YouTube creators are becoming media companies in their own right, argues Nic Paul, co-founder and president of Spotter. In an interview, Paul said top creators now operate like TV networks—producing serialized, appointment-style content that builds audience loyalty and predictable viewership. Spotter’s own data shows 78% of creator watch time now happens on connected TVs, blurring the line between streaming and social. For advertisers, that means treating creator content as premium media, not influencer collateral. “The click is gone,” Paul said. “It’s about engagement, completion, and fandom.” Brands that adapt fastest will win the next era of audience attention.

On today’s podcast episode, we discuss how Gen Zers are trying to limit their social media use, which platforms they are moving to (and away from), and where they are engaging with social creators offline. Join Senior Director of Podcasts and host, Marcus Johnson, Analyst, Paola Florez-Marquez, and Senior Analyst, Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

A new Billion Dollar Boy study shows marketers are spending more on AI-generated creator content—even as audiences grow wary. Seventy-nine percent of marketers increased AI investment this year, and 77% plan to shift more budget to AI-driven creator campaigns. Yet audience enthusiasm for AI content has plunged from 60% in 2023 to 26% in 2025, reflecting frustration with formulaic, unlabeled “AI slop.” As the creator economy enters its “post-AI” phase, the challenge isn’t whether to use AI—it’s how to use it without losing authenticity.

Paramount is betting on creator credibility to rebuild trust in mainstream news. The company’s $150 million acquisition of The Free Press brings its founder, Bari Weiss, to CBS News as editor-in-chief—an unprecedented crossover between creator-led media and legacy broadcasting. Weiss’s Substack-born outlet, with 1.5 million subscribers, will remain independent while lending its audience trust to Paramount’s broader news portfolio. The move reflects a growing convergence between individual-led journalism and traditional networks struggling to regain public confidence. Success will hinge on whether CBS and The Free Press can balance editorial independence with corporate oversight while preserving the authenticity audiences value most.

At Advertising Week New York, creators are no longer side players—they’re center stage. Global president Ruth Mortimer told EMARKETER that influencers now operate as media channels in their own right, shaping programming with four dedicated tracks, a creator lounge, and even an Adobe-backed live pitch where creators can secure $25,000 contracts on stage. As creators revive entertainment formats and build their own businesses, brands should view them as long-term partners driving cultural relevance—not just campaign amplifiers.

Digital markets are being reshaped by genAI search and shifting platform and monetization dynamics. These 10 charts reveal the forces that will define 2025 and beyond.

EMARKETER recently published, “Influencer Marketing Budgets Are Growing, But Brand Safety Measures Are Falling Behind.” The report, created in partnership with Viral Nation, analyzes survey responses from 117 US marketers and reveals gaps between influencer marketing investment and brand safety practices. This FAQ explores some key questions addressed by the report.

LinkedIn is scaling its BrandLink program with new creator-led shows and partnerships with publishers like BBC Studios, TED, and The Economist. Backed by sponsors including AT&T, IBM, SAP, and ServiceNow, the initiative reflects LinkedIn’s push into B2B video at scale. Since rebranding from the Wire Program in May, BrandLink revenues have grown nearly 200% quarter-over-quarter, while creator and publisher payouts more than tripled YoY. With US B2B video ad spend up nearly 18% this year, LinkedIn is positioning BrandLink as a premium marketplace balancing enterprise polish with creator authenticity at a time when audiences crave human-driven, unscripted content.

Accenture Song has acquired Superdigital, a Florida-based social-first and influencer agency with clients including Microsoft, Welch’s, and Nerf. Founded in 2013, Superdigital specializes in TikTok-driven content, community building, and creator-led campaigns, with activations ranging from Welch’s pop-ups to Microsoft’s AI influencer work. The deal reflects a broader wave of M&A as consultancies and holding companies buy into the creator economy. With social and influencer marketing outpacing other formats, the move positions Accenture to win young, digital-first audiences and scale creator-driven growth.

As the creator economy continues to expand, consumer attention is further fragmenting across a growing number of creators and platforms. But revenues are increasingly consolidating into top names, squeezing the long tail of creators and other creator economy stakeholders.

Instagram head Adam Mosseri clarified that using “link in bio” in post captions does not affect reach, aiming to dispel creator concerns that the algorithm punishes off-platform engagement. Despite his statement, creators remain skeptical, citing anecdotal dips in engagement when directing followers externally. As creators increasingly monetize through affiliate links, paid communities, and platforms like Substack, visibility control has become a high-stakes issue. Misinformation about Instagram’s algorithm leads to caution and second-guessing, creating friction for entrepreneurs growing businesses across multiple platforms. Real or perceived, lack of clarity undermines trust—and for creators, platform policies directly impact their bottom line.

The news: TikTok launched a beta suite of Songwriter Features, designed to credit and showcase the creators behind hit songs. Songwriters can now tag their profiles, curate music in a dedicated tab, and share the stories behind their work within TikTok’s music discovery ecosystem.

YouTube is taking aim at AI-generated "slop" by revising its monetization rules on July 15, drawing a line between authentic content and spammy filler. The update targets low-effort uploads—like synthetic voiceovers over stock footage or AI-mimicked news—but exempts legitimate formats like reaction videos. The shift comes amid growing concern over AI-generated clutter, scams, and identity fakes, as seen in platforms from Spotify to Pinterest. With content volume soaring and faceless creators rising, YouTube’s move reflects a growing push to safeguard viewer trust and advertiser confidence. The platform now faces the challenge of enforcement while reinforcing that originality still matters.

The news: Gen Z’s media habits are changing fast—and most brands aren’t keeping up. New data shows Gen Z spends hours on social media daily, but not passively: they’re engaging in participatory, creator-led environments where trust and relatability matter more than production polish. Fifty-two percent say they feel closer to creators than celebrities. Gaming platforms like Roblox are central, with adults 25–34 averaging 100 minutes per session. Our take: legacy ad formats don’t cut it anymore. To earn Gen Z’s attention, brands need to integrate into native experiences, empower creators as collaborators, and measure more than just impressions.