Warning: The Creator Middle Class is Disappearing

Is the creator dream a lie?With over 50% of creators earning less than $15,000 a year, the creator economy's monetization gap is wider than ever.In this episode, Josh and Lauren explore the harsh realities of creator earnings revealed in a new NeoReach study. They discuss the threshold that separates struggling creators from those who accelerate their earnings, why only 5% of creators make over $200k a year, and how factors like having representation or your own brand can triple your income.Also in this episode: Emmys Snub Creators... Again: Despite YouTube's "For Your Consideration" campaigns for creators like Hot Ones and Rhett & Link, the Television Academy came up with no nominations for them. Is old media officially irrelevant as YouTube commands TV screens? And, Roblox's IP Game-Changer: Roblox is launching a new initiative that allows creators to legally use major IP from franchises like Twilight, Saw, and Squid Games in their experiences and automatically share in the revenue. This move simplifies the historically nightmarish process of IP licensing.Holy S***: Jesus is trending on Shorts. Special guest Sam Gutelle of Tubefilter joins to break down the religious content surge. From AI slop channels where Jesus saves dogs to Brazilian pastors gaining millions of subscribers, they explore why moralistic and religious content is exploding.Finally, Uploads & Downloads: The hosts discuss YouTube's decision to replace the general Trending chart with micro-trend charts for niche communities , and a massive deal that will see Brazilian creator CazéTV broadcast the 2026 FIFA World Cup on his YouTube channel.00:00 Intro01:13 Why YouTubers Were Snubbed By The Emmys06:28 The Harsh Reality of Creator Earnings11:58 Roblox's Revolutionary IP Licensing19:16 Guest: Why God is Trending on YouTube (w/ Sam Gutelle)24:38 What is AI Slop?26:02 Upload: YouTube Replaces The Trending Page28:53 Upload: Creator Scores 2026 World Cup Rights30:22 OutroCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

Dhar Mann, just named a Titan on the TIME100 Creators List for 2025, joins Creator Upload to reveal the strategy behind his global media empire. In a candid conversation, Dhar shares why he stepped down as CEO, his playbook for acquiring other creators, and his vision for why brands need to start thinking like creators.Plus, hosts Lauren Schnipper and Joshua Cohen break down the massive news of TikTok's plan to launch a US-only app this fall and discuss how Amazon is doubling creator commissions for Prime Day to capitalize on the platform uncertainty.00:00 Intro 01:40 TIME100 Creators List 2025 Revealed08:07 TikTok to Debut a US-Only App 11:53 Welcoming Dhar Mann 13:35 Dhar Mann on Stepping Down as CEO 19:50 Dhar's Focus After the CEO Role 22:54 The Future of Dhar Mann Studios 26:34 Acquiring Other Creators: The Disney Playbook 27:56 Should Every Creator Build a Big Business? 32:44 Why Dhar Mann Avoided Traditional Brand Deals & Merch 35:16 Why Brands Need a Chief Creator Officer 38:06 Where to Find Dhar Mann's Content 39:34 Uploads & Downloads 39:55 Amazon Doubles Creator Commissions for Prime Day 40:58 Kai Cenat Launches TONE Body Care Line in Target 41:44 OutroCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

