{"id":6096,"date":"2026-09-03T09:21:49","date_gmt":"2026-09-03T09:21:49","guid":{"rendered":"https:\/\/justfineinfotech.com\/future-of-tv-briefing-how-strong-are-the-fundamentals-of-the-creator-economy-really\/"},"modified":"2026-09-03T09:21:50","modified_gmt":"2026-09-03T09:21:50","slug":"future-of-tv-briefing-how-strong-are-the-fundamentals-of-the-creator-economy-really","status":"publish","type":"post","link":"https:\/\/justfineinfotech.com\/fr\/future-of-tv-briefing-how-strong-are-the-fundamentals-of-the-creator-economy-really\/","title":{"rendered":"Future of TV Briefing: How strong are the fundamentals of the creator economy, really?"},"content":{"rendered":"<p>Member Exclusive<br \/>\nFuture of TV Briefing: How strong are the fundamentals of the creator economy, really?<br \/>\n\u00a0\u2022\u00a0 <a href=\"https:\/\/justfineinfotech.com\/fr\/certification-updates-from-aws-training-and-certification-september-2026-amazon-web-services\/\" title=\"Certification updates from AWS Training and Certification: September 2026 | Amazon Web Services\">September<\/a> 2, 2026 \u00a0\u2022<br \/>\nIvy Liu<\/p>\n<p>This Future of TV Briefing covers the latest in streaming and TV for Digiday+ members and is distributed over email every Wednesday at 10 a.m. ET. More from the series \u2192<\/p>\n<p>This week\u2019s Future of TV Briefing looks at signs that influencer marketing may be on the precipice of an economic correction<\/p>\n<ul>\n<li>The economics of the creator economy<\/li>\n<li>Netflix\u2019s ad leadership shakeup, the FTC\u2019s YouTube probe, Google\u2019s Hollywood AI pitch and more<\/li>\n<p>I haven\u2019t been able to shake<a href=\"https:\/\/youtu.be\/w5KHFU-jIJk?si=7Vx5m-H5VYtsxBd7&amp;t=3825\" rel=\"nofollow noopener\" target=\"_blank\">something that ur-creator<\/a><a href=\"https:\/\/youtu.be\/w5KHFU-jIJk?si=7Vx5m-H5VYtsxBd7&amp;t=3825\" rel=\"nofollow noopener\" target=\"_blank\">Emma Chamberlain<\/a> said on Emma Grede\u2019s podcast about a month ago. She was talking about influencer marketing and the creator economy, an economy that she very much helped build over the past decade as one of YouTube\u2019s biggest breakout stars.\u00a0<\/p>\n<p>Here\u2019s what she said:<\/p>\n<blockquote>\n<blockquote>\n<blockquote>\n<p>\u201cThe bubble seems to be bursting. But it\u2019s not fully bursting yet. It\u2019s like it\u2019s bursting in slow motion. And it\u2019s like right now the needle is in it, all the way in the balloon, right before it\u2019s about to burst. And it hasn\u2019t quite burst yet.\u201d<\/p>\n<p>\u2014 <a href=\"https:\/\/youtu.be\/w5KHFU-jIJk?si=7Vx5m-H5VYtsxBd7&amp;t=3825\" rel=\"nofollow noopener\" target=\"_blank\">Emma Chamberlain<\/a><\/p><\/blockquote>\n<\/blockquote>\n<\/blockquote>\n<p>Maybe it\u2019s too early to be alarmed, but creators should be on alert: The branded content side of the creator economy, at least, seems on the precipice of a correction<\/p>\n<p>Actually, alarmed may be apt. That was my reaction to these two lines reported last week by my colleague Alyssa Mercante:<\/p>\n<blockquote>\n<blockquote>\n<blockquote>\n<p>\u201cHalf of marketers misprice creator fees and 40% of them feel like they overpaid, according to 1,000 marketing and procurement leaders surveyed by Billion Dollar Boy. Danielle Wiley, CEO of influencer marketing agency Sway, said anecdotally that brands pay too much 90% of the time.\u201d<\/p>\n<p>\u2014 Digiday, \u201cCreator industry admits that fee pricing is out of control, but can\u2019t agree on a fix\u201d<\/p><\/blockquote>\n<\/blockquote>\n<\/blockquote>\n<p>It\u2019d be easy enough to read those lines as the marketing version of a friend saying, \u201cDamn, I can\u2019t believe I paid $10 for this coffee,\u201d with your reaction being some version of, \u201cDid you not see the price when you ordered it?\u201d And that\u2019s a valid reaction<\/p>\n<p>But, maybe because Emma Chamberlain\u2019s quote keeps rattling around in my head, I had a little bit of a different reaction. Mine was more along the lines of \u201cOh, marketers are looking to lower creators\u2019 fees.