For content creators at the pinnacle, creating a media company is no longer the ultimate goal. In 2025, there’s a new endgame: the creator conglomerate.
As top creators became mainstream celebrities in the 2010s and early 2020s, some of them funneled their audiences into creator-powered media companies — with great success. Now, creator-owned media companies like Mythical Entertainment and Smosh are a widely accepted part of the broader media landscape, punching above their weight class in viewership and engagement thanks to the fandom driven by their creator-owners.
But as creators like Dhar Mann and MrBeast reach new heights in terms of both following and investor interest, today’s creator media companies are evolving into something much larger. They’re rapidly expanding into new business units beyond content production — and hiring experienced executives to lead the charge. One year ago, Mann hired Sean Atkins, a former MTV executive, to be the president and CEO of Dhar Mann Studios — and Atkins immediately expanded the company into the creator agency business, launching 5th Quarter Agency to help other top YouTubers more effectively monetize their videos.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Deixe um comentário