giant also partnered with creator commerce app **LTK** on a new influencer program, Target Ambassadors. The program is for established creators on LTK’s platform and allows them to work directly with Target within the LTK app, offering higher commissions and other benefits like bonuses. **Snap **and **Perplexity** ended their deal, which was announced in November. Under the agreement, Perplexity’s AI search engine would have been directly integrated into Snapchat. The companies didn’t elaborate on why, but said the decision was “amicable.” _ICYMI: _**James Murdoch**’s Lupa Systems is in discussions to acquire parts of **Vox Media**, which owns New York Magazine and a podcast network with prominent shows including “Pivot,” [the New York Times reported](https://www.nytimes.com/2026/05/05/business/media/james-murdoch-vox-media.html) last week.  ——————————————————————————— **A Message from Cannes Lions** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/b1f42d8c-c2d5-4b05-bf8e-02a20d168d15/Scalable_newsletter_banners_1.png?t=1778517681) Caption: _This summer, your favourite creators, social platforms and brands will be at Cannes_ _Lions for LIONS Creators – discussing the key trends and partnerships shaping the_ _creator economy. _[_Find out who’s on the 2026 programme_](https://www.canneslions.com/festival/experiences/lions-creators/programme?utm_medium=referral&utm_source=pr_scalablenewsletter1_programme&utm_campaign=lions%7Ccanli2026%7Cevents-lions-cl26-pr-scalablenewsletter1-programme%7C%7C&utm_term=)_._ _LIONS Creators | 22-26 June 2026 | Cannes, France_ ——————————————————————————— ## **Creator Moves** **Smosh**, the long-time sketch comedy brand on YouTube,** **hired** Cory Midgarden **as its first chief content officer. Midgarden’s career has included 14 years at Paramount, most recently as vice president of digital, social and streaming content at MTV Entertainment Studios. He was also an executive producer at Viacom. **MrBeast** hosted an exclusive advertiser event in New York on Tuesday. The mega YouTuber and **Jeffrey Housenbold**, CEO of his company **Beast Enterprises**, pitched their vision, including future content plans, prevalence on TV screens and the launch of Beast Membership Platform to connect brands with his fans. The event took place as TV advertisers are in the city for Upfronts, suggesting that MrBeast is serious about securing TV ad dollars. **Dhar Mann** launched his first podcast called “What Happens Next.” During the weekly show, he will interview a guest, such as a celebrity or creator, for conversations around “milestones, setbacks and breakthroughs” that shape people’s identity. ——————————————————————————— ## **Newsletter Wars** **• **Some top publishers on **Substack** have privately expressed frustration with the platform and are considering possible departures following **The Ankler**’s decision to move off the service, the media newsletter [Status reported](https://www.status.news/p/substack-retention-ankler-bulwark-zeteo-feed-me). One major pain point for paid newsletter writers is Substack’s [10% cut of subscriptions](https://www.theverge.com/tech/927294/substack-tax-ghost-beehiiv). (Status, like Scalable, uses newsletter publisher Beehiiv, which charges a subscription fee to use its service rather than taking a cut of writers’ earnings.)  **• Substack **creators in the UK collectively have over half a million paid subscribers, according to company data [first reported by The Hollywood Reporter](https://www.hollywoodreporter.com/business/digital/substack-subscriptions-uk-creators-half-a-million-1236588979/). Globally, readers are paying for more than five million subscriptions to publishers on Substack. ——————————————————————————— ## **Bookmarked**  [Meet The YouTube Whisperers](https://www.cnbc.com/2026/05/10/youtube-advisors-mrbeast-top-creators-platform-viewership.html?taid=6a0084d9999f620001574040) [Inside a Year of Chaos and Conflict at Kevin Hart’s Media Company](https://www.bloomberg.com/news/articles/2026-05-10/inside-a-year-of-chaos-and-conflict-at-kevin-hart-s-media-company) [Teen Boys and Young Men Are Injecting Peptides in Search of Perfection](https://www.wsj.com/health/wellness/boys-peptides-stacks-looksmaxxing-trevor-larcom-835e58cd?mod=author_content_page_1_pos_1) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/the-tiktokification-of-streaming

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------Wow! We are still buzzing from our first [Scalable Summit](https://scalablepod.com/summit) on Wednesday. We initially thought we’d have about 250 attendees, but we ended up with more than 400 people coming! When we left our jobs last year and took the leap into independent journalism and the creator economy, we never could have expected this. We’re so blown away by the energy, excitement and thoughtful conversations. It’s hard to fit all of the takeaways from a full-day event into one newsletter, so today we’re focusing on something everyone in the room wanted to know: Where’s the money right now? ## **How money is really flowing in the creator economy** Creator ad spending, the largest revenue source in the industry, is forecasted to reach roughly $44 billion in 2026, according to the IAB. We remember when it was estimated at just $900 million about a decade ago!  Back then, creator partnerships simply meant sponsored social media posts, but now creators are part of every major media channel and investments from top brands are growing. **Visa **has doubled the company’s investments in creators over the past year, the company’s CMO **Frank Cooper** said during our panel on influencer marketing’s next chapter. “I hope to double it again,” he added. **OpenAI **is also doing more influencer marketing, **David Duxin**, the company’s business and partnerships lead, said on stage. Its AI rivals have been doing the same: **Microsoft** and **Google**, for example, have[ paid influencers](https://www.cnbc.com/amp/2026/02/06/google-microsoft-pay-creators-500000-and-more-to-promote-ai.html) upwards of $600,000 for months-long campaigns to promote their AI tools. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/426aafe7-a281-4c1c-b808-80682ab1634b/AJS03027.jpeg?t=1778182825) Caption: Arthur Leopold, CEO & co-founder, Agentio; Stacy Martinet, Chief Content & Creative Officer, Adobe; Frank Cooper, CMO, Visa with Scalable’s Jasmine Enberg. Photo: @harpdigitalmedia At the same time, more influencer marketing budget is being directed toward paid ads rather than direct partnerships with creators. In Meta’s first quarter earnings report, the company said that partnership ads now have a $10 billion revenue rate. “The platforms are essentially incentivized now to ensure that short-form content with a sponsor doesn’t perform well,” explained Agentio CEO and co-founder **Arthur Leopold**. Brands that want to reach audiences need to be boosting creator content as paid ads to ensure that content breaks through. Twitch CEO** Dan Clancy** expressed a similar sentiment around [paid clipping](https://scalablepod.com/p/to-clip-or-not-to-clip) during the opening session. Unlike social platforms, Twitch doesn’t make most of its money from advertising: Between two-thirds and three-quarters of its revenue comes directly from viewers, including paid subscriptions, Clancy said. Instead of paying social apps such as Instagram and TikTok to boost content, creators are now paying services like Whop to get short clips of their content to go viral. The social platforms aren’t monetizing these clips directly, as they are often posted organically by third-party accounts. “As soon as it starts impacting the bottom line for these companies, they’ll start toning back,” Clancy said. “The more you have these clip farms doing it, the less marketers need to go and pay to promote their content directly through the platforms.” Last week, Instagram said that accounts that primarily aggregate and re-upload other creators’ work will no longer be eligible for recommendations across the app. Many people took this as a potential crackdown on paid clipping. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/56e67710-ee57-4578-b721-cb21d3952d54/HDM16159.jpg?t=1778183281) Caption: Scalable’s Kaya Yurieff and Twitch CEO Dan Clancy kicked off the day with a fireside chat. Photo: @harpdigitalmedia **Tessa Lyons**, vice president of product at Instagram, framed the emphasis on original content differently during a fireside chat in the afternoon: “We want the people who are doing the creative work to get the value of that distribution rather than aggregators or others.” Original videos, along with improving its recommendation algorithm, have also helped [make Reels more popular](https://scalablepod.com/p/instagram-reels-is-good-now). That’s made Instagram a fiercer competitor to TikTok, which is also now encouraging creators to make higher-quality content. **Marisa Hammonds**, global head of creator marketing and community at TikTok, put it this way: “When I say high-quality storytelling, what I mean is it’s content that’s original. There’s some sort of expertise, your unique perspective to share and it’s really intentional.” She added that this kind of content can help creators get discovered, grow and earn more on the platform. Meanwhile, more creators are looking beyond influencer marketing—and subscriptions—to make money. For some, that means Hollywood.  **Rich Bloom**, Tubi’s general manager of creator programs and executive vice president of business development, took the stage to discuss its creator programs, including a new partnership with TikTok to help short-form creators develop long-form content and the company’s wide slate of creator shows. Still, not everyone was convinced that Hollywood is the right path for all creators. “There is probably more money to be made as a creator by owning your own digital footprint and distribution than by selling the occasional project to a streamer,” **Ian Schafer**, president of Issa Rae’s production company Ensemble, said on stage. But the prestige that comes with a Hollywood show is hard for creators to resist. “Oh my god, of course! Are you hiring?” quipped creator and actress **Amanda McCants** after she was asked whether she would take the kind of deal that Tubi is offering to creators it is partnering with. “You have a budget? I’ll cut it in half and still get you the product,” she added. ——————————————————————————— A huge thank you to **Agentio**, our title sponsor for the event, as well as our premier partners: Motion Society, CAA, Greenberg Glusker, ElevenLabs, Core Advisors, Whalar Group and Fathers Brewing. We couldn’t have done this event without your support! And a big thanks to our business partner **The Lighthouse**, for all of your support and for providing an incredible venue and team on the ground.  We dive into some of the behind-the-scenes of putting together an event like this in our podcast today. You can tune [wherever you get your podcasts](https://scalablepod.com/podcast). View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f5852846-cfc2-43cf-ad6f-8141792f9bb4/HDM15900.jpeg?t=1778183054) Caption: We created a special-edition Scalable Magazine for Wednesday’s event. Photo: @harpdigitalmedia ——————————————————————————— ## **The Strategy Behind NBC’s Olympics Creator Program** Going bigger isn’t always better when it comes to creator programs.  That’s one lesson we took from our conversation with **Geo Karapetyan**, a 13-year veteran of **NBCUniversal** who was recently named senior vice president of Olympic partnerships. Karapetyan, who was a speaker at our Scalable Summit, was also a guest on our podcast this week.  Content from creators in NBCUniversal’s Creator Collective generated 450 million views on social media during the **Winter Olympic Games** in Italy earlier this year, according to data provided by NBC exclusively to Scalable. That was up by 47% from the 2024 Summer Games in Paris when it first launched the program, which brings creators to the Olympics to create content. The growth is particularly notable given that the Summer Olympics are typically more popular with viewers.  The results also came with slightly fewer creators in the program. The company invited 25 creators to Italy, compared to 27 in Paris.  Ahead of this year’s Games, the company reassessed the types of creators and content based on what performed well in Paris. What worked? Local takes on the city tailored to an American audience and behind-the-scenes content about the games, including the food inside the Olympic Village. What didn’t work? General food content. “It didn’t resonate because it was too generic about Paris and not about Paris during the Games,” Karapetyan told us. The NBC team applied those learnings to the program in Italy, including by taking creator Jordan Howlett into the Olympic Village to try to the foods that athletes eat. Howlett’s video about trying the chocolate cake has garnered nearly 1 million views on YouTube Shorts alone. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/533919cb-d43e-45aa-8201-827e38c882d0/AJS03176.jpg?t=1778183523) Caption: Toni Cowan-Brown, tech and F1 commentator & editor-at-large, Esses Magazine; Rob Santini, vice president of global influencer & entertainment marketing, NFL; Geo Karapetyan, SVP, Olympic partnerships, NBCUniversal with Scalable’s Jasmine Enberg. Photo: @harpdigitalmedia In terms of content, not much was off-limits for creators, with one major exception: competition footage. That could have interfered with NBC’s programming and that ofrightsholders in other countries. Karapetyan also told us he personally reviewed all of the creators’ content himself! While Karapetyan wouldn’t share many details about the company’s plans for the 2028 Olympics in Los Angeles, he told us it’s considering an “even more intimate look behind the scenes” and “something experiential.” The company is also working with Team USA ahead of the Games to help build out their social profiles, as it did in Italy and Paris. That makes sense. Local takes on Los Angeles likely won’t be as interesting to an American audience. And given that the city is the epicenter of the entertainment industry and the creator economy, there will be plenty of opportunities to get more creative with the program. For those Games, Karapetyan also said they may be thinking bigger. “I am confident that we're gonna bring back the Creator Collective in some form, if anything larger than what we had seen in Paris and Milan,” he said. If so, we hope the team reviewing the content also grows! Watch our full conversation with Geo in this YouTube video, embedded below Youtube: How NBC Grew Its Olympics Creator Program Without Adding More Creators (https://youtu.be/mhim_gkUMdE?si=cRRsr6h0g_ORU8Gy) ——————————————————————————— ## **Tan France is a YouTuber Now** ““I’ve got as many followers as Instagram decides I’ve got that day. I don’t have almost 4 million followers. I’ve probably got an average of 20,000 followers. That’s because follower count doesn’t seem to matter anymore.”“ — _—Tan France, entrepreneur and star of Netflix’s “Queer Eye”_ We interviewed France on our podcast this week about what it takes to reach audiences in today’s algorithmically-driven social media world. We also discussed what life after “Queer Eye” has been like—and what’s next—following the show’s final season earlier this year after nearly a decade on Netflix. Last month, France released a new comedy series on YouTube called [“Honorable Gays”](https://www.youtube.com/playlist?list=PLnEFsBLo7_BwIRmN8SZrfbZ9wraohNNoJ) alongside creators **Rob Anderson **and **Eric Sedeño**. The trio discusses stories from Reddit’s subreddit “Am I the A**hole?”, giving their takes on family feuds, relationship dramas and more.  But that doesn’t mean France is leaving traditional entertainment behind. He’s returning for season two of Hulu’s “Deli Boys,” where he plays a very different type of role: a South London gang leader.  Tan shares what makes a good scripted star vs. unscripted star—and three wardrobe staples everyone should own. You can check out the full interview below, [on Spotify](https://open.spotify.com/episode/5kKqrThSy6xdeGblqaqtrb?si=aGU5dXsqSIS5d60ff2Gakg) or [anywhere you get your podcasts](https://scalablepod.com/podcast).  Youtube: Queer Eye’s Tan France is a YouTuber Now and Creators Take Home Gold for NBC at the Olympics (https://youtu.be/V2O1I6kSfe8?si=_WCG-4ErsTiK2gax) ——————————————————————————— ## **Bookmarked**  [A Dark-Money Campaign Is Paying Influencers to Frame Chinese AI as a Threat](https://www.wired.com/story/super-pac-backed-by-openai-and-palantir-is-paying-tiktok-influencers-to-fear-monger-about-china/) [The Rise of ‘Podslop’](https://www.bloomberg.com/news/newsletters/2026-04-30/-podslop-proliferation-is-challenging-the-audio-industry) [The Case for Wiping Your Instagram Grid](https://www.dazeddigital.com/life-culture/article/70150/1/why-is-everyone-wiping-their-instagram-grids-charli-xcx-bad-bunny) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ----------## ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/where-the-money-is-actually-flowing-in-the-creator-economy

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _We’re just one day away from our first _**_Scalable Summit_**_ in Los Angeles! We can’t wait to see so many of you in person. _ _For those of you who can’t make it, we’ll publish highlights in the coming days. You can also follow along on our _[_Instagram account_](https://www.instagram.com/scalablepod?igsh=MzE2b2hhYnEzMHB0)_. The summit is completely sold out, so we unfortunately don’t have any more tickets available! _ _Today’s column is all about the explosion of clipping. To us, spending a ton of money on an army of clippers feels like the 2026 version of buying social media followers. Let’s dive in. _ -------------------- ——————————————————————————— -------------------- Hello! ----------For years, clipping has been a popular way for podcasters and long-form video creators to promote their content on social media. For some, it has become a highly successful—but expensive—strategy. A streamer who goes by **N3on** [made headlines](https://www.businessinsider.com/kick-streamer-spent-over-a-million-dollars-on-clippers-2026-4) last week for spending more than $1 million per month on an army of clippers to make sure his content is seen online. Others like **Clavicular**, who popularized the term “looksmaxxing,” have also relied on [paying clippers](https://www.bloomberg.com/news/articles/2026-04-28/how-kick-and-stake-helped-propel-looksmaxxing-influencer-clavicular-to-fame) to help propel them to social media fame. “If you think Clavicular’s ubiquity is organic, you’re wrong; it’s manufactured,” [wrote](https://www.digitalnative.tech/p/nothing-goes-viral-by-accident?hide_intro_popup=true) venture capitalist **Rex Woodbury**, calling clipping “the engine behind Clavicular’s rise.” But the industry is split on how much is too much when it comes to clipping. To us, spending a ton of money paying clippers feels like the 2026 version of buying social media followers. Take podcasts. Short clips on social media are one of the easiest ways for podcasters to get in front of audiences. But the risk is that people may never watch the full episodes. That can make it hard to build loyal audiences outside of their social media accounts and earn money, as creators can’t always monetize those clips. “One must clip,” declared **Tefi Pessoa**, host of the pop culture podcast “Tefi Talks,” during a panel moderated by Kaya at SXSW in March. **Ray Chao**, senior vice president and general manager of audio and video at** Vox Media**, agreed. The takeaway: It’s better to get more awareness of your content out in the world. Others suggest a more measured approach to clipping. “Less is more,” **Matt Starker**, CEO of **Audiochuck**, the media company founded by top true crime podcast Ashley Flowers, told us. During a recent episode of Scalable, he said that creators should be “methodical” about their clips to make sure “too much value isn’t leaking out.” Check out our full conversation with Starker on [YouTube](https://www.youtube.com/watch?v=vIZyBXiflp0) or below. Youtube: How Much is Too Much When Clipping Podcasts? | Matt Starker, CEO, Audiochuck (https://www.youtube.com/watch?v=vIZyBXiflp0) Most research paints a largely positive picture about the power of clipping. For example, 86% percent of podcast listeners consume clips on at least one platform, according to upcoming data from **Sounds Profitable** publishing in June. Of them, 81% say that clips lead them to listen to a specific episode at least “some of the time.” But it’s unclear whether those people listened to the full episode—or returned to the show later on. Plus, not everyone who watches videos on social media also listens to podcasts regularly. Then there’s the people who may have unknowingly watched a clip of a longer-form podcast on social media, especially as shows like “Subway Takes” blur the lines between [short-form video and podcasts](https://scalablepod.com/p/why-not-every-podcast-should-be-video). Either way, one thing is for sure: Clipping isn’t going anywhere. Instead, it’s only getting bigger, especially as more companies have emerged to help creators scale their clipping strategies.  **Whop**, a startup recently valued at $1.6 billion, is one example. These services let creators outsource the work to so-called “clippers” who are paid based on views and engagement. That encourages them to flood feeds with content designed to generate tons of engagement. And it’s not just creators. Some brands are now also working with clipping companies to splice up and remix content, such as marketing campaigns, which are then posted all over social media. Since these clips are posted on third-party accounts, they often feel more organic than clips posted by creators or brands themselves. But it can also lead to awkward cuts and bloated engagement figures, which can distort perceptions of popularity. To be clear, many of the podcasts with tons of views on their clips are popular. But they probably aren’t as popular as their social media engagement figures may make it seem. That’s why we think spending a ton of money on an army of clippers isn’t all that different from buying followers, which used to be the primary way to measure popularity. Views are the new follower count, after all. ——————————————————————————— ## **What to Expect at the Scalable Summit** It’s hard to believe that our inaugural **Scalable Summit** is tomorrow! We can’t wait to see so many of you at The Lighthouse in Los Angeles. This event isn’t just a celebration of the creator economy. While the industry has come a long way, there is still work to do. More money is flowing in, but it isn’t always distributed evenly or wisely. At the same time, the creator economy is getting more crowded, making it harder to break through. And of course, AI is already reshaping how the industry operates, bringing both challenges and opportunities.  We’ll be digging into all of this and more on stage.  With Twitch CEO **Dan Clancy**, we’ll dive into [livestreaming’s resurgence](https://scalablepod.com/p/livestreaming-is-back-but-can-it-last), while **David Duxin**, vice president of partnerships at **OpenAI**, will unpack the company’s creator strategy following [Sora’s shutdown](https://scalablepod.com/p/the-end-of-sora-isn-t-the-end-of-creator-ai-fears). We’ll also discuss **TikTok**’s role in the creator economy as more creators and brands focus on long-form, premium video with **Marisa Hammonds**, the company’s global head of creator marketing and community. We will explore what the future of entertainment looks like with **Amanda McCants**, a social media creator who recently appeared in the latest season of Apple TV’s “Palm Royale,” alongside executives from **Tubi** and Issa Rae’s** **branded entertainment studio **Ensemble**. Our other speakers include Visa CMO **Frank Cooper** and senior executives from **Instagram**, **YouTube**, the **NFL**, **Vox Media**, **Spotify **and more.  In the afternoon, we’ll host a series of tactical sessions focused on building sustainable creator businesses, including developing a successful YouTube strategy, best practices for investing in creators and scaling social commerce. There will also be plenty of time for networking throughout the day, giving a chance for people to chat and learn from each other—and maybe even strike some deals! Our attendees include founders, creators, marketers, investors, talent agents and other industry leaders. For those of you who can’t attend, look out for our takeaways in Thursday’s newsletter. We’ll also share other highlights in future editions and on our podcast. We’re so grateful to our partners who made this event possible, including our title sponsor **Agentio**, and our premier partners Motion Society, CAA, Greenberg Glusker, ElevenLabs, Whalar Group and Fathers Brewing.  Check out the full speaker lineup and agenda [here](https://scalablepod.com/summit). ——————————————————————————— ## **The Round Up** **ElevenLabs**, the voice AI startup, announced it** **surpassed $500 million in annual recurring revenue during the first four months of the year, and brought on new investors including BlackRock, NVIDIA’s NVentures, Santander and celebrities including **Jamie Foxx **and **Eva Longoria**. **Spotify** is introducing a new verified badge on artists’ profiles as a way to distinguish human artists from AI.  **The Oscars **said only acting and writing performed by humans is eligible to win awards. Filmmakers can still use AI tools in other parts of their work, according to the Academy ​of Motion Picture Arts and Sciences, which controls the Oscars. The new guidelines apply to submissions for the next ​ceremony in March 2027. **Sports Illustrated Swimsuit** [launched](https://www.axios.com/2026/04/29/ltk-sports-illustrated-swimsuit-shop) a profile on creator shopping app **LTK** to make it easier for people to shop for its swim styles online. ——————————————————————————— ## **Creator Moves** **MrBeast** is shopping the film rights to his upcoming book “Most Dangerous Game” with best-selling author **James Patterson**, according to Bloomberg. The book, which is expected to come out this year, is [a thriller](https://www.harpercollins.com/blogs/press-releases/mrbeast-and-james-patterson-join-forces-on-thriller) themed around a competition series that sounds similar to his reality TV show “Beast Games.” The [podcast reckoning](https://scalablepod.com/p/a-podcast-reckoning-is-here) continues: streamers **Pokimane** and **LilyPichu** [announced](https://www.dexerto.com/entertainment/pokimane-and-lilypichu-have-officially-shut-down-their-sweet-n-sour-podcast-after-two-years-3356772/) they’re ending their “Sweet n Sour” podcast after two years. The duo said they couldn’t give the podcast their full attention due to other projects. Last fall, the show also had [production drama](https://www.dexerto.com/twitch/pokimane-lilypichu-cancel-hasan-podcast-over-shock-collar-controversy-3266093/) over uploading an episode with a controversial guest streamer. ——————————————————————————— ## **Soundbite** **Tarte**’s CEO and founder **Maureen Kelly** recently issued an apology to social media users for starting brand trips. In [an Instagram Reel](https://www.instagram.com/p/DXC_L9vkcc7/), she calls herself the “mother of brand trips,” pointing to the makeup and beauty company’s first one to Turks & Caicos about 15 years ago. “We didn’t do it to be flashy. We did it because I couldn’t afford a Super Bowl ad or anything else like that. Brand trips were a really scrappy version of doing like a $10 million dollar ad.“ — _—Maureen Kelly, Founder & CEO, Tarte Cosmetics_ In the video, Kelly also explains how that first trip generated roughly $7 million in media value for Tarte, without spending any money on ads. Since then, she said companies from water brands to dental floss makers have copied her strategy by taking influencers on trips. That’s why her message to the marketing industry wasn’t an apology, but rather: You’re welcome. Read more about how brand trips have gotten out of control and why some brands are opting for IRL events instead [here](https://scalablepod.com/p/irl-events-are-the-new-influencer-trips). ——————————————————————————— ## **Talent Tracker** **Lital Spitzer** joined** Underscore Talent **as the talent management firm also formally launches a theatrical division. Spitzer will manage actors and identify new talent in scripted entertainment. Most recently, she was a talent manager at 3 Arts and her roster includes emerging and established actors working across TV and film. **Josh Abrams** joined influencer marketing firm **Influential** as vice president of brand partnerships. Previously, he was director of national omni-channel partnerships at Sinclair Broadcast Group.  **Nicole Mandell** is now **Shutterstock**’s director of strategic content partnerships, which includes working with creators and media companies. Mandell spent the last decade at Warner Bros. Discovery, most recently as director of multi-platform strategy and marketing.  **Lorry Destainville **is leaving **TikTok**, where he was global head of product partnerships, after more than six years. He didn’t yet announce next steps.  ——————————————————————————— ## **Bookmarked**  [The Rise of the Young Founder-Influencer](https://www.businessinsider.com/young-startup-founders-selfie-sticks-venture-funding-influencers-2026-4)  [How YouTube Took Over the American Classroom](https://www.wsj.com/us-news/education/youtube-chromebooks-schools-children-brain-f151dfbb) [In Defense of Tween Screen Time](https://www.wsj.com/lifestyle/tweens-screen-time-culture-girlhood-katherine-dee-305ff292) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/to-clip-or-not-to-clip

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/da6c0fb7-229d-4843-a705-06e1fd290955/agentio_logo.png?t=1775079005) Follow image link: (https://www.agentio.com/?utm_source=scalable&utm_medium=newsletter&utm_campaign=scalable_newsletter&utm_content=april_30_edition) Caption: -------------------- Hello! In today’s newsletter, we test the accuracy of comparing creators to small businesses. _Housekeeping note: _Our [Scalable Summit](https://scalablepod.com/summit) next week in Los Angeles is completely SOLD OUT! We can’t wait to see so many of you in person, but we unfortunately can no longer accommodate additional ticket requests. Have any burning questions about the creator economy you’d like us to address? Send us an email to [hello@scalablepod.com](mailto:hello@scalablepod.com). If we don’t get to them during the Summit, we may answer them in a future newsletter! -------------------- ——————————————————————————— -------------------- **In other news today:** * **Meta**’s $10 billion creator payday * _The Round Up:_ **Vine** is back (kind of), **Amazon**’s AI hosts and **iHeartMedia** + **SiriusXM** eye merger * _Creator Moves: _**Expedia** partners with **iShowSpeed** and **King Charles** reacts to a comedy creator’s impression of him * _Newsletter News:__ _**Lena Dunham**’s Substack “book tour” and Stratechery’s **Ben Thompson** builds a new publishing platform -------------------- ——————————————————————————— ----------Creators are often described as small businesses. When it comes to the top creator media companies in the US, the comparison is largely accurate—with one major exception. **Beast Industries**, the holding company founded by YouTuber **MrBeast**, now has about 750 employees. That’s well above the employee headcount of most small businesses. It also makes Beast Industries part of the less than 1% of companies in the US that have over 500 employees, according to the US Census Bureau.  For context, a small business is generally defined as a company with 500 employees or fewer, according to the US Small Business Administration. (The SBA also uses other criteria like average annual receipts to classify small businesses and the exact definition may vary by industry.) As you can see from our map, most of the biggest creator media companies fall within the headcount threshold, employing between 60 to 200 employees. Similarly to other small businesses, these companies are also spread out across the US.  ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/847f0230-f480-4586-8c96-12c17149174e/image.png?t=1777563495) Caption: ----------Still, the largest concentration of creator media companies, including** Smosh**, Alex Cooper’s **Unwell**, **Dhar Mann Studios **and Rhett & Link’s **Mythical Entertainment**, are headquartered in Los Angeles. That makes sense: California is the epicenter of the entertainment industry and home to major companies from Netflix to Disney, which some creator media companies are [trying to emulate](https://scalablepod.com/p/a-creator-company-isnt-going-to-be-the-next-disney). But many creators have chosen to set up shop in cities with more affordable real estate, as well as lower taxes and operating costs. Plus, the flexibility of being a creator means they can work from anywhere—including from their hometowns. Those are all reasons why Texas has become somewhat of a hot spot for creators.** Dude Perfect**, for example, is based out of Frisco and now has more than 60 employees. The five members of the YouTube group met as college students in the state. Then there’s **Dear Media**, the podcast network and media firm founded by creators **Lauryn **and **Michael Bosstick**, who relocated to Austin from Los Angeles. That also explains why we had a harder time finding creator-founded media companies in New York, which is extremely expensive, both in terms of cost of living and office space. There are still plenty of individual creators and other creator economy-related companies in New York, including ad agencies and other types of media firms. But it would be much harder for a group like Dude Perfect, which has [an 80,000 square foot](https://www.dmagazine.com/business-economy/2024/10/frisco-based-dude-perfect-to-open-video-production-headquarters-in-2025/) headquarters in Texas, to find a similar amount of space in Manhattan.  Zooming out, the headcount of these top creator media companies reflects a broader trend of creators operationalizing their work. Close to two-thirds of creators worldwide either have staff or outsource some work, like video editing or writing copy, according to a January report from **CreatorIQ**. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/b97096be-777f-4caa-8e9d-d0da28a54f63/image.png?t=1777563494) Caption: Even so, only 12% of those creators had at least one full-time employee. That means the top creator media companies are part of only a handful that have big teams.  Plus, while hundreds of employees is massive for a creator company, it pales in comparison to other media and tech companies, where a single division can employ hundreds of staffers. Disney, for example, has roughly 160,000 employees in the US. As of the end of 2025, Meta had close to 79,000 employees worldwide. But many of those big media and tech companies are undergoing layoffs, while the top creator media firms are growing. Disney recently announced it’s laying off roughly 1,000 employees. Meta will lay off about 10% of its workforce next month. Meanwhile,** Beast Industries** is hiring for various roles, including a CMO. Then there’s** Audiochuck**, the media company founded by true crime podcaster Ashley Flowers. The Indianapolis-based company now has nearly 100 employees, which is about double what it had roughly eighteen months ago, CEO **Matt Starker** told us in a recent interview.  This is all happening as these creator businesses are expanding beyond the original creator and content. For Audiochuck, that means hiring more people, from showrunners and executive producers to senior staffers to lead the business, as the company expands into video and genres other than true crime. For our full conversation with Starker, as well as more on the pros and cons of growth for creator media companies, tune into our full podcast, embedded below. Youtube: How Big Are Creator Businesses Really and What’s Up With All the Offshoot Creator Awards? (https://youtu.be/Eue4PyhTsXE?si=RC3gqlfz2os1Lub5) ——————————————————————————— ## **Charts Worth Sharing** The creator map above is part of our [new proprietary research database](https://scalablepod.com/research). We know that business leaders need reliable data in order to make sharper decisions. In the creator economy, data is often biased, expensive or hard to find. Scalable’s database features a curated collection of ready-to-use charts—including the one above—from trusted sources and_ for free_. The data covers everything from AI and M&A to influencer marketing spending trends and executive hiring. You can dig in [here](https://scalablepod.com/research). We’ll be regularly updating this database, so please send us your feedback and data requests by replying directly to this email! ——————————————————————————— ## **The Round Up** **Divine**, a reboot of the six-second video app** Vine**, launched on app stores on Wednesday. The project is backed by Twitter co-founder **Jack Dorsey**. Twitter shut down Vine in 2017. Divine now offers access to an archive of about 500,000 Vine videos and also allows creators to post new clips.  **TikTok **expanded features for college students, including college-specific group chats and feeds with posts from verified students at that university. **Instagram** said that accounts that primarily aggregate and re-upload other creators’ work, including photos and carousels, will no longer be eligible for recommendations across the app. This guideline previously only applied to Reels. It’s an effort to reward creators who are posting original content. **YouTube TV** launched a customizable multi-view feature for subscribers that lets people view up to four channels on one screen at once. **Amazon **introduced AI “hosts,” which allow customers to ask questions about products and receive audio responses generated in real time. We want to know who asked for this!   _ICYMI: _**iHeartMedia **is in preliminary discussions to sell to **SiriusXM**, [Bloomberg reported](https://www.bloomberg.com/news/articles/2026-04-24/iheartmedia-holds-merger-talks-with-sirius-xm-as-radio-struggles). A deal would combine iHeartMedia’s more than 860 ​broadcast radio stations with SiriusXM’s podcast network and other audio offerings.  ——————————————————————————— ## **By the Numbers: $10 Billion** That’s the revenue run rate for **Meta Platforms**’ partnership ads, which is more than double what it was in the first quarter last year, the company revealed in its latest earnings call on Wednesday. Partnership ads allow advertisers to run creator content as paid media on Meta’s platforms. This gives us a sense of how much creators are directly contributing to Meta’s ad business. As [we’ve covered previously](https://scalablepod.com/p/the-double-edged-sword-of-creator-ads-on-social-platforms), brands are spending more of their budget boosting creator content as paid ads than they are paying creators directly: In 2025, US advertisers spent an estimated $9.6 billion on direct creator partnerships, compared with $11.2 billion for paid media amplification of creator content, according to the IAB. ——————————————————————————— ## **Regulatory Woes** **Meta Platforms **has failed to keep children under 13 off of Instagram and Facebook,** European Union** regulators found in a preliminary ruling. The EU has been ramping up its crackdown on social media companies over child safety issues. Meta told the New York Times it disagreed with the ruling, calling the issue an "industrywide challenge.”  ——————————————————————————— ## **Newsletter News** A virtual **Substack** book tour? That’s what actress **Lena Dunham** did ahead of the release of her new memoir “Famesick.” Her strategy included writing a column for a fashion newsletter and participating in Q&As about body image and rehab, as well as her experience going to the movies. The latter newsletter, called “11am Saturday,” conducts weekly interviews with people who like to see movies in movie theaters. Her memoir has made it on the The New York Times Best Sellers list.  **The Ankler**, a publication about the business of entertainment, is moving from **Substack** to a [new publishing platform](https://www.axios.com/2026/04/28/the-ankler-substack-passport) called** Passport** created by **Ben Thompson**, the author of the popular “Stratechery” newsletter. He’s building Passport in partnership with WordPress parent company **Automattic**. ——————————————————————————— **A Message from Agentio** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/1e0e1504-ecd1-457d-ad1f-cd18f4414bef/Agentio_ad_2.png?t=1776355145) Caption: **The Best Creator Programs Discover Demand, They Don’t Assume It** _Brands testing more than 10 creator verticals see 2.3x higher partnership success rates—and the winning pairings are rarely the obvious ones. Agentio’s platform uses LLM and first-party performance data to surface non-obvious creator matches and run them at scale, whether that’s 50 partnerships or 500, same team. That’s how Klover __2X'd_ _its creator marketing with the same team, after proving 2X incremental return on ad spend through MMM. Download the playbook and book a demo at _[_Agentio.com_](https://www.agentio.com/?utm_source=scalable&utm_medium=newsletter&utm_campaign=scalable_newsletter&utm_content=april_30_edition)_._ ——————————————————————————— ## **Creator Moves** **🌍Expedia **announced a partnership with top streamer **iShowSpeed**, which includes a custom website called [Exspeedia.com](https://Exspeedia.com), where his fans can see behind-the-scenes moments from his travels and book hotel stays and flights. They can also vote on where the creator should travel to next.  **Victoria Garrick Browne **is ending her mental health podcast “RealPod” after seven years. “A podcast is a lot of work, time, energy and money. I want to give myself the opportunity to try something new,” she [said in a video.](https://www.instagram.com/reel/DXt9mu3hUH6/?igsh=ZjI3bnlhM2xxaTQ5) Browne is the latest long-time host to throw in the towel. Read more about podcasting’s reckoning [here](https://scalablepod.com/p/a-podcast-reckoning-is-here)**[.](https://scalablepod.com/p/a-podcast-reckoning-is-here)**** ** **Matt Friend**, a creator who recently hosted a comedy special for CNN, [met](https://people.com/king-charles-reacts-us-comedian-impression-garden-party-11960001) **King Charles** at the British embassy and did an impression of him. The King’s response? “Keep trying!” (The exchange was all in good fun!) ——————————————————————————— ## **Soundbite** “It’s not popular these days to talk about ‘legacy media.’ Everybody’s got an opinion and a podcast. I got a podcast, so I’m not throwing stones and I listen to podcasts. But somebody’s gotta go out and provide the actual reporting for everybody else to talk about and form an opinion about.”_—CNN Anchor _**_Anderson Cooper _**_on “The Late Show with Stephen Colbert”_“ — We go deeper on the power struggle between old and new media, which was on display at the White House Correspondents’ Dinner over the weekend, in [Thursday’s podcast](https://youtu.be/Eue4PyhTsXE?si=epd5TDrf3VCq_gNK). ——————————————————————————— ## **Talent Tracker** **Jon Parkinson** joined **Netflix** to work on podcasting and creator content partnerships. Before that, he spent 12 years at YouTube in content partnerships. **Charlie Dale** joined **Patreon** as a senior strategic partner manager. Previously, he worked in TV and film partnerships at TikTok. ——————————————————————————— ## **Bookmarked**  [How Eating on Camera Is Helping College Girls Pay Tuition](https://www.thenation.com/article/society/mukbangs-college-girls-tuition-internet-trends-influencing/) [TikTok Success Has a Toy Company Fighting The ‘Curse of Virality’](https://www.wsj.com/business/retail/its-a-stress-relief-toy-that-became-a-status-symboland-its-maker-cant-keep-up-fb6b09d8?st=cqtP6u&reflink=article_copyURL_share) [Andrew Huberman Linked to Secret Industry Smear Machine](https://www.hollywoodreporter.com/business/business-news/andrew-huberman-hollywood-smear-machine-1236570531/?link_source=ta_thread_link&taid=69f1d6bff5e97100010fc377&utm_campaign=trueanthem&utm_medium=social&utm_source=threads.net) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/how-creator-media-businesses-stack-up

