Creator Upload

We're joined by Jasmine Enberg, the VP and Principal Analyst at EMARKETER covering Social Media and the Creator Economy. We go in depth about the changing trends -- and rising tides -- in creator marketing budgets in 2025 and beyond...and how creators should take advantage. Elsewhere: Zuck on trial, Patreon's video innovation, and MrBeast's Vegas meltdown.

Here's more detail on what we covered today:

• View Jasmine Enberg's coverag...

Today, we interview Marian Brannelly, Global Director of Awards for the Cannes LIONS Festival, to learn more about their Creators programming lineup and why creators should attend. Also: Vimeo helping creators launch their own streaming services, Netflix fires shots at YouTube, and the impact of tariffs on the creator economy.

Here's more detail on what we covered today:

• Learn more about Cannes LIONS Creators here. (Will we be se...

Technically, TikTok is supposed to be banned again tomorrow. Will it? It remains to be seen...but in the meantime, a long line of potential buyers have risen their hands. What will Trump decide? Lauren and Josh break it down today, along with all the other creator economy headlines fit to discuss.

Here's more detail on what we covered today:

• Spotter just took YouTube's biggest creators to its own Upfronts - Tubefilter
• Creators wan...

Today, Josh is joined by special guest cohost Drew Baldwin, Josh's partner in crime at Tubefilter. After 17 years, we finally got him on the show! On the show itself, first: YouTube changes up the definition of what a view is, as content consumption preferences continue to move away from legacy media. Elsewhere: Good Good Golf gets great money, a TikToker is running for office, and the most outrageous sigma grindset maybe parody vi...

Lauren and Josh are back in the studio (Josh, notably, caffeine-free) to discuss the biggest beef in kids content today...Bluey vs Brainrot? Well, at least that's what YouTube's new Youth Digital Wellbeing Initiative has us believing.

Elsewhere: more than half of brands will pay YouTubers to market their products this year; March Madness sells out its ad space early, and the biggest game show of all time is on for Season 2.

Here's mo...

Lauren has just returned from SXSW (and announced a new role!) and is here with Josh to spill all the details on the creator front from the marathon conference. Then: creators are usurping TV ad dollars via their own version of Upfronts, and MrBeast's investor deck leaks additional detail about his various businesses. Plus: the biggest creator charity event of the year just happened in the UK, and it crushed. 

Here's more detail on ...

Josh rediscovers crochet and Lauren teases SXSW. Meanwhile, YouTube is leaning harder than ever into its premium era, and creators are scrambling to polish their content offerings to match.

Here's more detail on what we covered today:

• YouTube brings its more affordable ‘Premium Lite’ subscription to the US | The Verge
• YouTube's Premium Lite tier arrives, providing cheaper access to ad-free viewing - Tubefilter 
• YouTube wants to use...

Lauren and Josh are finally back in the studio together, just in time for MrBeast to claim his business should be valued at $5 billion. Elsewhere, Alex Cooper dumps Alix Earle as the latter leaves Unwell, YouTube takes over the podcast crown, and Crime Junkie cashes in (though with over $40 million of annual profit...why?). All that, plus Reels might go standalone. Lots to cover!

Here's more detail on what we discussed today:

• You...

This week, Josh welcomes special guest cohost Billy Parks. Billy is a Venture Partner at Slow Ventures, which recently announced a $60 million fund for creators. On the show, we discuss the landscape of creator brands through the investor lens -- and also take a look at some headlines for the week, including the NikeSKIMS announcement and a peculiar case of true crime, fake content.

Here's more detail on what we covered this week:

This week, Lauren is joined by special cohost Jamie Gutfreund (Forbes; Creator Vision) to look back at 20 years of YouTube through the lens of their 2025 letter from CEO Neal Mohan. Then: Netflix pursues podcasters, Poppi tarte-d at the Super Bowl, and Buzzfeed invests in hopecore via a new social media platform.

Here's more detail on what we covered this week:

• Follow Jamie Gutfreund on LinkedIn!
• Jamie covers the creator economy o...

It’s a rare occurrence that Josh and Lauren are in the same place — BUT, they come together today during SoCom 2025 to hit us with all the hot creator economy goss. Headlines include: YouTube’s Community push and creators at the Super Bowl.

Hike!

Here are the main headlines for the week:

1. YouTube wants creators and fans closer than ever with its new Communities update - Tubefilter
2. Creators are ruling Super Bowl advertising. Doritos ...

Josh and Lauren are back in the studio! Major news for today: Meta is balling out on creators (again), the NFL is giving more content access to its legends, and Trump-favoring creators will now have a path to gain White House credentials.

This episode is sponsored by Memberful. Memberful is a best-in-class membership software that empowers creators to build customized membership businesses. Creators can generate reliable recurring r...

This week, Josh is joined by special cohost Kaya Yurieff. Kaya is Team Leader for the Creator Economy beat at The Information, and originally scooped the news that TikTok would be shutting down ahead of its supposed ban. Now that the ban has been delayed for 75 days, Kaya joins the show to talk about what happens now.

Here's what we discussed:

• Follow Kaya Yurieff on LinkedIn!
• Kaya's profile on The Information.
• Inauguration Day’s Tr...

We welcome Lauren back to the studio for the closing days of social media's most impactful app of the last 10 years. TikTok is set to shut down on Sunday January 19, and we're here to discuss it. Plus: the tech elite are cozying to Trump's ways, and Ms. Rachel's empire grows.

Here's what we covered today:

• TikTok reportedly plans ‘immediate’ Sunday shutdown in the US if it’s banned - The Verge
• Senators who passed the TikTok ban are...

Today Josh is joined by temporary co-host Adam Conner (long-time producer of Creator Upload). We kick off 2025 with a few major headlines about ad networks rising to compete with YouTube and big fact check changes at Meta...oh, and by the way, a huge YouTube star has returned.

New year, same us!

Here's what we covered today:

• There are many ways to contribute to victims of the LA Fires. One mentioned on today's show is via Airbnb. ...

In our 2024 finale episode, Josh and Lauren give us some long shots on what's likely to arise in the creator economy for 2025. Also, we chat about TikTok's case getting picked up by the Supreme Court, monetization on Twitch vs YouTube, and creators now having the ability to consent to AI usage of their content.

Happy birthday to our co-hosts!!

Here's more detail on what we covered today:

• TikTok finally scores a win: the Supreme Co...

Josh and Lauren chat about the TikTok ban which is now likely headed to the Supreme Court, Instagram's new "Trial Reel" feature (dark posts, anyone?), and Alex Cooper's newly-launched Unwell Hydration.

Drink up!

Here's what we covered this week:

• Trisha Paytas is following up her 'SNL' cameo with a one-night-only Broadway show - Tubefilter
• D.C. Court of Appeals upholds U.S. TikTok ban, setting up likely Supreme Court case - Tubefilt...

Josh and Lauren are back to regale us with tales of Thanksgiving and Black Friday (including one creator who made serious bank!) before diving into the headlines du jour. Up first: judging from TikTok Shop and a new beta on Facebook... are we about to enter the "monetize everything" era of content? Then, Cameo cozying up to creators and the Beast Games PR push begins.

Here are the main topics we covered this week:

• A creator earne...

Josh and Lauren are back to banter over the creator headlines that matter this week. On tap: generative AI seems to be growing up. Between new launches in Hollywood and the platform landscape, we’re curious about the long term implications of this specific tech on the lives of creatives.

That plus a refresh for Instagram, all coming up.

Here‘s what we covered this week:

• https://www.tubefilter.com/2024/11/19/promise-generative-ai-h...