Brands Want Bigger Slice of the Creator Economy

The multibillion-dollar — and growing — piece of the entertainment pie outside of Hollywood’s traditional studio ecosystem is increasingly drawing major advertisers.

BY ALEX WEPRIN NOVEMBER 3, 2021 5:15AM

As Hollywood models of theatrical films and linear television undergo rapid change, TikTok, Twitch streams and sponsored posts may be morphing from side businesses to the lucrative main event in some cases.

Established stars like, say, Will Smith are seeking to grow their personal brands on a widening array of digital platforms. At the same time, these platforms are creating new stars like Addison Rae who are expanding into film, TV and branded content. And agencies are aiming to be the middlemen to monetize the creator economy.

Brands Want Bigger Slice of the Creator Economy