\u201d\u00a0<\/p>\n<p>See, Billion Dollar Boy and Sway are influencer marketing agencies. While they operate networks of creators to pair with brands, their primary customers are the brands. The companies\u2019 respective <a href=\"https:\/\/www.billiondollarboy.com\/\" rel=\"nofollow noopener\" target=\"_blank\">home<\/a><a href=\"https:\/\/swaygroup.com\/\" rel=\"nofollow noopener\" target=\"_blank\">pages<\/a> are aimed at brands, not creators. So when they say marketers feel like they are paying too much for creators, it reminds me of when I talk to media agency executives about how high streaming ad prices are: It\u2019s a <a href=\"https:\/\/justfineinfotech.com\/fr\/expert-advises-business-owners-on-upcoming-metas-whatsapp-charges\/\" title=\"Expert advises business owners on upcoming Meta\u2019s WhatsApp charges\">business<\/a> tactic as much as it may be a fact.<\/p>\n<p>Which makes sense. The creator economy is a business, after all. A $43.9 billion one this year. But the creator economy is starting to bear closer resemblance to a business I\u2019ve been reporting on for 15+ years: the programmatic advertising business<\/p>\n<p>Companies including Dentsu, L\u2019Oreal and LTK are increasingly automating dealings between brands and creators in a similar way to how ad tech firms automate dealings between advertisers and digital publishers. I mean, creator networks are effectively new-age ad networks, with companies like Sway touting the 50,000 creators in their network like so many ad tech pitch decks in the era of President Obama\u2019s first term.<\/p>\n<p>The <a href=\"https:\/\/justfineinfotech.com\/fr\/the-future-of-automation-testing-predictions-and-business-implications\/\" title=\"The Future of Automation Testing: Predictions and Business Implications\">automation<\/a> of influencer marketing isn\u2019t inherently bad. There\u2019s a case to be made for it, as my colleague Kimeko McCoy outlined in an article last week. That case can be a double-edged sword, though, for creators. On the one hand, automation makes it easier for brands to identify smaller creators to work with, creating opportunities for more creators. On the other hand, automation makes it easier for brands to work with more creators, potentially spreading thin the money going to individual creators.<\/p>\n<p>More to the point, the more creators a brand can work with, the less leverage individual creators have. It\u2019s the law of supply and demand. This automation of influencer marketing creates more supply, and unless advertiser demand outpaces that supply, prices will drop. Which seems to be what the influencer marketing agencies and their clients are angling for<\/p>\n<p>OK, but let\u2019s not be all doom and gloom here. Setting aside, you know, the history of the digital ad market, there is reason to believe things don\u2019t have to go all the way south for creators\u2019 brand deals.\u00a0<\/p>\n<p>Marketers\u2019 saber-rattling about influencer pricing could just be a function of influencer marketing\u2019s measurement and attribution systems being underdeveloped. Brands feel like they\u2019re overpaying simply because they don\u2019t have a good sense of what they\u2019ve gotten in return for their money. That\u2019s a reasonable reason. I mean, Kimeko wrote about this exact issue a year ago.\u00a0<\/p>\n<p>Conceivably, once marketers have the means for better aligning creators\u2019 fees with business results, disaster avoided<br \/>\nproblem solved<br \/>\n issue addressed. So then it\u2019s just a matter of the means surfacing. Which could come soon enough.\u00a0<\/p>\n<p>The Interactive Advertising Bureau has been working on measurement currency guidelines for influencer marketing deals, and late last year the effort\u2019s co-lead Jamie Gutfreund said those guidelines were expected to be ready by \u2026 this month. An IAB spokesperson said they are slated for release in October<\/p>\n<blockquote>\n<p>\u201cCreators are not interchangeable media inventory.\u201d<\/p>\n<p>\u2014 Reach Agency\u2019s <em>Gabe Gordon<\/em><\/p><\/blockquote>\n<p>$14.99: New monthly subscription price for Apple TV<\/p>\n<p>13.7%: Percentage share of cord-cutters that signed up for Paramount+ Premium within the first month after canceling pay-TV subscriptions<\/p>\n<p>&gt;100: Number of free, ad-supported streaming TV channels that Sony is adding to its PlayStation 5 gaming console<\/p>\n<p><strong>How every major platform pays creators:<\/strong><\/p>\n<ul>\n<li>Every major social media platform has its own creator revenue program, and the details and requirements of those programs vary greatly.