Hollywood has courted creators for several years, but in the past few months, there’s been a full-blown creator invasion.
Two YouTube-born horror films became box office blockbusters (Obsession and Backrooms, which, as of writing, have respectively earned $426 million and $357 million), private equity firms are raising funds to buy meme IP like Skibidi Toilet, and new studios are launching that focus on acquiring and scaling creator content.
Creators aren’t replacing Hollywood stars, but they are leveraging their brands and views to get Hollywood-style representation, or build new production pipelines around IP with a built-in audience. That’s enticing for both struggling studios and advertisers looking for safer bets.
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