By Ed East, Global CEO and co-founder of Billion Dollar Boy
I began my career in Los Angeles at Exclusive Media, deep in the heart of Hollywood’s studio system. Back then, a quiet but transformative shift was starting: studios had begun paying YouTubers to promote their releases. It was clear that the way audiences discovered and consumed content was evolving. I started building a database that connected bloggers to brands and experimented with monetising film clips on YouTube. It laid the foundation for Billion Dollar Boy and, ultimately, the dawn of the creator economy.
Fast forward to today, and we’re seeing creators walk the very same stages as media giants at the US TV upfronts this week. The message is clear: creators are no longer disruptors from the sidelines – they’re centre stage, reshaping the entertainment industry and setting the cultural agenda.
What’s behind rhe rise of creator Upfronts?
Upfronts have long been dominated by legacy broadcasters and streaming platforms. But this year, creator attendance is at an all-time high. Why? Because audiences have changed, and the industry is finally responding.
In the US, adults now spend nearly 60% of their video time on digital platforms – far exceeding traditional TV (40%). Platforms like YouTube and TikTok are proving grounds for entertainment IP that often outperforms traditional formats in both reach and relevance. MrBeast’s “Beast Games” and Amelia Dimoldenberg’s “Chicken Shop Date” are more than viral hits – they’re cultural tentpoles with viewership rivaling prime-time TV.
Networks are taking note. From NBCUniversal and Sky bringing Saturday Night Live to the UK with social-first talent, to the BBC integrating creators like Munya Chawawa and Joe Sugg into their programming – it’s no longer creator vs. TV. It’s creator and TV.
Who’s catching the industry’s eye?
Currently, the upfront spotlight is dominated by large-scale creators like MrBeast and Brittany Broski. These creators are distinctively personality-led, scalable, and commercially savvy. But the trend is widening. Networks are increasingly drawn to creators who’ve mastered digital storytelling and built deeply loyal communities.
Formats like Pop the Balloon, born on YouTube and adopted by Netflix, demonstrate the growing pipeline from digital-first content to traditional platforms. For marketers, these are signs that the creator economy is no longer a wild west – it’s a sophisticated ecosystem with franchise potential.
Upfronts signal creator professionalisation
The emergence of creator-specific upfronts, such as Spotter’s MrBeast showcase, isn’t a gimmick – it’s the industry’s recognition that creators are now full-service media entities. Creators are pitching slates, selling ad packages, and building IP in ways that rival major studios.
For instance, the Forbes Creator Upfront in partnership with Walmart attracted over 400 creators, marketers, and agents – a scale usually reserved for major network events. These showcases offer media buyers the chance to engage directly with creators’ content strategies, audience data, and long-term plans.
The future is hybrid – And that’s good for everyone
The future isn’t binary – it’s hybrid. Audiences don’t separate TikTok from TV; they follow great content wherever it lives. TV networks get agile, culturally resonant content. Brands get fresh opportunities to integrate into mainstream media. And creators gain legitimacy, scale, and access to new revenue streams.
But it requires brands and networks to go beyond one-off influencer activations. Think royalties, IP co-ownership, production deals, and merchandising. The real winners will be brands who treat creators not as a media channel – but as media partners.