<\/li>\n<li>Digiday broke down the monetization rules and requirements for Instagram, YouTube, TikTok, Twitch, X, Facebook, and Snap.<\/li>\n<\/ul>\n<p>Read more about platforms\u2019 creator payment models here<\/p>\n<p><strong>How a content marketer became an award-winning cannabis creator:<\/strong><\/p>\n<ul>\n<li>Gotham Cannabis Dispensary hired Rachel Bell as director of content and engagement in 2023, ahead of opening its first location in Bowery, to grow its social media and brand awareness.<\/li>\n<li>Tasked with creating a brand series, Bell pitched \u201cHi, I\u2019m High,\u201d a web series in which she travels New York City visiting events and landmarks while under the influence of Gotham\u2019s products.<\/li>\n<\/ul>\n<p>Read more about Rachel Bell\u2019s career trajectory here<\/p>\n<p><strong>Creator industry admits that fee pricing is out of control, but can\u2019t agree on a fix:<\/strong><\/p>\n<ul>\n<li>Half of marketers misprice creator fees and 40% of them feel like they overpaid, according to 1,000 marketing and procurement leaders surveyed by Billion Dollar Boy.<\/li>\n<li>Harley Block, CEO and co-founder at brand strategy company IF7 said bluntly that creator pricing is \u201cout of control.\u201d<\/li>\n<\/ul>\n<p>Read more about creator fee pricing here<\/p>\n<p><strong>The case for and against the \u2018programmatic-ification\u2019 of the creator economy:<\/strong><\/p>\n<ul>\n<li>LTK rolled out its own AI-powered offering that allows marketers to structure campaigns, identify creators and recommend next steps.<\/li>\n<li>The creator commerce platform joins a growing list of companies aiming to automate influencer marketing.<\/li>\n<\/ul>\n<p>Read more about the creator economy\u2019s \u2018programmatic-ification\u2019 here<\/p>\n<p>Netflix\u2019s ad boss Amy Reinhard decided to drop vp of ads product Jon Whitticom, and the company is looking for a permanent replacement<\/p>\n<p><a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2026-08-27\/us-ftc-probing-youtube-over-social-media-policies\" rel=\"nofollow noopener\" target=\"_blank\"><strong>The FTC\u2019s YouTube probe:<\/strong><\/a><\/p>\n<p>The U.S. regulator is looking into whether the Google-owned video platform violated consumer protection laws by suspending user accounts<\/p>\n<p><a href=\"https:\/\/www.latimes.com\/entertainment-arts\/business\/story\/2026-08-31\/how-google-is-courting-hollywood-to-use-its-ai-tools\" rel=\"nofollow noopener\" target=\"_blank\"><strong>Google\u2019s Hollywood AI pitch:<\/strong><\/a><\/p>\n<p>The company is talking with film-and-TV studios, including Disney, Universal Pictures and Warner Bros. Discovery about licensing character and film libraries to train its AI models, according to the Los Angeles Times<\/p>\n<p><a href=\"https:\/\/www.cnbc.com\/2026\/08\/26\/paramount-merger-delay-wbd-limbo.html\" rel=\"nofollow noopener\" target=\"_blank\"><strong>Warner Bros. Discovery\u2019s deal limbo:<\/strong><\/a><\/p>\n<p>WBD\u2019s lawyers made sure the company\u2019s sale agreement with Paramount gave the former some wiggle room to continue to mind its own business including striking some partnership deals \u2014 rather than sit in a complete holding pattern \u2014 while waiting for the deal to go through<\/p>\n<p><a href=\"https:\/\/www.404media.co\/cocomelons-studio-tells-its-artists-to-start-experimenting-with-ai\/\" rel=\"nofollow noopener\" target=\"_blank\"><strong>Moonbug\u2019s AI guardrails:<\/strong><\/a><\/p>\n<p>The studio behind \u201cCocomelon\u201d has drafted an AI policy for animators to use generative AI tools as part of their work but with clear restrictions around what kind of work can be out<\/p>\n<\/ul>\n<h3>More in Future of TV<\/h3>\n<p>View More<br \/>\n<img decoding=\"async\" src=\"https:\/\/justfineinfotech.com\/wp-content\/uploads\/2026\/09\/youtube-monetize-digiday.jpg\" alt=\"\"><br \/>\nMember Exclusive<\/p>\n<h4>Future of TV Briefing: Which agency team(s) should be responsible for YouTube Shorts?