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/6998270f-5d34-4aaa-bdb0-82bc9d148f95/LOGOTYPE_MOSO_RVB_couleur.png?t=1777380478) Follow image link: (https://cal.mixmax.com/thomassubra/scalable) Caption: -------------------- Hello! Today’s column looks at how some creators are migrating from smartphones to the silver screen. ⚠️_Announcement:_ We are officially SOLD OUT for our first **Scalable Summit **happening [next week in Los Angeles](https://scalablepod.com/summit). If you’d like to be notified in case tickets become available last minute, please email [events@scalablepod.com](mailto:events@scalablepod.com) directly. ——————————————————————————— -------------------- **In other news today: ** • New media drama at the WHCD  _• Creator Moves:_**_ _****Oprah**’s Amazon deal, **Emma Chamberlain** takes an "indefinite break” from podcasting and a beauty brand you’ve never heard of sponsored an influencer’s lavish bachelorette  _• Regulatory Woes:_ China orders **Meta** to unwind AI acquisition, more countries eye teen social media bans _• Talent Tracker:_ More exits at **TikTok**, plus a parenting creator hires a head of content   -------------------- ——————————————————————————— ----------Movie theaters are making a comeback of sorts—and some creators are cashing in. **Markiplier** is the most high-profile example. The mega YouTuber self-financed, directed and starred in his sci-fi horror film “Iron Lung,” which debuted earlier this year and grossed more than $50 million globally.  His success is happening alongside a broader recovery at the box office. Movie ticket sales in the US generated about $2 billion in revenue between January 1 and April 7, making it the strongest start to the year since the pandemic, according to data from Box Office Mojo cited by [Axios](https://www.axios.com/2026/04/07/2026-box-domestic-office-start). And it’s not just boomers or families with kids who are hitting the theaters. Two-thirds of Americans ages 18 to 29 went to the movies in the 12 months ahead of summer 2025, according to Pew Research Center, ahead of all other age groups measured. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/90a6d164-d127-4f0d-84f7-c11a65eb6b19/Movie_theaters_aren_t_dead.png?t=1777402002) Caption: Now, creators could bring even more young people into theaters. **Creator Camp**, a production firm which started as an events business for creators, released its first movie, “Two Sleepy People,” in US theaters late last year. The romantic comedy grossed $425,000 to date, including film festival tickets, and recouped its entire production budget in less than a week. But “Two Sleepy People” didn’t have a traditional Hollywood marketing budget to spread the word about its film. “We can’t just spray like $10 million of Meta ads,” Creator Camp’s co-founder and CEO **Max Reisinger** told us in a recent interview. Instead, Creator Camp had to get creative with its marketing strategy, which included creating an interactive map where people could fill in their name, address and email. If they signed up, their names would show up during the movie credits, which also enticed those fans to show up to the theater.  Within a week, Creator Camp had roughly 20,000 emails. The team then used those email lists to show movie theaters that there was demand for their film and pinpoint specific locations. The tactic helped get the film onto an initial 30 screens and more since then.  In our interview with Reisinger, which you can watch below, he chalked up the issue movie theaters face as “more of a content problem or a marketing problem versus theaters being dead.” He also called Markiplier “the Taylor Swift of the creator economy” due to his outsized influence on the movie industry. Youtube: How To Make a Movie Without Hollywood | Max Reisinger, Creator Camp (https://www.youtube.com/watch?v=9tctBPOlXeM) Even so, we don’t expect most creators to suddenly start making full-length movies for the silver screen. And part of the reason for the growth in box office revenue is increasing ticket prices. According to some estimates, the average cost of a movie ticket in the US was about $16 in 2025. In 2022, tickets cost $10.53—and that was up by 15% from 2019, per a report from The Cinema Foundation. Plus, many of the biggest box office hits in early 2026 have been family-friendly movies or franchises like “The Super Mario Galaxy Movie.” That suggests that families with kids and older adults, rather than Gen Zers, are still the most lucrative audiences for movie theaters. For creators, that means digital media is still where viewers—and the money—really are. Reisinger said that part of the reason for releasing the movie in theaters was to show streamers that it has an audience who is willing to pay to watch the show. “Maybe a streamer will buy it,” he said, referring to “Two Sleepy People.” He added that just putting the film up on YouTube wouldn’t have been enough to convince streamers as people can access YouTube content for free. That has also been a sticking point for Markiplier, whose real name is Mark Fischbach. In a recent YouTube livestream, Fischbach said he wanted to put a digital version of “Iron Lung” up for sale on the platform, where he has roughly 40 million subscribers. But it’s not that simple to do: He either has to work with a studio or become an aggregator, which licenses and distributes content. YouTube agreed to the latter in exchange for exclusive rights to distribute the movie, he said. While this seems like an extreme case, it struck us that it’s potentially easier for a creator to sell a movie in physical theaters than on YouTube. On a positive note, it suggests that YouTube is more [open to exclusive or original creator content](https://scalablepod.com/p/why-youtube-should-bring-originals-back) than it may seem. We’ll see if it happens. ——————————————————————————— ## **New Media Takes Over WHCD** Even before the shooting, this year’s **White House Correspondents’ Dinner **weekend in Washington, D.C. was set to be unlike any other. And not just because it was President Trump’s first time attending while in office.  The creator economy was more prominent there than ever before. That includes events hosted by **YouTube** and newsletter publishers **Substack** and** Beehiiv**. Substack held its inaugural “new media party,” which Jasmine was supposed to attend until lockdown orders left her and other guests unable to enter! Substack’s party was framed as an alternative to the main dinner, which is attended by reporters from traditional media outlets. That framing may have been deliberate: The WHCD’s executive director **Steve Thomma** [reportedly](https://wpcreator.washingtonpost.com/p/the-new-media-push-into-white-house-correspondents-weekend) rejected Substack’s request to buy tables, saying that independent journalists “would never be news” and “would never be invited.”   Ouch! It’s no wonder Thomma is denying the exchange. Even so, the situation is emblematic of the current state of journalism, with the old guard continuing to resist the rise of independent journalists even as more traditional reporters have taken the leap. Still, some independent journalists and creators did post up at the Hilton hotel, where the dinner and many pre-parties are held, including **Taylor Lorenz** and **Abi Baker**, a reporter for **Tara Palmeri**’s “The Red Letter” newsletter. Some provided real-time reporting on the events as they unfolded. Others, including news-focused creator **Aaron Parnas**, documented their experiences from inside the Substack party. While people at the dinner were understandably shaken by the events, others in D.C. were mostly just frustrated that it disrupted their festivities. But that ended up being temporary: Many events, including the annual Time Magazine after-party at the residence of the Swiss Ambassador went on as planned. Jasmine made it there, and for the most part, people seemed unperturbed by the evening’s earlier chaos. It shows just how desensitized people have become to gun violence in the US. ——————————————————————————— ## **The Round Up** **Spotify **is expanding into fitness. It’s partnering with **Peloton** to give paid Spotify users access to more than 1,400 on-demand workout classes. **Nas Daily**, a creator with about 14 million YouTube subscribers, raised $27 million in Series A funding for [Nas.com](https://Nas.com), an AI platform helping creators and entrepreneurs launch e-commerce businesses, including setting up storefronts and developing ads. **Futures Music Group**, an independent record label, raised $6 million in new funding to sign more artists, improve its infrastructure and expand into catalog deals, Axios reported. **Beehiiv**, the newsletter publisher, rolled out new updates including the ability for writers to host free and paid webinars. Writers can also now offer paid trials, such as offering 30 days for $1, and set metered paywalls, so that people can read a few articles for free before hitting a paywall. **Amaze**, a creator commerce company, launched Amaze Live, a live shopping platform that allows creators to connect their products and storefronts to sell live in multiple places, including social media platforms and other websites. We discussed how live shopping is developing in this YouTube video, embedded below. Youtube: From MrBeast to Coachella to creator ‘QVC’: The Power of Livestreaming (https://youtu.be/unGwkoANdPg?si=tDhlvE8TII1r9ycL) ——————————————————————————— ## **Regulatory Woes** **China **is requiring **Meta Platforms** to unwind its acquisition of **Manus**, a Singapore-based AI company with Chinese founders. It’s unclear how this will play out in practice as Meta has described the two teams as “deeply integrated,” according to the New York Times. The move could discourage other Chinese founders from teaming up with foreign partners. The **UK government** said it would implement restrictions for those under 16 on social media even if it doesn’t move forward with a ban. Reuters put together a handy summary of how countries around the world are approaching teen bans following Australia’s landmark ban in December. ——————————————————————————— **A Message from Motion Society** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/abdfa135-0e94-4534-8c92-d9760711487f/MoSo_image.jpg?t=1777380255) Caption: **Viral Is A Moment. Scale Is A System.** _The creator economy is maturing fast. Most creators spend more time managing platforms than creating content, and many still aren't even present on all 20+ they should be, missing audiences, revenue, growth. Motion Society is the infrastructure that changes that: distribution, monetization and optimization across every platform, the right way, at scale, consistently. Zero mental load. Zero FOMO. We stay invisible. You shine. _ _“We trust Motion Society implicitly,”—Zach Miller, President of JesserCo, the holding company of top sports creator Jesser. Book a call with us _[here](https://cal.mixmax.com/thomassubra/scalable)_._ ——————————————————————————— ## **Creator Moves** **Oprah Winfrey** is bringing her podcast, book club and old episodes of her talk show “The Oprah Winfrey Show” to** Amazon** in an exclusive multi-year deal. Beginning in July, Amazon’s Wondery will distribute her podcast across Amazon services, including Prime Video, Fire TV channels and Audible. Notably, the podcast will still be available on YouTube and on other podcasting services.  **Emma Chamberlain**,** **a creator and founder of Chamberlain Coffee,** **announced that she is taking an “indefinite break” from her podcast “Anything Goes.” Read more about why some podcasters are ditching their shows [here](https://scalablepod.com/p/a-podcast-reckoning-is-here). **Brigette Pheloung**, a fashion influencer who uses the handle @[acquired.style](https://acquired.style), generated buzz on social media over the weekend after** **smart beauty mirror company** Swan Beauty **[sponsored](https://www.instagram.com/reel/DXfANrujveN/?igsh=MXdnZGZ0ZHd4NHA5dA==) her lavish bachelorette in St. Barths. The trip included transportation via a customized private jet. The move shows how brand trips can still be an effective marketing tactic, even as more brands have [opted to host IRL events](https://www.instagram.com/reel/DXfANrujveN/?igsh=MXdnZGZ0ZHd4NHA5dA==) with creators instead.  **Łatwogang**, a streamer in Poland, [raised](https://www.theguardian.com/world/2026/apr/27/polish-influencers-nine-day-live-stream-raises-50-million-for-cancer-chris-martin) more than £50 million ($67 million) for children battling cancer during a nine-day, nonstop livestream on **YouTube**. Read more about livestreaming’s recent resurgence [here](https://scalablepod.com/p/livestreaming-is-back-but-can-it-last). ——————————————————————————— ## **Talent Tracker** **Rema Vasan**, the head of North America business marketing at **TikTok**, is the latest marketing executive to leave the company recently. She hasn’t yet announced next steps. Other recent senior exits include Khartoon Weiss and Jorge Ruiz.  **Resh Sidhu** joined **Adobe** as vice president of creative. Most recently, she was Snap’s senior global director for Specs, developer marketing and its innovation studio.  **Callie Schweitzer **is now the head of content at** Good Inside**, creator Dr. Becky’s parenting platform, where she will oversee content, community and production teams. Most recently, Schweitzer spent more than five years at LinkedIn, including as head of creator programs and premium content. Her hiring comes as more creators bring on senior executives to help them grow their businesses. See [our timeline here](https://scalablepod.com/p/a-creator-company-isnt-going-to-be-the-next-disney). **Jayda Nalamlieng** was promoted to director of influencer partnerships at **VaynerMedia**, founded by Gary Vaynerchuk. ——————————————————————————— ## **Bookmarked**  [The Creator Who Spent $1.4 Million on ‘Clippers’ in One Month](https://www.businessinsider.com/kick-streamer-spent-over-a-million-dollars-on-clippers-2026-4) [Inside the World-Conquering Rise of the Micro-Drama](https://www.newyorker.com/culture/the-weekend-essay/inside-the-world-conquering-rise-of-the-micro-drama) [It Was Just a Podcast. Now, It’s Kelce Land](https://www.nytimes.com/2026/04/24/business/media/jason-travis-kelce-amazon-podcast.html) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/youtubers-are-coming-to-a-movie-theater-near-you

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/da6c0fb7-229d-4843-a705-06e1fd290955/agentio_logo.png?t=1775079005) Follow image link: (https://www.agentio.com/?utm_source=scalable&utm_medium=newsletter&utm_campaign=scalable_newsletter&utm_content=april_23_edition) Caption: -------------------- Hello! Today’s newsletter is a deep dive into why more creators are going on live tours. Hint: It’s not just about the money. -------------------- In other news today: * _The Round Up: _Meta’s “dystopian” move, a new debit card for TikTok creators and YouTube’s crackdown on celebrity deepfakes * _Creator Moves:_ A new creator-led political satire show on CNN * _Talent Tracker: _LinkedIn has a new CEO and e.l.f. has a new CMO -------------------- ——————————————————————————— ----------Suddenly it feels like every creator is taking their show on the road. **Scott Galloway **announced a live tour for his “Prof G” show last week, on top of a second tour later this year with **Kara Swisher** for “Pivot.” Meanwhile, **Travis** and **Jason Kelce** are putting on a live performance of their “New Heights” podcast in Los Angeles in June. Then there’s **Max Klymenko**, who is taking the idea of a tour and putting it on steroids. Klymenko, who is best known for guessing people’s jobs on his “Career Ladder” series on social media, is planning to visit 130 countries over two years.  For most creators, live touring isn’t the main driver. While ticketed events can bring in good revenue, traveling is expensive and can be physically demanding. And Klymenko’s style of touring doesn’t involve hosting large, paid events: He’s interviewing people in different countries for his videos. Creators like Klymenko are embracing tours because they want to meet fans and create a stronger relationship with their audience. It also allows them to get a lot of content along the way and sell new types of sponsorships to brands.  More than half of enterprise brands worked with creators on live events last year, up from 34% in 2024, according to influencer marketing firm **Linqia**’s annual report. Tours like these seem like a natural fit for partnerships. Klymenko kicked off his tour in late March, recently wrapping up the Caribbean leg. He plans to also travel to “places people don’t usually go to on tours,” including Tunisia and Latvia.  “Every country has a lot of interesting jobs and businesses they’re proud of,” Klymenko told Kaya during an interview at **WebSummit Qatar** in February. “We want to show the best the countries have to offer.”  When creators go on tour, they typically visit a few cities, often within the same country. That puts Klymenko more on the level of top musicians. For context: **Taylor Swift** visited more than 50 cities in 21 countries in about a year and a half for “The Eras Tour.” That pales in comparison to English singer** Joss Stone**, who set out to perform in every country during her “Total World Tour” over about five years.  Creators like Klymenko operate at a much smaller scale than artists, without extravagant sets, stage design and massive entourages. Klymenko doesn’t even travel with a ladder to each new place he visits, instead opting to find one locally. Still, the pure number of countries he’s visiting shows the ambition and scale of what he’s doing. His content is also naturally suited to a live tour. He needs to be out in public, meeting new people and asking them questions about their careers. That’s not the case with every creator. But Klymenko is also using the tour as a way to expand beyond the short-form clips he’s known for, including by livestreaming and making longer videos on YouTube. In Jamaica, for example, he interviewed a jerk chicken chef, a beer factory worker and an Olympic bobsleigh star during a 22-minute long YouTube video. These are also ways to build deeper relationships with fans, as we [explained here](https://scalablepod.com/p/livestreaming-is-back-but-can-it-last).   In that sense, what Klymenko is doing reflects a broader trend: creators moving beyond short-form videos as algorithmic feeds make it harder to reach loyal audiences and earn a living. Youtube: The Truth Behind In-House Creator Ad Agencies and Why Creators Love a Live Tour (https://www.youtube.com/watch?v=QLZAf55Io4c&feature=youtu.be) ——————————————————————————— ## **The Round Up** **Meta Platforms **will track US employees’ computer movements, clicks and keystrokes for use in training its AI models, [Reuters reported](https://www.reuters.com/sustainability/boards-policy-regulation/meta-start-capturing-employee-mouse-movements-keystrokes-ai-training-data-2026-04-21/). Some employees have called the move “dystopian,” while a company spokesperson [said](https://www.bbc.com/news/articles/cvglyklz49jo) the software tool has “safeguards in place to protect sensitive content.”  **YouTube** expanded its AI deepfake detection tool to everyone in the entertainment industry, including talent agencies, management companies and the celebrities they represent. The tool allows celebrities, such as musicians or athletes, to request that AI-generated content using their likeness be removed. YouTube started rolling the tool to all creators in the YouTube Partner Program in October, while politicians and journalists got access in March. Notably, these celebrities and prominent figures do not have to have their own YouTube channel to use the tool, a YouTube spokesperson told us. Misuse of their likeness is one the biggest challenges creators face with AI. As we’ve [noted previously](https://scalablepod.com/p/big-tech-is-hot-and-cold-on-creators), one of the few options creators currently have when this happens is to ask platforms to remove the content. It’s worth noting that a request for removal doesn’t guarantee that a platform will take down the content. **TikTok** partnered with **Visa** to launch a debit card for creators in the UK, which gives them tools to access their earnings faster and to better separate their business and personal finances. For example, creators who earn virtual gifts during a TikTok Live can convert those into cash without waiting for payouts to clear, the companies said. **SiriusXM** is partnering with **YouTube** to be the exclusive US advertising representative for audio ads that run on YouTube content like podcasts, talk shows and music. The move comes as YouTube has become [a dominant force in podcasting](https://www.youtube.com/watch?v=r4ct6RaZY-s).  **Fixated**, a talent management firm, acquired creator media company and podcast network **Studio71** for an undisclosed sum. Fixated, which announced a $50 million investment in December, has been on a deal spree, acquiring other talent management and creator services companies in recent months including **Ellify** and **Elevate**.    **Substack **announced new translation features, starting with allowing users to translate Notes written in English into 15 languages, or into English from over 100 languages. In the coming weeks, the newsletter publisher plans to also add translation to longer posts. Notes are short-form posts within the Substack app. ——————————————————————————— ## **Soundbite** ““I founded the company, but I’m also the main character.”_—MrBeast, whose real name is Jimmy Donaldson, at the Time100 Summit in New York._“ — Donaldson was the only creator on the publication’s annual list of most influential people this year. As part of the summit, he [appeared on stage](https://time.com/collection/time100-summit-gala/2026/mr-beast-creator-economy/) for an interview, discussing why his brand is like no other.  ——————————————————————————— **A Message from Agentio** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/1e0e1504-ecd1-457d-ad1f-cd18f4414bef/Agentio_ad_2.png?t=1776355145) Caption: **Repetition Turns Creator Ads Into Endorsements** Killing a creator campaign after one run is the single most expensive mistake in creator marketing. Agentio’s data from 10,000+ YouTube integrations shows click-through rates climb about 10% with every additional integration with the same creator, and conversion rates are 1.9x higher by the sixth. That’s hain ow Bombas scaled spend 327% while cutting customer acquisition cost in half—all run by one person. Download the playbook and book a demo at [Agentio.com](https://www.agentio.com/?utm_source=scalable&utm_medium=newsletter&utm_campaign=scalable_newsletter&utm_content=april_23_edition). ——————————————————————————— ## **Creator Moves** **Matt Friend**, a comedian and social media creator, will host an exclusive political satire and late night comedy special on** CNN** on Friday. The special, filmed from Washington DC, comes ahead of the annual White House Correspondents’ Association dinner. Friend recently hosted **Snapchat**’s first award show The Snappys.  **Hulu**’s reality TV show “The Secret Lives of Mormon Wives” is getting a spinoff show in Orange County, which will premiere later this year. The cast list includes social media creators** Bobbi Althoff**, **Aspyn Ovard** and **McCall DaPron**, whose sister **Mayci Neeley** is part of the original cast. The spinoff comes as the original show’s future has been up in the air following a domestic abuse controversy involving one of the stars, Taylor Frankie Paul.   **Fohr**, an influencer marketing platform, launched an app called Connect that allows creators and brands to set up meetings at **Cannes Lions**. As of Tuesday, roughly 250 creators have registered. The move comes as more creators have started attending the annual advertising festival, which is also [ramping up its creator efforts](https://scalablepod.com/p/exclusive-cannes-lions-goes-even-bigger-on-creators-partners-with-adobe) this year. ## **Talent Tracker: Executive Edition ** **Daniel Shapero** is the new CEO of **LinkedIn**, succeeding **Ryan Roslansky**, who will remain with parent company Microsoft as executive vice president of LinkedIn and Microsoft Office. Shapero has been LinkedIn’s chief operating officer since 2021.  **Oshiya Savur** is the new chief marketing officer of **e.l.f. Brands**, succeeding long-time CMO **Kory Marchisotto**, who will move to a new role as president. **Ekta Chopra**, most recently the brand’s chief digital officer, is now its first chief technology and AI officer. E.l.f. is often one of the first brands to try out new social features and platforms.  **Kevin Weil**, a former Instagram executive, left **OpenAI**, where he was chief product officer and more recently leading a new AI initiative for scientists. Weil was one of several Meta executives that had [joined OpenAI](https://scalablepod.com/p/the-end-of-sora-isn-t-the-end-of-creator-ai-fears). ## **Bookmarked ** [It Might Not Be So Nice Working for MrBeast](https://www.vulture.com/article/lawsuit-accuses-mrbeast-company-of-inappropriate-behavior.html) [TikTok’s Biggest Star Watched His $975 Million AI Deal Fizzle Out. What Happened?](https://www.thewrap.com/media-platforms/tv/khaby-lame-rich-sparkle-ai-deal-what-happened/) [New Media Pushes into White House Correspondents’ Weekend](https://wpcreator.washingtonpost.com/p/the-new-media-push-into-white-house-correspondents-weekend) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/this-creator-is-touring-130-countries-in-2-years

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! -------------------- Today’s column is a deep dive into why creators are launching in-house ad agencies. Plus, we launched a (free!) database of proprietary research on the creator economy. Scroll down for more details… In other news today: * Things are unwell at Alex Cooper’s Unwell * _The Round Up: _More Meta layoffs, Netflix’s TikTok-like feed and OpenAI’s new image model * _Creator Moves: _Post “Queer Eye,” Tan France launches a YouTube show, creators win Webbys and Joe Rogan visits the White House * _Podcasting Wars:_ Hulu, Netflix are still inking new podcasting deals ----------——————————————————————————— More creators are launching their own ad agencies.  ---------- The latest is Natalie Marshall, better known as **Corporate Natalie**, who launched **Expand Co-Lab** earlier this month. (See our timeline below). ----------View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/aabc63ee-b6f5-41a2-a708-e84e2d4df0f3/Creator_Ad_Agencies_Timeline-2.png?t=1776781861) Caption: This isn’t exactly a new trend. In 2017, YouTuber Caspar Lee [invested in](https://www.tubefilter.com/2017/08/03/caspar-lee-invests-influencer-chief-innovation-officer/) **Influencer, **which was founded two years earlier, and took on a senior role at the company. Dhar Mann’s **Fifth Quarter** agency launched 2022—but it didn’t start seriously scaling clients until early 2024. These creators are positioning their in-house ad shops as alternatives to traditional agencies, as they can move faster, require fewer resources and are native to social platforms. “We’re just scrappier. And we’ve done it,” **Max Reisinger**, CEO and co-founder of Creator Camp, which launched Camp Agency in February, told us. “A lot of our team has hundreds of thousands of followers and are looking to translate those learnings to work with actual brands.” Creator Camp has done campaigns for Anthropic’s AI chatbot** Claude** and Switzerland’s tourism board.   All of that is true. Still, more ad agencies is probably not the solution to the real challenges to influencer marketing. And there’s only far you can scale an agency based on relationships and reputation. Zooming out, these launches come as brands are looking for more direct ways to work with creators. While agencies can add structure and help streamline negotiations, the added layer between creators and brands can lead to miscommunication and make it hard for brands to know exactly what they’re spending their money on. For example, 51% of brand marketers said they didn’t fully know how much of their budget was going to influencers, according to a December survey by the **Association of National Advertisers**. Their reliance on ad agencies, which serve as middlemen and take a cut of brand spending, can be partially to blame. On average, agencies take about 30% of brand spending on influencers, leaving 70% for creators, per the ANA. But as you can see in the chart below, their fees vary heavily. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/15fed03d-0ced-496b-ab25-1b02edb47657/Influencer_ad_agency_fees_are_all_over_the_map.png?t=1776781959) Caption: Some of the challenges creators face when working with brands can also be exacerbated by third-party agencies. The most common complaints we hear are late or low payments, having to redo work and never hearing feedback from brands. Not having a direct line of communication is likely a big reason why. But building an ad agency that can address these issues at scale requires more than an understanding of creative and social media. As more influencer marketing budgets are now [going to paid ads](https://scalablepod.com/p/the-double-edged-sword-of-creator-ads-on-social-platforms), these creators will need to provide brands with robust ways to buy, extend and measure their campaigns. That’s also where [the big money](https://scalablepod.com/p/why-influencer-marketing-m-a-isn-t-slowing-down) is. Otherwise, they’ll likely be limited to mostly organic campaigns with established brand partners—or have to work with another agency or a brand’s in-house influencer team on projects. To bridge the gap and bring legitimacy to their operations, some creators are bringing in seasoned ad executives. Last week, Cooper’s Unwell announced that it had hired **Joanne Bradford**, a former executive at online shopping company Honey, as president. Part of her job is to oversee the Unwell Creative Agency.  Even so, the agency landscape is a “minefield,” **Ian Schafer**, president of Issa Rae’s branded content studio **Ensemble**, told Scalable. He added that these recent moves are likely an effort to scale the creators themselves, rather than compete with traditional ad agencies or holding companies, which have been snapping up [influencer agencies](https://scalablepod.com/p/what-omnicom-s-takeover-of-ipg-means-for-influencer-marketing). We agree. The biggest benefit to running an in-house agency is streamlining creators’ own operations while ensuring they get paid on time—and most importantly, paid well. That’s because the roughly 30% fee that brands dedicate to third-party ad agencies could now be cash in creators’ pockets. It’s hard to argue with that. ——————————————————————————— ## **Unwell at Unwell**  The **Alex Cooper** drama continues.  Her company **Unwell** has seen about 20 staffers exit, including the head of brand marketing and the chief growth officer, over the past year or so, Bloomberg [reported](https://www.bloomberg.com/news/articles/2026-04-20/alix-earle-feud-isn-t-alex-cooper-s-only-problem-as-unwell-network-struggles?srnd=undefine). At the same time, Cooper’s podcast network has struggled to make other shows into hits: Three original podcasts made for Cooper’s SiriusXM channel were canceled within a year of launch. Staff have also anonymously complained about tension with Cooper’s husband, Unwell CEO Matt Kaplan. Unwell declined to comment to Bloomberg.  **Alix Earle**, who was part of Cooper’s podcast network until February 2025, still hasn’t publicly shared what led to the falling out despite Cooper recently calling for her to do so on social media. It appears that team Cooper has been trying to distract from the bad press by putting out some positive news, including hiring Bradford as we noted above. (It’s worth pointing out that the executive’s LinkedIn says she’s been with the company since last June, including as a strategic advisor.) News also broke last week that Cooper will make her acting debut alongside Anne Hathaway. In the movie adaptation of Colleen Hoover’s book “Verity,” she will appear as herself to interview Hathaway’s character.  The situation is a reminder of the challenges of building a media company around a prominent creator, including replicating success beyond “Call Her Daddy” and managing the impact of online drama on the business. As we’ve [noted previously](https://youtu.be/ZbnP4d2BDwM?si=hx4LmHzOrDFi7BIP), Cooper is one of few creators who has successfully evolved her content and audience—and one of few female creators to build a media business. ——————————————————————————— ## **How Creators Are Powering AI** What do AI and the creator economy have in common? They’re both foundational shifts for marketers in terms of how they reach audiences. And as AI continues to reshape how people search, shop and entertain themselves, creators play a massive role in ensuring that brands show up in LLM answers. Read more about this and what it means for the creator economy in [a recent interview](https://www.iab.com/blog/creators-arent-competing-with-ai-theyre-powering-it/) Jasmine had with **Zoe Soon**, vice president of experience at the **IAB**. ——————————————————————————— ## **The Round Up** **Meta Platforms **is planning to lay off about 8,000 employees, or about 10% of its workforce, next month, [Reuters reported](https://www.reuters.com/world/meta-targets-may-20-first-wave-layoffs-additional-cuts-later-2026-2026-04-17). The company is also planning further layoffs during the second half of the year.  **Netflix **will [launch](https://techcrunch.com/2026/04/17/netflix-plans-to-add-a-vertical-video-feed-use-ai-for-recommendations/) a TikTok-style vertical video feed within its app later this month. The streamer has been testing the feed since last year.  **Snap** announced** Doug Hott**, its vice president of finance, would become its new chief financial officer next month, replacing long-time CFO Derek Andersen. The move comes days after layoffs and as an activist investor pushes for cost reductions. **OpenAI** announced ChatGPT Images 2.0, its new image generation model, which can create more complex and realistic images, including with dense text. During a virtual briefing with press, we asked OpenAI reps how they expect creators to use the new feature. Use cases include: generating thumbnails, marketing assets or graphics for videos, such as complicated diagrams for [science channels](https://scalablepod.com/p/a-youtube-show-that-costs-5-000-per-minute).  _On a related note… _Watch our recent conversation with **Julie Walsh Smith**, CEO of Complexly, where she explains why the company has taken a stand against using AI in its work, including educational series like SciShow and Crash Course. Youtube: How Complexly Makes (and Funds) Educational YouTube | Julie Walsh Smith (https://www.youtube.com/watch?v=ZGFf6EDxb-o&t=6s) ——————————————————————————— ## **Deals, Deals, Deals** **OnlyFans** is in discussions to sell a minority stake in a deal that values the company at about $3 billion, the [Financial Times reported](https://www.ft.com/content/e06cdb42-6967-4e7c-b6d5-9516883c73bc?syn-25a6b1a6=1). **Andreessen Horowitz** [invested](https://x.com/eriktorenberg/status/2046243810322354636?s=46) in a new media company called Monitoring the Situation, or **MTS**. The new video show, which will operate primarily on X as an ongoing livestream, will cover what’s happening across tech, business, politics and culture. The MTS launch was all over our X feeds, which other people also noticed. X users had lots of thoughts, with some speculating that [X was helping boost its visibility](https://x.com/semaforben/status/2046267183571861992?s=20). Others have said **TBPN**, a show with a very similar concept,** **has become [less visible](https://x.com/justalexoki/status/2045567297792668113?s=46) on their feeds [since OpenAI acquired it.](https://scalablepod.com/p/buying-vs-earning-influence)   **The Team**, the talent management firm formerly known as Wasserman, is [attracting interest from buyers](https://www.nytimes.com/2026/04/18/business/media/hollywood-talent-agency-casey-wasserman-epstein.html?unlocked_article_code=1.b1A.Mmma.GR7PoSLzyiqd&smid=url-share) including **UTA**, private equity firm **Permira**, former Endeavor chairman Patrick Whitesell and a group that includes Reddit co-founder **Alexis Ohanian** and **Chris Giliberti**, the CEO of Hollywood software firm Avail. The sale comes after emails from its founder, Casey Wasserman, appeared in the Epstein files.  **The Onion**, a satirical site, still wants to take over ring-wing conspiracist Alex Jones’ **InfoWars** site and relaunch it as a parody of itself. The new plan involves licensing the website from the court-appointed manager of the InfoWars website, the [New York Times reported](https://www.nytimes.com/2026/04/20/business/infowars-alex-jones-the-onion.html?unlocked_article_code=1.cVA.kS_n.WFt1Wn6UbhmK&smid=url-share).  ——————————————————————————— ## **Introducing Scalable Research** One of the most common questions we get asked is where to find quality research on the creator economy. That inspired us to launch Scalable's [proprietary research database](https://scalablepod.com/research), which brings together a curated collection of ready-to-use charts from reliable sources, all in one place for free.  Whether you're researching trends or building a strategy, you’ll find high-quality visuals for presentations, reports, client pitches and more. You can also find our popular timelines of executive hires and other business moves to keep you up-to-date on how creator economy companies are developing. [Check it out here](https://scalablepod.com/research)!  It’s a resource that we will be updating regularly. We’d love to hear your feedback and data requests. Send us your thoughts by responding directly to this email.  ——————————————————————————— ## **Streamers Still Want Podcasts ** **Hulu** [announced](https://www.hollywoodreporter.com/business/business-news/hulu-video-podcast-deals-1236566482/) four more podcasting deals, including for comedy show “Handsome.” New episodes of the shows will appear exclusively on Hulu first. **Netflix** also announced a new podcast deal: former NBC anchor **Brian Williams** will interview public figures, including actors and journalists, in a new show premiering later this year. Read more about how the podcasting wars are heating up [here](https://scalablepod.com/p/livestreaming-is-back-but-can-it-last). And tune into our recent interview with YouTube podcasting exec **Steve McLendon**, who explains why the video giant isn’t planning to respond with its own exclusive deals. Watch below or tune in anywhere you get [your podcasts](https://scalablepod.com/podcast). Youtube: How YouTube Took Over Podcasting | Steve McLendon (https://www.youtube.com/watch?v=r4ct6RaZY-s ) ——————————————————————————— ## **Creator Moves** 🏆The **Webby Awards **winners were announced on Tuesday. Winners included **The Try Guys**, **MrBallen**, **Zach King**, comedian **Zarna Garg **and activist** Malala**. **Justin Bieber** also snagged an award for livestreaming on **Twitch**—[more on that here](https://scalablepod.com/p/livestreaming-is-back-but-can-it-last). We were honored to be judges for the Webbys this year! Check out [the full list.](http://webbyawards.com/winners) **Tan France**, the “Queer Eye” star, launched a new digital series called “Honorable Gays” on YouTube on Monday. Co-hosted with content creators **Rob Anderson** and **Eric Sedeño**, the trio discusses and judges moral dilemmas on Reddit. **Joe Rogan** joined **President Trump **at the White House over the weekend for the signing of an executive order aimed at encouraging expanded research into psychedelic drugs, [CNN reported](https://edition.cnn.com/2026/04/18/politics/joe-rogan-trump-psychedelics-white-house). Rogan’s appearance at the Oval Office comes after the top podcast host has criticized Trump for his handling of the Iran war. **Megan Rapinoe** and **Sue Bird**, who called off their engagement,** **will also [end their Vox Media podcast](https://ftw-eu.usatoday.com/story/sports/wnba/2026/04/17/megan-rapinoe-sue-bird-split-a-touch-more-podcast/89664875007/), trading off hosting duties for their final episodes. ——————————————————————————— ## **Bookmarked**  [See How Hollywood’s Job Market Is Collapsing](https://www.wsj.com/business/media/see-how-hollywoods-job-market-is-collapsing-230be437?mod=e2tw) [Why People Who Listen to Podcasts Are Suddenly Feeling Left Out](https://www.wsj.com/lifestyle/podcasts-video-armchair-expert-killer-stories-kristen-bell-0e07d0be) [Far-Right Influencer Nick Fuentes Has Pocketed Roughly $900,000 from Fans](https://www.washingtonpost.com/technology/2026/04/20/nick-fuentes-stream-donors-funding/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/how-creators-plan-to-fix-influencer-marketing

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/da6c0fb7-229d-4843-a705-06e1fd290955/agentio_logo.png?t=1775079005) Follow image link: (https://www.agentio.com/?utm_source=scalable&utm_medium=newsletter&utm_campaign=scalable_newsletter&utm_content=april_16_edition) Caption: -------------------- Hello! In today’s column, we discuss why livestreaming is having a resurgence. Plus, we’ll tell you how you can snag 50% off tickets to our Scalable Summit on **May 6** in Los Angeles!  In other news: * The Netflix vs. YouTube podcasting wars * MrBeast searches for a CMO * _The Round Up: _Snap lays off staff, ShopMy launches personal shopping and BeReal tries to be relevant again  * _Creator Moves: _NYSE hosts a creator summit and tennis legend Maria Sharapova takes on the manosphere with her new podcast * _By The Numbers_: Brand winners from Coachella’s first weekend -------------------- ——————————————————————————— ----------Livestreaming is having a renaissance of sorts. With more creators than ever before and social feeds dominated by recommendation algorithms, it’s getting increasingly harder for creators to stand out and reach fans. Livestreaming is helping them cut through the noise. Going live creates a sense of FOMO and intimacy, making audiences feel like they’re physically there. A creator’s community of fans can also interact with each other in real time, building more loyalty and engagement. That can pay off big time.  Take **Coachella**. One of the most buzzed about parts of the annual music festival so far is **Justin Bieber**’s performance, which was livestreamed on **YouTube**. During the show, he asked viewers watching the livestream to put in song requests. The day after his performance, Bieber’s music was streamed 24.6 million times, making it his second-biggest day for streaming, according to data from Luminate.  But it isn’t just Bieber. More creators are opting to go live from Coachella this year, giving their followers a more raw behind-the-scenes look at their experiences. These livestreams are standing out from a sea of short-form clips and Coachella outfit carousels. (See our By the Numbers section below). Then there’s **MrBeast**. Earlier this month, the world’s biggest YouTuber co-hosted a livestream with top streamer **iShowSpeed** on YouTube. At its peak, 1 million viewers tuned in at once to watch a star-studded lineup of other livestreamers compete to win $1 million to give to their followers. During Super Bowl weekend, MrBeast also hosted an hour-long live giveaway with **Whatnot**, a live shopping startup valued at $11.5 billion. Still, livestreaming also has major drawbacks. The unpredictability—anything can happen live—poses major challenges for creators, livestreaming platforms and brands.  Many big advertisers have historically steered clear of livestreaming due to concerns about brand safety and a lack of control, except for a few notable cases with high-profile streamers, such as **Kai Cenat**’s [partnership with State Farm](https://www.adweek.com/commerce/state-farms-gamerhood-taps-kai-cenat-and-heads-to-streaming/) last year.  Instead, most brands’ live video efforts have centered around shopping. But these tend to be one-off events anchored in big shopping periods like Black Friday. The higher costs and infrastructure requirements, including being prepared for a potential influx of orders, make live shopping hard for brands to replicate frequently. Then there’s the fact that most people don’t shop live regularly. Even on [TikTok Shop](https://scalablepod.com/p/tiktok-shop-isn-t-just-for-cheap-stuff-anymore), most of the revenue doesn’t come from livestreams. On Wednesday, the Wall Street Journal [reported](https://www.wsj.com/pro/bankruptcy/qvc-to-file-for-chapter-11-to-restructure-debt-c4d5a19b) that **QVC**, the pioneer of live shopping in the US, was preparing to file for Chapter 11 bankruptcy. Last year, QVC launched a 24/7 TikTok livestream.  For creators, there’s the issue of burnout. With fewer brands in the mix, many streamers make the bulk of their money through subscriptions and audience payments. But making a living off of those revenue streams can often mean going live daily for several hours at a time. That can create a huge personal toll and raises questions about how sustainable livestreaming is in the long term. In May 2025, a Twitch streamer who goes by **Emilycc** [told the Washington Post](https://www.washingtonpost.com/technology/2025/05/04/longest-marathon-streamer-emilycc/) that taking a break from her daily livestream would be “career suicide.” Earlier this week, [CNN profiled her](https://edition.cnn.com/2026/04/14/entertainment/livestreaming-life-on-twitch-cec), accompanying her for two days on a road trip, which involved nearly nonstop livestreaming. But as livestreaming sees a revival, we expect more creators and brands to experiment, especially for shopping. **Twitch**, for example, has been focused on expanding its advertising business, including through a recent partnership with its parent company Amazon for shoppable livestreams. **E.l.f Cosmetics **was the first to test it out. In this week’s podcast, we dive deeper into the reasons behind livestreaming’s recent resurgence. We also discuss why no platform has been able to make live shopping take off in the US like it has in China. Watch below or tune in [wherever you get your podcasts](https://scalablepod.com/podcast). Youtube: Live Streaming Isn’t Dead. Bieberchella and MrBeast Just Proved It (https://www.youtube.com/watch?v=LUAk5nB-Bcw&t=674s) ——————————————————————————— ## **The Podcasting Wars** **Netflix**’s aggressive push to sign exclusive podcasts appears to be slowing down. After a flurry of activity earlier this year, the streaming giant hasn’t made any announcements about new deals recently. As that initial wave settles, new data gives us insight into how these deals have performed so far. The early winner is **Charlamagne tha God**’s “The Breakfast Club,” which ranked No.1 by total views and accounted for more than 40% of all Netflix podcast views during the first quarter, according to [data](https://www.samba.tv/resources/podcasts-on-the-big-screen) from **Samba TV.** “Bridgerton,” an original Netflix podcast, and “Murder with My Husband,” an independent podcast, took second and third place, respectively. For some of these shows, the deals have come with tradeoffs. Several podcasts have seen YouTube growth slow dramatically after they had to pull their full episodes from the platform. **Barstool Sports**’ hockey podcast “Spittin’ Chiclets,” for example, experienced follower growth declines of more than 50% in January and February, [according to Bloomberg](https://www.bloomberg.com/news/newsletters/2026-03-05/how-netflix-s-push-into-podcasts-looks-on-youtube). **Steve McLendon**, YouTube’s product lead for podcasting, told us YouTube isn’t planning to respond to Netflix with its own exclusive deals. But he did give us insight into YouTube’s ambitions for growing podcasting, including how Shorts could have a bigger role to play.  The company is working on ways for Google’s AI assistant Gemini to suggest short clips for podcasters, meaning creators will be able to “almost instantaneously create clips,” he said, adding this could especially benefit hosts without big teams. He also gave his advice for podcasters trying to grow on YouTube. Hint: think less like MrBeast, and more niche. YouTube sees more watch time from videos with under 100,000 views than it does from videos with 100 million views. Another strategy that can help? Going live. McLendon pointed to a Korean radio broadcaster’s [podcast](https://www.youtube.com/playlist?list=PLpDZdhM6kelSlKqvKUwMGwbZj1OynPDMR), which has been livestreaming on YouTube, consistently racking up more than 1 million views per episode. “That’s a really exciting space and in some ways not a way that podcasters have thought about their shows,” McLendon said. Livestreaming every day for three hours sure helped tech podcast TBPN, which was[ just acquired by OpenAI](https://scalablepod.com/p/buying-vs-earning-influence), stand out.  Tune into the full conversation with McLendon on [YouTube](https://youtu.be/LUAk5nB-Bcw?t=2164), or anywhere else you get your podcasts. ——————————————————————————— ## **The Round Up** **Snap** is [laying off](https://www.bloomberg.com/news/articles/2026-04-15/snap-to-cut-16-of-its-workforce-in-quest-for-profitability) about 1,000 employees, or 16% of its global workforce as CEO **Evan Spiegel **looks to reduce costs and achieve profitability. Activist investor Irenic Capital Management recently took a minority stake in the company. **YouTube **now lets users [turn off Shorts](https://www.theverge.com/streaming/912898/youtube-shorts-feed-limit-zero-minutes) by setting their time limit for watching the short-form clips to 0 minutes. Doing so also removes Shorts from a user’s homescreen. We’re interested to see how many people actually opt in to this feature and whether it impacts creators’ views.  **ShopMy**, an affiliate and influencer marketing platform, is launching a personal shopping service for top spenders. The service, called Noir, matches these customers with an influencer for personalized recommendations.  **BeReal** is still trying to reclaim relevance! The once-buzzy photo app is recruiting US creators to get verified and post regularly, [Business Insider reported](https://www.businessinsider.com/bereal-targets-us-creators-to-boost-app-engagement-2026-4?utm_source=Iterable&utm_medium=email&utm_campaign=CMO%20Insider%20%E2%80%94%20April%2015%202026). The company, which was acquired in 2024 by a French mobile apps and games publisher, is also dangling the opportunity of brand partnerships with its roster of clients, which include Amazon, Apple and L'Oréal. **Vylit**, a new social media and monetization platform for creators who are 18 and older, launched this week, co-founded by former OnlyFans CEO **Ami Gan**.  ——————————————————————————— ## **Deals, Deals, Deals** **Vox Media** may agree to multiple deals to sell different parts of its company, including its podcast network and New York magazine, [Puck reported](https://puck.news/inside-jim-bankoffs-plan-to-sell-vox-media-for-parts/). A Vox Media spokesperson declined to comment on the story  **Bluefish**, a New York-based marketing startup that helps brands including American Express and Ulta Beauty show up in ChatGPT and other AI chatbot results, raised $43 million in Series B funding led by **Threshold Ventures** and **NEA**. **Codie Sanchez**’s new platform **BizScout**, which helps individuals find, buy and sell small businesses,** **raised $5 million in seed funding. Investors included private equity firm **Valor Equity**, Tinder founder **Sean Rad** and former Coinbase CTO **Balaji Srinivasan**. Sanchez helps people invest in what she calls “boring businesses,” such as laundromats and car washes, and has amassed a large following on social media in the process. ——————————————————————————— ## **MrBeast Land ** **• MrBeast** is [looking to hire](https://www.businessinsider.com/mrbeast-jimmy-donaldson-youtube-seeks-cmo-to-build-entertainment-giant-2026-4?utm_source=Iterable&utm_medium=email&utm_campaign=CMO%20Insider%20%E2%80%94%20April%2015%202026) his first chief marketing officer. Last month, we wrote it would only be a matter of time before creators started hiring CMOs as they professionalize their businesses. See [our timeline](https://scalablepod.com/p/a-creator-company-isnt-going-to-be-the-next-disney) of creators’ executive hires. **•** MrBeast appears to be the only creator named in **Time**’s annual list of the 100 most influential people. “Survivor” host **Jeff Probst** authored [the entry](https://time.com/collection/100-most-influential-people/2026/mrbeast/), writing that “being around him, even briefly, you get the sense we’re only at the beginning of what he’s capable of.” The most recent season of “Beast Games” featured a crossover episode with “Survivor.”  **• Michael Miller** is now MrBeast’s head of production. The veteran TV producer most recently was an EP on “Beast Games.”  ——————————————————————————— **A Message from Agentio** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/1e0e1504-ecd1-457d-ad1f-cd18f4414bef/Agentio_ad_2.png?t=1776355134) Caption: ** YouTube Is Owned Real Estate For Your Brand** _120 million people now pay to skip ads on YouTube—organic creator integrations are the only way in. Agentio analyzed more than 10,000 YouTube integrations and found 40% of views and 30% of clicks happen more than 30 days after a video goes live, compounding your reach and how your brand shows up in AI search over time. Trusted by Bombas, Maev, Olipop, Uber, Skims and Cash App. Download the playbook and book a demo at _[_Agentio.com_](https://www.agentio.com/?utm_source=scalable&utm_medium=newsletter&utm_campaign=scalable_newsletter&utm_content=april_16_edition)_._ ——————————————————————————— ## **Creator Moves** **The New York Stock Exchange **hosted a creator summit with nearly two dozen finance and tech creators on Wednesday. The event included a roundtable discussion about the state of business media and the creator economy, hosted by **Akash Pasricha**, a reporter who hosts The Information’s daily YouTube show. The creators also took a selfie on the trading floor.  **Maria Sharapova **is [launching a podcast](https://www.wsj.com/business/media/maria-sharapova-takes-on-the-podcast-manosphere-6b5361ff) with** Vox Media** called “Pretty Tough” where she’ll interview powerful women.  **Source Media Group **launched Source Golf, a daily golf network on YouTube tailored for TV screens, which includes videos from top golf creators **Bryson DeChambeau**, **Grant Horvat **and the **Bryan Bros**. The network, with over 100 million hours of annual viewing, lets brands reach the combined audiences of these golf channels through a single buy, similar to traditional TV. ——————————————————————————— ## **By the Numbers: Coachella Edition** Coachella has turned into the “Influencer Olympics.” But it’s also a big competition for brands. Creators often determine the success of their activations.  Hailey Bieber’s **Rhode Skin** was the first weekend’s winner in terms of post volume. From April 9 to 11, more than 500 creators posted 818 times about the company, which held a popup activation at the festival, according to data from **CreatorIQ** shared with Scalable. But** Revolve**, which returned to the festival for the ninth time this year, beat Rhode in impressions and engagements. Revolve garnered over 74 million estimated impressions from 279 creators, compared with roughly 48 million for Rhode. Engagements with Revolve-related posts hit 6.5 million vs. roughly 3.5 million for Rhode. Another notable mention is **Agua de Kefir**, which generated close to 11 million impressions and 1.4 million engagements from just 20 creator posts. The beverage brand has recently had several high-profile partnerships with “Love Island” reality TV stars, which helped it to stand out and remain culturally relevant. ——————————————————————————— ## **An Event You Won’t Want to Miss** Our [Scalable Summit](https://scalablepod.com/summit) is just a few weeks away!  Join us in Los Angeles on** May 6** as we explore how to build long-lasting businesses in the creator economy with founders, creators and executives from **Instagram**, **TikTok**, **OpenAI**, **YouTube**, **Twitch** and more.  ---------- We’re running a limited-time promotion for our newsletter readers. If you share our newsletter with 5 of your industry friends, you’ll get 50% off your ticket. The quantity is limited so don’t wait. Instructions below.  -------------------- ——————————————————————————— Share Scalable You currently have <strong>0</strong> referrals, only <strong>5</strong> away from receiving <strong>50% off tickets to Scalable Summit. Share with 5 industry friends—limited time offer</strong>. Or copy and paste this link to others: https://scalablepod.com/subscribe?ref=uj6g1a9JHe ——————————————————————————— ----------## **Talent Tracker** **Nikila Srinivasan**, the vice president of product for business messaging at** Meta**, announced she left the company. Srinivasan didn’t announce next steps, but said she’ll stay on in an advisory role through the summer.  **Paul Coggiola**, a long-time **UTA** agent, is now the [new president](https://variety.com/2026/digital/news/lift-creators-uta-agent-paul-coggiola-1236698437/) of **LIFT Creators**, a new creator-focused division of athlete representation firm** **LIFT Management. **Eric Wise **is the new president of **Bucketsquad**, the lifestyle and apparel brand from top sports creator Jesser. Last week, Jesser announced a holding company, JesserCo, for his business. The previous Bucketsquad president **Zach Miller** will now serve as president of the holding company.  **Matthew Massina** was promoted to director of YouTube and content strategy at** Jomboy Media**, a sports media company founded by baseball creator Jimmy O’Brien. The company was recently profiled by [The New Yorker. ](https://www.newyorker.com/sports/sporting-scene/how-jomboy-is-changing-the-way-baseball-is-watched) **Ashley Woods** was hired as social media producer for “The Viall Files,” the dating and reality TV-focused podcast hosted by former “Bachelor” star **Nick Viall **and his wife **Natalie Joy Viall**. ——————————————————————————— ## **Bookmarked**  [Mega Influencers Are Replacing Themselves With AI Clones](https://www.vanityfair.com/news/story/influencers-ai-clones) [The Queen Bee of MAGA Socialites](https://www.wsj.com/us-news/jessica-kraus-house-inhabit-maha-5f57a5b3?mod=e2tw) [NPR’s ‘Planet Money’ Is Now A Book, Game and Record Label](https://www.nytimes.com/2026/04/14/arts/planet-money-npr-book.html) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/livestreaming-is-back-but-can-it-last

