Browsing: Industry Trends

Creator franchise strategy replaces one off deals with recurring episodic IP, giving brands owned media and better ROI.

Brands are ditching one-off sponsored posts to co-own creator franchise IP, trading quick reach for durable, licensable entertainment assets.

Top creators now run writers’ rooms and licensing arms. Here’s how brands should restructure deals as creators become studios.

Creator-led streaming series are pulling brand budgets into CTV, but measurement and disclosure risk haven’t caught up to the spend.

Advertising Week New York and VidSummit expose where creator budgets are actually heading: attribution, retention, and fewer bloated rosters.

Agencies are hiring Creator Lifecycle Owners to manage talent from discovery to renewal, closing the gaps that drain ROI and retention.

Bigger creator budgets keep missing ROI targets because brand and creator goals rarely match, not because spend is too low.

NAB Show New York 2026 surfaced five creator economy shifts brand leaders must build budgets, contracts, and vetting around now.

Brands overpay or underpay creators because they buy media, creative, and endorsement as one line item instead of three.

Premium entertainment creators now license content across platforms like franchises, forcing brands to rethink contracts, rights, and ROI math.