We're back from a whirlwind week of travel to cover the biggest events in the creator economy. Fresh off the plane from France, we share our key takeaways from Cannes Lions. We discuss why the world's biggest advertising festival, while having a much louder conversation around creators than last year, still feels like an "old school advertising convention" that has yet to fully embrace creator-led campaigns. Plus, Josh shares a powerful insight from the StreamTV conference in Denver on how legacy media is finally realizing that it has to partner with YouTube, which now consumes over 12% of all TV consumption.We also cover YouTube's new "Open Call" feature, designed to help more creators land brand deals, and a summer trend of kid-focused content collaborations from TikTok, Mark Rober, Cocomelon, and the company behind Baby Shark.And since we couldn't be at VidCon, friend of the podcast Phil Ranta, CBO at Fixated, calls in to provide an expert recap. Phil covers the on-the-ground vibes , the hot topics dominating the panels (like AI and industry consolidation), and the surprising lack of major announcements from the platforms this year.00:00 Intro00:23 Why Casey Neistat Wears Sunglasses01:20 Lauren's First Time at Cannes02:28 Is Cannes Still Not Creator-Centric?03:32 The Volume of Creator Conversation is Louder04:27 Creator Awards Without Creators?06:12 Why Creator Campaigns Aren't Winning Yet06:55 How Dove is Winning with Creators07:27 Coca-Cola's Innovative UGC Campaign08:44 The Future of Media, Marketing, and Advertising09:43 Josh's Trip to StreamTV in Denver11:09 Legacy Media is Finally Embracing YouTube12:28 Prediction: Disney-Level IP Will Launch on YouTube14:10 YouTube's Big Announcement: 'Open Call'15:40 How YouTube Will Prevent Creator Burnout17:50 YouTube's Incentive to Win Short-Form19:32 This Isn't For MrBeast20:27 Trend: TikTok Summer Camp22:14 More Summer Collabs: Mark Rober, Baby Shark & Cocomelon23:57 VidCon Recap with Phil Ranta24:16 VidCon Vibes: Chill, Accessible, and Fewer Brands24:40 VidCon Hot Topic: AI25:24 VidCon Hot Topic: Brand Impact & Shoppable Content26:22 VidCon Hot Topic: Consolidation & M&A27:02 A Lack of 'Boffo' Announcements28:56 OutroCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

In this special episode of Creator Upload, recorded live from the 72nd annual Cannes Lions International Festival of Creativity, hosts Lauren Schnipper and Joshua Cohen feature a fantastic lineup of guests across the creator economy, including:Ed Davidson, Chief Growth Officer for Cannes Lions International Festival: Davidson discusses the growth of the creator track at Cannes Lions, now in its second year, highlighting the increasing integration of creators into the advertising industry and the festival's long-term commitment to this shift. Val DiFebo, CEO of DNY: DiFebo shares insights into how DNY is putting creators at the center of their work through their SOCI Studio offering. She discusses how creators are involved from the initial stages of campaigns and how this approach is opening new avenues for the agency. Shaina Zafar, Executive with the Next Gen Practice at UTA Marketing: Zafar, whose company JUV Consulting was acquired by UTA, talks about building intimate relationships with creators and facilitating brand deals. She also highlights the increasing presence and spontaneity of creators at Cannes this year. Sarah Potter, Global Dove Director – PR and Social Influencer, Unilever: Potter explains Dove's long-term partnerships with creators who align with the brand's values. She shares details about their #ShareTheFirst campaign, which leveraged creator-first content for a global reach. Potter emphasizes giving creators creative control and involving them in product innovation. Oui hope you enjoy!Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