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! -------------------- In today’s column, we give you the lowdown on a new minor in the creator economy from Syracuse University. The move makes sense: Creators now outnumber doctors and practicing lawyers in the US. Plus, we’re excited to announce some news about Scalable: Our podcast is now part of **Acast**’s [podcast network](https://www.acast.com/en-us)! We’re thrilled to work with the Acast team to grow and monetize our show. In other news today: * Alex Cooper vs. Alix Earle * _Meta Matters: _Meta set to overtake Google in ad revenue and Zuckerberg’s alarming AI clone * _Creator Moves: _Tucker Carlson is selling books, Jesser announces a holding company and Elon Musk on TikTok? * _Talent Tracker: _Hirings and departures at TikTok and Google -------------------- ——————————————————————————— ----------You can soon get a college degree in the creator economy. **Syracuse University** is launching a “Center for the Creator Economy” this fall. The academic center will provide education, research and industry partnerships in digital content and entrepreneurship. The university will also offer students a minor degree in the creator economy. “When you talk to students and young people, they want to be creators,” **Alex McKelvie**, the interim dean of Syracuse's Whitman School of Management, told Scalable. He added that the university is now expected to prepare students for this type of career. It’s a major moment for an accredited university to launch a dedicated academic curriculum for the creator economy. The industry is now one of the fastest-growing job sectors in the US, but being a creator is almost an entirely self-taught profession.  In 2025, there were more than 1.5 million full-time equivalent digital content creators in the US, up almost eightfold since 2020, [according to the IAB](https://www.iab.com/news/measuring-digital-economy-2025/). That is more than the number of licensed physicians and active lawyers, based on data from the Federation of State Medical Boards and the American Bar Association. But medical school and law school have very defined curriculums. The creator economy doesn’t. Instead, it overlaps with many different industries and is constantly changing. Plus, while most people understand the content side of being a creator, fewer grasp the operational side and the diversity of creator businesses. “Creators need both media literacy and business literacy,” said **Stephanie Patrick**, co-founder of Theorist Media, who joined Jasmine for a live recording of the Scalable podcast at Syracuse’s satellite campus in Los Angeles last week. Creator **Nick Urteaga** and **Michael Curtis**, CEO and founder of Proud Management, were also part of the conversation, available now on YouTube, [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv) and anywhere else you get your podcasts. Youtube: How to Design a College Degree for Creators | Scalable Live (https://youtu.be/PDCJUdyejnw?si=W6pAzUiH1lb9frvA) Students minoring in the creator economy at Syracuse will have to take three mandatory courses in business, media and entrepreneurship. They must also choose from a number of electives, including courses focused on marketing, media businesses, trendspotting in digital media, sports content and AI for creatives. The breadth of Syracuse’s curriculum sets it apart from creator economy programs offered at other universities, many of which are geared toward professionals or graduate students or are narrower in scope. **UCLA Extension**, for example, has offered continuing education classes in social media, marketing and influencers since at least 2018. **Cornell University** has held a graduate seminar called “Platforms, Power and Precarity in the Creator Economy.” And in 2022, **MrBeast** and** East Carolina University** announced they would develop a credentialing program for creators. It’s [unclear what happened](https://eu.usatoday.com/story/news/nation/2025/10/12/mrbeast-jimmy-donaldson-east-carolina-university-ecu/86366171007/).  At Syracuse, creator economy courses will be taught by professors and adjunct professors, many of whom are active in the industry themselves. Classes will take a hands-on approach to learning, similar to how the university’s entrepreneurship classes are run. McKelvie told us Syracuse is also hiring for an executive director to lead the Center for the Creator Economy.  For that role, “the main criteria, if not the primary criteria, is embeddedness and expertise in the space,” McKelvie said. To keep the curriculum current, the university also plans to bring in guest lecturers. **Harvard Business School** has taken [a similar approach](https://www.wsj.com/lifestyle/harvard-business-school-celebrity-visits-8505ab04), inviting celebrities and top influencers including **Kim Kardashian** and **Alix Earle** to lead classes.  While McKelvie told us he doesn’t expect the Kardashians in Syracuse’s classrooms anytime soon, we bet there will be a long list of creators raising their hands to guest lecture. Our hands are definitely raised! _In other news…_ ——————————————————————————— ## **Alex Cooper vs. Alix Earle** We might soon get an answer as to what really happened between **Alex Cooper** and **Alix Earle**. Last February, Earle’s podcast was dropped from Cooper’s podcast network but the reason why was unclear. Cooper on Monday publicly called out Earle in a video for passive-aggressively liking and reposting negative videos about her since the split. Earle later reposted Cooper’s video and commented: “Okay on it!!” We’ll leave the [analysis of the drama](https://www.instagram.com/thetoast/reel/DXFPsPbjmEw/) to all the pop culture creators out there. But we did recently dive into how the Alexes are building out separate empires since their business relationship soured. Cooper’s company Unwell now has about 100 employees and includes a marketing agency, reality TV shows, energy drinks and more. Earle, meanwhile, will star in an upcoming Netflix reality show and just launched her own skincare brand, **Reale Actives**, which quickly sold out. We broke it all down in [this YouTube video](https://www.youtube.com/watch?v=ZbnP4d2BDwM), which is also embedded below. Youtube: Alex Cooper and Alix Earle’s Dueling Businesses (https://youtu.be/ZbnP4d2BDwM?si=e_Oenz7qpFRq65fQ) _Side note: _We found it interesting that Cooper chose not to post her video calling out Earle on her Instagram profile. Instead, she posted a snippet of it on her Instagram Story with a link to watch the full thing on TikTok. We’ve noticed other creators using this tactic lately and are curious about the deeper strategy behind the move. Cooper’s following on Instagram is about twice the size of her TikTok following. Earle, meanwhile, shot to fame on TikTok and has a larger following there than on Instagram. That suggests that the video could have been intended more for Earle’s audience than her own. Cooper’s Instagram account also feels more curated and business-like than her TikTok account, including the content on her profiles and the names of the accounts. On Instagram, she goes by @alexandracooper. On TikTok, her account name is @fathercooper. As we discussed in the video, there’s a duality to Cooper and she may have thought TikTok was a better fit for that content. If you have your own theory on why Cooper and other creators are using Instagram Stories to drive viewers to TikTok videos, reply to this email! We’d love to hear from you.  ——————————————————————————— ## **Meta Matters** • **Meta Platforms **is expected to surpass **Google** in digital ad revenue for the first time, according to estimates from EMARKETER. Meta’s ad business has been on a tear lately thanks to its investments in AI. Google’s business has been under pressure from platforms like Amazon, as well as AI platforms, which have been rolling out their own ad offerings. That’s one reason why parent company Alphabet has been putting a bigger emphasis on YouTube and its creators to drive ad revenue. More on that [here](https://scalablepod.com/p/big-tech-is-hot-and-cold-on-creators) and [here](https://www.youtube.com/watch?v=-NbSSNLbDLM&t=1354s). **• **Meta removed ads from law firms seeking clients for future social media addiction lawsuits, following a landmark ruling that found Meta and YouTube liable, [Axios reported.](https://www.axios.com/2026/04/09/meta-social-media-addiction-ads) “We will not allow trial lawyers to profit from our platforms while simultaneously claiming they are harmful,” a Meta spokesperson said. Read about the ramifications of the trial for creators [here](https://scalablepod.com/p/inside-the-chicago-bulls-creator-strategy).  • An AI version of CEO **Mark Zuckerberg** is in the works at Meta, the [Financial Times reported](https://www.ft.com/content/02107c23-6c7a-4c19-b8e2-b45f4bb9ce5f?accessToken=zwAAAZ2HUV0skc8CEHwjbHpMGdO44rRfS7nOXw.MEQCIEovaXodj6A_lTJvavpOqA2a4uVu21rkhqE7VKcR4eYeAiB8b9Oiv4yP5Gis9E-UOEuiCdVc-TB6upyokqRpP6sDuA&segmentId=e95a9ae7-622c-6235-5f87-51e412b47e97&shareId=8a5beb15-38ab-43bc-a619-f21299cd84eb&shareType=enterprise&syn-25a6b1a6=1).  The AI clone is being trained on the executive’s mannerisms, tone and public statements and will be used internally to help employees feel more connected to their boss, according to the FT. The move feels unsettling for many reasons, including that Zuckerberg is one of the most visible and influential business leaders worldwide and it could have major ramifications if the clone gets into the wrong hands. ——————————————————————————— ## **Creator Moves** The **Institute for Responsible Influence**, an initiative launched earlier this year, rolled out its certification program on Monday. The program trains creators to properly disclose sponsorship deals and follow FTC guidelines. _Go deeper:_ We discussed US influencer guidelines and how other countries like the United Arab Emirates** **are approaching regulation of the creator economy [in a podcast episode](https://youtu.be/KXa48wDhVLQ?si=012uIwhZskhosmbz) earlier this year.  **Jesser**, the basketball and sports creator with 40 million YouTube subscribers, announced a holding company called JesserCo, which includes his social media business and **Bucketsquad**, his sportswear and lifestyle apparel business. Jesser, whose real name is Jesse Riedel, is the latest creator to professionalize their business via a holding company after hiring a seasoned executive to lead the company. See [our timeline](https://scalablepod.com/p/a-creator-company-isnt-going-to-be-the-next-disney) of creators’ executive hires. **Skyhorse Publishing **launched a book imprint with **Tucker Carlson**, the former Fox News host turned podcaster, the [Wall Street Journal reported](https://www.wsj.com/business/media/tucker-carlson-books-imprint-to-launch-with-skyhorse-publishing-117e28d7?mod=e2tw). Called Tucker Carlson Books, it plans to publish books from controversial figures including actor **Russell Brand**, who has been accused of sexual assault, and far-right commentator **Milo Yiannopoulos**. **Elon Musk** appears to have joined** TikTok**. A verified account with the handle @elonmusk has posted one video so far on the app. Musk, who owns X, has been critical of other social media apps, even briefly barring users from promoting their other social accounts on X. But he has occasionally praised TikTok. He may also be looking to improve his image among people outside of his core fans, many of whom are on X. ——————————————————————————— Share Scalable You currently have <strong>0</strong> referrals, only <strong>5</strong> away from receiving <strong>50% off tickets to Scalable Summit. Share with 5 industry friends—limited time offer</strong>. Or copy and paste this link to others: https://scalablepod.com/subscribe?ref=uj6g1a9JHe ——————————————————————————— ## **Talent Tracker: TikTok & Google Edition** **Tara Walpert Levy**, a long-time **YouTube** executive, announced she would leave the company this summer after 15 years. **Tim Katz **will take over the Americas business. Katz has also been at YouTube for 15 years, most recently as vice president of partnerships.  **Khartoon Weiss**, who until recently led** TikTok**’s North American ads business, is joining **Google **where she’ll be vice president of US mid-market sales, focused on commerce.  **Jorge Ruiz**, the global head of marketing science at **TikTok**, announced he’s leaving the company after more than six years. He didn’t announce next steps.  **Damir Kasimov**, who most recently was **TikTok**’s content strategy manager for Asia-Pacific, joined** Meta** as a partner solutions manager. Kasimov spent eight years at the company, beginning as an intern for [Musical.ly](https://Musical.ly), which was later acquired by ByteDance and morphed into TikTok.  ——————————————————————————— ## **Bookmarked** [AI Relationship Podcasters Are Reinforcing Gender Tropes, Racking Up Millions of Views](https://www.wired.com/story/ai-podcasters-really-want-to-tell-you-how-to-keep-a-man-happy/?utm_brand=wired&utm_social-type=owned&utm_source=twitter&utm_medium=social&utm_campaign=aud-dev) [Fan Social, A ‘Cameo On Steroids,’ Lets You Pay to Hang With Celebs IRL ](https://www.thecut.com/article/fan-social-hang-out-with-celebrities.html) [How Jomboy Is Changing the Way Baseball Is Watched](https://www.newyorker.com/sports/sporting-scene/how-jomboy-is-changing-the-way-baseball-is-watched) [‘Housewives’ and Lawmakers See a Congress Devolving Into Reality TV Drama](https://www.nytimes.com/2026/04/12/us/politics/real-housewives-congress.html) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/a-college-degree-for-creators

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/da6c0fb7-229d-4843-a705-06e1fd290955/agentio_logo.png?t=1775079005) Caption: -------------------- Hello! Today’s column is a transparent look into how much it costs to make high-quality, educational YouTube videos with Julie Walsh Smith, CEO of Complexly, which was founded by YouTubers Hank and John Green. -------------------- **In other news today:** * Alex Cooper’s confusing reality TV strategy * _The Round Up:_ Patreon podcasters earned more than $629 million last year, TikTok goes big on microdramas * _Creator Moves: _Adam W and Whitney Leavitt get new C-Suite titles, while two YouTube journalists nab Emmy nominations * _Talent Tracker: _Another TikTok exec departs, Anthropic expands its influencer marketing team -------------------- ——————————————————————————— ----------**SciShow **and **Crash Course **are some of the most popular educational series on YouTube, with 8 million and 17 million subscribers each.  They’re not cheap to make. SciShow, which publishes four to five episodes on YouTube each week, costs roughly $500 a minute. Crash Course costs ten times as much, at about $5,000 a minute. SciShow videos can range from around 10 minutes to more than two hours, while CrashCourse videos are typically under 10 minutes. “Most YouTube channels don’t spend more than $500 per video in terms of cash out of pocket,” said **Matt Gielen**, CEO of digital media studio Silver Berry. Production for SciShow is mostly done in-house and takes about six to eight weeks to go from pitch to episode. The production timeline for Crash Course is significantly longer, with development taking anywhere between six to 18 months per series. That’s because the show brings in subject matter experts, including scientists and PhD holders to write the curriculum and the scripts. This breakdown comes from **Julie Walsh Smith**, CEO of** Complexly**, the educational media company behind the shows. She sat down with us for an interview on the latest episode of Scalable, embedded below. Youtube: How Complexly Makes (and Funds) Educational YouTube | Julie Walsh Smith (https://youtu.be/ZGFf6EDxb-o?si=emU4-YUfYgiRGx0R) Complexly, which has roughly 85 employees, was founded in 2012 by longtime YouTubers **Hank **and **John Green**.  Known as the Vlog Brothers, the two have long been thinking about how to expand the business, to both lessen the reliance on them on screen and offset some of the costs. They’ve brought on new hosts and considered different financial models, including acquisitions, taking on outside investment and giving employees ownership. Ultimately, Complexly decided on a very different approach. In February, the Green brothers sold their shares in the company and turned it into a nonprofit. “After really turning over every stone, we kept coming back to nonprofit,” Smith said.  She added that the company was not the “most appealing target for commercial investment” as its mission is to “create engaging educational content for free, for everyone, forever.” Complexly doesn’t look like other creator companies that typically rely heavily on ads and brand partnerships to make money. Just 20% of Complexly’s revenue comes from advertising, including sponsorships and YouTube AdSense. Forty percent comes from audience support, such as Patreon or fundraising campaigns, while the remaining 40% comes from grants and philanthropists. “Becoming a nonprofit just lets us lean into those revenue streams. We are not abandoning advertising, but that’s not going to be our priority moving forward,” Smith said. Revenue from audience support grew by 56% last year, she said. The company has also taken a stand against using AI in its work, and it’s sticking with it as the technology continues to develop. In 2023, the company published its AI policy, which includes not producing any videos that use AI for scriptwriting, editing, fact-checking or to develop visuals. The company may still use AI for preliminary research or ideation. “We’re making a bet that people are going to want to see content that was made with humans driving the creative process,” Smith said, noting that Complexly can’t “become the most trusted educational brand without really sticking to our standards.” We covered a lot of other ground with Smith, including whether Complexly’s business model is replicable for other creator businesses, how to mitigate key-person risk and more. Tune into the full episode, out now, [anywhere you get your podcasts](https://scalablepod.com/podcast). ---------- ——————————————————————————— -------------------- 🚨**_Tickets for our upcoming _**[**_Scalable Summit_**](https://scalablepod.com/summit)**_ on May 6 are selling fast! _** **_Join us in Los Angeles to hear from executives at OpenAI, Instagram, The NFL, Twitch, Visa and many more. _** -------------------- Grab your ticket here (https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator) ----------——————————————————————————— ## **Alex Cooper Can’t Win** **Alex Cooper** is getting a lot of heat for her new reality TV dating show “Unwell Winter Games,” which aired its final episode on YouTube on Thursday. The controversy centers on the polarizing cast, including convicted con artist **Anna Delvey** and** Dakota Mortensen**, who has been in the news recently for domestic abuse allegations against his ex-partner **Taylor Frankie Paul**. Paul has also [accused Mortensen of abuse](https://www.nytimes.com/2026/04/07/arts/television/taylor-frankie-paul-court-filing-abuse.html). At the same, the “Call Her Daddy” host is also being criticized for being too non-controversial. “She’s just very, like, PG,” one of the hosts of the pop culture podcast “Friend Of” [said](https://www.instagram.com/reel/DWgb4HTDUiv/?igsh=MXdidGk5a3hveW5tbg==) about Cooper’s interview style with guests. “She never really has an opinion.” It’s not easy for creators to evolve their businesses and content, especially when they begin in a specific niche. They need to stay true to their loyal fans who knew them for one thing, while trying to capture new audiences and grow as a brand.  Cooper is one of the most successful examples: She’s moved from raunchy content to interviews with public figures ranging from Kamala Harris and Jane Goodall to A-list celebrities like Victoria Beckham. Cooper’s media company, Unwell, now has about 100 employees and reaches more than 50 million people daily. One way to expand is by bringing in new people and voices. Cooper has also done that, signing nearly a dozen other podcasts to her network. She has also launched energy drinks, established a marketing agency and executive produced a new reality dating show for Hulu called “Love Overboard.” The Hulu show premiered around the same time as the controversial YouTube competition show, which puzzles us. The two projects feel at odds, as Cooper is essentially competing with herself. We dig deeper into this in our latest podcast, embedded below, or available [anywhere else you get your podcasts](https://scalablepod.com/podcast).  Youtube: OpenAI’s TBPN Deal And Alex Cooper Divide The Internet, And Alix Earle Gets Into Skincare (https://www.youtube.com/watch?v=VC2nfWHD8ic) ——————————————————————————— ## **The Round Up** **Patreon **announced that its podcasters earned more than $629 million in 2025, up 33% from the previous year. Podcasting has been the highest-earning category for creators on Patreon for a second year in a row, with more than 47,000 podcasters earning money on the fan membership site. This comes as we’ve recently seen more long-time podcasters [abandon their shows](https://scalablepod.com/p/a-podcast-reckoning-is-here). **MeidasTouch**, a progressive news podcast with more than 6 million YouTube subscribers, received an investment from **Soros Fund Management**, [Bloomberg reported](https://www.bloomberg.com/news/articles/2026-04-07/george-soros-firm-invests-in-progressive-meidastouch-network). Terms of the deal weren’t disclosed. The George Soros-owned firm has made other bets on new media, including progressive media firm **Crooked Media**. It also took a majority stake in radio and podcast firm **Audacy**, when it filed for bankruptcy. **Hubspot** acquired** Futurepedia**, a network of education channels on YouTube that teach people how to use AI. Terms were not disclosed. While this may seem like an unusual deal for a marketing and sales software company, Hubspot previously acquired **The Hustle**, which includes a newsletter and podcast, in 2023. Plus, just look at **OpenAI**’s acquisition of **TBPN**, which we gave our take on [here](https://scalablepod.com/p/buying-vs-earning-influence) and in [this week’s podcast](https://scalablepod.com/podcast). ——————————————————————————— ## **Today in TikTok ** • _Microdrama mania at TikTok: _The company is casting for a new short-drama production this month, [Business Insider reported](https://www.businessinsider.com/tiktok-casting-actors-short-dramas-microdramas-2026-3). The move comes after TikTok recently began testing a short drama feed in the US and other markets.  Separately, actress **Issa Rae**’s independent media production company **Hoorae Media **will [premiere its first microdrama series](https://www.thewrap.com/creative-content/tv-shows/issa-rae-microdrama-screen-time-tiktok-partnership-pinedrama/), called “Screen Time” as part of a new content deal with TikTok announced Wednesday. (We predicted TikTok could start striking deals with creators for microdramas [here](https://scalablepod.com/p/our-2026-predictions-for-the-creator-economy).) •** ****Khartoon Weiss**, the general manager of global business solutions at TikTok, announced she was leaving the company this week. She joins a growing list of executive departures that includes head of marketing **Sofia Hernandez**, who announced she was stepping down last month. • TikTok plans to invest 1 ‌billion euros ($1.17 billion) to build a second data center in Finland. Both investments are part of an effort to safeguard the data of its more than 200 million European users as the EU continues to crackdown on social media companies. ——————————————————————————— **A Message from Agentio** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/866df7a1-5092-44d4-a9c7-ba5f3f3ddf18/AI_Draft_Review_2x.png?t=1775143485) Caption: **Agentic infrastructure for creator-led advertising** _Agentio enables marketers to buy creator-led ads as easily and efficiently as Meta or Google ads by automating matching, pricing, contracting, delivery, and measurement—reducing campaign timelines from months or weeks, down to days. Trusted by Bombas, Olipop, Uber, and more. Book a demo at _[_Agentio.com_](https://www.agentio.com/?utm_source=scalable&utm_medium=newsletter&utm_campaign=scalable_newsletter&utm_content=april_9_edition)_._ ——————————————————————————— ## **Creator Moves** **Enjoy Basketball**, a media company co-founded by YouTuber **Kenny Beecham**, is working with the **NBA** to produce a new original series with three episodes called “The Trivia Show.” It will be available on the NBA’s app and TV network and on Enjoy Basketball’s YouTube channels. Read our interview with Luka Dukich, vice president of content marketing at the Chicago Bulls, where he explains why the NBA is ultimately a content business [here](https://scalablepod.com/p/inside-the-chicago-bulls-creator-strategy). **IShowSpeed**, a top streamer, will be featured as an animated character in [a new anime-style series](https://variety.com/2026/tv/news/ishowspeed-anime-series-one-piece-matt-owens-brian-robbins-1236710649/) in the works from production startup** Big Shot Pictures**, founded by Brian Robbins, the former co-CEO of Paramount Global. **Adam W** is now the chief digital officer of** Stic**, an out-of-home advertising company.  Meanwhile, “Secret Lives of Mormon Wives” star **Whitney Leavitt **was named chief creative and brand officer of **Cool Sips**, a dirty soda chain. More brands are giving creators C-level titles, which tend to be largely symbolic: Dhar Mann being named the NFL’s chief kindness officer is a [perfect example](https://scalablepod.com/p/dhar-mann-opens-the-doors-to-his-studio-and-more-brand-deals). But it also reflects how brands are working more closely with creators on marketing and product strategy, not just social media promotion.  **Jorge Ramos** and **Johnny Harris**, two independent journalists with large YouTube followings, were both nominated for **Emmys** in the news and documentary category. YouTube CEO **Neal Mohan**, who has argued that YouTubers should win traditional awards, congratulated them[ on X](https://x.com/nealmohan/status/2041587507977187760?s=46), writing that journalists “can connect directly with their viewers” on the platform.  **Hasan Piker**, a left-wing streamer, [spoke at a rally](https://www.nytimes.com/2026/04/08/style/hasan-piker-abdul-el-sayed-michigan.html?unlocked_article_code=1.ZlA.2o6K.-h45ETVOwEi2&smid=nytcore-ios-share) earlier this week in support of **Abdul El-Sayed**, a progressive Muslim candidate running for Senate in a tight Democratic primary race in Michigan. It could be the start of more creators appearing on the campaign trail during the 2026 Midterm Elections and beyond, as more influencers use their platforms to support political issues and candidates. ——————————————————————————— ## **Talent Tracker** **Christina Kavalauskas** recently joined **Reddit **as global head of **KarmaLab**, its internal creative strategy team. Before that, she was executive strategy director of social and creator at Deloitte Digital.   **Anthropic **is [hiring](https://www.linkedin.com/posts/alexisbarnhorn_influencer-marketing-manager-brand-activity-7445883826121175040-45QC?utm_source=share&utm_medium=member_desktop&rcm=ACoAABArt7YBHDZij1ASgEoNfDPuCITiWjO4Uzg) an influencer marketing manager focused on Claude brand campaigns, as well as events and ambassador programs.   **Sixteenth**, the Whalar-owned talent management firm, is [hiring](https://job-boards.greenhouse.io/whalarinc/jobs/5848339004) a head of unscripted at Sixteenth Studios to lead the development, packaging and sale of unscripted formats and docuseries for TV and streaming. ——————————————————————————— ## **Bookmarked**  [Can OnlyFans Save Fashion?](https://www.vanityfair.com/style/story/can-onlyfans-save-fashion) [Food Influencing Gets a Feel-Good Refresh](https://www.nytimes.com/2026/04/07/dining/food-influencer.html) [More Marketers Are Joining Hollywood’s Creative Table](https://www.hollywoodreporter.com/business/business-news/caas-alanna-strauss-hollywood-1236558992/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/a-youtube-show-that-costs-5-000-per-minute

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Join us on May 6 in Los Angeles as we explore how to build long-lasting businesses in the creator economy. _ _Attendees of the _[_Scalable Summit_](https://scalablepod.com/summit)_ include investors, founders, operators, creators, marketers and senior staff from companies including Warner Bros., TikTok, Netflix, LinkedIn, Unilever, MrBeast and many more. _ _Space is filling up fast, so grab _[_your ticket here_](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator)_!_ ——————————————————————————— -------------------- Hello! Today’s newsletter is all about different strategies to win influence, starting with our take on OpenAI’s acquisition of TBPN. **In other news today:** * How Alix Earle sold $1 million of her new skincare products within five minutes * _Soundbite_: Obama’s 2008 campaign manager shares his advice for political campaigning today. Hint: It’s not just about making TikToks * _The Round Up_: LinkedIn eyes Beehiiv, Meta’s Oversight Board may be no more * _Creator Moves_: MrBeast’s star-studded livestream and Corporate Natalie wants to fix influencer marketing -------------------- ——————————————————————————— ----------**OpenAI **[buying TBPN](https://www.wsj.com/cmo-today/openai-buys-tech-industry-talk-show-tbpn-484c01c5?mod=Searchresults&pos=2&page=1) wasn’t on our bingo card!  The AI giant reportedly paid in the “low hundreds of millions” for the tech podcast, which streams live for three hours daily, and is hosted by founders** John Coogan** and** Jordi Hayes**. For OpenAI, the move is an attempt to reshape the narrative around AI and its products. What the company is really paying for is influence and vibes. Both TBPN and OpenAI said the show would maintain editorial independence, even as the TBPN team reports to OpenAI’s chief lobbyist and helps the company with marketing and communications.  The question now is whether OpenAI’s bet will pay off—and what the acquisition says about broader creator strategies. Trust in AI remains low, even as more people use it. In February, OpenAI’s ChatGPT surpassed 900 million weekly active users, per the company.  But 76% of Americans said they could trust AI “hardly ever” or “some of the time,” according to a March **Quinnipiac University** poll. Another 55% said they think AI will do more harm than good in their day-to-day lives. Meanwhile, podcasters and creators are now some of the most trusted sources of news and information. In theory, TBPN could help boost OpenAI’s public image.  But TBPN has a very specific, niche audience of Silicon Valley insiders, founders, investors, developers and tech bros. As of Tuesday, the show had about 72,500 subscribers on YouTube. Its audience members don’t need convincing about the benefits of AI. They’re already bought in.  OpenAI needs to reach people who are still unsure—many of whom likely haven’t heard of TBPN. That includes people working within the creator economy who we spoke to after the news broke! And changing people’s minds about AI is hard. Even people in the Quinnipiac poll who said they knew a “great deal” about AI were more likely to have negative, rather than positive views, about the technology. Still, they were roughly twice as likely than those who knew “hardly anything” to say the tech would do more good than harm. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/9d3f6b0e-12bc-4da9-a255-fda2a9ee6c64/AI_graph-2.png?t=1775582894) Caption: ----------One thing that may work in OpenAI’s favor is that many people have likely seen snippets of TBPN without realizing it. That may be what the company is betting on. TBPN has flooded X and other social apps with clips of the show and generated buzz through other attention-grabbing campaigns, like an Emmy consideration push that included billboards. The show also frequently shares baseball-style “trading cards,” like [this one](https://x.com/tbpn/status/2041326592480210996?s=20), to highlight personnel moves in the tech industry, which are then retweeted and viewed tens of thousands of times. Zooming out, we don’t expect every major tech firm to start shelling out hundreds of millions to acquire creators.** **(That’s not to say that tech executives won’t continue going on friendly podcasts and trying to shape the narrative in other ways.) But the acquisition is symbolic of the current moment in the creator economy. What people choose to watch is becoming extremely fragmented. And as algorithms dictate more of our social media behaviors, people may not even know who is producing the content they see on their feeds. Many companies are adjusting their strategies to meet the moment, choosing to partner with creators who have targeted audiences, instead of the largest number of followers. Prior to the acquisition, TBPN was sold out for brand sponsorships for the year and on track to make $30 million in annual revenue. It remains to be seen what happens with those brand deals, as all sponsor logos disappeared from the show after the deal was announced. There are also many other questions: Will TBPN be able to retain its core audience? Will OpenAI competitors still appear on the show? Are Coogan and Hayes still going to be hosting two years from now? We dive deeper into all of this on our podcast this week, publishing Thursday. ——————————————————————————— ## **How to Launch a Brand in 2026** **Alix Earle**’s new skincare brand, **Reale Actives**, may just have had one of the most successful celebrity beauty launches of all time: It brought in $1 million in sales within five minutes of becoming available last week, [according to Puck](https://puck.news/how-alix-earle-became-beautys-biggest-new-founder). By 4 p.m. on launch day, the entire product line was sold out. A lot of the nascent brand’s early success comes from Earle’s smart marketing strategy. For roughly a week, she teased the launch through posts and videos on her social media accounts, encouraging people to follow an account called @wtfisalixdoing to find out more. That generated excitement and intrigue—and gave the brand a built-in following of about 400,000 on Instagram when she changed the account name to @realeactives after launch. She also tapped other influencers to spread the word, sending them locked suitcases with products and puzzle pieces that ultimately filled a billboard in New York’s SoHo neighborhood that revealed the brand.  But she didn’t just rely on social media. Earle appeared on traditional talk shows, including “Jimmy Kimmel Live!” and “The Drew Barrymore Show” and gave interviews to media outlets including Fortune. Her brand appeared on a billboard in Times Square, and she even went to the top of the Empire State Building, which was lit up in green in honor of her brand colors.  The savvy use of social media is to be expected from Earle. What’s more surprising is the heavy reliance on traditional media. That shows how it’s not one or the other and that brands (and creators) need to be firing on all cylinders. Now, the real test will be whether Earle can turn Reale Actives into a long-lasting brand. That will ultimately depend on the quality of the products, not her marketing skills. ——————————————————————————— ## **Soundbite** “A successful campaign in 2026 must operate like a full-time production studio. Candidates and incumbents should center each day on content creation.“ — David Plouffe, veteran Democratic political strategist, March 2026 **David Plouffe **is encouraging politicians to take cues from creators. That doesn’t just mean making TikTok videos. “To win today, you need to harmonize your message across the ever-growing list of ways people are reachable: traditional TV, connected TV, Instagram, Facebook, YouTube, TikTok, Reddit, podcasts, Snapchat, radio, video games, community events, door-to-door canvassing, phone calls and texting,” wrote Plouffe, who worked with President Obama and Vice President Kamala Harris. His [New York Times op-ed](https://www.nytimes.com/2026/04/05/opinion/politics-midterms-tiktok-attention-content.html?unlocked_article_code=1.ZFA.b887.zDi2kifgbp11&smid=nytcore-ios-share) comes as Democrats have lagged Republicans on influencer and social media strategies. We went deeper on this topic with Democratic Senator **Cory Booker **[here](https://scalablepod.com/p/senator-cory-booker-wants-democrats-to-post-more) and California Attorney General** Rob Bonta **[here](https://scalablepod.com/p/california-ag-bonta-on-landmark-social-media-trial)—both of whom are appearing on more podcasts themselves these days, including Scalable! ——————————————————————————— ## **The Round Up** **LinkedIn** discussed acquiring newsletter publisher **Beehiiv**,** **[Semafor reported](https://x.com/maxwelltani/status/2041137664988996071?s=20). Beehiiv declined to comment. LinkedIn didn’t immediately respond to a request for comment.   **Meta Platforms **may stop funding its independent Oversight Board after 2028, the newsletter [Platformer reported](https://www.platformer.news/meta-oversight-board-funding-cancel/). The board, which launched in 2020, was formed in response to criticism over how Meta handled difficult content moderation decisions. Now Meta has moved to using more automated moderation systems, as well as user-driven approaches like X’s community notes.  **Spotify** announced** **Prompted Playlists for podcasts, which lets users describe what they’d like to listen to, such as political analysis or a funny interview. Spotify will build a personalized playlist of relevant episodes, much like its curated music playlists.   **Red Seat Ventures**, the podcast talent company owned by Fox, [announced](https://variety.com/2026/digital/news/fox-red-seat-ventures-speakeasy-podcast-platform-1236705744/) Speakeasy, its new platform that offers podcast hosting, distribution and monetization services.  **Picsart**, a design and editing software, launched a creator monetization program. Creators, regardless of their follower count, can earn money from creating content using and promoting Picsart tools and sharing it to their own social media accounts. The payouts are based on engagement, such as views, comments and shares. ——————————————————————————— ## **Creator Moves** **MrBeast **hosted a livestream on his YouTube channel over the weekend that included 50 widely-followed streamers, such as **Ludwig **and **Pokimane**, who competed to win $1 million in cash to give to their followers. MrBeast co-hosted the stream with **iShowSpeed**, who has recently become one of the most popular streamers. The video racked up more than 58 million views overall, with the livestream peaking at about 1 million concurrent viewers. **Natalie Marshall**, the creator better known as Corporate Natalie, [launched](https://fortune.com/2026/04/05/corporate-natalie-new-creator-led-agency-expand-co-lab-influencer-marketing/)** Expand Co-Lab**, an influencer marketing agency. The new firm says it will differentiate itself in a crowded market of similar firms by bringing creators into the process early to advise on strategy and messaging rather than providing “rigid briefs” and brokering one-off campaigns.   ——————————————————————————— ## **Bookmarked**  [Kardashian Whisperer Emma Grede ](https://www.wsj.com/style/fashion/emma-grede-book-start-with-yourself-a7b2c82d?mod=style_lead_pos5) [The Unwritten Rules of Celebrity Podcasts](https://lamaterial.com/p/the-unwritten-rules-of-celebrity-podcasts) [Social Media Has Become a Freak Show](https://www.natesilver.net/p/social-media-has-become-a-freak-show) [Kanye West Is Seeking Redemption. There’s a Long Road Ahead](https://www.wsj.com/business/media/kanye-west-is-seeking-redemption-theres-a-long-road-ahead-c4786fe6?mod=style_lead_pos1) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/buying-vs-earning-influence

