How Creators Make Money: Digital-Native Leaders on What Drives Audiences and Brands in the Attention Economy
Executives from Comscore, JesserCo., Uproxx Studios and Culture Genesis said creator-led media is drawing large audiences and reshaping how brands reach viewers. They argued that online creators can produce shared cultural moments, while giving advertisers access to younger people who are difficult to reach through television.
Comscore’s Aaron Doades said Jesser reached more unique viewers in March 2026 than 14 live NBA games, with 99% of his audience not watching those games. The discussion, recorded at Variety’s Entertainment and Technology Summit in Los Angeles, also highlighted the continuous flow of creator content and the case for shifting or expanding some television advertising spend to digital platforms.
- Creator media is changing how brands reach younger audiences.
- Jesser’s March 2026 reach exceeded that of 14 live NBA games.
- Executives say online creators can create shared cultural moments.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Creator-led media can help brands reach younger viewers who are difficult to reach through television, and its large audiences can create shared cultural moments around personalities and content. If viewers are spending more time with creators, shifting some advertising spend to digital platforms may let brands meet audiences where they are and use budgets more effectively.
The case against
Large online audiences do not by themselves show that creator-led advertising delivers the same reach, impact or reliability as television campaigns. Brands may reasonably prefer to test any shift carefully, weighing measurement, audience overlap and the risks of relying on individual creators or fast-changing platforms before redirecting established television spend.
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