Netflix, Patreon explore podcast potential: As competition in the podcast space heats up, brands are looking for unique value propositions to draw audiences.

Creators get Cannes spotlight in 2025: With rebranded awards and new categories, Cannes Lions acknowledges the growing impact of creator-driven marketing.

Variable notification frequency comes to YouTube: The test could help brands reach audiences and drive purchase decisions—but will require them to adapt.

Spotify will offer Partner Program in nine new markets: The platform hopes to attract more creators by expanding monetization opportunities—and draw attention from YouTube.

This year’s festival highlighted a maturing creator economy, a reality check for AI, and bigger and bolder brand activations and marketing trends.

Major creators will hold event to vie for YouTube ad dollars: The Spotter Showcase will unveil crucial data and content slates to draw marketers away from traditional TV.

Threads tests feature allowing users to select interests: The move could help the platform address its retention problem and draw creators.

AI voice tech reshapes content marketing: ElevenLabs is helping brands scale multilingual campaigns and allowing creators to monetize their voices—but trust and authenticity remain concerns.

The creator economy asserts itself at SXSW: Panels with creator platforms underscored their crucial place in the marketing ecosystem

The uncertain future of TikTok and the changing social media landscape has made complicated partnerships and engagement measurement in the creator economy. But creators are ready.

The solution will let the network capitalize on the quickly expanding creator economy

Latin America’s digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region’s digital economy to new heights, the runway for growth remains long.​

Fox acquires Red Seat Ventures: As audiences shift from traditional TV, The company is expanding its digital-first media push.

Snap faces ad revenue headwinds despite solid Q4: AI, AR, and creator investments need to deliver as brands seek better ROI in a tight ad market.

One in 5 (21%) US adults regularly gets their news from social media news influencers, according to a November 2024 report from the Pew Research Center.

TikTok’s brief US shutdown rattled creators and brands: With 10% of US traffic lost and uncertainty looming, influencers are reconsidering their reliance on the platform.

Meta offers $5K bonuses to TikTok creators: New tools and features target migration amid TikTok’s uncertain legal future.

There’s no replacement for TikTok, especially for small or up-and-coming creators who rely on TikTok to build an audience and start monetizing. However, creators strongly favor Instagram for audience growth.

Later acquires Mavely for $250 million: The deal integrates influencer monetization tools, enhancing measurable ROI and full-funnel marketing capabilities.

Physical campuses for creators set to return: These spaces could offer creators and brands opportunities to collaborate and learn as the industry professionalizes.