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- **Supported by** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/da6c0fb7-229d-4843-a705-06e1fd290955/agentio_logo.png?t=1775079005) Caption: -------------------- Hello! Today’s column is a behind-the-scenes look at the Chicago Bulls’ creator strategy with Luka Dukich, vice president of content marketing. -------------------- **In other news today:** * What the social media addiction trial means for creators * _The Round Up:_ OpenAI x TBPN, the WP’s first creator show & more * _Creator Moves: _Alex Cooper’s new reality show & Bob Dylan on Patreon * _Regulatory Woes:_ TikTok’s fintech license & Australia cracks down again * _Talent Tracker:_ New hires at Substack, Influential & Publish Press -------------------- ——————————————————————————— ----------Sports leagues and teams are going all in on creators. The **Chicago Bulls** is no exception. That’s because sports aren’t [just about the live game anymore](https://scalablepod.com/p/creators-touch-down-at-the-super-bowl). It’s now just as much about highlight videos, player features, creator commentary and more, which are often viewed on platforms like YouTube and TikTok, rather than traditional TV. Sports teams and leagues have been racing to adapt their strategies to reach these audiences, who are more likely to be young, casual viewers or families than hardcore fans. “The NBA is a content business, ultimately,” **Luka Dukich**, vice president of content marketing at the Chicago Bulls, told us in an interview for the Scalable podcast. Since Dukich joined the Bulls as its first-ever digital content manager in 2015, the content team has grown to 30 people from just three, making it the largest individual internal team. Two of those 30 employees are focused specifically on influencer marketing. Ten are dedicated to video.  The content division even has staff focused solely on its team mascot, Benny the Bull, which has its own YouTube channel with 148,000 subscribers. The Bulls’ main channel has 351,000 subscribers. Youtube: Inside the Chicago Bulls' creator strategy | Luka Dukich (https://www.youtube.com/watch?v=0lK33TZHfYo&t=14s) Long-form videos on YouTube are now one of the content team’s five organizational goals that all team members are working on, Dukich told us. Other priorities include creating quality branded content that drives revenue and player-focused storytelling. “YouTube needs to be its own focus and it’s almost a separate workstream completely from other social platforms,” he said. That’s because watch time is measured in minutes instead of seconds, and people choose what they want to watch, rather than having content served to them. For the Bulls, focusing on YouTube has meant a lot of testing and learning. They’ve tried everything from documentaries and behind-the-scenes videos about players to an hour-long Spanish language podcast with a former player. It has also meant switching from impressions to watch time to measure the success of their content. Most recently, the NBA team hosted its first-ever creator takeover game with** Jesser**, a basketball creator with over 37 million YouTube subscribers. Dukich told us the partnership helped extend its reach even further and engage audiences who may not “have a league pass or watch the Bulls every night.” During the event, Jesser made a half-court shot to win $10,000 toward charity and met with fans and players, who Dukich said were “genuinely stoked to meet him.” That includes 21-year-old **Matas Buzelis**, who did [Jesser’s celebratory clap](https://www.tiktok.com/@chicagobulls/video/7612404859354074382) after hitting a shot in his next game. That’s because many athletes are now creators themselves. For Dukich, this has been the biggest change he’s seen in the sports content landscape since he started at the Bulls. “Eleven years ago, you had to convince players why they would be doing this. Now, they’re coming in with their own platforms. They’ve grown up with it,” he said. One thing that hasn’t changed: Catering to the Bulls’ longtime audience. Dukich said they still offer plenty of content for hardcore Bulls fans who might not “care about anything else and think this creator stuff is just BS.”  “I think the name of the game now is not being one thing,” he said. Tune into our full interview with Dukich where he shares more insights, including what he’s learned from MrBeast and Red Bull while building the Bulls’ content strategy. The episode is available now on [YouTube](https://www.youtube.com/@ScalablePod), [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv?si=9tznI8j6SoOSzD6jwNgpkg&nd=1&dlsi=0c7610f088954bf3) or [anywhere else you get your podcasts](https://scalablepod.com/podcast). ---------- ——————————————————————————— -------------------- _This __[Forbes story](https://www.forbes.com/sites/jamiegutfreund/2026/04/01/scalable-summit-the-37b-creator-economys-next-chapter-starts-here/)__ nails our vision for the upcoming Scalable Summit:_ _“The industry doesn’t need more panels explaining why creators matter. The people spending that money already know. What they need is a place where the operators can compare notes in public, where the people spending the money sit next to the people building the tools and running the platforms … _ -------------------- _Kaya Yurieff and Jasmine Enberg created the Scalable Summit for this moment.”_ _We hope you can join us on __**May 6**__ in Los Angeles. Space is filling up fast, so grab __[your ticket here](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator)__!_ ----------——————————————————————————— ## **Another ‘Wake Up Call’ For Creators** Much has been written about the verdict in a landmark [social media addiction trial](https://scalablepod.com/p/the-end-of-sora-isn-t-the-end-of-creator-ai-fears), which found Meta and YouTube liable for knowingly designing their products to be addictive. But less attention has been paid to what it could mean for creators. The most extreme scenario is that Meta and YouTube could be forced to undergo a major product overhaul, which could disrupt how creators reach audiences and how they make money. In the short-term, not much is likely to happen, especially as the companies have said they’d appeal the ruling. Several legal experts also told us that it’s most likely that the companies will pay the fines, make some small changes, such as stronger age verification, and then go back to business as usual. But the lawsuit is yet another “wake up call” for creators about how little control they have over their audiences and income on social media, according to **Danny Frenkel**, a former Facebook executive who is now the CEO and co-founder of comedy platform **Punchup Live**. Creators have faced similar realizations with a potential TikTok ban in the US, or when Meta’s apps went down due to technical issues for nearly six hours in 2021.  Frenkel also said that it’s too early to say whether the lawsuit will cause any dramatic changes, but added this: “I see this lawsuit as potentially opening up liability on the platform side to what they end up showing.”  Tech platforms are currently protected by Section 230, which essentially says they are not responsible for the content they host. That allows them to set their own content policies and moderation guidelines and puts the responsibility on creators for their content. To us, that seems like a long shot. There’s a reason why the social media addiction case went after these platforms' design, rather than the content they show: Section 230 has withstood many challenges for 30 years. But the verdict does set a precedent that these platforms may no longer be shielded in the way they once were. It’s not out of the question that these social media giants will have to make changes to their platforms—if not in the US, then potentially in other parts of the world.  EU regulators [told TikTok](https://www.politico.eu/article/eu-signals-tiktoks-addictive-design-is-illegal/) in February that it has to change features such as its infinite scroll and how it recommends content to users or face major fines, according to a preliminary ruling. TikTok now can defend itself. But if that happens, that would have a major impact on how creators, including those in the US, reach audiences there. We dove deeper into this topic in this week’s podcast, embedded below, and available [wherever you get your podcasts](https://scalablepod.com/podcast).   Youtube: What Creators Should Care About Meta and Youtube’s Verdict and Why Affiliate is Making a Comeback (https://www.youtube.com/watch?v=EusKEWrQ0q4) ——————————————————————————— ## **The Round Up** **OpenAI **acquired** TBPN**, the daily live-streamed tech show that rose to popularity on X. The move comes after the AI giant pulled the plug on its video app Sora—and its $1 billion deal with Disney. This acquisition shows the company remains interested in entertainment and creators, [as we noted previously](https://scalablepod.com/p/the-end-of-sora-isn-t-the-end-of-creator-ai-fears). Under the terms of the deal, TBPN will remain editorially independent and control its programming, including which guests it brings on. Yet… TBPN will also help OpenAI with company communications and marketing outside of its show and report to **Chris Lehane**, OpenAI’s chief global affairs officer, [according to the Wall Street Journal](https://www.wsj.com/cmo-today/openai-buys-tech-industry-talk-show-tbpn-484c01c5?gaa_at=eafs&gaa_n=AWEtsqed200HWH_0pvhD2lt7Ewr4_G27WKUXNut7xB3lQG_M7xi8q_BYCUjQtGQGfUs%3D&gaa_ts=69ceac05&gaa_sig=QyN7JlImozpKLeXTFc55d5fsTThKjaUayFdVmxKT4MUim3-KEejlSTwQiIYwCUXOqz8220rXvIs5zbp5RskqcA%3D%3D). **Publicis Groupe** acquired sports marketing agency **160over90** from WME in [a $500 million deal](https://www.wsj.com/cmo-today/wme-sells-sports-agency-to-publicis-7ba4393b).  **Toonstar**, an AI animation studio, will adapt some books from **HarperCollins Publishers **into original animated series.  **The Washington Post **announced its first creator-hosted show called “Let’s Talk Numbers” with **JC Rodriguez**. The show aims to help teach his Gen Z audience how to build wealth through man-on-the-street interviews about everyday financial decisions. It will be available on Rodriguez’s social media channels, WP Creator channels and the Washington Post’s Watch Tab. The news outlet is also partnering on the effort with digital media company ATTN. **Roblox **launched makeup so users can customize their virtual avatars. As part of the launch, **e.l.f. Cosmetics** is partnering with top creators to develop looks inspired by their products.  **Billion Dollar Boy** is partnering with creator-focused fintech startup** Lumanu** to add a more efficient way of managing creator payments within the influencer marketing firm’s Companion platform.  **Red Seat Ventures**, the podcast talent company owned by Fox, is building a premium membership program for wealthy individuals and business leaders to access top-tier live events, [Axios reported](https://www.axios.com/2026/03/31/red-seat-ventures-membership). It’s unclear which types of events they’re targeting or how it connects to the company’s talent business.  ——————————————————————————— ## **Creator Moves ** **Alex Cooper** is premiering a new reality competition series on YouTube called “Unwell Winter Games” on April 6. Shot in Park City, it brings together 16 “polarizing” reality TV stars and influencers, including **Dakota Mortensen**, who's been in the news recently over domestic abuse allegations against his ex-partner Taylor Frankie Paul.  **Bob Dylan** launched a **Patreon **account, charging fans $5 per month for access to original short stories from the musician and letters he never sent. The launch has [baffled some fans](https://www.rollingstone.com/music/music-news/bob-dylan-patreon-baffles-fans-1235538723/), while others have speculated about whether he’s using AI to write the content. **The Webby Awards **announced its nominees, who range from **Rhett & Link**’s “Good Mythical Morning” series on YouTube to **NPR**’s Tiny Desk Concerts. We were honored to be judges this year! Now, the general public can cast their votes [through April 16](https://vote.webbyawards.com/PublicVoting).  ——————————————————————————— **A Message from Agentio** View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/866df7a1-5092-44d4-a9c7-ba5f3f3ddf18/AI_Draft_Review_2x.png?t=1775143485) Caption: **Finally: A Scalable Creator Advertising Solution** _Agentio enables marketers to buy creator-led ads as easily and efficiently as Meta or Google ads by automating matching, pricing, contracting, delivery and measurement— reducing campaign timelines from months or weeks, down to days. Trusted by Bombas, Olipop, Uber and more. Book a demo at __[Agentio.com](https://www.agentio.com/?utm_source=scalable&utm_medium=newsletter&utm_campaign=scalable_newsletter&utm_content=april_edition)__._ ——————————————————————————— ## **Regulatory Woes** **Australia** said** Facebook**,** Instagram**, **Snapchat**, **TikTok** and **YouTube** are not doing enough to enforce a ban on users younger than 16 on their platforms. The companies have said they’ve been complying with the ban. Australia’s [historic teen social media ban](https://www.youtube.com/watch?v=Ot5KlY9t6TE&t=125s) has had ripple effects around the world, with other countries moving to take similar measures.  **TikTok** is seeking approval from the Brazilian central bank for a lending and ​payments fintech license, [Reuters reported](https://www.reuters.com/business/finance/tiktok-seeks-brazil-fintech-license-offer-credit-2026-03-31/). It’s unclear whether TikTok wants to provide basic financial services to Brazilians like neobank** Nu** does, or whether it just wants to support e-commerce and monetization on the app in the country.  ——————————————————————————— ## **Talent Tracker ** **Kelsey Chickering** joined influencer marketing firm **Influential** as senior vice president of strategy and analytics. Previously, Chickering was a principal analyst focused on social media, creators and media strategy at **Forrester**. The move comes as more brands are prioritizing data-driven approaches to support their investments in influencer marketing. **Annabelle Russell **is **Substack**’s first head of partnerships for Australia and New Zealand. Previously, she spent five years at TikTok most recently as head of creators, publishers and content partnerships for ANZ.  **Lauren Thermos** is now president of YouTube duo Colin & Samir’s **Publish Press**, which publishes a newsletter about the creator economy. Previously, Thermos has held marketing roles at beauty companies including **e.l.f. **and **Revlon**. See [our timeline](https://scalablepod.com/p/a-creator-company-isnt-going-to-be-the-next-disney) showing how creators are hiring senior executives.  **Danielle Ito** is the new influencer lead at **Lovable**, a European startup that allows users to build apps and websites by chatting with AI. Her hiring comes as more AI startups are building influencer teams. Most recently, she led influencer marketing at Notion, a productivity software.  **Fanny Baudry**, the former executive vice president of business development at Wheelhouse, launched **March July Media**, where she’ll partner with media companies, platforms and other IP owners on strategy and growth.  **Beau Jones** was promoted to head of sports and broadcast media partnerships at Elon Musk’s **X** and **xAI. ** ——————————————————————————— ## **Bookmarked**  [Cruise Influencers Make $350,000 a Year Attracting Gen Z to Ships](https://www.bloomberg.com/news/features/2026-03-25/cruise-influencers-earn-up-to-350-000-as-gen-z-drives-industry-growth) [Google Faces Calls to Prohibit AI Videos for Kids on YouTube](https://www.bloomberg.com/news/articles/2026-04-01/google-faces-demands-to-prohibit-ai-videos-for-kids-on-youtube?utm_medium=email&utm_source=author_alert&utm_term=260401&utm_campaign=author_24242484&embedded-checkout=true) [How Instagram’s ‘PG-13’ Branding for Teens Unraveled](https://www.nytimes.com/2026/03/31/arts/instagram-pg-13-rating-mpa-meta-teen-safety.html?unlocked_article_code=1.X1A.LZnA.4MXD8wxv57id&smid=nytcore-ios-share) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/inside-the-chicago-bulls-creator-strategy

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! -------------------- _⏳There are just a few hours left to get your _[_Scalable Summit_](https://scalablepod.com/summit)_ ticket at our lowest price, $299. _ _Join us on May 6 in Los Angeles to explore building long-lasting businesses in the creator economy with executives from __**TikTok**__, __**YouTube**__, __**Instagram**__, the __**NFL**__ and many more. _ _Thank you to our title partner __**Agentio**__ and our premier partners __**Motion Society**__, __**CAA**__, __**Greenberg Glusker**__ and __**Fathers Brewing**__. __[Secure your spot here](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator)__, before prices go up tomorrow! _ _Now on to the news…_ ----------**Brett Westervelt **is the first head of **Edits**, Meta Platforms’ video editing app, Scalable is first to report. Westervelt is a Meta veteran. He spent the past eight years at **Instagram**, most recently leading design. Before that, he was a product designer at Facebook for nearly four years. The move comes amid a stronger push for original content for Instagram and as AI-generated content continues to flood people’s social feeds. For Meta, more original content from creators means more time spent on its apps and more opportunities for the company to serve ads. During its fourth quarter earnings call, Meta said that the prevalence of original content on Instagram grew by ten percentage points over the previous quarter. Edits, which is connected to Instagram, has likely played a big role in that growth. Meta hasn’t shared how many people use Edits, but said that during the fourth quarter, 10% of the Reels people viewed each day were created with Edits, almost triple from the previous quarter. Meta first announced Edits was coming in January 2025, on the same day that TikTok and its popular video-editing app CapCut shut down temporarily in the US. While TikTok quickly came back online, CapCut remained inaccessible for longer. “We were hearing from a lot of creators that they were nervous about CapCut going away as well because it was such an essential part of their workflow,” Westervelt told us in an interview last week.  But Edits wasn’t “truly ready” in January to launch publicly, he said. Meta didn’t want to release a half-baked product, so pre-announcing the app was a compromise: It allowed the company to capitalize on the turmoil at TikTok and communicate to creators that it was developing an alternative. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/16ec6d80-4e73-4c93-ba6c-7eacc4a02427/Brett_cropped_2.jpeg?t=1774971717) Caption: Brett Westervelt, a long-time Meta executive, is the first head of Edits. ----------Since launching in April 2025, Edits has released updates and new features nearly weekly. That includes storyboards for organizing projects and tools for creating custom fonts. Some of the app’s early momentum has been helped by a “Made with Edits” tag that appears on videos on Instagram, helping spread awareness among creators, much like TikTok’s video watermark did in its early days.  But Edits is competing in a crowded market of editing tools and has a lot of catching up to do. CapCut remains hugely popular among creators, ranking first among top photo and video apps on Apple’s App Store on Tuesday, while Edits sits in eighth place. CapCut was also the No. 2 genAI mobile app as of January, while Edits was in 20th place, according to data from Similarweb, which is based on monthly active users. Westervelt says Edits’ strategy to grow includes keeping the app simple to use, unlike competitors that feel like they squeezed their desktop editing software into a mobile app.  Another big edge is that Meta can offer features for free. This is the company’s long-standing playbook: Build an audience first, earn revenue later. While Meta makes most of its money from social ads across its apps, Edits is likely more suited to paid features for users. Westervelt didn’t give us much detail into when or how Edits would monetize in the future. But he did use the opportunity to take a bit of a swipe at CapCut, which has put some of its basic features, like automatic captioning and specific fonts, behind paywalls. “If you’ve used CapCut recently, it feels like around sort of every corner that you turn, you’re getting this pop-up to try to get you to subscribe and pay,” Westervelt said.  Another strategy Edits has been using to refine the app: Getting the help of creators. The team formed a WhatsApp group with some creators using Edits to get regular feedback. It also invited some creators to Meta’s office in Los Angeles to meet with staffers.  We spoke to one of them, **RV Mendoza**. Mendoza is a comedy and food creator with 243,000 Instagram followers and is part of Edits’ “Creator Council.” The full-time web developer has given Edits feedback on technical glitches and what features it should add next.  That direct line of communication with creators goes a long way. Mendoza used to primarily use CapCut for editing short videos, but has now switched entirely to Edits. “I provide feedback and they actually incorporate it,” Mendoza said. “They’re building up enough good will for you to be like, ‘Hey, bring your stuff to Edits’ because Instagram is actually caring about you as a creator.” It’s a smart strategy. Creators have a lot of product insight that the Edits team wouldn’t necessarily think of. ——————————————————————————— ## 💬** Reader Reactions** Our recent piece on a [podcast reckoning](https://scalablepod.com/p/a-podcast-reckoning-is-here) hit a nerve!  In case you missed it, we argued that the shift to video is causing more podcasters to ditch their shows as it becomes harder to justify the cost and commitment. We also wrote that video could worsen the gender gap in podcasting as it adds another barrier to entry for women and minorities. So many readers reached out with their takes on why more podcasters are [hanging up their headphones](https://www.wsj.com/business/media/the-veteran-podcasters-hanging-up-their-headphones-0b1070e1?st=hbSe7p&reflink=article_copyURL_share) or to share their own experiences with podcasting. Here are a few responses that stood out to us: ““Perhaps I’m Pollyanna, and it’s definitely early days, but I’ve been pleasantly surprised at the traction for my food podcast considering there is no celebrity attached. I was also struck by the comment about how it used to be easy to book A-List stars. I think people are tired of hearing from the same celebs on the same promotional circuit, and I think there is lots of room for fresh voices, real reporting, and meatier content—like what you’re doing!”“ — —Catherine Smart, Founder, Not From Concentrate ““The shift to video really changes the economics and raises entry barriers in ways that aren’t always obvious at first. Curious whether this opens space for more intentional audio-first strategies as a counterbalance.”“ — —Michele K. Robichaux, Partner, Odin Law and Media ““Maybe the real story here is burnout. Podcasting isn’t one job anymore, it’s five … A lot of these creators have been at it for 5, 10+ years while the goal posts kept moving. First audio, then video, now clips, Shorts, repurposing, SEO show notes, etc. That wears you down in a way that isn’t just money related.”“ — —Max Cutler, Founder, PAVE Studios ““I think the shift has already happened, but we are just starting to feel its effects … It’s harder than ever to launch and monetize a podcast; advertisers are increasingly focusing on the top 10% of shows, not the next 2,000 or shows without proven conversion. The bar has gone up on every side: production costs, advertiser expectations and what it takes to reach an audience and break through.”“ — —Colin Enzer, Podcast Acquisition Manager, The Roost ——————————————————————————— ## **The Round Up ** **Instagram** is testing a [previously confirmed](https://techcrunch.com/2026/01/26/meta-to-test-premium-subscriptions-on-instagram-facebook-and-whatsapp/) subscription service called Instagram Plus in select countries. It’s currently trying out features such as the ability to see how many people have rewatched a Story and extending Stories for an additional 24 hours. The offering seems similar to Snapchat+, which has become a meaningful growth driver for Snap. In January, the company said its direct revenue business including Snapchat+ has a $1 billion revenue run rate. Snap also recently launched creator subscriptions, betting that its users’ willingness to pay for premium features on the app will translate to paying for exclusive creator content. Subscription services have had a rockier history on other apps like Meta and X. **Bluesky**, a decentralized social network, launched another app called **Attie**, which lets users build custom feeds using AI. For example, a user can generate a feed of content related to electronic music from people they follow by writing a prompt like they do in ChatGPT. **CNN** organized a series of internal workshops where creators shared with the company’s senior executives how to build loyal audiences on YouTube and TikTok, the media newsletter [Status reported.](https://www.status.news/p/cnn-podcast-style-shows-nyt-video) The move comes as CNN has been experimenting with more casual video formats online and on air, including anchor Jake Tapper filming from his office rather than his studio. **Beehiiv**, the newsletter publisher, is preparing to launch podcasting tools, [Semafor reported](https://www.semafor.com/article/03/29/2026/substack-rival-beehiiv-makes-a-push-into-podcasting). Scalable readers and listeners [heard it first](https://scalablepod.com/p/what-the-tiger-sisters-took-from-the-tech-bros)—and so did attendees of Jasmine’s fireside chat with Beehiiv CEO **Tyler Denk** at SXSW earlier this month, where he broke the news. ——————————————————————————— ## **Deals, Deals, Deals** **Irenic Capital Management**, an activist investor, has built up a position in **Snap **and is advocating for changes, including spinning off or shutting its AR glasses business, [Bloomberg reported](https://www.bloomberg.com/news/articles/2026-03-31/activist-investor-irenic-is-said-to-build-stake-in-snap). “We’ve taken steps to improve performance, strengthen free cash flow, and offset dilution, and will continue to evaluate actions that drive long-term value for all stockholders,” a Snap spokesperson said in a statement.  **Versant**, the newly created parent company of CNBC and MS NOW, is among a group of suitors in discussions to buy **Vox Media**’s podcast network, the [New York Times reported](https://www.nytimes.com/2026/03/27/business/media/versant-vox-medias-podcasts.html?unlocked_article_code=1.XFA.L-KW.YYEPRwIjdwN_&smid=nytcore-ios-share). A few days earlier, Semafor [reported](https://www.nytimes.com/2026/03/27/business/media/versant-vox-medias-podcasts.html?unlocked_article_code=1.XFA.L-KW.YYEPRwIjdwN_&smid=nytcore-ios-shar) that Vox Media told some potential investors the podcast network wasn’t for sale. We reached out to Vox Media about the conflicting reports, but the company declined to comment.  **Bent Pixels**, a gaming and entertainment network, acquired Snapchat-focused publisher and content syndication company **Sunny State Agency** in a more than $23 million deal.  **TikTok** launched a partnership with **Cameo** in the US so that creators can offer personalized Cameo videos directly on the TikTok app.  ——————————————————————————— ## **Regulatory Woes** **Elizabeth Warren**, the Democratic Senator from Massachusetts, [has questioned](https://x.com/senwarren/status/2037346614801584624?s=46) the world’s largest YouTuber **MrBeast** about his company’s plans to expand into financial services and potentially market cryptocurrency to minors. In February, Beast Industries bought Step, a fintech app aimed at teens, not long after filing a trademark for “Beast Financial,” which mentions cryptocurrency. Potential regulatory hurdles add to the list of [challenges creators face](https://scalablepod.com/p/a-creator-company-isnt-going-to-be-the-next-disney) as they seek to expand their businesses. **Snap** is being investigated by EU regulators over child safety issues, including whether its age verification systems are strong enough. It’s part of a broader crackdown by regulators around the world into child safety on social media. A Snap spokesperson said it’s cooperating with investigators and that its teams “have worked for years to raise the bar on safety.”  **Braden Peters**, a controversial creator known as “Clavicular” who rose to fame for [advocating for “looksmaxxing,”](https://www.nytimes.com/2026/02/13/style/clavicular-looksmaxxing-braden-peters.html) was [arrested](https://www.bbc.com/news/articles/cr513g72vqgo) in Florida on a battery charge. ——————————————————————————— ## **Talent Tracker** **X **has let go of its chief marketing officer and some non-technical staff, the [Wall Street Journal reported](https://www.wsj.com/tech/elon-musks-x-restructures-ahead-of-spacex-ipo-6aab5673?mod=e2tw). Separately, **Benji Taylor** joined X to lead design. Most recently, he was head of design at **Coinbase**’s Base. The shakeup comes as parent company SpaceX is reportedly gearing up for an IPO and as X has been pushing into payments. **Monika Bickert**, the long-time content policy chief of **Meta**, will [leave the company](https://www.reuters.com/technology/metas-longtime-content-policy-chief-bickert-leaving-teach-harvard-2026-03-28/) in August for a role at **​Harvard Law School**. Bickert oversaw Meta’s content policies and played a role in its approach to user safety. Meta was [found liable last week](https://scalablepod.com/p/the-end-of-sora-isn-t-the-end-of-creator-ai-fears) for knowingly designing its products to be addictive and for misleading consumers about the safety of its platforms. **Vik Gupta** is joining **Pinterest** as its first vice president and general manager of monetization, while **Sumanth Jagganath** will be the new vice president of measurement. Pinterest has been trying to reposition itself to advertisers as it looks to grow its business and expand social media ads.  **Dude Perfect **is hiring a vice president of marketing. That follows the recent hiring of its first chief content officer **Kevin Sabbe**. See our previous reporting and timeline of how creators are building out their corporate teams [here](https://scalablepod.com/p/a-creator-company-isnt-going-to-be-the-next-disney).  **UTA** [named 35 partners](https://deadline.com/2026/03/uta-promotions-partner-2026-1236766770/) across nearly two dozen departments, including creators, sports, publishing and business affairs.   ——————————————————————————— ## **Bookmarked**  [Neal Mohan on What YouTube’s Dominance is Doing to Us](https://www.nytimes.com/2026/03/28/magazine/neal-mohan-interview.html) [The Texas Lawyer and Part-Time Pastor Who Beat Meta and Google](https://www.wsj.com/us-news/law/the-texas-lawyer-and-part-time-pastor-who-beat-meta-and-google-82c8521b?st=4SgiBX&reflink=article_copyURL_share) [‘Corporate Bro’ Is Making Millions Satirizing Tech Sales](https://www.wsj.com/business/media/meet-the-corporate-bro-making-millions-satirizing-tech-sales-dccaf132?st=EFJ8qD&reflink=article_copyURL_share) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/exclusive-meta-taps-instagram-exec-to-lead-edits

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! _We are thrilled to announce _**_Agentio_**_ as our title sponsor for the _[_Scalable Summit_](https://scalablepod.com/summit)_, happening on May 6 in Los Angeles! _ _Trusted by brands like Uber, Skims and Olipop, Agentio enables marketers to buy and measure creator ads as quickly and easily as running campaigns on Meta or Google. _ _It’s not too late to grab your _[_early-bird ticket_](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator)_ before prices go up at the end of the month!_ _Now on to today’s news…_ ----------The list of podcasters who’ve abandoned their shows is growing. In January, we predicted podcasting would [face a reckoning](https://www.instagram.com/reel/DTSuITJE6O8/?igsh=MWh3NWdza2poZjB6MA==) as the industry got more crowded and shifted more toward video. Now we’re seeing this start to bubble up.  Creators who have thrown in the towel recently include veteran YouTubers **Rhett & Link**, **The Try Guys**, **Shelby Church** and Barstool Sports personality **Kevin Clancy**, who started his podcast back in 2012. A big part of the draw to podcasting has been that it appears wildly lucrative, at least when you look at the very top. **Scott Galloway **projects he’ll earn at least $25 million from podcasting this year, while **Joe Rogan** has a $250 million deal with Spotify. These success stories dominate headlines and fuel the perception that podcasting is a viable business for creators willing to put in the work.  But for the vast majority of podcasters, the math doesn’t add up, especially given the increased time, costs and logistics that the shift to video has added to producing a show. The top 500 podcasts during the fourth quarter of 2025 accounted for nearly half of podcast ad spending in the US, with advertisers spending an average of $422,000 per month on those shows, per **Magellan AI**, which analyzes podcast advertising data. Spending dropped dramatically after that, with podcasts ranked 501 through 3,000 earning roughly one-tenth of that amount on average. Even for creators who are making good money, the tradeoff isn’t always worth it. As the lines between video and podcasts have blurred, there’s now little difference between the two. Rhett & Link recently told us they decided to shut down their podcast “Ear Biscuits” because it was essentially another hour of their popular YouTube show. Plus, the battle for guests has become even fiercer. Barstool’s Clancy put it this way [to the Wall Street Journal:](https://www.wsj.com/business/media/the-veteran-podcasters-hanging-up-their-headphones-0b1070e1?st=hbSe7p&reflink=article_copyURL_share&utm_source=scalablepod.com&utm_medium=newsletter&utm_campaign=creators-want-their-red-carpet-moment-too) “We used to be able to get guests like an A-list star who’s promoting his Marvel movie. Now he’s gonna go on Travis Kelce, and there’s really no time left for us.” Most of the podcasters who have ditched their shows so far are men. That’s likely because there are simply more men who have a podcast: Men host roughly two-thirds of top podcasts and make up nearly three-quarters of podcast guests, according to [research](https://annenberg.usc.edu/news/research-and-impact/usc-annenberg-releases-new-study-exploring-gender-and-raceethnicity-hosts) from **USC Annenberg**.  But we ultimately expect the pivot to video to hit women and minorities especially hard. They’re not necessarily more likely than men to abandon a show once they’ve built an audience, but they could be discouraged from giving podcasting a shot in the first place. Data supports this. Men are almost twice as likely as women to start a podcast, but women are slightly more likely to stick with it once they’ve started, per **Sounds Profitable**. That suggests there are other barriers to entry that women face. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/89b4799a-811e-41e3-a4bc-efc7a681a4ee/Podcasting_gender_gap.png?t=1774554198) Caption: ----------Video is likely to be a major one. While it creates new opportunities to distribute shows and make money, it also opens up hosts and their guests to more scrutiny. That includes appearance-based discrimination and online harassment, which already disproportionately affect women and minorities. It’s something we thought a lot about when we launched the Scalable podcast. We knew we’d have to be camera-ready every week and have a tough skin about potential negative comments online. We also saw how much more work goes into creating a video show than one that’s just audio. In the end, we decided the benefits of video would outweigh the negatives. We hope more women and underrepresented creators feel the same and stick it out: Alternative media like podcasts have long been important channels for diverse voices and audiences. ——————————————————————————— ## **🛍️Affiliate Marketing Is SO Back** **Instagram** creators can now tag up to 30 products in a Reel and earn commissions by adding affiliate links. Over on **Facebook**, creators can connect their accounts to affiliate program partners like Amazon and tag products directly in posts and Reels to earn a commission. Users make the purchase on the partner app. Meanwhile, YouTube this week expanded access to its affiliate program to all creators in the YouTube Partner Program who have at least 500 subscribers. These features are mostly geared toward small and mid-sized creators, who have become more popular partners for brands that want to drive direct sales and attribute them properly. Almost half of US influencer marketing spending will go to micro and nano-influencers this year, per EMARKETER. Affiliate marketing has also been a boon for rivals like TikTok and LTK. The type of affiliate experience these companies offer is different: LTK’s is more curated while TikTok is about flooding the feed with trending content. On TikTok, for example, a user may purchase an item from a creator they’ve never even seen before, while on LTK or ShopMy, users tend to already follow these creators on social media and have more trust in their recommendations. But both options offer brands an easier way to manage affiliate partners at scale and centralize their efforts. For Meta, the new program also allows it to drive more commerce on the platform, without hosting the experience itself. As the company has learned over the years, many people don’t want to buy directly on the platform. (Hear more about Meta’s complicated social commerce history in the video below.) Still, creators are likely to be skeptical. In 2022, Meta shuttered its affiliate marketing program on Instagram. Most recently, the company [came under fire](https://makingtradeoffs.substack.com/p/instagram-is-stealing-our-content?utm_campaign=post&utm_medium=email&triedRedirect=true) for a “Shop the Look” button that added AI-generated recommendations to their content without their consent. Last month, Instagram told us it was a limited test and would take feedback from creators before rolling it out more broadly. Youtube: Everyone Thought Social Commerce Was Dead… It’s Not (https://youtu.be/sD4_wW-kHHg?si=a-WSQzqpLadt36HT) ——————————————————————————— ## **Meta Matters** **Meta Platforms** began laying off [several hundred employees](https://www.cnbc.com/2026/03/25/meta-layoffs-reality-labs-facebook.html) on Wednesday, including in recruiting, sales and its virtual reality division.  At the same time, the company is incentivizing its top executives to grow the company exponentially with a new stock option program, which could pay some of them hundreds of millions of dollars, the [Wall Street Journal reported](https://www.wsj.com/tech/meta-targets-9-trillion-valuation-with-new-executive-incentive-program-64460862?mod=author_content_page_1_pos_4).  We covered more of Meta’s recent moves, from a new creator monetization program on Facebook to why it’s shutting down Horizon Worlds, in today’s podcast, embedded below. Youtube: The Real Reason Platforms Don’t Pay Creators and Why A-Listers Don’t Want Creators On The Red Carpet (https://youtu.be/qf9aHqOzVD8?si=YzyvzsTKxYXkzQn6) ——————————————————————————— ## **More Shop Talk** The social commerce news hasn’t stopped this week, in part due to **Shoptalk**, the annual retail conference in Las Vegas.  **Orca** merged with fellow social commerce agency **Sapphire Studios** to form a new company called **Third**,** **which is backed by private equity firm **Growth Catalyst Partners**. Third’s offering will include shoppable livestreams, social commerce operations and affiliate marketing, in a bet that brands will want one place where they can build and grow sales across platforms like TikTok, Whatnot, Snap and Meta.  **MagicLinks**, a creator commerce company, launched AI Shelf, a tool designed to help brands better show up in AI search results. It works by analyzing creators’ sponsored YouTube videos, such as video titles and transcriptions, to assess how the brands’ products appear in AI-generated answers. The launch comes as more people turn to AI chatbots for product recommendations and as YouTube has become the top source cited by large-language models.  **Amaze**, a creator commerce company, launched a new media platform, which turns data from creators, storefront visits and purchases into information that brands can use to better target audiences and run their marketing. ——————————————————————————— ## **What’s In A Name?** Picking a name for our company was one of the hardest decisions we had to make when we founded Scalable.** Max Tcheyan**, co-founder and CEO of a new food media company, explained how his team landed on the name **Caper**.  “I must have had a list of about 80-something names and Caper just kind of kept winning out. It offered us a way to be a little more creative and less on the nose. The double entendre is a fun part of it.“ — —Max Tcheyan, Caper CEO to Scalable, Feb 2026 A caper is a common ingredient in Mediterranean recipes, but it also means an escapade or adventure. That is exactly what Caper, which officially [launched](https://caper.media/) earlier this month, is trying to convey: It’s focused less on what’s on the plate and more on what’s happening in the restaurant industry. Recent Caper stories have included a piece about a prominent New York restauranter appearing in the Epstein Files and a profile of a startup trying to take on Guiness beer. The company also tapped non-food journalists to help tell these stories, including** Annie Armstrong**, an art reporter.  “We want her to take her expertise and point it towards this world of food and restaurants and hospitality,” Tcheyan told us._ _“We think that's a really interesting lens to put on the space and put at the center of it.”  In today’s episode of Scalable, we speak with Tcheyan, who also co-founded media startup Puck, about his vision for Caper, AI’s impact on the media industry and what it was like raising funding at a time of industry upheaval. ——————————————————————————— ## **Creator Moves ** **Genevieve’s Playhouse**, a kids-focused YouTube channel with nearly 50 million subscribers, launched a line of toys in **Walmart **and other US retailers. **Underscore Talent**’s Shorthand Studios division is also helping the channel’s new animated series to be syndicated to streaming services.  ——————————————————————————— ## **Talent Tracker ** **Danielle Ito**, the head of influencer at **Notion**, is leaving the productivity software company. She hasn’t yet announced her next steps.  **Simon Bates**, the head of content and general manager of **TikTok Australia**, left the company after more than 5 years. He joined **Nine**, an Australian broadcaster, to be director of social media and off platform. ——————————————————————————— ## **Bookmarked**  [What’s With All the A.I. Videos of Cheating Fruit?](https://www.nytimes.com/2026/03/24/style/ai-cheating-fruit-slop-videos-tiktok.html?unlocked_article_code=1.V1A.7ggh.yFQNGupq1i6h&smid=nytcore-ios-share) [The True Religion of Reality Television](https://nymag.com/intelligencer/article/taylor-frankie-paul-and-true-religion-of-reality-television.html) [How Prediction Markets Are Changing the Music Industry](https://www.rollingstone.com/music/music-features/kalshi-prediction-markets-music-industry-1235535735/) [Reed Hastings Says Netflix’s Biggest Risk Is if YouTube Content ‘Boosted With AI’ Becomes ‘Cool and Sexy’](https://variety.com/2026/tv/news/reed-hastings-netflix-biggest-risk-youtube-ai-content-cool-and-sexy-1236699432/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/a-podcast-reckoning-is-here

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! _There was too much news today for us to sit out. In today’s special edition newsletter, we cover what Sora’s shutdown means for the creator economy, what’s behind OpenAI’s hiring spree of former Meta execs, and the repercussions of a landmark social media addiction trial that found Meta and YouTube liable of negligence. _ _Also! Don’t forget to grab your _[_early-bird ticket_](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator)_ to our _**_Scalable Summit_**_ on May 6 in Los Angeles, where we’ll interview leaders from _**_OpenAI_**_, _**_Instagram, Spotify _**_and many more…Prices go up soon! More information on the event _[_here_](https://scalablepod.com/summit)_.  _ _Let’s get into it…_ ----------Well, we hadn’t heard about** Sora** in a while!  The AI video generation app from **OpenAI **initially shot to the top of app stores and immediately created IP headaches in Hollywood and the business world as people created Pixar-style characters and deepfakes of actors and public figures like Martin Luther King Jr.  Later came its big announcement with **Disney** to license its iconic characters, along with an $1 billion investment from the entertainment giant.  When Sora first came on the scene, it rattled many creator economy insiders who privately told us their worries about how it could upend creators’ businesses, from more competition for attention and revenue to the misuse of their likeness. Others were excited about the potential, especially with the Disney deal, to highlight more creators and user-generated content. We [were always skeptical](https://youtu.be/mkO8VgYVCTk?t=1373&si=OkebPpQovoIw8dN6), both of Sora’s staying power and OpenAI’s reasons for developing the app in the first place. ---------- The end goal for Sora wasn’t necessarily to develop a social network that competed with the likes of TikTok or Instagram. (Though judging by the number of former Meta execs OpenAI has poached, it’s easy to jump to that conclusion. See our timeline below.) ----------In the short-term, Sora was a way for OpenAI to get people excited about AI by turning it into something fun, rather than scary. In the longer-term, Sora would have been a major source of first-party user data that OpenAI could use to train its models and build out its core business. But that didn’t quite work out. The novelty wore off fast and by November, news headlines were [calling the app “boring”](https://www.businessinsider.com/sora-app-ai-video-openai-sam-altman-bored-why-2025-11) as people complained that their friends weren’t there. Downloads of the app fell to 600,000 last month, down from 1 million in the first five days after its launch, according to data from mobile app tracking firm **Sensor Tower**.  That was to be expected. App download data isn’t a good indicator of long-term sustainability and it’s really hard to break into the social market. **BeReal** is a perfect example: It’s still around, but barely. Many people also don’t want—or need—an AI social app when there’s plenty of AI slop on the platforms they already use. Running a social app also comes with a lot of headaches. Just ask Mark Zuckerberg: Earlier on Wednesday, Meta along with YouTube were found liable for designing their apps in ways that were harmful to children. (More on that below.) And OpenAI already has plenty of headaches of its own. The company is working to unify its offerings, including ChatGPT, its coding platform Codex and browser [into a single “superapp.”](https://www.reuters.com/technology/openai-plans-desktop-superapp-simplify-user-experience-wsj-reports-2026-03-19/)  Superapps don’t have a great track record outside of China and require a change in user behavior and a lot of trust, which OpenAI hasn’t built up. Sora is likely a casualty of those efforts. But the end of Sora doesn’t mean the end of AI-generated social content or [the challenges](https://scalablepod.com/p/what-s-working-what-s-broken-and-what-s-next-for-the-creator-economy) they bring for creators. (Hello, [ChatGPT’s ad push](https://scalablepod.com/p/what-chatgpt-ads-could-mean-for-creators).) Plus, the loss of the Disney deal shows just how precarious and tenuous the relationship still is between AI, creators and Hollywood. The news could make it harder for those types of deals to happen in the future. _In other OpenAI news…_ **OpenAI Poaches More Meta Execs** ---------- As we mapped out in the timeline below, at least five former Meta executives have moved to OpenAI over the past seven months.  ----------What stood out to us is that OpenAI isn’t just recruiting AI researchers—it’s tapping talent from across Meta’s business, including ads and creator partnerships. These high-profile hires offer a window into OpenAI’s business priorities and future ambitions.  View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/c01e5638-e174-4050-88ed-47711f5bc7f4/OpenAI_Meta_hires.png?t=1774470043) Caption: Two execs have joined during this month alone. **David Dugan** will lead ad sales, signaling that OpenAI is readying for a major commercial push. Meanwhile, **Charles Porch**, a 15-year veteran of Meta-owned Instagram who helped onboard many celebrities to the app, took on a similar partnerships role earlier this month at OpenAI. The hiring shows how the company is looking to forge more relationships in the entertainment industry. (Gulp, to the Disney news above, which is sure to complicate Porch’s pitch.) One of the biggest announcements was OpenAI’s hiring of **Fidji Simo**, the former head of the Facebook app and CEO of Instacart. She** **officially joined in August as CEO of Applications, also pointing to OpenAI’s advertising ambitions. At Meta, she played a key role in building Facebook’s advertising business and scaling mobile ads.  In August, Instagram’s co-head of product** Ashley Alexander** moved to OpenAI to lead health products, an area where ChatGPT is already widely used (for better or for worse). In January, OpenAI also released a series of health-focused products for consumers and physicians and made a big ad push highlighting how people use ChatGPT for health and well-being, which included [a spot](https://www.tiktok.com/@itsgigirobinson/video/7592364367555857694) featuring creator Gigi Robinson. Science also seems to be a growing priority. About six months ago, **Kevin Weil** moved from chief product officer to a different role leading a new OpenAI for Science unit, which he described on X as an “AI-powered platform that accelerates scientific discovery.” Weil, who was one of the co-founders of Facebook’s Novi crypto division, left Meta in 2021 and joined OpenAI in 2024.  Obviously technical AI talent is still key. Amid an intensifying recruiting war among tech companies, OpenAI last month poached high-profile AI researcher **Ruoming Pang**, who had just joined Meta from Apple seven months earlier. At Meta, Pang oversaw AI infrastructure for the company’s AI division Superintelligence Labs.  If OpenAI is preparing for an IPO later this year, it’s going to need the right seasoned leaders in place. Some of these leaders were also around during Meta’s attempts to develop a “superapp” and could offer valuable insight into OpenAI’s effort to do the same.  We suspect these Meta execs won’t be the last to join OpenAI. ——————————————————————————— ## **A Landmark Social Media Verdict ** **Meta **and **YouTube** were found liable on Tuesday in a lawsuit alleging their app designs were addictive and harmful to young users. As Jasmine [told the AFP](https://uk.finance.yahoo.com/news/california-jury-finds-meta-youtube-174529995.html) on Wednesday, the financial fines aren’t the problem: $3 million is a slap on the wrist for companies like Meta and YouTube, which are two of the biggest ad sellers in the world. In 2025, Meta made roughly $200 billion, which is over $22 million per hour. What’s really at stake is whether social media companies will be forced to redesign their products. The endless scroll of content algorithmically tailored to a user’s interests and other features have helped these apps keep people’s attention.  A redesign_ _poses an existential threat to their business models. Their ad businesses thrive off of engagement and if product overhauls change that, these platforms become much less valuable to advertisers.  This case could not only set a precedent for how similar cases play out (and there are thousands of consolidated cases against them), but also how social platforms do business. Because of their size, Meta and YouTube often set the pace for smaller rivals. We expect this case to have a ripple effect across the entire social landscape. Before the verdict came in, we sat down with California Attorney General **Rob Bonta** to talk about the trial and whether he thinks youth social media bans could be a solution. Watch the full interview below to hear his response, or [tune in on Spotify ](https://open.spotify.com/episode/6ir232MYjjNMuSIpFHbHay)or anywhere you get your podcasts.  Youtube: What the California AG really thinks about AI, regulation and creators (https://www.youtube.com/watch?v=9BON4E6VSSk) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/the-end-of-sora-isn-t-the-end-of-creator-ai-fears

