Online creators and their business models have been a focal point recently following YouTuber MrBeast’s announcement of his company’s acquisition of fintech startup Step, and Hollywood’s reaction to ByteDance’s new video generation model Seedance 2.0.
These headlines hint at a shifting media landscape, where YouTubers are diversifying away from ad revenue amid the evolving capabilities of generative AI. On TechCrunch’s Equity podcast, Kirsten Korosec, Rebecca Bellan, and Anthony Ha discussed the future of the creator economy and the potential challenges for emerging creators.
Kirsten questioned the saturation of current platforms, suggesting not all creators will successfully develop new revenue streams, which prompts concerns about the future of the creator pool. Rebecca added that new possibilities, such as digital twins, could offer alternative income streams.
Anthony noted that creators are transitioning from reliance on ad revenue to exploring e-commerce and other sources. MrBeast, for example, achieved significant earnings from his food product line, unlike his media ventures.
Amid these discussions, ByteDance faced backlash for Seedance 2.0, which enabled users to create videos using Hollywood stars, leading to legal challenges by studios. Kirsten connected this controversy to a broader narrative of AI’s impact on media production. Rebecca highlighted that while AI could democratize content creation, it may also inundate the market with low-effort material.
The debate returned to authenticity being a valued commodity amidst an AI-dominated landscape, with potential difficulties for new creators in establishing presence amid the proliferation of content.