How Creators Make Money: Digital-Native Leaders on What Drives Audiences and Brands in the Attention Economy

How Creators Make Money: Digital-Native Leaders on What Drives Audiences and Brands in the Attention Economy hakkında magazin dünyasında yaşanan en son ayrıntılar ve sıcak gelişmeler netleşti. Oct 16, 2026 6:15am PT How Creators Make Money: Digital-Native Leaders on What Drives Audiences and Brands in the Attention Economy Variety’s ‘Strictly Business’ podcast features conversations with industry leaders about the business of media and entertainment By Cynthia Littleton Plus Icon Cynthia Littleton Business Editor @Variety_Cynthia Latest FlyDubai Hijacking Incident Set for Development as an Inspirational Movie by Dori Media Group and India’s Sphereorigin 1 day ago YouTube’s Virtues, Industry Consolidation, Christie Brinkley and ‘Baywatch’: Trends and Themes From a Busy Mipcom 1 day ago From Bob Hope to Macy’s Thanksgiving Day Parade to ‘Wicked: One Wonderful Night’: How NBC Became America’s Home for TV Specials 2 days ago See All Add us as a Google Preferred Source Comments On the latest episode of Variety ’s “ Strictly Business ” podcast, leaders of top digital-native firms discuss the factors that are funneling viewership, fan engagement and brand deals in the creator economy. Aaron Doades, senior VP of product management for Comscore , Zach Miller, president of JesserCo., Jarret Myer, CEO of Uproxx Studios, and Shaun Newsum, CEO of Culture Genesis, gathered in Los Angeles in September for a session held as part of Variety ‘s annual Entertainment and Technology Summit.

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This session, and much of the day, was devoted to examining how creators and social video platforms are rewiring our world, especially when it comes to marketing and advertising. Related Stories ‘SNL’ Opens Season With Mamdani Hanging Out With BFF Trump, Natalie Harp Going ‘Obsession’ Over President Pro-Trump Ads Funded With Taxpayer Dollars Air on CNN and MS NOW; White House Has Spent $2.9 Million on the TV Spots to Date Myer, a digital media veteran, argues that the rise of superpowers in the creator economy (including sports influencers such as Jesser and IShowSpeed) is a movement back toward a monoculture environment.

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That’s a counterintuitive take given that the disintermediation of media is driving the upheaval across traditional Hollywood (exhibit A: the newly created Skydance colossus). Popular on Variety Listen to the podcast: “The idea that a creator, an event, a movie, a song can have a moment in culture that everyone’s talking about is happening more and more,” Myer says.

“The creator economy is bigger than most people assume it is. They think it’s maybe someone who started a channel in their bedroom, but it’s studios, it’s artists, it’s creators that are all happening outside of the traditional Hollywood formation.

More and more, these people are creating the monoculture moments that everyone is talking about. Missing out on that is missing out on the point of entertainment and culture.” Newsum, who leads a creator talent management firm, echoed Myer’s sentiment.

“These moments of collective mass consciousness. At Culture Genesis, we call them mini-Super Bowls and they’re happening all the time.

And you just don’t know about it,” Newsum says. “The creator economy is always on.

There’s content being produced all the time.” Comscore’s Doades pointed to data showing that YouTube is becoming a preferred spot for marketers to find “pockets” of younger viewers who are increasingly hard to find on linear channels, outside of sports. “A lot of folks consume content almost exclusively on creator media.

Now, when you’re looking at TV versus creator, the incrementality is massive,” Doades said. “We know that in March of 2026, Jesser had a greater unique reac

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