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _There’s less than one week left to grab your discounted early-bird ticket to the _[_Scalable Summit_](https://scalablepod.com/summit)_ on May 6 in Los Angeles._ _If you’ve been thinking about joining us, now is the time to _[_get your ticket_](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator)_ before prices go up! Now on to today’s newsletter…_ ----------Creators are increasingly chasing the kind of recognition typically reserved for A-list Hollywood talent. But even as they campaign for awards like the Emmys, the entertainment industry is divided over whether these accolades matter for creators—and whether creators belong on the red carpet at all. **TBPN**, the popular live-streamed tech show, is a case in point. It recently launched a campaign to win an Emmy that includes billboards. But co-host **John Coogan** said that “awards are not our ultimate goal” and that they are more focused on the “longevity” of the program. In his annual letter, YouTube **CEO Neal Mohan** argued that creators “need to see more recognition” from traditional awards shows. The company has also nabbed rights to the Oscars starting in 2029. But it has stopped short of providing its creators with the funding or resources they might need in order to [compete with traditional studios](https://scalablepod.com/p/why-youtube-should-bring-originals-back) for those awards. Still, a slew of new offshoot awards shows prove that creators want their red carpet moment, too. Last week, **iHeartMedia **hosted its podcast awards at SXSW, the tech and arts festival in Austin, crowning “Giggly Squad” the show of the year. (The show’s hosts **Hannah Berner **and **Paige DeSorbo **will star in a new Netflix scripted comedy, which [was announced on Tuesday](https://deadline.com/2026/03/hannah-berner-paige-desorbo-netflix-comedy-amy-poehler-kay-cannon-1236763712/).)  Later this month, **Snapchat** will host its first Snappys event at its Santa Monica headquarters and **TikTok** hosted its first-ever TikTok Awards show in the US in December. These add to other long-running digital content awards programs like the Shorty Awards and the Webby Awards, now in its 30th year. But none of these shows hold the same cachet as the Oscars or the Emmys, which have long sidelined creators. Even The Golden Globes, which added a “Best Podcast” category this year, gave the award to Amy Poehler rather than a digital creator. Most recently, podcaster **Jake Shane**’s gig as red carpet host of the Vanity Fair Oscars Party has been taken by some as more evidence that social media stars and Hollywood A-listers don’t mix. His performance was full of uncomfortable moments, from asking Julia Fox if she found the seriously-ill girl in the Oscar-nominated film she starred in “annoying” to his response when Kris Jenner asked how he got the gig (“I don’t know, honestly.”) There’s a big difference between being nominated for an award and reporting from the red carpet. But the reason these awards shows include creators is the same: Creators can help them modernize these events and reach audiences who are now spending more of their time online watching social media personalities than in movie theaters watching traditional Hollywood stars—or the awards shows that celebrate them. Viewership of last week’s Oscars fell by 9% year over year to 17.9 million people, according to Nielsen. And that’s still more viewers than other major awards shows, which have also seen similar declines this season: Viewership of the Golden Globes and the Grammy’s each fell by 6% year-over-year. But that says more about the state of the media landscape than the relevance of these shows: People may not be watching the live event, but they’re definitely consuming clips or commentary online. And for creators, the chance to be on a Hollywood red carpet is impossible to turn down. As Coogan [put it](https://www.linkedin.com/posts/jacoogan_a-niche-emerging-media-company-buying-billboards-activity-7440804353579311105-ca_R?utm_source=share&utm_medium=member_desktop&rcm=ACoAABArt7YBHDZij1ASgEoNfDPuCITiWjO4Uzg): “These awards are a celebration of creativity and innovation.” Creators want to be a part of that. _In other news…_ ## **Not Much New at the NewFronts** The IAB NewFronts kicked off in New York this week. The annual event, during which platforms pitch their ad products to brands, is also a pulse check on their business priorities for the year. **YouTube** unveiled YouTube Creator Partnerships, a centralized hub in YouTube Studio built on top of Google’s Gemini. It includes new AI-powered tools for creator discovery, measurement and insights, designed to help advertisers scale and streamline their process. These are important infrastructural updates to YouTube’s influencer marketing efforts, but they don’t feel particularly innovative or splashy. **TikTok** presented for the first time under new US ownership. It announced two new ad products clearly geared at big brands looking to tap into cultural moments on the app. That’s not surprising: TikTok has been going after both TV advertisers and experiences, including through a new partnership for the upcoming FIFA World Cup. The company’s new “Logo Takeover” allows brands to appear alongside the TikTok logo on the launch page when users open the app. “Prime Time” allows brands to deliver up to 3 ads to the same user on the For You Page within 15 minutes. The idea is to go beyond a standard mobile video ad during tentpole events, when a lot of people are using the app. The rest of TikTok’s announcements were updates or expansions to existing products like TikTok Pulse, which places ads against a selection of brand-safe, trending content on the app. We wanted to hear more about its partnership with **Tubi** on a new creator incubator, though it’s too early for many new details, especially ones that are relevant to advertisers. ——————————————————————————— ## **The Round Up** **TikTok **is testing a new microdrama feed on its app called “TikTok Short Drama,” [Business Insider reported](https://www.businessinsider.com/tiktok-testing-mini-drama-feed-ai-2026-3). Tune into [our recent podcast](https://www.youtube.com/watch?v=dXUDrKxnlUk) below for why this was inevitable. Or go deeper [here](https://scalablepod.com/p/why-hannah-stocking-could-be-a-game-changer-for-microdramas) and [here](https://scalablepod.com/p/our-2026-predictions-for-the-creator-economy) on what’s behind the explosion of microdramas this year. The **Creators Guild of America**, an industry nonprofit, launched a platform similar to IMDb for digital creators. Called Mosaic, it verifies creators’ work and helps them showcase their projects to brands and other collaborators. As we noted above, the move comes as more creators want recognition for their work—and also as AI is making it harder to tell where content originated from. **CNN** was [panned](https://www.thedailybeast.com/insiders-skewer-cnn-for-desperate-newsroom-podcast-style-makeover/) for trying something new: anchor **Jake Tapper** broadcast the first hour of his show from his dimly lit office with a podcast-style mic rather than his studio. “Things are getting desperate at CNN,” one person [wrote on X](https://x.com/westernlensman/status/2035179005704274060?s=46https://x.com/westernlensman/status/2035179005704274060?s=46). (Fun fact: Kaya was an intern for Tapper’s show “The Lead” as a college student.) A **Labubu** [movie is coming](https://www.nytimes.com/2026/03/19/movies/labubu-movie-paul-king.html?unlocked_article_code=1.VFA.RJUz.oZsz6wx4Hk3f&smid=nytcore-ios-share). **Paul King**, the director of “Paddington” and “Wonka,” will produce and direct the film, according to Labubu retailer** Pop Mart** and **Sony Pictures**. _In memoriam_:** Leonid Radvinsky**, the secretive billionaire owner of** OnlyFans**, died of cancer at age 43. OnlyFans had been looking for a buyer over the past year. Youtube: Why the Microdrama Hype Will Fade, But Branded Entertainment Is Here to Stay (https://www.youtube.com/watch?v=dXUDrKxnlUk) ——————————————————————————— ## **Deals, Deals, Deals** **Bluesky**, the decentralized Twitter alternative, announced it raised $100 million in Series B funding led by **Bain Capital Crypto**. The funding was secured in April 2025. Earlier this month, Bluesky CEO **Jay Graber** announced she was stepping down and becoming the company’s chief innovation officer. **Toni Schneider**, a partner at VC firm True Ventures, is now the interim CEO, while the board searches for a permanent replacement.  **Mirage**, a New York-based AI video editing app previously called Captions, raised $75 million in growth financing from **General Catalyst**’s Customer Value Fund. The company will use the funding to expand to other markets, including Asia.  **Talvy**, a recruiting site with short-form video profiles that’s positioning itself as a hybrid of TikTok and LinkedIn, raised $2 million in seed funding led by **Link Ventures**.  **Vox Media **told some potential investors last month that its podcast network was no longer for sale, [Semafor reported](https://www.semafor.com/article/03/22/2026/vox-media-tried-to-sell-its-podcasts-and-itself). A Vox Media spokesperson declined to comment. ——————————————————————————— ## **Staffing Cuts** **William Morris Endeavor** laid off 30 people, or 3% of staff. “Our industry is undergoing profound change — from consolidation and shifting economics to new technology and evolving client needs,” WME co-chairmen **Christian Muirhead** and **Richard Weitz** wrote in a memo to staff [cited by Deadline](https://deadline.com/2026/03/wme-layoffs-william-morris-endeavor-agency-1236758850/). “At the same time, new platforms are creating more opportunities than ever for talent and creators to reach audiences around the world.” We discuss what the layoffs say about creators’ place in Hollywood on Thursday’s podcast.  **Spotify **cut 15 podcasting positions, or about 3% of staff, including from its podcast network The Ringer, which is focused on sports and pop culture, according to a source familiar with the matter. The source said it wasn’t a cost-cutting move, but a reorganization toward growth areas like video. A Spotify spokesperson said it doesn’t comment on staffing shifts.  ——————————————————————————— ## **Creator Moves** **Alix Earle **announced a skincare brand called** Reale Active**. She’s been teasing the new venture under the Instagram handle @wtfisalixdoing, which more than 400,000 people followed over the past few days. Earle also put up a billboard in New York’s Soho neighborhood and sent physical puzzle pieces to other influencers to create more buzz around the launch.  ——————————————————————————— ## **Regulatory Woes** **Bill Ready**, the CEO of **Pinterest**, called for governments to ban social media for those under 16 in [an op-ed for Time](https://time.com/article/2026/03/19/pinterest-ceo-governments-should-ban-social-media-for-kids-under-16/). It’s not a surprising take from Ready, despite being a social media executive: He has previously called social media “the new Big Tobacco” and advocated for bans on phones in schools. **Elon Musk** misled** Twitter** investors before buying the company in 2022, [a jury ruled on Friday](https://www.bbc.com/news/articles/c62j3yl842eo).   ——————————————————————————— ## **Talent Tracker** **David Dugan** joined** OpenAI **to lead ad sales. He’s the latest former Meta Platforms executive to join OpenAI, following former head of the Facebook app **Fidji Simo**, partnerships exec **Charles Porch,** former co-head of product at Instagram** Ashley Alexander** and others.  **Gaude Lydia Paez **joined MrBeasts’ holding company **Beast Industries** as chief communications officer. Previously, she led comms at Riot Games, Hulu and Fox. ——————————————————————————— ## ** Bookmarked**   [‘I Am the News’: The Absurd Drama (and High Stakes) of the Don Lemon Affair](https://www.nytimes.com/2026/03/22/magazine/don-lemon-trump-minnesota-cnn-youtube.html) [The Veteran Podcasters Hanging Up Their Headphones](https://www.wsj.com/business/media/the-veteran-podcasters-hanging-up-their-headphones-0b1070e1?st=hbSe7p&reflink=article_copyURL_share) [The MAGA Dream Girl Made With AI](https://www.washingtonpost.com/technology/2026/03/20/jessica-foster-maga-dream-girl-ai-fake/) [Mark Zuckerberg Is Building an AI Agent to Help Him Be CEO](https://www.wsj.com/tech/ai/mark-zuckerberg-is-building-an-ai-agent-to-help-him-be-ceo-eddab2d5) Grab your Scalable Summit ticket here! (https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/creators-want-their-red-carpet-moment-too

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------_We knew podcasting would be hard, but nobody told us it would be dangerous! We barely made it out alive while filming this week’s podcast in an outside studio at SXSW in Austin, where it was 98 degrees and windy._ Instagram: (https://www.instagram.com/reel/DWEXIbECKuq/?igsh=MTk0dHc3ZWt4NmVhaA==) ---------- _Also: Join us on May 6 in Los Angeles for the first _[_Scalable Summit_](https://scalablepod.com/summit)_ as we explore how to build long-lasting businesses in the creator economy. We’ll sit down with executives from companies including Meta, TikTok, OpenAI, Visa, NFL, Tubi and creators like Hannah Stocking. _ -------------------- _Get your early-bird ticket _[_here_](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator)_, before prices go up soon!_ -------------------- _Now on to today’s column…_ ----------**Facebook** and **LinkedIn** aren’t typically top of mind when it comes to the creator economy. Both companies are now trying to change that by rolling out new ways for creators to make more money. The approaches are different. LinkedIn’s is targeted and premium, while Facebook is betting that creators will want to reach its billions of users.  But they have two things in common: They are geared toward established, rather than emerging creators. They both also emphasize original or exclusive content. This week, LinkedIn launched Top Voices 360. Creators like **Corporate Natalie**, **Meghana Dhar** and **Ramit Sethi** will develop exclusive shows that brands can sponsor through ads. Creators are paid through the BrandLink program, which shares ad revenue with participating creators. LinkedIn will also help those creators strike broader deals with brands across other content and events. **Meta**, meanwhile, launched Creator Fast Track, a program that pays big stars on other platforms to post original content on Facebook. A creator with 100,000 followers on Instagram, YouTube or TikTok, for example, will receive $1,000 monthly for three months and have their reach boosted. Creators will also be added to Facebook’s Content Monetization Program, which pays creators for their content based on qualified views. “We’re really looking to entice every main, large creator to come onto Facebook and make it their home,” **Yair Livne**, vice president of product for Facebook Creators, told us. It’s a familiar tactic: Facebook and its sister app Instagram have [run similar programs](https://www.theinformation.com/articles/instagram-courts-tiktok-creators-with-big-cash-bonuses) in recent years. Zooming out, creator monetization programs from social platforms have a complicated history. They’ve been criticized for low or inconsistent payouts, opaque payment policies or restrictive eligibility requirements. ---------- As you can see from the chart below, the social platforms have taken steps to improve their offerings. That includes ditching creator funds in favor of things like ad-revenue sharing and performance-based payouts, which tend to be more consistent and transparent. Snap, for example, shuttered its creator fund and expanded its programs for Snap Stars to include Spotlight videos. Snap and others have also launched other ways creators can make money, such as through paid subscriptions where fans pay for bonus content. -------------------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/40fad317-8e60-4b82-861a-26d75301bab3/Social_monetization_programs-2.png?t=1773947397) Caption: ----------But eligibility requirements for most programs are stringent and yet simultaneously murky. While Facebook’s new program requires creators to have 100,000 followers on other platforms, Livne said they would consider creators with as few as 20,000 followers. LinkedIn hasn’t specified a minimum follower requirement for Top Voices 360, but all of the creators are “credible experts in their field” with a “consistent presence on the platform,” **Alex Josephson**, vice president of brand and content strategy for advertisers at **LinkedIn**, told Jasmine in today’s episode of Scalable.  For the platforms, focusing on big creators makes sense. They want to work with creators who have a proven track record of generating high-quality content and engagement, which translate to ad dollars.  That’s especially true for places like Facebook and LinkedIn that don’t have typical creator audiences: Facebook is more boomer, while LinkedIn is originally a professional platform focused on text-based posts. “We're not trying to manufacture original content from the ground up and hope that it resonates with our audience or provides value to our advertisers. We're simply facilitating the discussion and the engagement,” Josephson said. For creators, though, there can be a trade off in time and commitment to audiences elsewhere: Creators in LinkedIn’s Top Voices 360 can’t publish their videos on other platforms for one year, for example. But for some creators, it’s worth it. “I’m seeing a lot of growth on Instagram lately, but ultimately I think since my content is more serious, more future-of work, AI and tech related, LinkedIn is a more natural fit for it,” Dhar told us. Tune into Jasmine’s full interview with LinkedIn’s Josephson, including how the B2B creator landscape has changed and whether creators now have to publish video, in our latest episode of Scalable. You can watch below or tune in on [YouTube](https://www.youtube.com/watch?v=XG053d9MDrs), [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv?si=9tznI8j6SoOSzD6jwNgpkg&nd=1&dlsi=9e1abb11185144e2) or [wherever else](https://scalablepod.com/podcast) you get your podcasts. Plus, don’t miss [our full interview](https://scalablepod.com/p/california-ag-bonta-on-landmark-social-media-trial) with the Attorney General of California.   Youtube: California AG Answers Our Burning Questions and Why Creators Don’t Want To Be Called Journalists (https://www.youtube.com/watch?v=XG053d9MDrs) ——————————————————————————— ## **LTK Launches Quick Collabs** **LTK**, the creator commerce company, launched a new feature called Quick Collabs that allows brands to automatically send campaigns to creators on the platform. Creators, who can opt in to participating in those campaigns, are paid a flat fee within days of posting.  It’s essentially a more creator-friendly version of **YouTube**’s Open Call, which allows brands to post briefs and solicit applications from creators. Open Call was criticized for being too transactional and not guaranteeing that creators get paid for their work. Quick Collabs is likely to appeal most to small and midsize creators who are looking for more predictable income than the affiliate marketing fees that LTK is known for. It also helps solve some of the challenges facing brands like scale and speed by eliminating long negotiations with multiple creators. But there’s no guarantee that these creators will be able to turn one-off, “quick collabs” into longer and more lucrative brand partnerships. Zooming out, the move by LTK is also part of a broader trend of platforms taking a bigger role in influencer marketing and automating the process. ——————————————————————————— ## **Brand Buzz** **Adobe** launched an original workplace comedy series on YouTube, called The Marketers. The five-part series features comedians **Hasan Minhaj** and **Patty Guggenheim** with cameos from creators such as The Try Guys. The series promotes Adobe Acrobat, but is positioned as a TV show, rather than a traditional TV spot. “It’s going to be edgier than what you’d normally see from Adobe,” **Jared Carneson**, head of social media at Adobe, told Jasmine in an interview before the series’ debut. The launch of the campaign comes as more brands are figuring out how to lean into entertainment, including through microdramas released by **Crocs** and **Procter & Gamble**. Adobe says its series is part of a move to develop an entertainment franchise around the Acrobat product, including recurring characters, inside jokes and repeatable TV-style content formats. “We’re starting to call it the Acrobat Cinematic Universe,” Carneson said. We discussed how the branded entertainment trend is shaping up in [a recent episode of our podcast](https://www.youtube.com/watch?v=dXUDrKxnlUk). ——————————————————————————— ## **By the Numbers: $3 Billion** That’s how much **Facebook** paid out to creators in its Content Monetization Program last year, up 35% from 2024. It also said that the number of creators earning $10,000 or more annually grew by 30%. But Facebook has millions of creators and $3 billion represents less than 2% of parent company Meta Platforms’ revenue last year. Meanwhile, **YouTube** has paid out $100 billion in the past four years, or $25 billion on an average annual basis. But that also includes artists and other publishers, including media companies. Announcing the figure is all part of Facebook’s efforts to attract more creators. (See above). ——————————————————————————— ## **The Round Up** **Tubi **is partnering with** TikTok **on a new incubator program this summer to pick creators who will develop long-form shows for the free, ad-supported streaming service. The scripted and unscripted shows will premiere exclusively on Tubi, while TikTok will help promote the shows. The partnership shows how more creators want to focus on long-form, but pivoting from short-form isn’t easy. **YouTube **and the **2026 FIFA World Cup** inked a streaming deal, which includes the ability for media partners to livestream the first 10 minutes of every match on their YouTube channel. They will also be able to stream a select number of matches in full on their channels.  **NBCUniversal**’s Peacock is [launching](https://variety.com/2026/tv/news/peacock-ai-andy-cohen-bravo-vertical-video-clips-1236686143/) an AI-generated version of host Andy Cohen, who will dish about new and recent Bravo shows, in a new, personalized vertical feed for the streaming service’s mobile app this summer. This spring, Peacock will also launch the ability for users to watch full live broadcasts of NBA games in a vertical format. (We want to know how much Cohen is getting paid for the deal!) **Rebel Audio**, a new podcasting platform for first-time and early-stage creators, [raised](https://techcrunch.com/2026/03/18/rebel-audio-is-a-new-ai-podcasting-tool-aimed-at-first-time-creators/) $3.8 million in seed funding.  **Linden Lane Films**, a new [content studio](https://digiday.com/media/a-new-studio-is-betting-hollywood-talent-and-first-party-data-will-reshape-creator-monetization/), is pairing Hollywood talent with top creators. Its offering includes an independent film studio, a creative incubator, and data and analytics.  ——————————————————————————— ## **Creator Moves** **TBPN**, the popular tech and business show, is [launching](https://deadline.com/2026/03/tbpn-emmy-campaign-1236758578/?fbclid=PAdGRleAQogb1leHRuA2FlbQIxMQBzcnRjBmFwcF9pZA8xMjQwMjQ1NzQyODc0MTQAAaf_S4FGMkinN9SnZof4v-_b2Q-DF6K8Iinb3fLHUpJGE5zgF0IzWF_hezuzFQ_aem_rNxygKfTapG_v32yPa7anQ) an **Emmy** campaign with billboards. It’s part of a broader push from creators and companies like YouTube to get awards shows, including The Emmys and The Oscars, to recognize creators’ work.  ——————————————————————————— ## **Talent Tracker** **Adam Smith** and** Joe Earley **are now the co-heads of **Disney**’s direct-to-consumer business. Smith, who will remain Disney Entertainment’s chief product and technology officer, notably isn’t a veteran of the company, which generally [elevates long-time employees](https://www.linkedin.com/posts/richgreenfield_the-walt-disney-company-sets-leadership-team-activity-7439657128526589954-XV3u?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAm7yzUBVbG2lmV0zltnaj4QaPhTDaDT_Kw) to leadership positions.  Smith was previously vice president of product management at **YouTube, **which surpassed Disney as the world’s largest media company in 2025, at least according to financial research firm **MoffetNathanson**. However, its estimates exclude Disney’s lucrative “experiences” business, which includes theme parks.  **Joanna Stern**, a former tech columnist for the Wall Street Journal, is partnering with **NBC News** to feature reporting and analysis from her new independent media company, “New Things,” on NBC’s TV and digital properties. It’s the latest example of the hybrid approaches journalists are taking to go independent, mitigating some of the risks of going solo and helping expand their reach. **Jason Li **joined **Agentio **as vice president of marketing. Previously, he led global marketing at **SharkNinja**, where he built out its creator program. He also worked in product marketing at Meta for more than 11 years.  **Lori Feldman**, a former executive at Warner Records and Wasserman, [launched](https://variety.com/2026/music/news/lori-feldman-redefine-music-advisors-1236690276/)** Redefine Music Advisors**, a new strategic consultancy for music companies, artists and brands.  ——————————————————————————— ## **Bookmarked** [How Lego Became a Go-To Meme of the Propaganda Wars](https://www.wsj.com/world/lego-ai-propaganda-wars-iran-ab29cc6c) [Advertisers Shift to Conservative Creators Under Trump](https://mashable.com/article/creator-economy-brand-deals-shifting-conservative-apolitical-sxsw-2026) [Influencers Now Run NYC’s Washington Square Park](https://gothamist.com/news/the-social-media-influencers-now-run-washington-square-park) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/a-new-bonanza-of-creator-monetization-tools

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------A verdict in the landmark social media addiction trial against **Meta** and **YouTube** in Los Angeles is expected this week. We sat down with California Attorney General **Rob Bonta**, who was instrumental in bringing the case, to get his thoughts on the trial, AI, tech regulation—and, of course, creators. The verdict could set a precedent for how similar cases play out.  “As California goes, so goes the nation,” Bonta told us. California is the fourth-largest economy in the world and home to many top tech and entertainment companies. Plaintiffs in the case argue that social media companies should be held liable for harms caused to young people on their platforms. It alleges that these companies specifically designed products and features to make their platforms addictive, causing mental health issues in children and teens. “Kids’ safety is something we can never take risks with and should always be aggressive in taking appropriate steps,” Bonta told us. For their part, Meta and YouTube have [denied](https://www.theguardian.com/technology/2026/mar/12/social-media-addiction-trial) that their platforms are addictive. If found liable, the social platforms could face major financial penalties and design changes to their apps that could disrupt their business models. TikTok and Snap were also named in the lawsuit, but settled before the case went to court. Most social platforms have a minimum age requirement of 13, but young people are notorious for circumventing rules, including lying about their age or creating fake accounts. The lead plaintiff in the case said she got hooked on YouTube at age 6 and Instagram at age 9. Bonta argues that being “pro-kid” doesn’t mean being anti-business, saying that more parents would feel better about their kids being online if “they knew that steps were being taken to keep their kids safe.”  His position on AI is similar: Bonta says it shouldn’t be seen as the “bad guy,” but that we need to “guard against the downside risk,” including harms to children. Youtube: What the California AG really thinks about AI, regulation and creators (https://youtu.be/9BON4E6VSSk?si=3eB7Ta2ojdHot5g5) Our podcast interview with Bonta took place at SXSW, a tech and arts festival in Austin, which has increasingly drawn more politicians over the years. Bonta was there for a third time, joining a panel advocating for men to support reproductive rights. He’s also on a podcast tour of sorts. Earlier this month, he joined the hosts of the “Strict Scrutiny” podcast for a live recording, and he went on “Do You Even Care?” a show hosted by** Esteban Gast**, which takes place in a sauna. Gast turns up the heat during episodes and encourages guests to do more to address climate change.  “That was not a place I would maybe be three or four years ago. It's an important place to be now … In a fun atmosphere, where maybe it’s more accessible to more people,” Bonta said. At the same time, he is also posting a lot more on social media himself. “We try to listen to what people are interested in.” New Jersey Senator** Cory Booker**, who was Bonta’s classmate in graduate and law school, expressed a similar sentiment when we asked him about his efforts to get Senate Democrats to be more active on social media. Unlike Booker, who told us he would [support a social media ban](https://scalablepod.com/p/senator-cory-booker-wants-democrats-to-post-more) for teens in the US, Bonta had a more measured answer. “I’m open to it,” he said. “The older you are, the more appropriate it is to be online. Is it right at 18 or 17 or 16? I don’t know what the magic is of one of those numbers.” We covered a lot of other ground in the interview, including his concerns about Paramount’s planned acquisition of Warner Bros. and AI regulation. Watch the full interview [here](https://youtu.be/9BON4E6VSSk?si=3eB7Ta2ojdHot5g5). ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/california-ag-bonta-on-landmark-social-media-trial

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- _Early-bird tickets for the _[_Scalable Summit_](https://scalablepod.com/summit)_ are almost sold out! _[_Grab yours_](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795)_ today before prices go up!_ -------------------- Hello! ----------**Cherie **and **Jean Luo **have spent the past year and a half living and breathing their podcast “Tiger Sisters.” That’s not just a figure of speech: The real-life sisters are roommates as well as co-hosts. The duo, who graduated from Ivy League schools and previously worked at companies including Snap, Goldman Sachs and LinkedIn, moved in together after Cherie graduated from business school in 2024. After seeing the success Cherie was having with short-form video on social media, Jean decided to quit her 15-year corporate career so they could start “Tiger Sisters.” “We say that we are late-night sister talk meets work strategy,” Cherie said during a live recording of Scalable at SXSW on Friday night. “We talk about money, power, and love—so everything that’s important in life.” In September, “Tiger Sisters” became Spotify’s No. 1 business podcast and the third most popular podcast overall in the US with 1 million streams and downloads. In an [Instagram Reel](https://www.instagram.com/reel/DORE11QEQ3t/) announcing the news, the sisters took a lighthearted jab at the “tech bros” who generally dominate podcasting charts while lipsyncing to Taylor Swift’s “I Forgot That You Existed.” Like some early tech bros, however, the Tiger Sisters built their show from the ground up. They taped their first episode at their kitchen table with “really bad equipment.” But they believed in their content and wanted to “put something out there.” Now, the Luos told us they continue to approach their podcast like a tech startup, a strategy they likely picked up from their previous jobs. That includes experimenting with content and formats, and iterating on their show based on comments from listeners and features like polls on Spotify.  An example: They describe their early episodes as more “educational” and “business-heavy” with titles like “Everything We Learned at Harvard Business School in 29 Minutes.” But they broadened the scope once they realized that other topics, including love and relationships, were resonating more. A recent episode is titled “How to Use AI to Become Healthier, Hotter and Happier.”  “We’re very, very vulnerable about the mistakes that we’ve made. Not just in our career, but also in our love lives and our personal relationships,” Jean said.  Their corporate backgrounds have also likely helped with securing podcast guests. The sisters told us they haven’t done any outreach and that all of their guests, which range from a former NSA director to Dude Perfect CEO **Andrew Yaffe **have all been friends or friends of friends. “It’s actually helped us realize how diverse and wide our networks are,” Cherie said. (We want to know who in their orbit is friends with the ex-NSA director!) View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/856098e1-88b4-4395-bf6b-0ad9a4eb3d63/Scalable_Live_SXSW.jpg?t=1773750364) Caption: Kaya and Jasmine interview Cherie and Jean Luo during a live episode of Scalable at SXSW. The Luos also told us they didn’t bring on brands for the first year because they wanted to prove they had—to borrow a tech startup term—“product-market fit.” In other words, they wanted to make sure they had an avid audience before they started monetizing. This is something we still hear executives like Meta CEO Mark Zuckerberg say when the company launches new products or features. The tech influence is also apparent in the Tiger Sisters’ goals for their podcast: “Our mission is to empower and improve the lives of one billion people,” Cherie said, adding that they used to be embarrassed to say it out loud because it sounded “so lofty.” One billion users is a milestone tech founders, especially from social media companies, strive for.  It is lofty, but we’re cheering them on—and taking notes. ——————————————————————————— ## **Podcasting Takes Over SXSW** This year’s SXSW felt more disparate and diverse than ever. AI was a running theme throughout the conference, but many of the conversations we heard centered on other topics, from influencer marketing and social media regulation to the convergence of creators with Hollywood.  That speaks to the breadth of the conference, which this year attracted a wide range of voices and companies, from traditional filmmakers like **Steven Spielberg** and politicians like** Gavin Newsom** to tech firms such as** Spotify** and **YouTube** and electric car maker **Rivian**. Increasingly, SXSW is also including podcasters. There were at least 20 official sessions dedicated to podcasting, including live shows from big names like **Kara Swisher, Scott Galloway**, **Bren****é**** Brown** and **Esther Perel**. Their presence is symbolic of how podcasts have cemented themselves in the entertainment and tech industries. We also learned that **Beehiiv** is going deeper into podcasting. CEO **Tyler Denk **broke the news on stage with Jasmine, saying that the company would soon start supporting audio podcasts, as well as launching paywalled video and community features. “Creators and publishers don’t want to have a website platform, a newsletter platform and a podcast platform. We think we can win by consolidating,” he said. (Beehiiv is Scalable’s newsletter publisher.) Elsewhere at the conference, **TikTok** and **iHeartMedia** launched a dedicated TikTok Radio station featuring trending music from the app with commentary from creators and iHeartMedia personalities. The companies also unveiled the first slate of shows from the new TikTok podcast network, hosted by creators including LeLe Pons and Caroline Vazzana. One creator duo you won’t see a podcast from, however, is **Rhett** and **Link**, who took the stage with Kaya and **Agentio** CEO **Arthur Leopold**. The long-time YouTubers shut down their podcast “Ear Biscuits” in part because it was too similar to their main show on Youtube, which recently hit 3,000 episodes. This isn’t the first time we’ve heard a creator [abandon their podcasting efforts](https://scalablepod.com/p/answering-your-burning-creator-economy-questions)—and it won’t be the last. ——————————————————————————— ## **Don’t Call Creators Journalists** That’s essentially what podcaster **Jake Shane** told Rolling Stone in a recent interview. Why? The podcaster said he doesn’t ask tough questions to his guests, which have included **Hilary Duff **and **Kerry Washington**. Shane also said he will “always” edit out parts of a conversation when asked.  ““I think it is insulting to journalists to say what I do is journalism … I’m not a journalist. I didn’t go to school for journalism. ”_ _“ — Jake Shane to Rolling Stone, March 2026 Shane isn’t the only one. On stage with Jasmine at SXSW,** Julian Shapiro-Barnum**, host of “Recess Therapy,” explained that there is a silent handshake between him and the celebrity guests on his show. They know he won’t ask them the type of hard questions a traditional journalist would. Shapiro-Barnum and Shane are focused on comedy, rather than hard news. Their guests are also more Hollywood than Washington, D.C. But as more politicians and government officials choose to speak to creators and podcasters instead of traditional reporters, it raises serious questions about accountability. We need people asking tough questions. It also suggests that creators have realized the responsibility—and risk—that comes with being a reporter. Still, we were surprised to hear it put so bluntly. ——————————————————————————— ## **The Round Up ** **Meta Platforms** is considering laying off up to 20% of its staff to offset its hefty AI spending, according to Reuters. Meta expects to spend between $115 billion to $135 billion this year on AI, which is roughly 58% to 68% of the amount of revenue it generated, primarily from ads, in 2025. A Meta spokesperson called the report “speculative.” **The Trump Administration **will receive a $10 billion fee paid by new investors in the new US **TikTok **for the US government’s role in helping bring about the deal, the [New York Times reported](https://www.nytimes.com/2026/03/13/business/trump-tiktok-10-billion-fee.html).  **ByteDance**, TikTok’s parent company, is holding off on a global launch of its latest AI video model Seedance 2.0 because of copyright disputes with Hollywood studios and streaming platforms, [The Information reported](https://www.theinformation.com/articles/bytedance-suspends-launch-video-ai-model-copyright-disputes-hollywood).  **Picsart**, a design and editing software, is launching [an AI agent marketplace](https://techcrunch.com/2026/03/16/picsart-now-allows-creators-to-hire-ai-assistants-through-agent-marketplace/) allowing creators to tap AI assistants for specific tasks, such as editing product photos on Shopify or resizing content for social media apps.   **The Oscars** took jabs at the creator economy. Host **Conan O’Brien** called **YouTube **“the future” of the award show before being interrupted by a fake ad featuring actor Jane Lynch promoting a flashlight that “killed Osama Bin Laden.” This comes as YouTube is trying to convince advertisers that it’s the new TV and speaks directly to their concerns about ad load, quality and adjacency to unsavory content. YouTube has nabbed the rights to air the Oscars starting in 2029. Find out how YouTube pitches itself to TV advertisers in our recent interview with** Brian Albert**, Managing Director of YouTube media partnerships and creative works.  Youtube: Inside YouTube’s pitch to TV advertisers and why not every journalist can start a Substack (https://youtu.be/-NbSSNLbDLM?si=GsKrfJI51p05x7fD) ——————————————————————————— ## **Regulatory Woes** A verdict in the landmark social media addiction trial against **Meta** and **YouTube** in Los Angeles is expected this week. The decision over whether social media companies should be held liable for harms caused to youth on their platforms could set a precedent for how similar cases play out. In this week’s episode of Scalable, we sit down with California Attorney General **Rob Bonta**, who was instrumental in bringing these companies to court. “As California goes, so goes the nation,” Bonta told us. We also got his views on AI, the Paramount-Warner Bros. merger—and, of course, creators. Tune into the full episode, publishing on Thursday anywhere you get your podcasts. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/607b34c1-3600-4349-a101-a7a5ff43952d/IMG_2245.jpg?t=1773749355) Caption: Rob Bonta, the attorney general of California, sits down with Kaya and Jasmine in Austin. ——————————————————————————— ## **Creator Moves**  **Theo Von**,** **a podcaster, and actor **David Spade** will star in a self-funded, independent film called “Busboys” premiering in Cinemark and Regal theaters on April 17. “No traditional studio, no distribution company, just us,” [wrote](https://www.linkedin.com/posts/reedjd_extremely-proud-to-announce-busboys-starring-activity-7439295661126332416-t38w?utm_source=share&utm_medium=member_ios&rcm=ACoAABArt7YBHDZij1ASgEoNfDPuCITiWjO4Uzg)** Reed Duchscher**, CEO of talent management firm Night, which works with Von. The “Busboys” premiere follows the box office success of YouTuber **Markiplier**’s movie “Iron Lung,” which he also self-funded and starred in. Still, Markiplier’s success doesn’t guarantee the same for other creator-led films.  **Keith Lee**, a Dallas-based food creator, will launch a new weekly video podcast with **Vox Media** about how he and his family works together. **Brené Brown** and** Adam Grant **also announced they’ll co-host a new video podcast with Vox Media called “The Curiosity Shop.” The two academics and authors are promising to “explore some of the defining questions of our time” through the new show.  **Haley Baylee**, a former scientist turned model and creator, will host a new **Netflix** reality shopping series called “Win The Mall” this fall.  Podcasts from “tech bros” are increasingly shaping which startups get funded, as well as broader beliefs in Silicon Valley, the [San Francisco Standard reported](https://sfstandard.com/2026/03/13/new-flex-tech-maxxing-your-podcast/). The high-profile success of many podcasts like TBPN have lured copycats, who see it as a way to get access and capital. “People see these success stories and think, ‘Maybe I can make this work for myself,’” Kaya told the SF publication. “During the pandemic it was, ‘every VC has a podcast.’ Now we’re in another big wave.” ——————————————————————————— ## **Talent Tracker** **Julia Hartz **stepped down as CEO of **Eventbrite**, the event website she co-founded in 2008. The company, which has increasingly been used by creators for their ticketed events, sold to **Bending Spoons** for $500 million in December.  **Kim Farrell **is now the global marketing director at** Nu**, a Brazilian neobank. Most recently, she was the global head of creators at TikTok. **Adam Mosseri**, head of Instagram, will be speaking at Cannes Lions this year, alongside major CMOs from Snap, Klarna, e.l.f beauty and more. Read more about what to expect from the advertising festival [here](https://scalablepod.com/p/exclusive-cannes-lions-goes-even-bigger-on-creators-partners-with-adobe). ## **Bookmarked ** [Why Meta is Retreating From Encryption](https://www.platformer.news/instagram-encryption-meta-whatsapp/?ref=platformer-newsletter) [Every Influencer Eventually Becomes A Merch Store](https://www.theverge.com/tech/892140/tucker-carlson-merch-commie-hat-influencers-mrbeast) [Yahoo CEO Jim Lanzone On Reviving The Web’s Homepage](https://www.theverge.com/podcast/895221/yahoo-jim-lanzone-scout-ai-sports-finance-open-web) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/what-the-tiger-sisters-took-from-the-tech-bros

