Category: In the News

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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This week’s Media Briefing looks at the rise of AI visibility as publishers’ latest performance metric and are using their prominence in AI answer engines to attract advertisers — even as the tools measuring it remain inconsistent and difficult to compare.

• Publishers are monetizing AI visibility
• Publishers call for legal sanctions against OpenAI, AI startup wants to hire local reporters, and more.

Publishers are monetizing AI visibility

When publishers were chasing scale, they touted Comscore rankings as proof of their value to advertisers. Now, there is a new metric on the rise: AI visibility in LLMs. 

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