Josh and special guest Monica Khan, Partner & Head of Digital at Strand, tackle everything that's fit to discuss in the creator economy this week. They discuss the increasing presence and influence of creators at major industry events like VivaTech and Cannes Lions. The conversation also covers a significant forecast from WPP, predicting that creator platforms will surpass traditional media in ad revenue by 2025. We also explore YouTube's substantial economic impact, contributing $55 billion to the U.S. GDP in 2024, and the broader implications of this growth for creators.Then: innovative brand partnerships, including Lowe's collaboration with MrBeast and their new Creator Partner Program, as well as Starbucks' new full time hire initiative, all in comparison to Ulta Beauty's employee ambassador initiative.0:00 Welcome Monica Khan to Creator Upload 0:44 Monica Khan at VivaTech in Paris 1:41 The Growing Creator Presence at VivaTech 2:50 Anticipation for Cannes Lions and Creator Impact 4:21 Cannes Lions: Business Gets Done for Creators 5:01 Creators Gaining a Seat at the Table 5:29 Creators Choosing Cannes Over VidCon 6:48 Traditional Media vs. Creator Platforms 7:34 WPP Predicts Creator Platforms to Exceed Old Media Ad Revenue by 2025 8:57 Validation for the Creator Economy 10:08 WPP's Influence on Ad Spend Towards Creators 11:32 The Future of Brand Investment in Creators 12:06 The Rise of Creator-Driven Platforms 13:37 YouTube's Economic Impact: $55 Billion to US GDP in 2024 14:55 The Ripple Effect of the Creator Economy 15:18 Creators Building Economic Value and Sustainability 16:46 Supporting the Creator Middle Class 18:04 The Bell Curve vs. Barbell Curve in the Creator Economy 19:52 Small Business Education for Creators 20:18 Why Brands are Working with Niche Creators 21:42 Studio-Led vs. Creator-Led Content 22:56 The Future of Cinema and Creator Influence 24:00 Studios Leveraging Social Platforms for Content Development 24:55 Lowe's Partners with Mr. Beast for Beast Games Season 2 27:05 Lowe's Creator Partner Program 27:33 Institutionalizing Creator Partnerships 28:49 Ulta Beauty's Employee Ambassador Program vs. Lowe's Scaled Program 31:38 Starbucks' 12-Month Creator Sponsorship 33:03 Upload: Major League Baseball Invests in Jomboy Media 35:28 MLB Embracing Fan-Led Storytelling 36:21 The Evolution of Creator Partnerships to Investment 36:46 Creative Freedom vs. Investment in Creator Partnerships 38:12 Upload: Mr. Beast Hires Former YouTube, TikTok, and Meta Exec Beau Avril 39:03 Beau Avril's Expertise and Impact on Mr. Beast's Partnerships 40:19 Connecting with Monica Khan on LinkedIn 41:01 Future of Creator Upload and Listener EngagementCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

Lauren and Josh recap the key takeaways from The Information's "Future of Influence" conference. They explore the evolving landscape of creator monetization, discussing Snap's strategy for helping creators earn money and the innovative trend of brands hiring their own customers as authentic influencers.Then: a surprising survey that reveals two-thirds of US consumers now see YouTube as a go-to destination for movies and TV shows. Finally, in Uploads & Downloads: scientists turning to YouTube to share research and fundraise in the face of government budget cuts, and discussion on the growing potential of Substack as a creator platform.00:00 Intro & Future of Influence Conference Recap03:25 Snap's Approach to Creator Monetization12:15 Are Your Favorite YouTubers Now Working at Top Brands?16:10 Brands Hiring Their Customers as Influencers22:48 Is YouTube the New Netflix?26:30 The Rise of Niche Communities30:15 Uploads of the Week: Substack & Scientists on YouTubeCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

Lauren and Josh are packing their linen pants and heading to the south of France! The duo breaks down a preview of the Cannes Lions Festival of Creativity, and why the heck they're going to it (and not VidCon).Also: the "Beige Lawsuit" is over, YouTube and Disney battle for key talent, plus quick takes on Dubai's creator push, Kai Cenat's Streamer University, and Hasan's recent comments on Twitch. 00:00 Intro & Upcoming Trip to Cannes03:18 What is the Cannes Lions Festival of Creativity?05:31 Cannes vs. VidCon06:54 What to Expect at Cannes10:03 The "Beige Lawsuit" Gets Dismissed14:48 Disney Acquires Cocomelon Streaming Rights17:54 Disney Sues YouTube for Poaching an Executive20:59 Upload: Dubai Wants to Attract 10,000 Creators21:42 Upload: Kai Cenat's "Streamer University"23:22 Download: Hasan Piker's "Egregiously Insufficient" Twitch Suspension26:18 OutroCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