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! -------------------- _The Scalable Summit is happening on May 6. Grab your early bird ticket _[_here_](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795)_!_ _Now on to today’s column…_ ----------——————————————————————————— Every top creator seems to think they can be the next Disney. Big names from MrBeast to Steven Bartlett and Dude Perfect have cited the media and entertainment empire as their north star. In [a Wall Street Journal profile](https://www.wsj.com/lifestyle/careers/uta-influencer-managers-ali-berman-raina-penchansky-alix-earle-5094867f) last week, top creator talent agent **Ali Berman** described creator businesses like this: “Think of it as Disney, but Mickey Mouse is the director, producer and distributor, in addition to being the star.” Name-dropping Disney makes for a good headline. It’s also an easy, familiar way for creators to describe their ambitions to investors and reporters. But creator businesses are inherently different from Disney’s and the comparison could have consequences when their efforts fall short. Many top creators have already adopted a Disney-like flywheel, building out experiences and infrastructure on top of their content. For context, Disney now makes most of its money from its “Experiences” division, which includes theme parks, cruise ships and products, rather than its movies or TV shows. In the first quarter this year, “Experiences” accounted for a whopping 71% of the company’s operating income. Case in point: MrBeast has opened a theme park, Dude Perfect is in the process of building one and Bartlett has expanded his business to investments, podcast hosting services and more. One key difference is that creator businesses generally center around a real person in the real world, while Disney’s business is built on original characters and universes from Star Wars to Frozen. There’s only so far you can scale an individual. Creator content is also less Magic Kingdom and more reality TV or talk show, making it less suited for immersive experiences. There’s a reason why there’s no Martha Stewart or Kardashian-themed theme park—and why MrBeast’s was only temporary. But the real reason why the comparison is flawed: the media landscape has radically transformed. On the one hand, creators are commanding more of our attention and redirecting ad dollars that were once reserved for TV. In 2026, creator ad spending is expected to rise by 26% to roughly $37 billion in the US, per the IAB. The traditional TV ad market, will [continue to decline](https://www.iab.com/news/outlook-study-forecasts-9-5-growth-in-u-s-ad-spend/). But our media behaviors are splintered across platforms, devices and brands. There is no dominant medium like TV once was anymore. Plus, as the industry has become more crowded and our feeds have become more algorithmically-driven, it’s harder for creators to break through to the mainstream. That means there likely won't be another dominant media brand, but rather many creator-led media businesses with smaller, but still sizable, audiences. And as creators are trying to force a traditional business structure onto a new industry, the incumbents are getting smarter and ultimately stronger. We’ve seen this before: Outdated frameworks for influencer marketing measurement, for example, are pumping more money to social platforms, sometimes at the [expense of](https://scalablepod.com/p/the-double-edged-sword-of-creator-ads-on-social-platforms)[ creators](https://scalablepod.com/p/the-double-edged-sword-of-creator-ads-on-social-platforms). Similar dynamics are already playing out in the media world. Even Disney is starting to adapt, entering a landmark deal with OpenAI to license its characters and launching a short-form video feed on its streaming platform Disney+ later this year. It also published an entire movie “High School Musical” on TikTok in 52 videos. Creators who win will be the ones who position their companies for this new reality. That’s what Disney’s now doing, too. We go deeper on this in our latest podcast, embedded below. You can also watch or listen on [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv)—or wherever else you get your podcasts. Youtube: The Real Reason MrBeast Isn’t The Next Disney & Why Brands Don’t Send Creators to Bora Bora Anymore (https://youtu.be/7yiADkDRwtg?si=6rww4fG2lqyXZxJO) ——————————————————————————— ## 👀** A New Type of Creator Exec Emerges** **Dude Perfect** announced that it hired its first-ever chief content officer last week. In this new role, **Kevin Sabbe **is responsible for developing new shows, formats and talent as the YouTube channel seeks to expand beyond trick shots and stunt videos. As you can see from the timeline below, there was a flurry of executive hires by creator companies in 2023 and 2024. Most of these were for primarily business-facing roles like CEO, COO and president. With these positions now filled, the number of new executive hires has since slowed. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/5fa5d4b3-35ad-4cde-9d2a-b0f7783f3fad/Oct_2021.jpg?t=1773337135) Caption: But Sabbe’s hiring signals that a new wave of executive hires at creator companies could be coming. These executives are likely to be more focused on content, including franchise or brand development. It may not be too long until we see a creator company hire a CMO. It’s important to note that chief content officers sit at the intersection of content and business. Their focus is on ensuring that content strategy aligns with broader business objectives, rather than creative output. That’s generally reserved for chief creative officers, who are sometimes the creators themselves: **Ashley Flowers** is chief creative officer of her podcast company **Audiochuck**. For these executives, many of whom come from traditional media, marketing and finance backgrounds, joining a creator company offers a new challenge.  “I’m either going to go work at a really big company and figure out how to make the distribution work really well, or I'm going to go work at a creator company and figure out how to scale into a big media company,” **Matt Starker**, told us recently about his decision to join Audiochuck as CEO in April 2025. But these moves don’t always work out. **Gustav Langberg Hossy**, for example, took over as CEO of Chamberlain Coffee after **Chris Gallant **left the company. His exit came ahead of [reports of challenges](https://likeandsubscribenews.substack.com/p/exclusive-inside-emma-chamberlains) at the Emma Chamberlain-founded business. ——————————————————————————— ## **The Round Up** **Oracle**’s stake in **TikTok**’s US business is worth about $2 billion, according to a regulatory filing.  **Spotify** [announced](https://loudandclear.byspotify.com/payouts/) more than 13,800 artists generated at least $100,000 from Spotify royalties in 2025, while more than 1,500 earned over $1 million. The company has been trying to counter criticism about low payouts to artists by releasing more data on royalties. **Substack **announced a new desktop feature called the** **Substack Recording Studio** **where users can record a video of themselves or a conversation with up to two guests. The tool will also auto-generate clips and thumbnails. Users cannot edit the video before they publish, but they can add a free preview to nonsubscribers. The feature builds on Substack’s recent video push, which includes launching a TV app. **Yamaha** announced a “Creator Pass,” a subscription that bundles tools for podcasters and musicians from different companies, including podcasting software Riverside and music promotion tool Groover. Yamaha Music Innovations is also sponsoring the creator economy track of SXSW this week. (Read more about what to expect from SXSW [here](https://scalablepod.com/p/irl-events-are-the-new-influencer-trips).) **Billion Dollar Boy **and its creator community **FiveTwoNine** are partnering with** Patreon **for a second creator fund, which offers tickets for creators to attend Cannes Lions in the South of France in June. This year’s fund is affiliated with the major advertising festival, which has [revamped its creator track](https://scalablepod.com/p/exclusive-cannes-lions-goes-even-bigger-on-creators-partners-with-adobe) and programming. Creators can apply for the creator fund [here](https://www.fivetwonine.com/the-creator-fund-cannes-lions-2026). ——————————————————————————— ## **Deals, Deals, Deals** **Meta Platforms **[acquired](https://www.nytimes.com/2026/03/10/technology/meta-moltbook-social-ai-bots.html) **Moltbook**, a social network for AI agents, which launched less than two months ago. The founder **Matt Schlicht **and chief operating officer **Ben Parr **will join Meta’s AI division, dubbed Superintelligence Labs. Terms of the deal were not disclosed. **Apple** is partnering with **TikTok **on a new “Play Full Song” feature, so that Apple Music subscribers can listen to full tracks they find on TikTok without leaving the short-form video app. Artists will also be paid for those streams. **Ole Obermann**, who is co-head of Apple Music, used to be the global head of music business development at TikTok parent company ByteDance.  **Animaj**, an AI content studio producing kids content for YouTube, [raised](https://www.bloomberg.com/news/articles/2026-03-11/google-backs-animaj-studio-using-ai-to-make-content-for-kids-on-youtube) $1 million from **Google’s AI Futures Fund**.  ——————————————————————————— ## **Soundbite** What’s the most important thing you need to start a successful creator business? A good idea. That’s according to **Max Maddox**, head of creative at **Donut Media**, the car-focused channel and media company with more than 9 million subscribers on YouTube.  “Everything comes down to the concept. Like you can have a great thumbnail. You can be the best presenter in the world. You can have great edits. But if you don’t have a good idea, then nobody's going to pay attention to you.“ — Max Maddox, Head of Creative, Donut Media on the latest episode of Scalable Unlike most YouTube channels, which start with a creator and then turn into a business, Donut Media was a business first. We spoke with **Maddox** and Donut’s editor-in-chief **Nolan Sykes** about Donut’s origins as an ad house, where most of its watch time is coming from now and where things are headed next (hint: video premieres in theaters).  Watch our full conversation with Max and Nolan below, or on [YouTube](https://youtu.be/89HiYsVC5hw?si=1wUQxt0U8pcrqjxN). Youtube: A look under the hood of Donut's business with Max Maddox and Nolan Sykes (https://youtu.be/89HiYsVC5hw?si=JSYqgNv0Ns9vK1Nu) ——————————————————————————— ## 🎤**YouTube’s Podcasting Ad Play ** **YouTube** on Thursday announced a new “top podcast lineup” for advertisers, which allows them to buy video podcast ads across topics including sports, news, true crime and comedy. It reminds us of YouTube Select, which bundles top performing channels into a premium package for advertisers. It’s also similar to how YouTube’s ad sales team positions sports packages to advertisers. “Selling podcast content like the rest of YouTube in some ways doesn’t make as much sense,” **Steve McLendon**, product lead of podcasting at YouTube, told us. That’s because podcasting “doesn’t necessarily look like the rest of YouTube.”  A dedicated podcast ad product also puts YouTube more in line with how podcast ad buyers already purchase ads on other platforms, McLendon said. That could help direct more podcast ad spending to YouTube, as advertisers often bucket YouTube and podcasts separately. ——————————————————————————— ## **Creator Moves** 🛟**”Baywatch” **is getting a reboot on** Fox** and it’s tapping social media stars including **Noah Beck**, model **Brooks Nader **and actress **Shay Mitchell**. Their casting is helping generate buzz online and media coverage.  **Jake Paul** interviewed **President Trump**. He teased the interview in [a short-form video](https://www.instagram.com/reel/DVwuJKnjfpM/?igsh=MWhnamo1eTVkM3Qzaw%3D%3D) of the two of them dancing.   **Whalar Group** announced the launch of **Lighthouse Studios**, a new creator-led entertainment studio. The company sits within The Lighthouse, Whalar’s physical campus for creators in Los Angeles and New York. **Akshay Mehta**, formerly of Bron Ventures and CAA Media Finance, will be CEO of Lighthouse Studios. (Scalable is a joint venture with The Lighthouse.)  First up for Lighthouse Studios: a new joint venture with **Cole Bennett**’s media company **Lyrical Lemonade**. Bennett, a music video director and record executive who has worked with Eminem and Justin Bieber, will build out a video network as part of the deal. Mehta [told Variety](https://variety.com/2026/digital/news/lyrical-lemonade-cole-bennett-lighthouse-whalar-akshay-1236683156/) it plans to do similar deals with other big creators. ——————————————————————————— ## **Bookmarked** [Ari Emanuel Made His Name as a Talent Agent. Now He’s the Talent](https://www.nytimes.com/2026/03/09/business/ariel-emanuel-agents-podcasts.html) [In Defense of Influencers](https://time.com/article/2026/03/09/in-defense-of-influencers/) [When Life Gave Her Ageism, She Created The Oldster Newsletter](https://www.nytimes.com/2026/03/03/style/oldster-substack-sari-botton-aging.html) [Netflix Just Got an Extra $2.8 Billion. Here’s What It Should Spend On](https://www.hollywoodreporter.com/business/business-news/netflix-spend-creator-economy-1236525755/) Grab your ticket to the Scalable Summit here (https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/a-creator-company-isnt-going-to-be-the-next-disney

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! -------------------- _We’re excited to announce that Visa CMO _**_Frank Cooper_**_ will be speaking at our first _[_Scalable Summit_](https://scalablepod.com/summit)_** **__on _**_May 6 _**_in Los Angeles! He joins a stellar lineup that also includes executives from _**_TikTok_**_, _**_Instagram_**_, _**_OpenAI _**_and more. Grab your early-bird tickets _[_here_](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator)_ before prices go up! We can’t wait to see you in person soon._ _Now on to today’s column… _ ----------For an influencer, going on a trip with a brand used to feel like the ultimate status symbol. For brands, it was a way to generate buzz, loyalty and social content at a relatively low cost. That was until these trips started going awry and generating disastrous headlines. Now, it seems companies are swapping trips for in-person events that give them many of the same benefits, but with less risk of going viral for the wrong reasons. More than half (53%) of enterprise brands worked with creators on live events last year, up from 34% in 2024, according to influencer marketing firm **Linqia**’s annual report. Just in the past few weeks, **Spotify** hosted a Galentine’s Day party for female podcasters where they made custom jewelry while a Polaroid photographer snapped candid photos. **Substack**, meanwhile, put on a spelling bee event emceed by Cazzie David featuring celebrities and other newsletter writers.** **In the fall, **Ocean Spray** invited creators to its annual bog harvest outside Boston.  Several high-profile controversies helped push brands in this direction. **Shein**, for instance, in 2023 flew US influencers to China on an all-expenses-paid trip, which included a factory tour. The influencers praised the working conditions in short-form videos, with one creator going viral for saying workers “weren’t even sweating.” Then there were the many lavish trips hosted by** Tarte** and** Revolve**, which were criticized for not including diverse women, as well as feeling out of touch for the average consumer, especially during a time of economic uncertainty. While these trips haven’t completely ended, extravagant one-off trips have become less common in the past few years. **Tarte**, for example, invited creators to Turks and Caicos last December, while **Kiehl’s** sent a group of creators to Finland in early 2024. But Kiehl’s has also entered a partnership with Ikon Pass and Jackson Hole Mountain Resort to be its official skincare partner, bringing creators to the resort to create content as part of this larger campaign. We’re calling them “low-lift” influencer trips. The shift coincides with IRL events roaring back to life in the years since Covid lockdowns eased, from major conferences and more intimate dinners hosted by brands to creators themselves going on tour. It also fits in with the broader marketing trend of bringing online experiences to life in physical locations, including at shopping malls. At last year’s **South by Southwest** in Austin, **Gorton’s** took over one of the buildings for a cookout, music and recipe demos. The legacy seafood brand invited many influencers to the event, including local Austin food creators including [Jane Ko](https://www.instagram.com/atasteofkoko?igsh=eHlmajR5YjIxY2Zj). (More on this year’s SXSW below.) Ditching trips comes with a tradeoff for brands. They could generate a ton of attention as dozens of influencers posted from the same place to their combined millions of fans. While creators post content from these smaller events, they don’t have the same propensity for virality as an exotic trip to Bora Bora or St. Barths.  But these in-person bring much better optics and more control for brands. They often bring together creators, customers and others in a more controlled setting, while still allowing creators to share their experiences. “Sometimes that works hardest for us because it’s not manufactured. We’re not dictating what they say or don’t say. We just invite them into our world and let them tell those stories,” **Eliza Sadler**, Ocean Spray’s head of brand elevation, [told us](https://scalablepod.com/p/how-ocean-spray-turned-a-viral-tiktok-moment-into-a-strategy) about the bog harvest event.  Such events can also be logistically easier and cheaper to coordinate, especially when brands don’t have to fly a group of creators somewhere—and if they were planning to host an event anyway.  We’ll be on the lookout this weekend for interesting examples in Austin. _In related news…_ ## 🤠**What to Expect at SXSW ** For the first time in more than 30 years, the annual arts and tech festival **SXSW** will take place outside of the Austin Convention Center. The convention center is being rebuilt, forcing the organizers to get creative and map out the major event across the city, including at hotels and physical “clubhouse” spaces themed around topics. In the past, SXSW scheduled music programming on separate days from tech, with films running throughout the week. This year, everything is combined into a shorter, seven-day program. “We’re doing everything together all at once,” **Greg Rosenbaum**, head of programming for SXSW, told us.  The move is a reflection of how much the lines are blurring between entertainment industries and tech, much of which is driven by the rise of the creator economy. “It touches so many industries. Artists and filmmakers are creators in their own right, and are learning so much from a traditional content creator,” said **Katie Perera**,** **SXSW’s conference director. Creators are also being included as expert voices on panels outside of creator economy topics, like health.  We’re excited to be back at SXSW, especially because the idea for Scalable came after we hosted a panel together there last year. (We talk more about that on Thursday’s podcast episode!) One year later, we’ll be recording a special live version of the Scalable Podcast at the **Podcast Movement Evolutions **event this Friday at 7:15 pm local time. We’ll be joined by special guests: Spotify podcasting exec **Jordan Newman**, as well as **Cherie** and** Jean Luo**, the co-hosts of “Tiger Sisters,” a top business podcast.  You can register [for free here](https://evolutions.podcastmovement.com/), regardless of whether you have a SXSW badge. The Podcast Movement Evolutions will also include appearances by actress Maya Hawke, singer Andy Grammer and “Gossip Girl” star Penn Badgley.  Elsewhere at SXSW, Kaya will be moderating [a panel](https://schedule.sxsw.com/2026/events/PP1162648) about why creators are flocking to podcasting with creator **Tefi Pessoa **and executives from **YouTube** and **Vox Media**. She’ll also [sit down](https://schedule.sxsw.com/2026/events/PP1148511) with long-time YouTubers **Rhett & Link** and Agentio CEO** Arthur Leopold **to unpack next-generation creator brand partnerships.  Jasmine will discuss [the future of newsletters](https://schedule.sxsw.com/2026/events/PP1150060) and how to turn small audiences into a big business with Beehiiv CEO** Tyler Denk** (who has also promised to drop some news!) She’ll also [moderate a conversation](https://schedule.sxsw.com/2026/events/PP1162247) about how creators are reshaping Hollywood both on screen and on the red carpet with **Julian Shapiro-Barnum**, host of “Recess Therapy” and executives from **Doing Things Media** and **Dick Clark Productions**. Let us know if you’ll be in town—we’re getting our cowboy boots ready! ## **The Round Up** **Uncensored**, the independent media company founded by **Piers Morgan**, raised capital and appointed former MSNBC president **Rashida Jones** as CEO. The amount of funding wasn’t disclosed, but came from investors including **Raine Ventures**, **Antenna Group** and** Reuben Brothers**.  **YouTube **will expand a tool aimed at identifying deepfakes to a group of politicians, political candidates and journalists. The company first launched the feature last year for creators in its partner program.  **X** is testing a new type of ad that shows a recommendation directly under posts mentioning a company or its products, [TechCrunch reported](https://techcrunch.com/2026/03/06/x-is-testing-a-new-ad-format-that-connects-posts-with-products/). The company’s head of product **Nikita Bier **confirmed the test, writing on X that it’s “trying to make an ad product that isn’t an ad.” (We’ve heard that one before. Ahem: Make TikToks, not ads). **Wasserman Agency** rebranded to “The·Team” amid its sale process following founder **Casey Wasserman** appearing in the Epstein files. The agency, which represents digital creators, has recently lost several high-profile clients. **Beehiiv**, the newsletter publisher, rolled out on-demand ads that writers can include in their newsletters. These new ad opportunities refresh every hour, while previously writers had to wait until Sunday for new offers each week.  ## **Regulatory Woes (And Wins) ** The teen social media bans keep on coming. The latest: [Indonesia](https://www.bbc.com/news/articles/cvg50168ddgo) and [Karnataka](https://www.reuters.com/technology/indias-tech-state-karnataka-bans-social-media-children-under-16-2026-03-06/), a state in **India** that includes the tech hub Bengaluru. Both have decided to ban social apps for those under 16. Their decisions follow Australia’s historic teen social media ban in December, which has had [ripple effects across the world](https://scalablepod.com/p/what-s-really-at-stake-with-australia-s-social-media-ban). Democratic Senator **Cory Booker** told us recently [he’d support such a ban](https://scalablepod.com/p/senator-cory-booker-wants-democrats-to-post-more) in the US.  **President Trump** and Attorney General **Pam Bondi **are being sued over violating the TikTok ban. “By flaunting the law so publicly, I think the president is trying to send a message that he is quite literally beyond the reach of the courts, beyond the reach of Congress, beyond the reach of the rule of law,” **Brendan Ballou**, CEO of The Public Integrity Project, the new nonpartisan firm behind the lawsuit, [told NPR](https://www.npr.org/2026/03/05/g-s1-112605/tiktok-deal-lawsuit-trump-bondi). The White House hasn’t provided a comment to media outlets.  **TikTok** is allowed to operate in** Canada **again, the country’s government said Monday after it completed a national security review. In November 2024, Canada told TikTok to [wind down its operations](https://www.theinformation.com/newsletters/creator-economy/tiktoks-canada-problem?rc=haoyux) in the country citing national security risks. Despite this, the TikTok app, which has 14 million users in Canada, was still allowed to operate in the country. ## **Creator Moves** “Paul American,” the reality TV show on **HBO Max** following YouTubers Logan and Jake Paul and their family, was not picked up for a second season, according to** **Logan Paul. In a podcast clip, the older Paul brother [said](https://www.instagram.com/reel/DVemk2AkpDZ/?igsh=MWRuZDNqM2Jkd2Vkcg==) he spent $4 million on his wedding thinking it would make for a good season finale but he ended up “eating that cost.” **Jay Shetty**’s three-year deal with **iHeartMedia** for his popular wellness podcast “On Purpose” is ending after the two parties couldn’t agree on renewal terms, [Variety reported](https://variety.com/2026/digital/news/iheartmedia-ends-deal-jay-shetty-on-purpose-podcast-1236681432/).  ## **Talent Tracker** **Billy Parks** is the first head of **FOX Creator Studios**, a new division of Fox Entertainment launched earlier this year. Parks will be responsible for identifying talent, developing new formats and shows for linear, streaming and other digital channels. He will report to Fox Entertainment CEO **Rob Wade**.  Previously, Parks was a partner at Slow Ventures where he invested directly in creators and their businesses. Before that, he was executive vice president of production and programming at The Chernin Group. His background suggests more M&A is coming at Fox, which also owns streaming service Tubi and podcasting firm Red Seat Ventures.  **Darren Chait** is the first chief marketing officer at newsletter publisher **Beehiiv**. The move comes as the company has been working to position itself as more than a newsletter company, expanding into video and paid digital products. It’s also competing against Substack, which has become synonymous with newsletters. Most recently, Chait was vice president of growth at Calendly, the meeting scheduling software. **Simon Pompan **is stepping down as co-CEO of **Fanfix **and chief product officer of its parent company SuperOrdinary. **Dylan Harari** will become the sole CEO of the fan membership platform for creators. Popan co-founded the company with Harry Gestetner in 2020.  ## **Bookmarked**  [For Some Influencers, Epstein Conspiracy Theories Are Big Business](https://www.wsj.com/us-news/epstein-files-conspiracy-theories-influencers-3127f51c) [DoorDash Is Tapping Ziwe and Rob Rausch for Social Ads People Actually Like](https://www.wsj.com/cmo-today/doordash-is-tapping-ziwe-and-rob-rausch-for-social-ads-people-actually-like-a4a493fc) [Roblox Is Minting Teen Millionaires](https://www.bloomberg.com/news/articles/2026-03-06/roblox-s-teen-millionaires-are-disrupting-the-gaming-industry?cmpid=tech-in-brief&utm_medium=email&utm_source=newsletter&utm_term=260309&utm_campaign=tech-in-brief&embedded-checkout=true) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/irl-events-are-the-new-influencer-trips

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------As the race to develop AI shopping tools continues to heat up, creators are getting caught in the cross hairs. AI chatbots like ChatGPT rely heavily on creator content to make shopping recommendations. But creators generally [don’t get credit](https://scalablepod.com/p/what-chatgpt-ads-could-mean-for-creators)—or a cut of revenue—when those recommendations lead to a sale. One creator commerce company is aiming to change that. Last week, **LTK** launched a new AI chatbot for shoppers called LTK AI. The chatbot is integrated into LTK’s app, which allows people to browse and buy items featured in shopping content from creators. LTK says it drives about $6 billion in annual sales and creators earn a commission from sales of products they promote. “What people expect today is a chat interface,” **Amber Venz Box**, co-founder and president of LTK, told Jasmine about the decision to launch the new chatbot on the latest episode of the Scalable podcast.  LTK AI surfaces product recommendations based only on content from verified creators on its platform. It also takes into account context like weather and location to answer questions like “What should I wear to a bachelorette party in Nashville?” Creators get credited and earn a commission from those sales. The catch is that they have to be registered on LTK and post content there. Data on how many people use AI for shopping is mixed. The IAB, for example, estimates that 38% of Americans used AI to shop as of October, with almost half of those AI shoppers saying they do so “most or every time.” But that doesn’t mean that AI chatbots are the first—or the only—place where people are shopping online. And many people don’t fully trust AI recommendations, meaning that they’ll often consult other sources, including creators, friends and real customer reviews. The same IAB report found that 62% of shoppers trusted social media more than AI, for example. That’s one reason why we believe AI won’t replace social and creator commerce. (Tune into our podcast below for more.) Youtube: AI Transforms Creator Commerce and Dubai Influencers React to Drone Strikes (https://youtu.be/aRN4fcWNiiY?si=iCpEYyPfcNRDwnep) Plus, the type of shopping that people do on AI chatbots is generally different from the more serendipitous type of shopping that happens on social media.  While both help people discover new brands and products, people who go to AI chatbots to shop likely already have a specific purchase or use case in mind, like a recipe or a certain outfit. Or they may be doing other shopping-related things, like comparing prices. On the other hand, most people aren’t going to social media specifically for shopping. Instead, they stumble across an ad or creator post as they’re scrolling through their feeds that inspires them to buy.  That’s the kind of discovery LTK AI is aiming for. As Box put it: the idea is to “get you into the discovery flow where you [find something] you didn’t know you actually wanted.” The lack of shopping intent has been a challenge for social platforms as they’ve tried to build out their commerce efforts. Just look at Meta backtracking on its commerce features. Even TikTok, which seems to have finally [turned a corner with TikTok Shop](https://scalablepod.com/p/tiktok-shop-isn-t-just-for-cheap-stuff-anymore), has struggled to build shopping into a habit. One key difference between LTK and major social platforms is that LTK is built on commerce and creators, meaning that people are already going there to shop. That could give LTK AI an edge over other chatbots, including the new AI shopping tool that Meta started testing in the US this week. But LTK, which launched in 2011 as RewardStyle, also has to compete with a flurry of newer creator-driven shopping platforms. That includes **ShopMy**, which was valued by investors at $1.5 billion in October. As for what Box thinks of these new rivals? “Other point solutions that have popped up have given us ideas, they’ve sharpened us. I don't know that I would have had serious urgency to do major innovations like we've just done if there wasn't such momentum in the market,” she said. Jasmine also spoke to Box about LTK’s new brand platform, the company’s recent partnership with** Apple** and the last purchase she made from LTK. (It’s not what you think!) Tune into the full conversation, out now anywhere you get your [podcasts.](https://podcasts.In) _In other news…_ ## **Creators Who?** Kaya here. This week, I spent time at **MWC Barcelona**, formerly known as Mobile World Congress. It’s one of the largest tech conferences in the world, attracting more than 100,000 attendees.  As I walked through giant pavilions where tech companies showed off dancing robots, wearable devices and their latest AI breakthroughs, one thing was notably missing: creators. It feels like virtually every major conference has added a creator economy track these days, including CES in Las Vegas, which has also traditionally focused on tech advancements and new gadgets. That wasn’t the case at MWC, where I couldn’t find a single panel or physical booth related to the creator economy.  Some tech-focused creators attended the conference though, according to the event’s app. That includes San Francisco-based **Delia Lazarescu**, an ex-Google engineer with more than 380,000 Instagram followers who posts mostly about AI using the handle @tech.unicorn. Other tech conferences, such as WebSummit Qatar last month, have attracted a wider variety of creators with different niches.  One crop of notable creator attendees at MWC: Representatives from **MrBeast**’s holding company Beast Industries, including CEO **Jeff Housenbold**. Given the YouTuber’s recent acquisition of teen-focused fintech firm Step and his plans to launch a mobile phone company, maybe I shouldn’t be surprised! ## **The Round Up** **Amazon** [told customers](https://variety.com/2026/digital/news/amazon-shutting-down-wondery-app-wondery-plus-1236678387/) it would shut down **Wondery**’s podcasting app and subscription offering. In August, the company laid off more than 100 Wondery employees and moved some of the podcasting unit’s programming under its Audible brand. Last month, we spoke to Wondery founder **Hernan Lopez** about the [sale to Amazon](https://www.youtube.com/watch?v=kcHdF2vqg5E&t=179s). **Fixated **acquired creator management firm **Elevate**. It’s the talent management company’s second deal this year after buying gaming-focused agency **Ellify** in January. Fixated announced $50 million in new funding in December, which was partly earmarked for M&A. **Bath & Body Works **plans to recruit “thousands of influencers” to post about the brand as part of a broader strategy to revive sales. “We know [what works] from having seen this playbook run with other competitors,” CEO **Daniel Heaf**[told Glossy](https://www.glossy.co/beauty/bath-body-works-is-leaning-on-content-creators-reworking-packaging-and-formulations-to-recoup-sales/). ## **Regulatory Woes** **Elon Musk **[testified on Wednesday](https://www.bbc.com/news/articles/c7433dz4ykwo) that investors “read too much” into his posts on social media. He was in court defending himself against Twitter shareholders who allege he made false and misleading statements that pushed down the company’s stock price before he bought the social media platform in 2022.  **TikTok** kicked off its defense in Irish court over whether the company is allowed to transfer the personal data of Europeans to China. This is a major test case for Europe’s privacy laws and how it protects European data from China’s invasive surveillance laws, [according to Politico](https://www.politico.eu/article/tiktok-fights-to-keep-its-ties-to-china-in-europe/). The Irish Data Protection Commission is Europe’s most powerful privacy regulator. ## **Startup Spotlight: Devotion** The pitch behind **Devotion**, a new influencer marketing agency,** **is a reminder of just how much social media has shifted from followers to algorithms.  “Audiences have an enormous appetite for niche, highly-relatable creator content,” Devotion co-founder **Jon Kroopf**, told Scalable. “A post from a nurse in Ohio can have the same algorithmic upside as a macro influencer.” That means brands have also had to change how they approach their work with creators. Kroopf, a former TikTok executive, and his co-founder **Cami Téllez**, who previously started buzzy underwear brand Parade, saw an opportunity to build a new type of “AI-native agency” to address what they see as a major reshaping of the creator economy. The New York-based company has raised $4 million in funding led by **Basecase** and **Will Ventures**.  But Devotion is joining a crowded field of influencer marketing firms, which are competing for brand dollars. Many of them are integrating AI, sometimes building their tools [from the ground up](https://scalablepod.com/p/what-omnicom-s-takeover-of-ipg-means-for-influencer-marketing). Big agency holding companies are also [snapping up smaller agencies](https://scalablepod.com/p/why-influencer-marketing-m-a-isn-t-slowing-down), making it harder for independent influencer agencies to compete on scale. Devotion thinks its combination of custom AI tools, such as agents and automations that handle tasks like evaluating creators and managing payments, and experienced team will give it an edge. The company said it’s tapped engineers with AI and machine learning backgrounds from companies like Palantir. It also hired** Lauren Lambert**, who spent seven years as an executive at influencer marketing firm Village Marketing, which is owned by WPP.  “Most brands don’t have the tools or teams to operate creator programs at this scale where they are engaging thousands of creators a month, and traditional agencies aren’t structured to support that level of volume,” Kroopf said when asked about his company’s biggest differentiator. “We bridge that gap.”  ## **Talent Tracker** **Kevin Sabbe** joined** Dude Perfect **as the first chief content officer. Most recently, Sabbe was senior vice president of film and TV at **Down Home**, the Tim McGraw-founded media and marketing company. His hiring follows other executive additions to Dude Perfect’s team. **Andrew Yaffe** became CEO in September 2024 after more than 8 years as an NBA executive.  **Marshall Lewy**, the former chief content officer of Wondery, is now head of Amazon’s **Audible** content for North America. His [new role](https://www.hollywoodreporter.com/business/business-news/audible-wondery-content-slate-1236512399/) includes overseeing podcasts, audiobooks and investigative series. **Billy Parks **announced he left **Slow Ventures** where he invested directly in creators and their businesses. He hasn’t yet shared what’s next.  **Gap **is [hiring](https://www.gapinc.com/en-us/jobs/w80/34/vice-president,-development) a vice president of development in Los Angeles to develop and produce original content for the company’s brands, including Old Navy and Banana Republic. The role reports to Pam Kaufman, Gap’s newly appointed chief entertainment officer.   **Noah Nusinow** was promoted to chief financial officer at **Propagate Content**. Before that, he was senior vice president of finance and corporate development. The company, which recently raised $50 million, produces shows like “Chopped” and owns talent management firms including Select Management Group.  **Sofia Hernandez**, the global head of marketing at **TikTok**, announced she’s leaving the company after six years. In a LinkedIn post, Hernandez said she’s taking a break before deciding what’s next. ## **Bookmarked** [The Power Brokers Behind the $250 Billion Influencer Economy](https://www.wsj.com/lifestyle/careers/uta-influencer-managers-ali-berman-raina-penchansky-alix-earle-5094867f) [Variety’s 10 Creators to Watch](https://variety.com/lists/creators-to-watch/) [The Parenting Creator Who Built a $34 Million-A-Year Business](https://fortune.com/2026/02/27/dr-becky-kennedy-good-inside-revenue-leadership-playbook-for-parenting-34-million-a-year-business/#) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/why-ltk-launched-an-ai-chatbot

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: ----------Hello! We are so excited to host our first-ever Scalable Summit on **May 6** in Los Angeles! We’d love for you to join us. We know that IRL events are back in a big way and people’s calendars are busy. So we wanted to take a moment to tell you about our vision for the event—and why you should be there. Unlike major conferences that have added creator tracks to their programming, our event is focused solely on the business of the creator economy. We’re bringing a curated and intimate experience with a high-quality group of attendees who are just as impressive as those on stage. This event is hosted at The Lighthouse, a Soho House-like physical campus for creators in the old Venice Post Office, rather than at a massive convention center.  Our goal is to bring together leaders from different parts of the industry who normally don’t talk to each other (think marketers and investors) for a full day of panels, fireside chats and networking focused on what matters most. This isn’t just a celebration of the creator economy. While the industry has come a long way, we know there is still a lot of work to do: There’s more money flowing into the space, but it’s not always being evenly or wisely distributed. At the same time, the creator economy is getting more crowded, making it harder to break through. And AI is already changing how the industry operates, bringing both challenges and opportunities.  The conversations you’ll hear on stage at the Scalable Summit will be candid, thought-provoking and designed to help us all better navigate this fast-moving space. To that end, we have a stellar lineup of speakers who reflect all of the different areas that the creator economy now touches, from sports and marketing to AI and Hollywood, as well as creators themselves.  Our first speaker lineup includes** Twitch** CEO Dan Clancy; Tessa Lyons, a long-time product executive at **Instagram**; Frank Cooper, the CMO of **Visa**; and David Duxin, a partnerships and strategy lead at **OpenAI**, who’s been at the core of some of Sora’s biggest deals. Our other speakers include top creators like Hannah Stocking who commands an audience of more than 71 million on social media, as well as executives from the** NFL**, **Adobe**,** Pinterest** and more.    We’ll also host a series of tactical sessions focused on how to build sustainable creator businesses, from developing a successful YouTube strategy to best practices for investing in creators and related startups. One piece of feedback we’ve heard from other events is that these types of hands-on, practical sessions provide real value that attendees can take back to their everyday work.  We’ll also have plenty of time for networking throughout the day, giving a chance for people to chat and learn from each other—and maybe even strike some deals! The Scalable Summit’s confirmed attendees already include leaders from companies like Warner Bros. and TikTok and executives working at venture capital firms, banks, creator-led studios and influencer marketing firms. Our early bird tickets ($299) are available only for a limited time! You can snag your ticket [here](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator). Visit [our event website](https://scalablepod.com/summit) for more information.  We’re so grateful for your support and can’t wait to see you soon! –Kaya & Jasmine ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/join-us-in-person-at-the-first-scalable-summit

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello, ----------Dubai’s appeal as a hot spot for influencers is under threat.  Over the weekend, the US and Israel launched a massive attack on Iran, and Iran retaliated with its own strikes across the Middle East, including in Dubai and Doha. That’s put cracks in the image of these cities as safe havens within a volatile part of the world and could have a ripple effect on their efforts to establish themselves as global creator hubs. Dubai, for example, has launched a $40 million fund to attract international influencers and opened Creators HQ, a physical space for creators located in the center of the city’s financial district. The UAE is also offering foreign creators the ability to apply for a golden visa to live and work in the country. These moves are all part of an effort to diversify the Middle East’s economy beyond oil and position the region as a modern place to do business—and as a driver of culture and innovation. The strategy has been working. MrBeast headlined a creator economy conference in Dubai in January. A few months earlier, the mega YouTuber opened a temporary theme park in Saudi Arabia. Startups and investors are also doing more business in the region: Earlier this year, investment firm **Guggenheim Brothers Media** partnered with Abu Dhabi-based Ethmar International Holding on a new up to $75 million fund to [back creator economy startups](https://scalablepod.com/p/a-guggenheim-heir-creator-economy-bet).  It’s still too early to know what the long-term effects will be. But in the short term, the unrest could deter people from traveling to the region for conferences and business meetings, while creators may rethink moving there.   We’ve spent time in Dubai and Doha this year, speaking to creators, founders and other expats based in the region. The common benefits we heard: safety and economic opportunity. With tax-free salaries, foreigners can earn much more money than in their home countries. The costs of childcare and other services are also lower than in the US, making it an attractive place to raise a family.   At the same time, people have to balance that with some of the other restrictions in the UAE. It wasn’t until 2020 that unmarried couples could live in the same apartment or share a hotel room, for example.  In the immediate aftermath of the strikes, top influencers and founders in the UAE shared largely positive messages on social media. Others said very little about the situation or played it safe by not taking sides. Dubai-based **MoVlogs**, who has about 12 million YouTube subscribers, posted an Instagram Story saying: “Our hearts are with everyone across the UAE and the region.” **Joelle Mardinian**, a Lebanese beauty creator who also lives in Dubai, reposted an Instagram Story with a UAE flag and the text: “We chose this country and we stand with it.” That post was sandwiched between stories promoting her TV show and her beauty salon. As the situation has developed, we’ve noticed some influencers expressing shock and confusion. But our Reels feeds have been mostly full of videos trying to quell fears and paint a picture of calm in Dubai. “I feel safe here,” one person with 10,000 followers [posted](https://www.instagram.com/reel/DVVW5rRDN84/?igsh=MWtrcG8xY25zamE5Zw==).  Others [shared videos](https://www.bloomberg.com/news/articles/2026-03-03/uae-president-takes-casual-stroll-at-dubai-mall-to-restore-calm) of the president of the UAE at the iconic Dubai mall. “Having coffee in Dubai mall while the region talks about tension. That’s how you reassure a nation without saying a word,” one [post read](https://www.instagram.com/reel/DVZAljVE_qi/?igsh=MXBuM3ZkZXd3cHlkdQ==). Criticism of the UAE government is illegal. Many of the people we have spoken to on the ground as of Tuesday also say they now generally feel safe and have continued on with their usual lives. Still, comments on one viral video we saw have gone so far as to allege these influencers are being paid by the government. And some international influencers are already thinking about a plan B. **Will Bailey**, a UK fitness influencer who had only arrived in Dubai this past Saturday said his plan to relocate his coaching business to the city is now up in the air following the strikes.  “I don’t know if I will stay here or I will go back to the UK,” Bailey [told BBC Arabic.](https://www.bbc.com/news/articles/c875rjd990go) “All we can do at the moment is stay undercover, wait it out, and see what happens.” _In other news…_ ## **The Round Up** **Meta **is rolling out an experimental AI shopping research tool to some users in the US, [Bloomberg reported](https://www.bloomberg.com/news/articles/2026-03-03/meta-tests-ai-shopping-research-tool-to-rival-chatgpt-gemini). When a user asks for product recommendations, the chatbot will show product images and pricing, as well as a link to the e-commerce website and information about the brand. On Thursday’s episode of Scalable, we’ll go deeper on AI’s impact on social commerce.  **Instagram** said it will begin to alert parents if their teen repeatedly tries to search for terms related to suicide or self-harm within a short time period. The announcement is the latest in a series of new features and updates the company has rolled out as it’s faced criticism for the app’s impact on young people’s wellbeing.  **YouTube** is testing ways to “remix” some Shorts using AI. YouTube said a small group of English-speaking creators will be able to insert items into a scene in a video using either suggested or custom prompts. They can also create a new video from a single frame from the original video. New Shorts created with these tools will link back to the creator’s original video. **Dots**, a payouts startup that helps marketplaces and service-focused businesses pay gig workers, sellers and creators, raised $8.9 million in Series A funding led by** DCM. ** ## **Creator Moves** **Jesse Riedel**, the creator better known as **Jesser** who has over 37 million YouTube subscribers, partnered with the **Chicago Bulls** to host its first-ever creator takeover game at the Kid Nation Game on Sunday. Jesser covered the event in real time, posting content on his social media accounts. During a shooting challenge in the second quarter, Jesser made a half-court shot on his first try, which gave two kids $10,000 toward higher education.  **Oxford Road**, a podcast advertising agency, is launching its [own awards shows](https://www.hollywoodreporter.com/business/business-news/podcast-agency-oxford-road-creator-awards-show-1236516133/) for independent podcasts and creators. The show, which will be hosted by podcaster and rapper **Killer Mike**, is happening on** March 15**. It’s the latest in a string of new creator-focused awards shows, including from TikTok and Snapchat.  The Independent Podcast and Creator Awards is part of the larger **Podcast Movement Evolutions **event at **South by Southwest**, the annual tech and arts festival in Austin. As part of the event, we will also be on stage for a special live version of our Scalable podcast at 7:15 pm local time on **March 13**. Let us know if you’ll be in town! ## **Talent Tracker** **Digital Brand Architects **[promoted](https://variety.com/2026/digital/news/digital-brand-architects-promotes-talent-alix-frank-1236672418/) five team members, including **Alix Frank**, who represents “The Home Edit” founders Clea Shearer and Joanna Teplin. Frank is now executive vice president of talent. **Ali Wald** and **Haley Walsh **were both promoted to vice presidents of talent, while **Sasha Mixon** and **Sophie Fox **are now directors of talent. **Olivia Owens** was promoted to head of product marketing and partnerships at** Teachable**, a platform for selling online courses, coaching and other digital products. Previously, she was associate director of creator partnerships and business development. (Owens is also one of the speakers at our upcoming **Scalable Summit**! More info [here](https://scalablepod.com/summit).) ## **Bookmarked**  [How to Win Slots and Influence People](https://www.bloomberg.com/features/2026-stake-drake-crypto-casino-adin-ross-gambling/?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc3MjIxNTk2NiwiZXhwIjoxNzcyODIwNzY2LCJhcnRpY2xlSWQiOiJUQjRFV0JLR0NUSVEwMCIsImJjb25uZWN0SWQiOiJDQjhERDAxRjBGMEU0MkE1QkUyREM4NEU5MUUyRDAwRSJ9.0IIBIoFsc71RjvG-X_UcAYOI0r_bFW3lxUipRhdhogM) [A Sports Frenzy for the Most Valuable Influencers](https://www.nytimes.com/2026/02/28/arts/sports-influencers-content-creators-nfl-nba.html) [Instagram Has Its Own Finsta](https://www.milkkarten.net/p/i-found-instagrams-finsta) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/in-wake-of-iran-strikes-dubai-influencers-present-filtered-calm