<\/h4>\n<p>August 26, 2026<\/p>\n<p>This week\u2019s Future of TV Briefing looks at how agencies are sorting out which teams take the lead for buying YouTube Shorts ads<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/justfineinfotech.com\/wp-content\/uploads\/2026\/09\/youtube-revenue-digiday.jpg\" alt=\"\"><br \/>\nMember Exclusive<\/p>\n<h4>Future of TV Briefing: YouTube Shorts gains ad dollars but needs to crack social budgets<\/h4>\n<p>August 19, 2026<\/p>\n<p>This week\u2019s Future of TV Briefing looks at advertisers\u2019 spending on YouTube Shorts inventory as the platform raises the revenue-sharing threshold for creators<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/justfineinfotech.com\/wp-content\/uploads\/2026\/09\/Last-used_-10_8_24-measuring-tape-eyes-digiday-1.png\" alt=\"\"><br \/>\nMember Exclusive<\/p>\n<h4>Ad Tech Briefing: TV measurement\u2019s competitive reset gathers pace (with more job cuts)<\/h4>\n<p>August 18, 2026<\/p>\n<p>ComScore and VideoAmp confirm large job cuts, just days after rival Nielsen makes bold M&amp;A move<\/p>\n<div style=\"clear:both;margin:30px 0 15px 0\">\n<p>\n    <strong>Related:<\/strong><br \/>\n    <a href=\"https:\/\/yoursite.com\/automation-training-benin\/\" title=\"Digital Automation Training Benin: 5 Winning Skills Employers Demand in 2026\" target=\"_blank\" rel=\"noopener\"><br \/>\n      Digital Automation Training Benin: 5 Winning Skills Employers Demand in 2026<br \/>\n    <\/a>\n  <\/p>\n<p>\n    <a href=\"https:\/\/yoursite.com\/automation-africa\/\" title=\"WhatsApp Marketing Automation Africa: 6 Dangerous Mistakes Brands Make in Nigeria\" target=\"_blank\" rel=\"noopener\"><br \/>\n      WhatsApp Marketing Automation Africa: 6 Dangerous Mistakes Brands Make in Nigeria<br \/>\n    <\/a>\n  <\/p>\n<\/div>\n<div style=\"clear:both;margin:30px 0;padding:25px;background:#f8f9fc;border:1px solid #ddd;border-radius:8px;text-align:center\">\n<h3>Want to learn this practically?<\/h3>\n<p>Join <strong>Justfine Infotech<\/strong> and build real digital skills in AI, automation, web development, digital marketing, office productivity, e-commerce, freelancing and cybersecurity.<\/p>\n<p><strong>Available Programmes:<\/strong><br \/>\n  6 Weeks Certificate \u2022 3 Months Professional Certificate \u2022 6 Months Diploma \u2022 Full Professional Diploma<\/p>\n<p><strong>WhatsApp:<\/strong><br \/>\n  +229 01 57 57 99 15<br \/>\n  +229 01 66 68 11 60<\/p>\n<p><a href=\"https:\/\/api.whatsapp.com\/send?phone=2348132690270&amp;text=Hello\" target=\"_blank\" rel=\"noopener\">Enroll Now<\/a><\/p>\n<\/div>\n<p class=\"ani-source\">Source: <a href=\"https:\/\/digiday.com\/future-of-tv\/future-of-tv-briefing-how-strong-are-the-fundamentals-of-the-creator-economy-really\/\" target=\"_blank\" rel=\"nofollow noopener\">digiday.com<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Member Exclusive Future of TV Briefing: How strong are the fundamentals of the creator economy, really? \u00a0\u2022\u00a0 September 2, 2026 \u00a0\u2022 Ivy Liu<\/p>","protected":false},"author":1,"featured_media":6101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[69],"tags":[1568,215,1569,1558,1105],"class_list":["post-6096","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-marketing-creator-economy","tag-briefing","tag-creator","tag-fundamentals","tag-future","tag-strong"],"_links":{"self":[{"href":"https:\/\/justfineinfotech.com\/fr\/wp-json\/wp\/v2\/posts\/6096","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/justfineinfotech.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/justfineinfotech.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/justfineinfotech.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/justfineinfotech.com\/fr\/wp-json\/wp\/v2\/comments?post=6096"}],"version-history":[{"count":1,"href":"https:\/\/justfineinfotech.com\/fr\/wp-json\/wp\/v2\/posts\/6096\/revisions"}],"predecessor-version":[{"id":6100,"href":"https:\/\/justfineinfotech.com\/fr\/wp-json\/wp\/v2\/posts\/6096\/revisions\/6100"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justfineinfotech.com\/fr\/wp-json\/wp\/v2\/media\/6101"}],"wp:attachment":[{"href":"https:\/\/justfineinfotech.com\/fr\/wp-json\/wp\/v2\/media?parent=6096"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justfineinfotech.com\/fr\/wp-json\/wp\/v2\/categories?post=6096"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justfineinfotech.com\/fr\/wp-json\/wp\/v2\/tags?post=6096"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}