This week on Creator Upload, hosts Lauren Schnipper and Joshua Cohen break down Google's game-changing AI announcements like Veo 3 for video with sound and the "Flow" filmmaking tool. They also cover a surge of industry moves, including Google's investment in AI studio Promise, Whalar's $400M valuation, Caspar Lee's Creator Ventures raising $45M, and Publicis acquiring Captiv8 in a consolidating influencer market. Plus, discussions on Instagram's new creator referral program, Kai Cenat's decision to end his Streamer University, and Samsung's FAST channel launch with creators like Dhar Mann and Mark Rober.00:00 Welcome to Creator Upload / Girl in the Closet00:43 Google's Veo 3 AI: Video & Dialogue Generation02:04 Google I/O: Veo & The Future of AI Content04:10 Google Unveils Flow AI Filmmaking Tool05:41 The AI Race & Google's YouTube Data Advantage07:36 Big Stories: Creator Economy Investment & Acquisition Boom08:05 Promise AI Studio Lands Google Investment09:42 Promise AI: Enhancing, Not Replacing, Human Creativity?11:59 AI in Hollywood: Speed, Cost, and the Future of Content14:03 Whalar Hits $400M Valuation with Major Investors14:46 Whalar's Lighthouse: The "Soho House for Creators"?16:36 Lighthouse vs. YouTube Spaces: Monetizing Creator Hubs18:00 Caspar Lee's Creator Ventures Raises $45M Second Fund20:04 Creator Ventures: Success Breeds Success20:32 Publicis Acquires Captiv823:18 Market Consolidation: The Big Picture for Influencer Marketing24:07 Uploads & Downloads24:10 Instagram's $20k Creator Referral Program: Thirsty or Smart?26:57 Kai Cenat Pulls Plug on Streamer University Amidst Backlash28:48 Samsung Launches STN FAST Channel with Dhar Mann & Mark Rober29:46 FAST Channels & Kids: Will They Watch Ads?31:41 Wrapping Up / Longitudinal Study on Kids & Media31:51 Outro & CreditsCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

Get the full inside scoop from YouTube's biggest event of the year! This week, Joshua Cohen reports directly from the Brandcast frontline, revealing Lady Gaga's show-stopping performance, game-changing ad updates for creators, and YouTube's bold vision for the future. Plus, major news on Mr. Beast, the NFL on YouTube, and industry-shaking acquisitions!On this episode of Creator Upload, we unpack all the critical announcements from YouTube Brandcast 2025. From the star-studded red carpet featuring MrBeast to new advertising tools like Peak Points and Cultural Moment Sponsorships, we cover what creators and marketers NEED to know. We also dive into the redesign of YouTube on Connected TVs, the launch of the official YouTube Podcast Charts, and what "There's Only One YouTube" really means for the ecosystem.Beyond Brandcast, we're talking about Mr. Beast's "Beast Games" getting renewed for two more seasons by Amazon AND his major expansion into the Middle East. Get the details on the upcoming NFL game (Chargers vs. Chiefs in Brazil) that will be live-streamed FOR FREE on YouTube. And finally, we break down significant moves in the creator management world as Ben Silverman's Propagate acquires Select Management & Parker Management, and Skybound Entertainment snaps up Nine Four Entertainment.Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand

This week, Lauren and Josh unpack the NewFronts, including major updates from Meta, LinkedIn, and YouTube as they roll out new tools and monetization opportunities designed to connect brands with creators. From Meta's AI-powered ad formats and enhanced Creator Marketplace to LinkedIn's new BrandLink Program and YouTube's Creator Partnerships Hub, find out what these changes mean for how brands and creators interact on platform.Plus, we discuss Spotify's move to display podcast play counts, the Golden Globes introducing a "Best Podcast" category, and YouTube's massive $100 million investment in India's booming creator economy. Then, the exciting relaunch of the Just For Laughs comedy festival with new creator-focused initiatives and the impressive multi-million dollar sale of Yes Theory's merch fulfillment business.Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Here's more detail on what we covered this week:Spotify's podcast "plays" are a new metric for a booming industry - TubefilterThe Golden Globes Is Adding a Podcast Category in 2026LinkedIn is connecting brands to "top creator voices" through a new revenue sharing program - Tubefilter At Google's NewFronts pitch, execs explain how YouTube helps brands find "the perfect match" - TubefilterMeta is launching a new ad product (and using AI) to get brands closer to trending Reels - TubefilterSay it in a Snap: Highlights from the 2025 NewFrontsIn India, Neal Mohan announces YouTube’s $100 million investment in local creator economy - TubefilterJust for Laughs Is Back: New Owners Unveil Post-Bankruptcy Strategy and Initiatives With Will Arnett, Rob McElhenney and Smosh (EXCLUSIVE)Yes Theory launched a fulfillment brand for its merch. After "eight years of discipline," it's time to sell. - Tubefilter