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! -------------------- _We’re excited to announce that creator _**_Hannah Stocking_**_ will be speaking at our first _[_Scalable Summit_](https://scalablepod.com/summit)_ on _**_May 6_**_ in Los Angeles! Originally a Vine star, Stocking now commands an audience of more than 71 million with nearly 2 million views on YouTube alone. Her career also transcends far beyond social media: She’s starred in the Netflix rom-com “The Wrong Paris” and _[_an upcoming microdrama_](https://scalablepod.com/p/why-hannah-stocking-could-be-a-game-changer-for-microdramas)_, walked in a Hugo Boss fashion show and was the first creator to earn the Women’s Entrepreneurship Day Pioneer Award at the United Nations._ -------------------- _Grab your early-bird tickets _[_here_](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator)_—our special debut pricing is only available for a short time! _ -------------------- _Now onto today’s column…_ ----------**Kaz Sawyer** was just trying to drum up some awareness for his wedding photography business and clothing brand.  In 2019, he started posting on social media hoping to go viral and translate some of that attention to grow his businesses. He threw anything at the wall that might stick, filming challenge videos and pranks with his friends. One video, involving a “staged Viagra prank,” broke through, gaining him 30,000 followers on TikTok overnight.  As he continued to post similar videos, Sawyer quit his job as a barista and started delivering for DoorDash as he turned his focus to social media. Now 24, Sawyer has about 8.7 million followers apiece on YouTube and TikTok, and 1.6 million on Instagram. He still creates plenty of viral videos, but his next move involves teaching business owners how they can better use social media to grow their businesses. He teased the new business, called EMP, or Elevate Media Partners, on stage with Kaya at** WebSummit Qatar** earlier this month.  The business includes a pre-recorded course, one-on-one mentorship and group sessions. Sawyer said he’ll share the detailed systems that have allowed him to grow his following, including templates for creating viral videos and how he organizes his own operations, including through productivity software Notion. Sawyer declined to share EMP’s pricing publicly, but said it would be a flat fee rather than a subscription. A lot of founders are “so focused on building the company in the back-end that they’ve missed really understanding social media,” Sawyer said. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/979a2602-4807-4d3f-ac9b-b2cfd7ed4207/55074817777_838d5c1615_k.jpg?t=1772114019) Caption: Kaya interviews creator Kaz Sawyer on stage in Doha earlier this month. Photo by Paul Devlin/Sportsfile for Web Summit Qatar ----------After his trip to Doha, Sawyer jetted off to India for a real-life case study of his offering. He planned to pick a “random stranger” to see if he could help them “take over the internet” with his strategy. Sawyer also shared more about his team and business, including the messy logistics of filming videos and managing props. (A recent brand partnership with a robot vacuum cleaner involved “buying a bunch of stuff to make a mess” from Walmart.) He also shared his take on how AI will impact the creator economy, why physical white boards were key to his early success as a creator and what he thinks it really takes to make it on social media.  Watch the full interview, embedded below. And check out the full episode of Scalable, which also includes an inside look at **Dhar Mann Studios** and whether we think branded microdramas like those from Crocs and Procter & Gamble are a fad or here to stay. The episode is available now on [YouTube](https://www.youtube.com/watch?v=dXUDrKxnlUk), [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv) and wherever else you get your podcasts. Youtube: Kaz Sawyer on 'failing forward' and his new business venture (https://www.youtube.com/watch?v=6O4LRQ44IJU) _In other news…_ ## **🛍️ LTK’s New AI Chatbot ** **LTK**, a creator commerce company, launched LTK AI, a new AI chatbot built into its app. The chatbot is trained on creator content and provides shoppers with personalized recommendations to their shopping queries, like what to wear to an event or what to pack for a trip. That includes surfacing creator videos and posts from across the app so users can see the items being recommended. The chatbot stops short of allowing users to checkout, instead directing buyers to a retailer site to complete a purchase. Creators get credited and earn a commission from those sales. That’s likely [a selling point for creators](https://scalablepod.com/p/what-chatgpt-ads-could-mean-for-creators), given that most AI chatbots often summarize creator content without attribution or bury their links. Jasmine spoke more about this and how creator commerce is changing in the age of AI with LTK co-founder and president **Amber Venz Box** during a fireside chat at **SoCom** on Thursday. Box will also join us on next week’s podcast to share more about her journey as a founder and why she believes creators will remain critical to the path to purchase. ## **The Round Up** **TikTok **expanded its global partnership with the** MLB**, including giving select creators access to MLB’s current and archival content to use in their videos. During the 2025 World Series alone, MLB’s international accounts saw views jump 426% in Japan and 710% in Korea year-over-year.  **Twitch **is revamping its policies for streamers who break its rules. Rather than losing complete access to Twitch for any type of temporary suspension, creators who commit less severe violations of policies will only lose access to specific features. For example, if a user violates Twitch’s chat rules, they’ll be suspended from chatting but still able to stream or watch content. **Instagram **is bringing its new TV app to **Google TV** devices in the US. Read more about social media’s battle for the living room [here](https://scalablepod.com/p/instagram-enters-the-race-for-the-living-room).  **Pinterest **has kicked off several “code red” projects to revive growth, including ramping up work on existing features aimed at improving key metrics like user and revenue growth, [The Information reported](https://www.theinformation.com/articles/code-reds-ai-debates-pinterests-two-front-battle?rc=haoyux). Pinterest CTO **Matt Madrigal** told the outlet that so far, these projects and updates to its ad recommendation systems have improved advertisers’ return on their spending by almost 10%. **YouTube** is now available on visionOS, the operating system of **Apple**’s Vision Pro headset. YouTube CEO** Neal Mohan **[said](https://x.com/nealmohan/status/2026765400495763603?s=46&t=DnPqmmDjk5n_PiJB3i3RCg) the move gives YouTubers a “new spatial canvas” to share their work and connect with fans.   **Visible Things**, a **WME**-repped fan engagement platform founded by veteran TV producers **Billy Cooper**, **Andrew Greenberger** and **Willis Robertson**, launched a new subscription hub for celebrities, creators and brands. It’s debuting the feature with actress and TV host **Valerie Bertinelli**, who will offer new original videos, podcasts and livestreams for fans.  ## **Deals, Deals, Deals** **Whop** raised $200 million in new funding at a $1.6 billion valuation from blockchain platform **Tether**. The marketplace allows people to get paid for creating and clipping content. Creators and small businesses can also buy and sell memberships and other digital services. Clipping longer videos, including podcasts, into shorter segments has exploded on social media and has become a lucrative business for companies and individuals doing the work. **Koah**, a startup building the Google AdSense for AI, [raised](https://www.adweek.com/media/koah-adsense-for-chatgpt-series-a/) $20.5 million in Series A funding led by **Theory Ventures**. The San Francisco-based company embeds sponsored ads directly into AI chatbots.  ## **Regulatory Woes** **Artem Kaptur**, an editor for **MrBeast**, was [suspended](https://www.npr.org/2026/02/25/nx-s1-5726050/kalshi-insider-trading-enforcement-actions) from the prediction market platform **Kalshi **and reported to federal regulators for insider trading related to bets on the YouTuber’s videos. “Our surveillance systems flagged his near-perfect trading success on markets with low odds,” Kalshi wrote in [a press release](https://news.kalshi.com/p/kalshi-trading-violation-enforcement-cases).  **Reddit **was slapped with a nearly $20 million fine (£14.5 million) from UK regulators over [child privacy issues](https://ico.org.uk/about-the-ico/media-centre/news-and-blogs/2026/02/reddit-issued-with-1447m-fine-for-children-s-privacy-failures/).  ## **By The Numbers** Americans now listen to podcasts more than talk radio shows, according to [a new survey](https://techcrunch.com/2026/02/25/americans-now-listen-to-podcasts-more-often-than-talk-radio-study-shows/) from **Edison Research**. What’s most surprising about this research is the durability of traditional radio talk shows, given all the hype around podcasts. In the fourth quarter of 2025, 39% of Americans ages 13 and up listened to talk shows over AM/FM radio, compared with 40% who listened to podcasts. (This data excludes listening to music on the radio).  ## **Creator Moves** **Sofia Franklyn**, the former co-host of “Call Her Daddy” with Alex Cooper, [will release a memoir](https://www.rollingstone.com/culture/culture-news/sofia-franklyn-memoir-daddy-issues-podcast-fallout-1235521893/) about her exit from the podcast and the public fallout. The book, which will be published by Simon & Schuster, will be out in November. Franklyn also signed with talent agency **Verve** for representation. **Snapchat **announced its first-ever awards show for Snapchat creators called **The Snappys**. It will be hosted by **Matt Friend**, a creator and comedian best known for his impressions of politicians and celebrities. The event is happening on **March 31** at Snap’s Santa Monica headquarters.  **Substack** put on a [spelling bee event ](https://www.vogue.com/slideshow/substack-spelling-bee-cazzie-david)in Los Angeles hosted by actress and writer **Cazzie David**, who recently launched her own newsletter on the platform. Participants included **Nicole Richie**, stylist **Jamie Mizrahi **and podcaster** Jason Stewart**. **Jill Wintersteen**, the celebrity astrologer and author, will [host a new podcast](https://www.thewrap.com/industry-news/business/iheartmedia-whalar-group-jill-wintersteen-podcast/) called “The Spirit Daughter Podcast,” with** iHeartMedia** and Whalar Group’s **The Lighthouse**, a physical campus for creators. (The Lighthouse is also our business partner.) ## **Talent Tracker** **Scott Greenberg** and** Brett Coker**, the Hollywood veterans who founded Bob’s Burgers animation studio **Bento Box Entertainment** and sold it to Fox Entertainment, are joining **Chronicle Studios**, which works with about 50 YouTube channels, [The Ankler reported](https://theankler.com/p/discovery-is-broken-this-startup?utm_medium=email&hide_intro_popup=true). Over the past year, the company has been developing AI tools to help YouTube channels grow.  **Hamish McKenzie**, co-founder of **Substack**, is releasing a book called “How to Save the Media,” about the evolution of journalism and the state of the media. It’s out on October 6.  **Dylan Wells**, a national political reporter at the **Washington Post**, is expanding her coverage to include a newsletter about the creator economy on Beehiiv called Verified. She’s part of the Washington Post’s new Creator Network initiative.  ## **Bookmarked**  [The Creator Who Wants to Bring ‘Looksmaxxing’ Mainstream](https://www.nytimes.com/2026/02/13/style/clavicular-looksmaxxing-braden-peters.html?smid=nytcore-ios-share) [TikToker Khaby Lame's $975 Million Deal Is Riding on a Crashing Stock](https://www.businessinsider.com/tiktoker-khaby-lame-975-million-deal-riding-on-falling-stock-2026-2?_bhlid=318e73a717b52341c420e39b5f63cb7b058ce0a0) [Podcasts? TV Talk Shows? Netflix Just Hopes They’re Hits](https://www.nytimes.com/2026/02/25/arts/television/podcasts-netflix-pete-davidson.html) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/the-creator-teaching-businesses-about-social-media

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------**Stanley 1913** is arguably best known for its TikTok-famous Stanley cup. Officially called the “Quencher,” the 40-ounce insulated, stainless steel water bottle has become a staple among millennial and Gen Z women, inspiring countless dupes and other kinds of trendy water bottles.  “Before that product, you just didn’t see people walking around with these huge hydration vessels and straws,” **Kate Ridley**, chief brand officer of PMI WW LLC Brands (Stanley 1913) told us in an interview for our podcast. The Quencher has also cemented itself as part of online culture, with countless videos of women “[packing them](https://www.tiktok.com/t/ZThpPxFuX/)” or taking them on hot girl walks, while other videos have [poked fun at their size](https://www.instagram.com/reel/DL61enXPQZ6/?igsh=NTc4MTIwNjQ2YQ==). Now the more than 100 year-old brand is moving into its next chapter. That includes launching new products, eyeing international growth and diversifying its audience. A big part of its strategy includes partnerships with creators and celebrities from different parts of the world.   To that end, the company has partnered with **Lionel Messi**, the Argentine soccer star who now captains Inter Miami, as well as European soccer leagues including **Arsenal**, **Paris Saint-Germain** and **Juventus**. It has also inked other high-profile partnerships with the likes of **Post Malone**, **Olivia Rodrigo**, **Lainie Mulvey **and **Barbie**.  The multi-year partnership with Messi, with whom Stanley created a special collection of water bottles and mugs, could give the brand an edge during the **FIFA World Cup** this summer: Messi brings a giant audience, including many sports and fitness fans.  “We know what an incredible appeal he has to so many young men,” Ridley said. “Going into the World Cup, we know that we’re going to have fantastic engagement with that product.” The company has also launched a new product line called Vitalize, including backpacks, totes and a shaker, which has a compartment at the bottom to store protein powder or supplements.  “Being single-mindedly associated with mommy bloggers is a thing of the past for Stanley,” Ridley said. Her comment was in reference to the company working with a group of Utah moms, which kickstarted the success of the Quencher—and the brand’s creator strategy— just before the pandemic. Those moms, who run the recommendation website The Buy Guide, were “the first group of influencers that made this light bulb go off that there are people who love our products and really want to spread the word for us,” she explained. But as it expands, Stanley isn’t forgetting where it came from. Launched in 1913, the brand’s products were originally intended to be a way for male workers to take their lunches to work, which was revolutionary at the time. In the 1950’s, its hammertone green Stanley products became associated with campers and hikers. The new products in the Vitalize line are available in the traditionally feminine colors that the company of the 2020’s is best known for, in addition to traditionally masculine colors. Stanley is also still working with creators and influencers focused on health and well-being that took the brand’s popularity to new heights. One thing that Ridley says has remained the same is the product quality. The brand’s founder William Stanley Jr. was an inventor who patented the all-steel vacuum bottle, allowing items to stay hot or cold. That’s also been a proof point for the company on social media. A few years ago, a TikTok user named Bibiana Gonzales posted a video explaining how her car had just burned down but her Stanley cup survived and the ice inside of it remained frozen. The video quickly went viral. In response, Stanley’s then-president posted a response video “saying how sorry he was” and the company bought her a new car.  The larger lesson for brands is not to be “too precious,” Ridley said, when weighing whether to respond to something happening online. “That’s what people want today,” she said. “They don’t want to hear necessarily what you think about your brand. They want to share what other people think about it.”  We’ll be watching to see how this strategy plays out for Stanley in its next chapter and whether the Vitalize products hit the same as the Stanley cup.   Tune into our full conversation with Ridley, embedded below, including who the brand wants to partner with next. Hint: “We’ve been sending a lot of product to Taylor Swift,” she told us. And check out the full episode of Scalable, which goes live on Thursday. Youtube: What's next for Stanley after the TikTok-famous 'Stanley cup' (https://youtu.be/xOoXfuB3gcg?si=RNkQ4wOXIvG0APzH) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/what-s-next-for-stanley-after-tiktok-famous-cup

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------On Saturday, more than 250 creators descended on the 125,000 square foot lot operated by mega YouTuber **Dhar Mann**. Mann, who has nearly 27 million subscribers on YouTube, invited the group of mostly-aspiring creators for a full-day training camp, hosted in partnership with** Adobe**. Of course, the event also served as a way for Mann to showcase his facilities and business, which only recently started including brand deals. Located just down the road from Warner Bros. Studios in Burbank, Calif., Dhar Mann Studios was buzzing with creators eager to learn, mingle and film content with some of social media’s biggest stars. As part of the partnership with Adobe, creators were also trained on its tools, such as Photoshop and Firefly. The event included 24 creators with more than 1 billion followers combined.  “It’s very difficult to make [being a creator] a full-time career, especially now when this space is more crowded than ever,” Mann told Jasmine in an interview conducted on a set designed for his new podcast, which debuts in March.  It was the first time Mann opened the doors of his studios for an event like this. But he doesn’t intend for it to be the last. “If we partnered with a fashion brand, there’s no reason that we couldn’t bring 24 of the biggest fashion creators together and help aspiring fashion creators learn the trade,” Mann said. “Beauty, lifestyle, food, DIY, any category, I think could become its own event.”  Inside two of the three studios on the lot, film sets served as content stations manned by creators like magician **Justin Flom** and family and kids content creators **Rebecca Zamolo **and **Matt Slays**.** **More creators including **Adam W** and partner managers from Meta and YouTube hit the stage for panels throughout the day. But Mann was naturally the star of the show. He delivered a keynote speech before hopping on a golf cart with his wife to lunch, which later turned into an impromptu outdoor dance party. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/f0ff1192-3861-46e6-b1c4-15091112836d/IMG_0862.PNG?t=1771960527) Caption: YouTuber Dhar Mann poses with other creators at his event on Saturday. Photo courtesy of Dhar Mann Studios While sponsorship deals with brands tend to be the most common way creators earn money, those with Mann’s scale can often rely purely on ad-revenue sharing programs from YouTube and other platforms to make a living.  Still, programs like AdSense can only get creators so far. Brand deals are highly lucrative and hard to resist forever. Now Mann is starting to dabble in them, announcing high-profile deals with the **NFL** and** Old Navy** in recent weeks. Mann said he’s also open to brand takeovers of his many sets, which range from a courtroom and movie theater to a part of a real airplane and a Target-style supermarket stocked with fake fruit and other items.  One thing Mann says he isn’t planning on doing is charging creators to use the space. Mann credited his recent deals to three things: his CEO **Sean Atkins**, who helped build a brand partnerships division after joining in September 2024, brands’ willingness to do longer-term deals and his own desire to do “more ambitious projects.” That includes a new deal with** Fox Entertainment **to develop 40 vertical microdramas, which Mann described as “90 minute feature films broken down into 1 minute chapters.” He expects each project to take about 30 to 45 days to go from “script to screen.” Mann didn’t share names, but said he’s already been approached by some of the “biggest companies in the world,” including fashion brands, to sponsor these shows. That may seem surprising given that microdramas are often written off as cringey or low brow. But the interest in Mann’s microdramas also makes sense given the recent buzz around the format and branded entertainment in general. Companies from **Crocs** to **Procter & Gamble** have developed their own vertical short-form shows, while **Gap** has brought on its first “chief entertainment officer.” Creators are often part of these projects and strategies. We share more from Jasmine’s conversation with Mann, as well as what to make of the branded microdrama trend on [this week’s podcast](https://scalablepod.com/podcast), publishing on Thursday. _In other news…_ ## **Introducing the Scalable Summit** In case you missed our announcement last week, we are so excited to be hosting our first conference on **May 6** in Los Angeles!  The inaugural **Scalable Summit **will gather founders, creators, marketers, investors and other industry leaders who are shaping the creator economy for a full day of fireside chats, panels and networking. Our goal is to connect different people working in this industry, especially groups who often don’t get to talk to each other (think investors and marketers).  We’ll dive into some of the most pressing topics happening in the industry today from the future of Hollywood to the rise of AI and the intersection of sports and creators, and so much more. We’ll also have tactical conversations about what it takes to build a sustainable business in the creator economy. Plus, we’ll have plenty of time for networking—and cocktails!  Our speaker line up so far includes Twitch CEO **Dan Clancy**; long-time Instagram product executive **Tessa Lyons**;** Khartoon Weiss**, general manager of global business solutions at TikTok; and **David Duxin**, a partnerships and strategy lead at OpenAI, who’s been at the core of some of Sora’s biggest deals. We’ll also have executives from **Adobe**, **Pinterest**, **Tubi**, **Teachable**, and Issa Rae’s branded entertainment studio** Ensemble**. We’ll be announcing more speakers—including creators—soon! Tickets are live now and selling fast! Snag your early-bird ticket for $299 [here](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator), or visit [our website for more information](https://scalablepod.com/summit). You can also nominate a speaker using [this form](https://docs.google.com/forms/d/e/1FAIpQLSdq1UXKKvHUaBVMUBlnNRrQAhA30kTLvcgTV7Un4hemGdJAAg/viewform)—we still have limited speaking slots available. If you’re a brand interested in partnering with us, please reach out to [brandpartnerships@scalablepod.com](mailto:brandpartnerships@scalablepod.com). We hope to see you soon! ## **The Round Up** **Facebook** worked on developing an app for teens called Bell in 2018, but never launched it, [according to court filings](https://www.nbcnews.com/tech/social-media/facebook-designed-app-teens-bell-court-records-reveal-rcna260315) tied to a landmark social media addiction lawsuit involving parent company **Meta Platforms**. The internal plans demonstrate how young users have long been important to the company, in part as gaining teens early could keep them on Meta apps in the future.  A Meta spokesperson [told NBC](https://www.nbcnews.com/tech/social-media/facebook-designed-app-teens-bell-court-records-reveal-rcna260315) the Bell app was developed as an early exploratory idea and it would have relied heavily on the company’s content moderators.  **Lightricks**, the company behind editing apps including Facetune, is separating its consumer app business from its generative AI video platform LTX, creating two different units, [Reuters reported](https://www.reuters.com/business/facetune-creator-lightricks-split-into-two-units-ai-premium-outpaces-traditional-2026-02-23/). **Wishlink**, an Indian creator commerce startup, raised $17.5 million in Series B funding led by **Vertex Ventures Southeast Asia & India**. **GameSquare Holdings**, the parent company of **FazeClan**’s esports and gaming brand, is acquiring **TubeBuddy**, an AI software tool providing SEO, keyword, and thumbnail products for YouTubers from influencer marketing firm** BENlabs**.   ## 🎿**The Winter Olympics (TikTok) Winners** **Alysa Liu**,** **the figure skater who won the first US women’s figure skating gold in 24 years, was also arguably the gold medalist of the Winter Olympics on social media.  Liu brought in 57.3 million total views and 19.1 million average views on her Olympic-related posts on TikTok during the Games, according to new data from **Dash Social**. Her following on Instagram also skyrocketed to more than 5 million. In second place in Dash Social’s ranking was **Jutta Leerdam**, a speed skater from the Netherlands, who averaged 12 million views on TikTok. After setting an Olympic record, Leerdam sparked debate by flashing her Nike sports bra despite strict advertising rules. “The mix of record-breaking performance, controversy and an established audience made her one of the most-watched creator athletes of the Games,” Dash Social noted. Leerdam, who is engaged to YouTuber-turned-boxer Jake Paul, already had a large following going into the Olympics. The third spot went to **Eileen Gu**, the American-born freestyle skier representing China, who notched about 2.4 million average TikTok views. Gu has been sharing a mix of get-ready-with-me videos and competition footage. It’s also notable that seven of the 10 most-watched Olympic creator-athletes measured by Dash Social were women. The Olympic Village also took on a dual purpose as a content studio, where athletes taped food reviews, moments with their roommates and other behind-the-scenes content. Major brands like **Procter & Gamble **also [set up studios](https://www.instagram.com/reel/DU-9HfyFfca/?igsh=MWpoOTg0MG1ya3M0Nw==) in Milan where creators and athletes shot interviews, while also discussing how they used various P&G products during the Games, including Secret deodorant and Tampax tampons. ## **Creator Moves** **Vivian Tu**’s personal finance book “Rich AF” is being developed into a series for **Amazon MGM Studios**. Tu, a former trader turned social media creator, will be an executive producer on the show.  **David Begnaud**, a long-time CBS News correspondent, announced his own independent media company called **Do Good Crew**. It will include a weekly newsletter on Beehiiv, a podcast and live events. Begnaud will also remain a contributor to CBS. The structure is part of a rise in hybrid business models and other arrangements we’ve been tracking in the creator economy that hedge some of the risks of going solo.  **Peter Attia**, a popular wellness influencer, [resigned](https://www.nytimes.com/2026/02/23/well/peter-attia-cbs-epstein.html?campaign_id=60&emc=edit_na_20260223&instance_id=171517&nl=breaking-news&regi_id=295966374&segment_id=215704&user_id=e576fbbc1d8acc41a2c108284204e0e9) from his new contributor role at CBS after appearing in the Epstein files. Earlier, he also resigned his position as chief science officer of protein bar company David.   ## **Talent Tracker ** **Rahul Titus** joined **Publicis Groupe** as global influencer lead. Previously, he spent 12 years at WPP, most recently as global head of influence for Ogilvy.  **Rollo Goldstaub **was promoted to **TikTok**’s global head of sport. Goldstaub, who is based in London, previously led the app’s sports partnerships.  **Aaron Morrissey **is now the head of social media for **Synthesia**, a UK-based AI avatar and voiceover startup for businesses. He’s previously created content for other brands, including sales software provider **Clay** and **Hootsuite**.  ## **Bookmarked**  [Salish Matter, Teen Mogul](https://www.bloomberg.com/news/features/2026-02-17/salish-matter-youtube-star-and-sincerely-yours-founder-is-coming-to-netflix?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc3MTYxNzI5OSwiZXhwIjoxNzcyMjIyMDk5LCJhcnRpY2xlSWQiOiJUQUxURzRLSVAzTTEwMCIsImJjb25uZWN0SWQiOiJDQjhERDAxRjBGMEU0MkE1QkUyREM4NEU5MUUyRDAwRSJ9.vihpfKk7Nt972MwybyFgGTw3tGWM4XdA8RFWE4iVAVA) [The Wellness Guru Jay Shetty Has Raised Some Doubts. Including His Own](https://www.nytimes.com/2026/02/21/magazine/jay-shetty-wellness-influencer-interview.html?smid=nytcore-ios-share) [Kids Show Us What They’re Into, From Pokemon to Pop Stars](https://www.bloomberg.com/features/2026-gen-alpha-rooms-obsessions/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/dhar-mann-opens-the-doors-to-his-studio-and-more-brand-deals

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! -------------------- _Before we get into today’s exclusive, we’re excited to announce our first __**Scalable Summit**__, taking place on __**May 6**__ in Los Angeles. The event will gather founders, creators, marketers, investors and other industry leaders who are shaping the creator economy for a full day of fireside chats, panels and networking. _ -------------------- _Our first wave of speakers includes Twitch CEO _**_Dan Clancy_**_; long-time Instagram product executive _**_Tessa Lyons_**_; _**_Khartoon Weiss_**_, general manager of global business solutions at TikTok; and _**_David Duxin_**_, a partnerships and strategy lead at OpenAI, who’s been at the core of some of Sora’s biggest deals. We’ll also have executives from _**_Pinterest_**_, _**_Adobe_**_, _**_Tubi_**_, _**_Teachable_**_ and Issa Rae’s branded entertainment studio _**_Ensemble_**_. _ -------------------- _You can read more about the event _[_here_](https://scalablepod.com/summit)_, or snag your early-bird ticket for $299 _[_here_](https://www.eventbrite.com/e/scalable-summit-2026-tickets-1982997463795?aff=oddtdtcreator)_, with our special debut event pricing._ -------------------- _Now on to the news…_ ----------**Cannes Lions** is [partnering](https://www.canneslions.com/festival/experiences/lions-creators) with** Adobe** on its 2026 creator program. It’s also moving and expanding its dedicated event space for creators to a prime spot on the beach, Scalable is first to report. The premier international advertising festival, which takes place every June in the South of France, has expanded over the years to include creators as they’ve become a bigger part of marketing.  Cannes Lions first introduced its dedicated creator program and event space, dubbed LIONS Creators, in 2024. For the past two years, LIONS Creators has been located on the rooftop of the Palais des Festivals, a key venue and landmark in the city where awards are also given out. But that location is tucked away from the majority of the action on the beach and boardwalk.  Every year, companies including Meta, Google, Spotify and Pinterest transform outdoor restaurants along the beach into large pop-up activations, where celebrities and creators such as **Paris Hilton** and podcaster **Jake Shane** drop in. They also host parties, including concerts featuring big names from **Cardi B **to **Dua Lipa**. The new beachfront event space for LIONS Creators will include a stage, content studios and an editing suite, where creators can also try out Adobe’s tools. The linkup with Adobe makes sense as the software company has emerged as a key player in the creator economy. Creators ranging from social media influencers to filmmakers use its products, such as Photoshop or AI tools like Firefly, in their work. **Ed Davidson**, chief growth officer of LIONS, said the move to the beach is symbolic of what’s happening in the broader marketing industry. “Creators and creator marketing [are] just an absolute core component of creative marketing now,” he told us. He also said it’s necessary as more creators have started coming to the festival. “In terms of capacity of the space, it wouldn’t have been okay for the numbers that we’re seeing for this year.” Cannes Lions doesn’t share how many creators attend the festival, but we’ve also noticed a marked increase in the past two years. For creators, the festival is a chance to meet with major brands to broker sponsorship deals or even get face time with CMOs. But the cost of traveling to and finding accommodations in the South of France during peak tourism season is hefty. In some cases, a brand or social platform will cover those costs for a creator who’s speaking at the event. LIONS Creators also offers discounted passes for creators. Davidson said the lower priced ticket for creators is an effort to make it more affordable for them to attend. This year, creator passes will cost €1,245, or about $1,465 compared to a “classic” ticket that costs €4,465 ($5,254). LIONS Creators also plans to host lunches and other networking events to help get creators in front of brand leaders. New this year is also a special two-day event focused on the business of sports, another huge area of growth and excitement for brands, creators and streaming companies. The festival has seen “a burgeoning community of sports folks,” said Davidson, including sports teams and individual athletes who are building their own media businesses or platforms.   On our podcast this week, we spoke to Davidson more about the Adobe partnership and what else to expect at Cannes Lions this year. (Hint: lots of talk about AI and creators.) Tune into our latest episode below for the full conversation, or listen on [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv?si=9tznI8j6SoOSzD6jwNgpkg&nd=1&dlsi=94c71e663a6a404a)—or wherever else you get your podcasts. Youtube: Cannes Goes Big on Creators; AI Copycatting Surges and Podcasters Descend on the Nancy Guthrie Case (https://youtu.be/_LKINnlfM58?si=3lFOs-2iWTPvJn_2) _In other news…_ ## **Deals, Deals, Deals** **Substack** announced a partnership with **Polymarket** to make it easier for people to share and discuss prediction market data on the newsletter publishing service. The move comes as sites like Polymarket and Kalshi have exploded in popularity, but also are facing legal backlash over alleged insider trading.  **Dolphin Entertainment**, a production firm, [partnered](https://variety.com/2026/biz/news/dolphin-dealmaker-capital-raise-creators-influencers-1236665032/) with online capital raising platform **DealMaker** to offer celebrity and creator consumer brands an alternative to raising venture capital.  **MS NOW**, formerly MSNBC, [inked a deal](https://deadline.com/2026/02/ms-now-crooked-media-deal-1236726903/) with progressive media firm** Crooked Media** to bring its progressive podcasts, including “Pod Save America” and other work to the network with a weekly compilation show. “Crooked on MS NOW” will air on Saturdays at 9 pm ET starting Feb. 28. The move follows a flurry of Netflix-podcast deals, as well as a deal between CNN and podcast network Lemonada to bring some of its shows to CNN’s new streaming offering.  **Court TV**, a digital broadcast network owned by E.W. Scripps, was [acquired](https://deadline.com/2026/02/court-tv-acquired-by-dan-abrams-law-and-crime-1236713288/) by **Law&Crime**, a true crime production company and YouTube channel. Court TV was a long-time fixture on traditional TV, so it’s notable that it’s being acquired by a YouTube channel.  ## **Regulatory Woes** **Mark Zuckerberg **took the stand in a landmark social media addiction case in California on Wednesday. The Meta Platforms CEO struggled to defend his company from allegations that it targeted young users and claimed that internal documents and communications were mischaracterized by lawyers, [according to the BBC](https://www.bbc.com/news/articles/c5y42znjnjvo). **David Greene**, a veteran NPR host, is [suing](https://www.washingtonpost.com/technology/2026/02/15/david-greene-google-ai-podcast/) **Google **for allegedly violating his rights by building a product that replicated his voice without payment or permission. Greene claims that the male voice used in Google’s AI tool NotebookLM, which creates on-demand podcasts, has an “uncanny” resemblance to his. Google has denied the claims.  We also covered the rise of creator copycatting by AI [on our podcast](https://youtu.be/_LKINnlfM58?si=3lFOs-2iWTPvJn_2) this week, including takes from attorneys Rachael Connelly and Tyler Chou. **Spain** will [investigate](https://www.nytimes.com/2026/02/17/world/europe/spain-investigate-social-media.html?smid=nytcore-ios-share) **X**, **Meta** and **TikTok** for allegedly spreading AI-generated child pornography. The companies declined to comment or didn’t immediately provide a comment.  ## **Talent Tracker ** **Charles Porch **is joining **OpenAI** as its first vice president of global creative partnerships as the company looks to forge more relationships in the entertainment industry. Porch is a 15-year veteran of Instagram and Meta, where he helped [onboard celebrities to the app](https://www.hollywoodreporter.com/business/digital/openai-hires-instagram-celebrity-partner-charles-porch-1236508895/).  **Andreessen Horowitz **is hiring for a variety of roles for its new media team, including a chief of staff, head of podcasts, a CMO and chief communications officer.  **MrBeast** is [hiring](https://job-boards.greenhouse.io/mrbeastyoutube/jobs/5706893004?gh_src=114e62fd4us) for a head of TikTok to lead strategy on the app and scale the mega YouTuber’s “presence to new levels.”  **Patrick Harris** joined **Roku** as senior vice president of global media revenue. Previously, he was president of the Americas for Snap and beforethat spent more than 11 years at Meta.  **Jeremy Lewis** is now vice president of business development at **Fixated**, a creator management and monetization company. Most recently, he was the co-founder of Right Swipe Entertainment, the production company behind his former podcast with his wife **Lauren Riihimaki**, the creator better known as LaurDIY.  ## **Creator Moves** **Spotter**, best known for offering upfront financing to YouTubers, [willhost its second](https://www.tubefilter.com/2026/02/18/spotter-showcase-2026-new-york-creator-tv-upfront/) “Spotter Showcase” to help creators broker deals with advertisers. The event, which will take place in New York on March 4, will include creators such as **Dude Perfect**, **Kinigra Deon**, **Airrack** and **Michelle Khare**. It also comes just a few weeks ahead of the annual Newfronts, where platforms like YouTube will make their [pitch to advertisers](https://youtu.be/-NbSSNLbDLM?si=LTVOuoroziSZ5pZc). ** ** **TopFan**, a company behind fan sites and apps for Warner Bros., the Denver Broncos and Maroon 5, is [expanding its platform](https://www.axios.com/2026/02/17/topfan-creator-platform-launch) to include creators.  **Paige Spiranac**, a golf influencer and former pro, partnered with** Pro Shop**, the golf media firm behind Netflix’s docuseries “Full Swing,” to launch a new media venture, [Axios reported](https://www.axios.com/2026/02/17/paige-spiranac-golf-paigeco-pro-shop). The joint venture will focus on creating new shows and branded products, with Pro Shop managing production, distribution, sales, merchandising and marketing. **Alex Cooper **will interview **Miley Cyrus** in front of a live studio audience as part of **Disney+**’s “Hannah Montana 20th Anniversary Special” next month. ## **Bookmarked**  [Chatbots Are the New Influencers Brands Must Woo](https://www.nytimes.com/2026/02/17/technology/chatbots-influencers-brands-marketing.html?smid=nytcore-ios-share) [Reddit’s Human Content Wins Amid the AI Flood](https://www.bbc.com/news/articles/c5y4zl0w062o) [Parents Who Blame Snapchat for Their Children’s Deaths Protest Outside Its HQ](https://www.latimes.com/business/story/2026-02-13/parents-who-blame-snapchat-for-their-childrens-deaths-protest-outside-companys-headquarters)  ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/exclusive-cannes-lions-goes-even-bigger-on-creators-partners-with-adobe

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------We were on Capitol Hill last week to sit down with New Jersey Senator **Cory Booker**. Our conversation centered on the push he’s leading to make **Senate Democrats** be more active on social media and ramp up their work with creators. But the scope quickly broadened.  We got Booker’s take on the new US **TikTok**, whether he supports social media bans for teens and what he thinks about California Governor **Gavin Newsom**’s social media strategy, which regularly trolls and parodies President Trump. (Booker called the approach “creative” and “hilarious.”) Big picture, Booker said Senate Democrats weren’t “keeping up” with the explosion of the creator economy, which is “dominating more and more” and “growing exponentially.”  The 2024 presidential election was a reality check. “The Democratic Party was losing out and they didn’t understand where media was moving and didn’t find ways to really lean into those platforms,” Booker told us. He also said he told Senate minority leader **Chuck Schumer** that Democrats were “getting shellacked.” Now Booker is trying to change that. One issue is that the median age of senators is 64.7, per data from Pew Research Center, and he said many of them weren’t comfortable using social apps. In some cases, Booker went to individual senators to convince them to get on board with posting more.  The push has been working. Between 2024 and 2025, engagement on Senate Democrats' own social media accounts grew 430%, according to data from the Strategic Communications Committee, which Booker chairs. But there’s still more work to do. Democrats still lag Republicans when it comes to influencer strategies and using social media. Booker said that he hopes that a new generation of younger politicians, as well as new platforms and technology like AI will present more opportunities. (Read [our recap](https://scalablepod.com/p/inside-the-senate-democrats-creator-summit) of last week’s summit on Capitol Hill for more on this.) The rise of social media and creators also comes with plenty of downsides, from the spread of misinformation to the negative impact on young people. That’s what prompted Australia to ban social media use for teens in December. Some European countries have since followed with bans or restrictions of their own. Booker hopes such a ban will come to the US for teens under 16. “I think there should be a flat ban somewhere around those mid-teen years and definitely before,” he said. “We're going to look back on this era as the same era that they used to let young people smoke cigarettes,” Booker argued, saying these platforms “have a really dark side.” He’s also concerned about the new US TikTok, which is majority owned by US investors. “I have concerns when billionaires like Elon Musk or what-have-you get massive ownership stakes and then change the algorithm in ways that make them less free, fair platforms.” He added that social apps should be compensating creators fairly for their work.  We also asked Booker how his own social media strategy has changed since his days as mayor of Newark, which creators he personally follows and who he thinks will be the Democratic presidential nominee in 2028. Tune into the full interview in our special episode of Scalable published on Wednesday. Plus, hear our takeaways and some of the behind-the-scenes moments of the interview, including Booker telling us he uses his Oura ring as his wedding band, which apparently is [part of a bigger trend](https://www.theinformation.com/articles/sickness-health-wellness-obsessed-techies-adopt-oura-rings-wedding-bands?rc=haoyux). You can watch on [YouTube](https://youtu.be/qN6i_nyqCfw?si=csx1OxpoDlt4R78Y) and [Spotify](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv) or tune in anywhere you get your podcasts.  Youtube: How Senator Cory Booker Convinced Democrats to Post More on Social Media (https://youtu.be/qN6i_nyqCfw?si=g0tTrMAuuQI3PdQc) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/senator-cory-booker-wants-democrats-to-post-more

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------Quarterly earnings calls are a good way to get a pulse on what big tech companies are focused on. But what executives don’t say on those calls is often just as important as what they do say. Take **Meta Platforms**. Executives didn’t mention creators once during the company’s fourth-quarter prepared remarks or in the question and answer session with analysts. AI, however, was mentioned nearly 50 times. Compare that to the second quarter of 2021, when “creator” was said roughly 35 times. That suggests creators have taken a backseat to AI, at least in Meta’s messaging to investors. To see how—and why—the company’s messaging around creators has changed over time, we went through earnings call transcripts stretching back to the first quarter of 2020. We also compared the number of times that the word “creator” appeared in Meta’s calls with YouTube’s parent company Alphabet, Netflix, Spotify, Pinterest and Snap. We found that mentions of creators fluctuate from quarter to quarter. Looking just at year-end reports since 2022, **Alphabet** has been the most consistent and vocal, with the word ‘creator’ appearing between 15 to 20 times. But in mid-year reports, the number of mentions often dropped to single digits. Quarterly earnings reports are, of course, a snapshot in time and what executives choose to stress on the calls often has to do with what’s going on in the broader market or business.  In **Netflix**’s first quarter 2025 earnings call, for example, the word creator appeared more times than in Alphabet’s. That coincided with **YouTube**’s rise to be the No.1 TV distributor in the US—and Netflix was likely laying the groundwork for its upcoming creator push. (We excluded traditional film and TV creators in our Netflix analysis.) What executives discuss also depends on what questions they are asked by analysts on the calls. In Netflix’s case, much of the chatter around creators in the first quarter was in response to analysts’ questions rather than from its prepared presentation.  ---------- Annualizing these figures paints a more holistic picture of how companies have shifted their messaging around creators over the years. As you can see from the chart below, conversation around creators peaked in 2021. That year, the word “creator” was said a whopping 72 times across Meta’s four earnings calls—which is more than any other company in any other year—compared to just five mentions in 2025. -------------------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/142cc297-ebb4-4d7b-9ead-a88e2b363c5f/Final_Q4_earnings_chart.png?t=1771335701) Caption: ----------Even companies that aren’t as top of mind when it comes to the creator economy were vocal about creators in 2021: **Pinterest** mentioned creators 60 times, on par with** Snap**. Meanwhile, creators came up roughly 40 times in **Spotify**’s earnings calls. (We counted Pinterest’s mentions from its shareholder letter, which often serves as prepared remarks, as transcripts for its 2021 calls weren’t available). This makes sense as 2021 was the height of the creator economy boom. TikTok was rising fast and venture capitalists were throwing money at creator startups. Big tech platforms were trying to figure out their creator strategies, while fielding tough questions from analysts and shareholders about how their investments in creators could translate to revenue. It’s easy to interpret the decline in overall mentions from then to now as a bad sign. But we see it as a signal of how much the market has matured.  The creator economy is no longer a shiny new object or as uncharted as before, meaning that investors likely view big tech’s bets on creators more as a given than a gamble. In Meta’s case, Wall Street is more concerned about what the company is doing in AI than if it can compete with TikTok on creators. It’s already [showing that it can](https://scalablepod.com/p/instagram-reels-is-good-now). At the same time, the industry is also expanding. Creators are now a key strategy for companies like Netflix that few would have associated with creator content in 2021. For more on how we approach earnings reports and what we made of YouTube’s fourth quarter results, tune into our latest podcast episode, available now on [YouTube](https://youtu.be/-NbSSNLbDLM?si=kLHDHu_vGXgnS6Zi), [Spotify](https://open.spotify.com/episode/3IcLm4nXNvtcbFCbpDMmeF?si=2I46ySb6Q-GFdjI6A4qjcQ) or wherever else you get your podcasts. _In other news…_ ## **AI Creator Copycatting ** More creators are reporting that their content is being ripped off. This time, it’s by AI. Earlier this month, a micro-creator with roughly 3,000 Instagram followers [said](https://www.instagram.com/reel/DUZzN1KE9h2/?igsh=NTc4MTIwNjQ2YQ==) an AI influencer posted an almost exact copy of her video, down to her facial expressions and the calculator on her desk. That follows an NPR [report](https://www.npr.org/2025/07/10/nx-s1-5461427/tiktok-creators-copy-ai-fakes) from last year showing that AI was being used to create realistic avatars of real-life creators and repeating word-for-word what they said in their videos. Drawing inspiration from others is a common practice for creators, especially on short-form apps that are focused on trending content. But blatant copying is a major faux pas that directly hurts creators’ ability to grow an audience and generate income. Social platforms have tried to crack down on AI slop and are focused on promoting original content. But as the AI dupes get more realistic and more rampant, it’s harder to tell which posts are real—and who gets the credit. Laws around AI are still evolving. But creators can ask platforms to take the content down or send a cease-and-desist letter. “Creators may need to start thinking a bit more proactively—implementing measures such as watermarking their content, signing up for monitoring services to police their content and other digital enforcement tools could become highly valuable, especially if content is highly monetized,” said **Rachael Connelly**, a practicing attorney in Los Angeles. We’ll have more of her thoughts in Thursday’s podcast. ## **The Round Up** **Apple **is taking on Spotify and YouTube by embracing video podcasts, including the ability for users to easily switch between listening and watching a show in its Podcasts app and download episodes to watch offline. Apple will also allow creators to insert video ads, including ads read by hosts, into their episodes.   **Wasserman **is for sale following fallout from founder **Casey Wasserman **appearing in the Epstein files. In a memo to staff on Friday night, Wasserman said he’d “become a distraction” from the talent agency’s operations. Some high-profile clients have [dropped the agency](https://www.rollingstone.com/music/music-news/weyes-blood-chappell-roan-leave-wasserman-agency-epstein-1235514583/), which also represents digital creators, after the documents were released.  **Night**, a talent management firm representing creators like streamer Kai Cenat, raised $70 million from investors including **StepStone Group**, **Founders Fund** and **K5 Global**. The company said it would use the funding to expand, including to build, operate and acquire businesses “embedded in internet culture,” such as those related to music, sports, gaming, podcasting, live events and other categories. **Snapchat **is testing creator subscriptions, where fans pay for access to exclusive content, similar to existing offerings from Patreon, Substack, YouTube and Meta. Snap is likely betting that the success of its existing subscription products like Snapchat+ will translate to creators and help further diversify its revenue: Creators will get roughly 60% of revenue from subscriptions, which range from $4.99 to $19.99 per month. That’s a steeper cut than some of its peers like YouTube, which pays out 70%, and Instagram, which lets creators keep 100% of subscription earnings. **LTK **laid off some staff, including engineers and employees who work with creators, a spokesperson confirmed to Scalable. The spokesperson said it wasn’t a broad-based layoff, but a “strategic realignment.” The move comes as LTK is focused on building its brand platform, which allows companies to set up profiles on the app, work with LTK creators and access data or insights.  **Vox Media** expanded its “Language, Please” [project](https://languageplease.org/), which launched in December 2020 as a resource and style guide for journalists and local newsrooms covering sensitive and complex topics. Now the company is adding special tools for creators.  “As more people rely on creators for news coverage, it is imperative that they have access to journalistic tools to ensure thoughtful, accurate content,” said **Chris Clermont**, Vox Media’s head of diversity, equity and inclusion.  ## **Soundbite** “I’m sick of watching ‘reporting’ grifting, insane speculation, lies, and BS by random wannabe journalists and YouTubers who have now caused more harm than good…Please GO HOME,” **Alma Hernandez**, a Democratic member of the Arizona House of Representatives, [wrote on X](https://x.com/almaforarizona/status/2022897740913713635?s=46). That’s in reference to the influx of creators and true crime podcasters who have inserted themselves into the investigation of **Nancy Guthrie**’s disappearance in Tucson. People are also compromising the crime scene, a retired FBI agent complained, [according to the New Yorker](https://www.newyorker.com/news/the-lede/the-disappearance-of-nancy-guthrie), saying “people touched things without gloves on” and “trampled over everything.” At one point, a Domino’s pizza delivery driver also showed up with food for an influencer. The sheriff’s department had to ask people not to order takeout to a crime scene. ## **Today in TikTok** **• ByteDance**,** **TikTok’s parent company, has created a new AI model called Seedance 2.0 which can generate a high-quality video with a story line, characters and different scenes based on one text prompt. The new model is making waves in China, but sparking copyright issues in Hollywood, the [Wall Street Journal reported](https://www.wsj.com/tech/ai/tiktoks-chinese-parent-has-an-app-to-replace-hollywood-7b31c6df). A ByteDance spokesperson [told the BBC](https://www.theguardian.com/technology/2026/feb/16/tiktok-bytedance-ai-video-tool-disney-seedance-tom-cruise-brad-pitt) it’s “taking steps to strengthen current safeguards as we work to prevent the unauthorized use of intellectual property and likeness by users.”  • The new US **TikTok** [started rocky](https://scalablepod.com/p/the-fallout-of-tiktok-s-us-deal), but third-party data suggests things are stabilizing. Deletions of the app surged after TikTok announced its joint venture on January 23. But the average number of daily active users in the US remains around 95% of its usership compared to the week of January 19-25, according to **Sensor Tower** data [cited by CNBC](https://www.cnbc.com/2026/02/16/tiktok-us-joint-venture-user-data-no-mass-exodus-oracle-mgx-silver-lake-larry-ellison-trump.html). (We predicted the backlash would settle in [our podcast](https://youtu.be/8NunEWvw63g?si=6__3PmXUIq6cmE0x) discussing the sale.) **• **TikTok** **announced a local feed to show what’s happening in a user’s area, including events, restaurants and shopping. It also shows posts from small businesses and local creators.  ## **Brand**** ****Buzz** **Hasbro Entertainment **and family-friendly media company **Animaj **launched Lumee, a joint venture focused on ad sales and partnerships for kids content. Kids content is among the most popular genres on YouTube, but there are strict restrictions on advertising to kids and many brands have chosen to steer clear. That has also made it challenging for YouTube and its kids creators to earn revenue from that content. **Crocs** is getting into [microdramas](https://scalablepod.com/p/why-hannah-stocking-could-be-a-game-changer-for-microdramas). The shoe company worked with **CAA** to release a scripted, short-form series called “Charmed to Meet You.” **Procter & Gamble **also [recently launched](https://variety.com/2026/tv/news/procter-gamble-soap-opera-microcontent-golden-pear-affair-1236659034/) a 55-part “microsoap” called “The Golden Pair Affair,” which also promotes its products. Last year, **JC Penney **worked with **TelevisaUnivision** on [a five-episode series](https://variety.com/2025/tv/news/microdramas-advertisers-televisaunivision-short-form-1236595920/) aimed at Spanish speakers. **Jake Shane** was named chief creative officer of **Katjes**, a major German candy company that makes licorice and fruit gummies. As CCO, Shane will lead creative strategy, brand messaging and marketing campaigns as the company seeks to expand its presence in the US, [per Forbes](https://www.forbes.com/sites/alexyork/2026/02/11/podcast-star-jake-shane-named-chief-creative-officer-at-german-candy-company-katjes/). ## **Creator Moves** **Jay Shetty**, the host of the podcast “On Purpose,”** **announced a new production company called **Perfect Strangers Media** and two deals with** Netflix **for an unscripted and a scripted series. Shetty’s company didn’t provide further details on the shows. **Moose Toys**, the company behind MrBeast’s Lab toy products, announced partnerships with YouTubers **Mark Rober **and **Salish Matter**, who both also have deals with Netflix. Rober, a former NASA engineer, already has a STEM subscription box company called CrunchLabs, which will work with Moose Toys on STEM toys. It’s unclear what type of toy line the company will release with Matter. ## **Bookmarked**  [Why Internet Stars Are Chinamaxxing](https://www.gq.com/story/why-internet-stars-are-chinamaxxing) [Meet the American Girl Doll Influencers Protesting ICE](https://www.rollingstone.com/culture/culture-features/american-girl-doll-influencer-ice-1235514789/) [Are Pop Stars Having the Conversations They’ve Always Wanted on Substack?](https://www.rollingstone.com/music/music-features/pop-star-substack-charli-xcx-doechii-troye-sivan-1235510641/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/big-tech-is-hot-and-cold-on-creators

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------On Wednesday, we spent the day at the US Capitol where Senate Democrats hosted their first-ever creator summit.  The full-day event, which gathered just under 100 creators, independent journalists and other creator economy insiders, came as Democrats have acknowledged they’re behind compared to Republicans when it comes to working with influencers. During the 2024 presidential election, New Jersey Senator **Cory Booker** said his colleagues were running to CNN and other cable networks “thinking they were communicating.” But Booker said young men, for example, get most of their news and information from podcasts.  “We weren’t showing up where the people were and then we were getting upset that they weren’t aware of the issues that we were fighting for,” he told attendees. The summit was hosted by the Senate Democrats’ **Strategic Communications Committee**, which is chaired by Booker. Minnesota Senator **Tina Smith **is the vice chair. It’s also part of a larger effort by the SCC to encourage Senate Democrats to become more active on social media themselves. Democratic Senators **Elizabeth Warren** and **Jon Ossoff **also dropped by to say a few words and take photos with attendees. The event took place in the historic Kennedy Caucus Room, opened in 1909, which has been the stage for major Senate investigations, including the sinking of the Titanic, Pearl Harbor and Watergate. Senators framed the effort as being pro-democracy, rather than pro-Democrat. “It’s not about party,” Smith said, describing social media and creators as some of the most important tools in the pro-democracy movement. The call for unity was clear. But the unwillingness of Democrats to position their efforts as partisan is emblematic of why the left has struggled to recreate the success of Republicans on social and with new media. Right-wing influencers and politicians aren’t afraid of drawing hard lines or saying things that will offend others, while the left is more likely to tread carefully. One exception is California Governor** Gavin Newsom**, who frequently uses social media to troll and parody President Trump. The event also demonstrated how much the news and media landscape has shifted. Former CNN anchor turned independent journalist **Don Lemon**, who was [recently arrested](https://www.nytimes.com/2026/01/30/us/don-lemon-arrest-minnesota-church-protest.html) for filming ICE protesters in a Minnesota church, addressed this in his speech. “I was at the top of the cable news chain. This is a completely different era,” Lemon told attendees, saying he’s shifted his new independent show to be less like cable TV by recording it at his home with his dogs in the background. “People want to get information from people they trust [and] like and with as few filters as possible,” he said.  That includes online personalities who are neither journalists nor political creators. Some attendees were even hesitant to call themselves creators despite having social media followings. One attendee, for example, works full-time as a doctor but speaks out online about children’s issues.  Booker, on the other hand, wasn’t shy about it. “I actually think of myself as a creator too,” he told us during an interview in his hideaway office in the US Capitol. He also grabbed Jasmine’s phone and took several selfies with us. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/4058f089-abc1-45b3-a971-85ca8009ad5e/tempImageUuxAUD.jpg?t=1770909740) Caption: Kaya Yurieff and Jasmine Enberg interview New Jersey Senator Cory Booker at the US Capitol. ----------Tune into our full conversation with Senator Booker, where we got his take on how Democrats can catch up to Republicans' influencer strategies, what he thinks about social media bans for teens, the new US TikTok and more, publishing as a special episode next week.  _In other news…_ ## **No, Not Every Journalist Can Just Launch A Substack** After the **Washington Post** laid off about one-third of its staff last week, there was a lot of online chatter about how these reporters should start their own newsletters or podcasts. While some have and more will, many of them can’t or shouldn’t.  Going independent is risky—and depending on the nature of the reporter’s work, they may find it really hard to earn a sustainable living. Take investigative journalism for example, which takes a lot of time, resources and legal support. That’s challenging to pull off without the support of a big media company.  All independent reporters also have to compete in a crowded field of newsletters for people’s time, attention and money, as well as ad dollars.  Last year, at The Information’s “Future of Influence” event hosted by Kaya, Substack CEO **Chris Best **shared that more than 50 creators on the platform earn more than $1 million per year. That’s a huge feat for those creators. But they account for less than 1% of the roughly 50,000 publishers that earn money on Substack, which also include brands and traditional publishers, not just independent voices. Kaya gives her take on all of this and the risks that come with the rise of news influencers without journalism backgrounds on Thursday’s [podcast](https://open.spotify.com/show/4whNOV5bbQp4XelF71Axvv?si=xBUujkyLSp22_uJwZpBGTQ&nd=1&dlsi=9faaa6a44c914a37), embedded below. We also spoke to **Brian Albert**, managing director of **YouTube** media partnerships and creative works, about the company’s plans for NewFronts, why it isn’t planning to [return to original content](https://scalablepod.com/p/why-youtube-should-bring-originals-back), and more. Youtube: Inside YouTube’s pitch to TV advertisers and why not every journalist can start a Substack (https://youtu.be/-NbSSNLbDLM?si=y9vmI49mFWdStkbZ) ## **Regulatory Woes** **Instagram** head **Adam Mosseri** on Wednesday [testified](https://www.nytimes.com/2026/02/11/technology/adam-mosseri-instagram-addiction-trial.html) that social media is not “clinically addictive,” as part of a landmark case about tech addiction.  **Texas **filed a lawsuit against** Snap **for failing to “adequately warn” parents and users about “inappropriate material” on Snapchat, as well as its “addictive” design. Snap did not immediately provide a comment. ## ** **💸**Money Matters** **MrBeast**’s holding company** **acquired **Step**, a financial app that markets itself as a way to help teens and young adults build credit, invest and save. The app is backed by fintech giant Stripe, VC firms and celebrities and creators like Charli D’Amelio, Josh Richards and Will Smith. Terms of the deal were not disclosed. The acquisition follows other moves by MrBeast into fintech, including filing a trademark for “MrBeast Financial.” **Tax season** is now in full swing. Tax preparation company **H&R Block** launched Creator Suite, a customized tax filing platform for content creators. Taxes have been a [major pain point](https://scalablepod.com/p/youtuber-jon-youshaei-talks-boring-stuff-new-mrbeast-docuseries) for many creators. ## **Deals, Deals, Deals** **Propagate Content** [raised $50 million](https://variety.com/2026/tv/news/propagate-content-50-million-investment-ares-1236660006/) in funding from** Ares Management**, which it will use to expand creator-focused content. The company produces shows including cooking competition series “Chopped” and “The Secret Lives of Mormon Wives,” which follows a group of TikTok-famous moms. The company—co-founded by **Ben Silverman**, the executive producer of “The Office”—also owns talent management firms including **Select Management Group** and **Authentic**.  **Red Seat Ventures** acquired** Supercast**, a subscription platform for podcast creators. Red Seat Ventures was acquired by **Fox Corp. **last year and is now part of Tubi Media Group. The digital media and podcast company works with independent creators including right-wing personalities like **Megyn Kelly **and **Tucker Carlson** and true crime hosts including** Ashley Flowers**. **Candle Media**, the Blackstone-backed media company that owns brands such as Moonbug and Reese Witherspoon’s Hello Sunshine, sold a majority stake in digital media company **ATTN:** back to its co-founders **Matthew Segal **and **Jarrett Moreno**, [Axios reported](https://www.axios.com/2026/02/10/candle-media-sells-attn).  **Snapchat **partnered with** Gucci **on its first sponsored AI lens with a luxury brand.  ## **Sports Desk** The** NBA** is tapping [more than 200 creators](https://variety.com/2026/biz/news/jesser-nba-all-star-weekend-creators-los-angeles-content-1236657802/) for its All-Star weekend events in Los Angeles this week. It’s the latest sports league [to turn to creators](https://scalablepod.com/p/creators-touch-down-at-the-super-bowl) as it tries to reach younger audiences. **Publicis Groupe** [launched](https://digiday.com/media-buying/publicis-forms-new-influential-sports-squad-to-hone-its-skills-in-the-white-hot-sports-media-arena/)** Influential Sports**, a new division to connect brands with sports fans. The holding company acquired influencer marketing firm Influential in 2024. ## **Creator Moves** **Amelia Dimoldenberg**, the host of YouTube show “Chicken Shop Date,” is developing and will star in [a romantic comedy](https://variety.com/2026/film/news/chicken-shop-date-amelia-dimoldenberg-star-produce-rom-com-1236657969/) for Amazon MGM Studios’ **Orion Pictures**.  **Jake Shane **will make his Broadway debut on Feb. 17 in “All Out: Comedy About Ambition.” He’s the latest social media creator to appear on Broadway, following Whitney Leavitt, Dylan Mulvaney and Abigail Barlow. **Olivia Ferney**, who shows the behind the scenes of her work as a “concierge” for billionaires, is getting [a scripted show](https://www.hollywoodreporter.com/tv/tv-news/olivia-ferney-travelwithlivii-adapted-fifth-season-series-1236500549/) developed by **Fifth Season**. Her @travelwithlivii social media channels have about 1.5 million followers.  **Matt Friend**, a creator known for his comedic impressions of celebrities and politicians, will host the **Oscars**’ [red carpet show](https://www.hollywoodreporter.com/tv/tv-news/matt-friend-oscar-red-carpet-live-kelly-and-mark-2026-1236496335/) for “Live With Kelly and Mark.” He’ll also join Kelly Ripa and Mark Consuelos’ broadcast the next morning to recap the event’s top moments.  **Abby Wambach**, the former professional soccer player, is the latest to announce she’s leaving talent agency **Wasserman**. This follows founder **Casey Wasserman**’s correspondences in the Epstein files. Last month, Wasserman said he is “terribly sorry for having any association with either of them,” referring to Epstein and his associate Ghislaine Maxwell.    ## **Talent Tracker ** **Whitney Glassberg **is now leading studio partnerships at **OpenAI**, where she will work with film and TV studios, creatives and other partners. Previously, she was Meta’s director of public figure and entertainment creator partnerships.  **Dakota Rae Lowe** joined **Nordstrom** as head of brand social and influencer. Before that, she was vice president of social strategy at Edelman.  **Bryon LaBumbard** was promoted to senior vice president of podcast partnerships at **Vox Media**.  **Marina Mansour **was promoted to president of beauty, wellness and luxury at influencer marketing firm **Kyra**. She started at the company more than eight years ago focused on fashion and beauty.  ## **Bookmarked**  [Under the Mormon Influence](https://www.thecut.com/article/mormons-pop-culture-secret-lives-bachelorette.html) [Daytime TV’s Big Problem](https://www.hollywoodreporter.com/business/business-news/talk-shows-daytime-tv-video-podcasts-1236502423/) [The Booming Business of Luxury Grocery Stores](https://www.wsj.com/style/luxury-grocery-stores-erewhom-meadow-lane-happier-grocery-9d654a14?gaa_at=eafs&gaa_n=AWEtsqeDDM0GcNbDmFSDDnM2JKVeM7GhU7aFx4aNztAJAwM5usV5tuFtKUATz1C4XOw%3D&gaa_ts=698cb0cb&gaa_sig=uZUKkOIxWRxc0a0JBipgozqD6vB4iX_EtppiqttPss4H2sJxC2kQ9Cwkw17DcBvYADpe8mpLNZqQP_wJZ1gSPA%3D%3D) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/inside-the-senate-democrats-creator-summit

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! -------------------- _We’re in Washington, D.C. this week to attend the Senate Democrats’ _[_first-ever conference_](https://scalablepod.com/p/scoop-senate-democrats-to-host-creator-summit)_ for creators and independent media at the Capitol. We’ll bring you our takeaways from the event later this week. We’re also interviewing Senator_**_ Cory Booker_**_, who is behind the effort._ -------------------- _Now on to today’s column…_ ----------For viewers, **YouTube** might be TV. But for most TV advertisers, it isn’t. Last week, YouTube reported that it generated over $60 billion in total revenue in 2025, marking the first time that the company has released combined ad and subscription revenue. The fourth quarter was also YouTube’s biggest ever for ad sales, coming in at roughly $11.4 billion. That makes YouTube’s revenue larger than **Netflix**, which generated roughly $45 billion last year. YouTube has also [surpassed Netflix](https://scalablepod.com/p/why-a-netflix-warner-bros-deal-puts-the-heat-on-youtube) in time spent and is now the No.1 TV distributor in the US, according to data from Nielsen. But there’s a few things that Netflix—and traditional TV— have that YouTube covets.  One is big TV advertisers. Many of YouTube’s advertisers are small and medium-sized businesses that don’t generally advertise on TV, as [Jasmine wrote](https://www.emarketer.com/content/youtube-influencer-marketing-2025) in August and this Wall Street Journal [article](https://www.wsj.com/articles/some-brands-arent-spending-like-youtube-is-the-new-tv-c2fc31d5?gaa_at=eafs&gaa_n=AWEtsqfB_PYemF9p6s_uv4rhBhNVKKS_QxtaHpmAcq9sq8DIKLfJLm3n9dO5S_qM_H8=&gaa_ts=698b38bd&gaa_sig=7Rzaf8JQk4PV77DrBiwKy-c9So9pNtPxf-Tf_JpJBrHgeTxgkoSG2ZfHM7_cgTNw12Kb-LnGctetJYncLsDUvA==) recently pointed out. That makes its ad business more similar to Meta Platforms and TikTok than TV. The other is prestige. Netflix has managed to elbow its way into Hollywood, winning multiple Oscars and Emmy awards for original movies and shows like “Roma” and “Adolescence.” This year, YouTuber Ms. Rachel was nominated for an Emmy—but only after her show went to Netflix. “It’s a powerful start, but we need to see more recognition like this,” YouTube CEO **Neal Mohan** said about the nomination [in his annual letter](https://blog.youtube/inside-youtube/the-future-of-youtube-2026/). ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/2f5289ff-d441-456f-83e6-2a41b5f208e5/GettyImages-2214491825.jpg?t=1770756566) Caption: YouTube CEO Neal Mohan. Photo by John Nacion/Variety via Getty ----------YouTube has been ramping up its efforts to court big TV advertisers and gain legitimacy as a premium entertainment platform. That includes nabbing the rights for the Oscars starting in 2029 and introducing premium ad packages such as “Cultural Moments” that allow brands to sponsor YouTube activities around events like the Super Bowl or Black Friday. To supercharge its strategy, YouTube could give original content another go. A slate of original creator-led programming would give YouTube more premium, predictable content to sell to TV advertisers—and carve out a place in Hollywood. YouTube shuttered its “Originals” program in 2022, which provided funding to creators to develop content for the platform. Executives have since said it won’t return to original content.  But it’s all about timing and execution. Now, YouTubers like **Dhar Mann** are developing and distributing more scripted, serialized content on their own, while series like “Hot Ones” and “Good Mythical Morning” have become akin to TV talk shows. People are also watching YouTube videos on TV screens, including during primetime viewing hours. It’s also no longer unthinkable that top creators could leave YouTube. Under the terms of Netflix’s deal with Spotify, for example, podcasters can no longer post full episodes on YouTube, putting pressure on the company to retain its stars. Most importantly, legacy brands and media companies now want to be on YouTube as they seek to expand their audiences and be part of culture. **The BBC**, for example, just [struck a deal](https://www.bbc.com/news/articles/c0q4521pg28o) with YouTube to develop original content for the platform. YouTube also exclusively streamed an NFL game in Brazil in September.  A big part of that is helping brands get closer to creators. “There’s just more and more appetite from our clients to work with creators. It could be casting creators as talent in ads. It could be integrating into creator shows. We're also helping our clients navigate top creators as they seek to forge long-term creator partnerships,” **Brian Albert**, managing director of YouTube media partnerships and creative works, told us.  Of course, funding original programming is expensive and finding enough YouTube creators who make or could make suitable content will be a challenge. But there are other ways that YouTube could approach original content, including exclusive or licensing deals with big creators or backing independent studios, instead of developing individual shows. And if there was ever a time to try again, it’s now_._ (For more from our interview with Albert, including the company’s pitch to TV advertisers and why the company doesn’t want to revisit original content, tune into [our podcast](https://scalablepod.com/podcast) on Thursday.) _In other news…_ ## **⛷️Creators Hit the Winter Olympics ** While **Alix Earle** and** MrBeast **were in the stands at the Super Bowl, a different crop of creators jetted off to another major sporting event: the Winter Olympics.  **Cleo Abram**, the creator behind the tech YouTube channel “Huge if True,” is one of 25 creators invited by **NBCUniversal** to attend the 2026 Milan Cortina Winter Olympic Games. She’s been posting a steady stream of content, from an [in-depth video defending curling](https://youtu.be/p60I9LNHNxg?si=oA8YjueOucRc-yQn) to a selfie of her watching speed skating. It’s an effort by NBC, which airs the Olympics, to reach fans “everywhere.”    But it’s not just creators who are posting. As we’ve seen from past Olympics, athletes competing in the games have been [breaking out](https://www.theinformation.com/newsletters/creator-economy/the-paris-olympics-is-minting-new-creators) as influencers themselves. This time, some of them are being _asked _to post like creators.  Both the **Professional Women's Hockey League** and the **NHL** are encouraging players to spend more time creating content on the ground, the business of sports publication [Sportico reported](https://www.sportico.com/business/media/2026/olympic-hockey-players-nhl-pwhl-video-content-creators-1234883772/?fbclid=PAVERFWAPz8XNleHRuA2FlbQIxMQBzcnRjBmFwcF9pZA8xMjQwMjQ1NzQyODc0MTQAAadh5b57cuK4kcJoPqRl3K3knd3yU8SClioez0avamOZutgEQHdXSdjwVFFX7g_aem_d8F1BfBxXzJ3cgWQTxUcIg). The PWHL, for example, has given its player pointers for how to create engaging content on Instagram and TikTok, including recommending they film tours of the dining hall, their rooms and the athletes’ village.  It seems every sport is trying to find the next **Ilona Maher**, the [US Rugby player](https://www.forbes.com/sites/andyfrye/2025/10/06/ilona-maher-gets-her-own-barbie-doll/) whose career and social media following skyrocketed following the 2024 Summer Olympics.  ## **The Round Up** **Spotify **stock jumped about 15% on Tuesday after reporting better-than-expected earnings for the fourth quarter. Monthly active users also rose 11% to 751 million while premium subscribers grew 10% to 290 million compared to a year earlier.   **Chappell Roan**, the pop singer, said she is no longer represented by **Wasserman** after the talent agency’s founder Casey Wasserman was named in newly released documents about sex offender Jeffrey Epstein. Last month, Wasserman said he is “terribly sorry for having any association with either of them,” referring also to Epstein associate Ghislaine Maxwell.    **Instagram** is testing a disappearing photo feature called “Instants” that's similar to **Snapchat**, a Meta spokesperson confirmed to Scalable. It’s also working on an internal prototype for a standalone app of Instants, though it’s not testing it currently. The test was first spotted by reverse engineer **Alessandro Paluzzi** who often finds unreleased features from major companies.  **TikTok** [signed a deal](https://news.broadcastmediaafrica.com/2026/02/06/tiktok-and-qatar-commit-to-a-global-creator-ecosystem) with **Qatar**’s government communications office to establish a multi-year program to “identify and support global creative talent.” It’s the latest move by a Middle Eastern country to [expand into the creator economy](https://scalablepod.com/p/dubai-influencer-tax) as the region looks to diversify beyond oil. (To hear Kaya’s takeaways from **WebSummit Qatar**—and watch her attempt to ride a camel—check out [last week’s podcast)](https://www.youtube.com/watch?v=bG0JCsynhy8).  **Runway**, an AI video startup, [raised](https://techcrunch.com/2026/02/10/ai-video-startup-runway-raises-315m-at-5-3b-valuation-eyes-more-capable-world-models/) $315 million in Series E funding led by **General Atlantic **at a $5.3 billion valuation. ## **Regulatory Woes** The **European Union **preliminarily found that **TikTok**’s “addictive” design is illegal, including its never-ending feed, push notifications and its hyper-personalized recommendations. Regulators said TikTok needs to change the basic design of its service or it will face large fines. TikTok said it plans to challenge the findings.  ## **Brand Buzz** **Microsoft** and **Google** have offered creators between $400,000 and $600,000 for sponsorship deals extending several months to promote their AI tools, [CNBC reported](https://www.cnbc.com/amp/2026/02/06/google-microsoft-pay-creators-500000-and-more-to-promote-ai.html). Microsoft, for example, has tapped top creators like Alix Earle to plug its Copilot chatbot. But other creators have turned the offers down, per CNBC.  **American Eagle **[launched](https://www.marketingdive.com/news/american-eagle-offers-creators-rewards-to-keep-content-flowing/811374/) a new ambassador program which allows creators to earn points by completing weekly and monthly challenges, such as posting videos of how to style clothing. Creators can then redeem points for rewards such as products and gift cards.  ## **Talent Tracker**  **Kathleen Grace** was [appointed](https://deadline.com/2026/02/lionsgate-ai-kathleen-grace-1236710403/) as** Lionsgate**’s first chief AI officer. Previously, Grace was chief strategy officer at **Vermillio**, an AI startup that licenses and protects IP and likeness. **Eve Konstan** is the new chief legal officer of **SiriusXM**. Most recently, Konstan was general counsel at Spotify.   **Amit Puntambekar**, an alum of Meta and Atlassian, is **Reddit**’s new executive vice president of consumer engineering. **Jim Squires** was promoted to chief marketing officer and **Laura Nestler** to executive vice president of community. Reddit’s previous CMO **Roxy Young** left in July.  **Kecia Steelman**, CEO of Ulta Beauty, was appointed to **Pinterest**’s board of directors.  **Christopher Erb** is [joining](https://deadline.com/2026/02/caa-video-game-marketer-christopher-erb-brand-consulting-1236713439/) **CAA**’s brand consulting division. Erb is the founder of video game marketing consultancy **Tripleclix**. Staffers from his firm will also join CAA.  ## **Bookmarked** [A Celebrity Doctor, the Epstein Files and The Lie Propping Up Big Wellness](https://www.nytimes.com/2026/02/07/opinion/peter-attia-epstein-health-influencer.html?smid=nytcore-ios-share) [Can Europe Get Kids Off Social Media?](https://www.ft.com/content/cf465c21-4789-490b-b328-41f6383567d7?sharetype=blocked) [Podcasting Is Now A Key Part Of The Olympics](https://www.forbes.com/sites/frankracioppi/2026/02/09/podcasting-is-now-a-key-part-of-the-olympics/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/why-youtube-should-bring-originals-back

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/ec66bf5d-5fa3-4c20-8cb4-5c7f84fd85d1/Neon.png?t=1761182608) Caption: -------------------- Hello! ----------Creators have emerged as a key strategy for the** National Football League **as it tries to broaden its audience beyond hardcore football fans in the US.  That strategy will be on full display at the **Super Bowl **on Sunday. The NFL invited a whopping 160 creators to the big game this year in the San Francisco Bay Area. Working with creators isn’t [entirely new](https://www.theinformation.com/newsletters/creator-economy/inside-the-nfls-creator-strategy?rc=simxn1) for the NFL. But the league is ramping up its efforts, including by partnering with creators who don’t typically focus on sports, to reach Gen Z audiences. That includes fashion influencers who post what they’re wearing to the game and food creators who share their tailgating recipes.  The league has also been trying to expand its audience internationally by hosting games in countries like Brazil and Germany—and inviting local creators to attend. This year, the NFL said it will play nine international games across four continents and seven countries, up from seven games in 2025. Last year’s game in Brazil was also streamed globally on YouTube. **Max Klymenko **is one of the international creators who will attend the Super Bowl. The Ukrainian creator, who lives in London, is best known for his “[Career Ladder” series](https://www.tiktok.com/@maxklymenko?lang=en) on social media where he tries to guess people’s jobs while standing with them on a ladder.  Klymenko is a fan of sports in general and has had athletes on his show, but it’s not the focus of his videos. He attended an NFL game for the first time in London in October. “If you want to broaden your audience as a sport, you can’t just work with NFL creators,” Klymenko told Kaya at **WebSummit Qatar **earlier this week.  This was also evident in the NFL’s choice to pick **Dhar Mann **as its “Chief Kindness Officer.” Mann is [best known for his scripted videos](https://www.theinformation.com/newsletters/creator-economy/dizzying-rise-dhar-mann) on YouTube, where he has more than 26 million subscribers. It’s tempting to dismiss the honorary C-Suite title as an attention grab, but Mann’s partnership with the NFL goes deeper than that. During Super Bowl week, Mann will lead a series of digital, social and in-person activations, including NFL Honors and YouTube’s flag football game.  The idea is to have a guaranteed source of social content to engage younger people, who may not be watching the main event on traditional channels—or at all.  “Sports content is exploding and diversifying, including sports journalism, alternative leagues and sports-adjacent content from creators,” **Zach Miller**, president of sports apparel company **Bucketsquad**, told Jasmine on stage this week at the **IAB**’s annual leadership meeting in Palm Springs, Calif. “As linear TV audiences age, this type of ‘shoulder content’ is a relevant way to engage young sports fans and their families.” Bucketsquad is owned by basketball creator** Jesser**, who recently partnered with the NBA to be the “honorary commissioner” of its esports league NBA 2K. The NFL said as much in a recent press release: “We have the unique opportunity to give creators the key to one of the biggest cultural events in the world, empowering them to create and distribute original NFL content to young audiences all over the world.” As for Klymenko, he wouldn’t spill the details on his Super Bowl content plans, but said they would be “fire.” And, of course, he’ll be there with his ladder. ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/6d32238e-0e15-4bf9-a420-64b71b73ed53/IAB_3544.jpg?t=1770322583) Caption: Jasmine interviewing Zach Miller, President of Bucketsquad, at the IAB’s ALM on February 3, 2026. ----------_In related news…_ ## **MrBeast’s Super Bowl** Super Bowl** **viewers will also be able to catch **MrBeast** on their screens this weekend. The mega YouTuber has partnered with live shopping startup **Whatnot** to host a livestream on Sunday as part of the company’s “Big Game. Big Deals” event. During the 60-minute show, MrBeast will give away over [$1 million in prizes](https://people.com/mrbeast-giving-away-1-million-dollars-in-prizes-during-super-bowl-livestream-exclusive-11899601), including 2026 Super Bowl tickets and a Lamborghini Spyder. It will be hosted exclusively on the Whatnot app. Last week, MrBeast also posted a video teasing his upcoming Super Bowl ad with **Salesforce**, saying “if you see the commercial, you might become a millionaire,” a nod to his over-the-top giveaway and game show content. With 30-second spots costing up to [$10 million this year](https://www.bloomberg.com/news/articles/2026-01-29/super-bowl-ad-rates-hit-10-million-for-30-second-spot-nbc-says?embedded-checkout=true), nabbing high-profile stars is a common strategy for advertisers. In recent years, that has increasingly meant social media creators. ## **Brand Buzz: Oreo Edition** **Oreo** may be the most popular type of cookie in the world, but not if you ask ChatGPT.  The cookie brand only shows up in about 10% of responses from large language models when users ask questions like, “What’s the best cookie for a kid’s birthday party?” said **Jennifer Mennes**, global head of digital marketing, strategy and innovation at Oreo parent company **Mondelez**, during a session at the IAB meeting this week. That means legacy brands can no longer rely on their incumbent advantage to stay top-of-mind as AI changes how people shop. It also means they need to lean into the platforms and people those answers are being pulled from, including YouTubers and users on Reddit. We dove deeper into what this means for brands in our latest podcast episode, embedded below. You can also watch on [Spotify](https://open.spotify.com/episode/4OVTTHlVnpiznA0TKsnryM)—or listen wherever else you get your podcasts. Youtube: Why the NFL is all-in on creators and where influencer marketing M&A is headed next (https://youtu.be/bG0JCsynhy8?si=zZPYySPHRaaO1n-j) ## **Tech Round Up** **YouTube** surpassed $60 billion in ad and subscription revenue in 2025, the first time the company has broken out total revenue for the video platform. Creators are key to keeping up YouTube’s revenue growth in 2026: “We’re working really, really hard to further connect brands and creators, scaling sponsorships and enabling advertisers to showcase their products… during high-visibility spotlight moments,” Philip Schindler, senior vice president and chief business officer at parent company Google, said on a call with analysts after the company reported earnings on Wednesday. 🎂Happy 22nd birthday to** Facebook**! The app has fallen out of favor among the college kids it was originally intended for, but parent company **Meta Platforms **is an ad powerhouse. Meta’s revenue crossed $200 million in 2025, per the company’s fourth quarter earnings report, though much of its success is now [thanks to ](https://scalablepod.com/p/instagram-reels-is-good-now)**[Instagram](https://scalablepod.com/p/instagram-reels-is-good-now)**. **Snap**’s revenue grew by 10% in the fourth quarter of last year, beating analyst expectations. But executives faced tough questions from analysts on the company’s earnings call about how teen [social media restrictions](https://scalablepod.com/p/what-s-really-at-stake-with-australia-s-social-media-ban) could affect the business. **Twitch**’s first official podcast episode aired on Wednesday. The new show, called “Let’s Chat,” is hosted by the livestreaming platform’s CEO **Dan Clancy**. His first guest was **Cameron Skattebo**, a New York Giants running back who also livestreams on Twitch. **Pinterest** fired several engineers who created an internal tool to track layoffs at the company, CNBC reported. The move comes after the company announced that it would lay off 15% of its staff by September as it moves resources to AI. A Pinterest spokesperson declined to comment [on the firings to CNBC](https://www.cnbc.com/amp/2026/02/03/pinterest-ceo-puts-staffers-on-blast-who-created-tool-to-track-layoffs.html).   **Spotify** will start selling physical books on its app through a partnership with Bookshop.org. Audiobooks are one of the fastest-growing content formats on the app, with the number of people listening to an audiobook rising by 36% year over year in the third quarter last year, per the company. Spotify and Pinterest report fourth quarter earnings next week. We’ll give you our full analysis of tech earnings once all the numbers are out. ## **Deals, Deals, Deals** **ElevenLabs**, a voice AI startup, raised $500 million in a new funding round led by **Sequoia Capital**. That brings its valuation to $11 billion, almost double from a year ago.  **Netflix** is continuing its deal spree. YouTuber **Jordan Matter** and his 16-year-old daughter Salish [signed an exclusive deal](https://variety.com/2026/tv/news/salish-matter-jordan-netflix-1236650905/) to develop new and existing content into scripted, unscripted and animated shows. They’ll also work with Netflix on consumer products.  **Hulu** is getting into podcasting. The streamer [inked an exclusive licensing deal](https://deadline.com/2026/02/were-here-to-help-podcast-streaming-hulu-february-1236707677/) for the comedy advice podcast “We’re Here to Help” hosted by **Jake Johnson **and **Gareth Reynolds**. The show will start streaming twice a week on Hulu beginning Feb. 10.  ## **Regulatory Woes** **Netflix** co-CEO **Ted Sarandos** name-dropped YouTube several times during an antitrust hearing about its proposed megamerger with **Warner Bros**. Netflix has long made the case that the market it competes in is much bigger than just streaming TV and that YouTube is [its No.1 rival](https://scalablepod.com/p/why-a-netflix-warner-bros-deal-puts-the-heat-on-youtube). In its fourth quarter earnings, Netflix also directly named Instagram as a competitor, partly to illustrate the breadth of its competitive market. ## **Creator Moves** **Hank **and **John Green** have donated their shares in their digital production company **Complexly** and turned it into a nonprofit. The company develops educational videos, including shows like Crash Course and science-focused SciShow.  “It’s never been easier to find information, but it’s also never been harder to know what to trust,” Hank Green said in a [YouTube video](https://www.youtube.com/watch?v=eziN5NJBI5U&t=180s) explaining the decision. The Green brothers, who are OG YouTubers, were the sole owners of Complexly. YouTuber **Markiplier**’s self-financed and distributed horror movie “Iron Lung” earned $21.7 million at the global box office during its opening weekend. That’s only about $10 million behind Disney’s “Send Help", showing [traditional studio executives](https://www.hollywoodreporter.com/movies/movie-news/markiplier-iron-lung-box-office-youtube-interview-1236493943/) that there might be a place in the cinema for social media creators after all. **Sassy Chap Games**, a creator-led gaming studio founded by two voice actors, signed with **CAA**. ## **Talent Tracker** **Joanna Stern**, a longtime tech columnist at **The Wall Street Journal**, is leaving the company to launch her own media company focused on consumer tech. Stern is the latest in a wave of [journalists going independent](https://scalablepod.com/p/why-news-outlets-cant-ignore-the-creator-economy). **Lucy Quick **joined **LinkedIn** as senior creator monetization manager. Most recently, she was head of marketing, creators and agency success at creator membership startup Passes.  **Rebecca Plotkin** joined **LinkedIn** as a senior creator manager. Before that, she was creator marketing and community lead at Yahoo.  ## **Bookmarked**  [Some Brands Aren’t Spending Like YouTube Is the New TV ](https://www.wsj.com/articles/some-brands-arent-spending-like-youtube-is-the-new-tv-c2fc31d5) [The First Gen Z Mascots at The Olympics ](https://www.npr.org/2026/02/02/nx-s1-5621915/winter-olympics-mascots-milo-tina) [What Everyone Is Actually Watching on Netflix](https://puck.news/what-is-everyone-actually-watching-on-netflix/) ---------- _Thanks for reading Scalable! We’d love your feedback, tips and ideas. You can respond directly to this email! If you think someone would enjoy this newsletter, please FWD it to them._ ---------- ——— You are reading a plain text version of this post. For the best experience, copy and paste this link in your browser to view the post online: https://scalablepod.com/p/creators-touch-down-at-the-super-bowl

---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/1b940671-5a67-4c4e-877e-985cafd94c79/Profile_photo_2.jpg?t=1761704516) Caption: ----------Hi! Kaya Yurieff and Jasmine Enberg here. Thank you for subscribing to Scalable, a newsletter focused on the business of the creator economy. Our goal is to be a bridge between creators and companies, taking you beyond the headlines with sharp, digestible takes on what matters most. We’ll be in your inbox every Tuesday and Thursday, featuring news, analysis and original reporting about the biggest trends and developments happening in this industry. We will also regularly publish curated charts, data and tactical information to help you cut through the noise and make better business decisions. A little bit about us: We are long-time friends and collaborators who have been individually chronicling the creator economy, social media and technology for more than a decade. Most recently, Kaya was at The Information, where she launched and led the award-winning Creator Economy newsletter, and Jasmine was at EMARKETER, where she built and led the creator economy research desk. We’re so excited that we’ve joined forces—and the creator economy ourselves. View image: (https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/b3fcf8e9-6764-4947-ac98-ecdb9277df38/Scalable_Beyond_The_Hype.jpg?t=1761702523) Caption: But wait, Scalable isn’t just a newsletter! We’re building a new media company, in partnership with The Lighthouse, which also includes a podcast, research and in-person events. Our podcast comes out every Thursday, anywhere you get your podcasts. The video version will also be embedded into this newsletter, if you’d rather get everything in the same place. We’d love to hear your feedback, tips and ideas! You can connect with us on all social platforms ([LinkedIn](https://www.linkedin.com/company/scalable-pod/), [YouTube](https://www.youtube.com/@ScalablePod), [Instagram](https://www.instagram.com/scalablepod/), etc.) via @scalablepod or email us at [kaya@scalablepod.co](mailto:kaya@scalablepod.co) and [jasmine@scalablepod.co](mailto:jasmine@scalablepod.co). Thank you! We’re so glad you’re here. –Kaya & Jasmine P.S. To make sure you get future editions of Scalable, please respond to this email with a simple “hello!” or a burning question about creators. You can also move us to your primary inbox.