Scalable

Do creators actually need an agent or a manager? This week, Kaya Yurieff and Jasmine Enberg dig into the world of creator representation, starting with how big Hollywood talent agencies like CAA and UTA are battling it out for top name creators, including Alex Cooper.

They break down the difference between agents and managers, when it makes sense to bring someone on and share a bit about their own experience signing with CAA. We...

Two decades-old internet brands are getting back into culture through creators. In this episode, Kaya Yurieff and Jasmine Enberg sit down with Yahoo’s CMO Josh Line and Expedia’s Chief Communications Officer Laurie Metrose to talk about what it actually takes to be top of mind again.

Metrose walks us through Expedia’s biggest creator bet yet: a year-long partnership with livestreamer iShowSpeed, built around th...

Netflix isn’t the only platform YouTube needs to worry about. From Disney to Tubi, more players are encroaching on YouTube’s turf as it tries to become the new “TV.” Some of them, like Twitch and Spotify, are even joining forces to take on the streaming giant.

In this week’s episode, Kaya Yurieff and Jasmine Enberg discuss whether this is a sign of a larger shift in strategy for premium streamers an...

Monoculture isn’t dead. Neither is Hollywood. 

This week, Kaya and Jasmine explain why shared cultural moments like Taylor Swift and Travis Kelce’s wedding or the Knicks winning the NBA championship are more important than ever—and why we might not be as different as we like to think.

They also debunk some of the big headlines around the success of Backrooms and Obsession as the summer’s best box ...

Back-to-school season has become a summer-long social media spectacle and brands are racing to keep up. This week on Scalable, Jasmine and Kaya unpack the rise of RushTok, $10,000 dorm makeovers and the creator content reshaping how families shop for back-to-school supplies during a time when many households are struggling financially. Plus, they debate how much TikTok could lose from a nationwide school cell phone ban.

They als...

More than 60% of full-time creators in the US now have some kind of exit plan, and increasingly creators take on investment to expand their businesses, which helps set them up for an exit.

Jasmine Enberg and Kaya Yurieff sit down with Stephanie Patrick, co-founder and former owner of Theorist Media, which runs popular YouTube channels like Game Theory and Food Theory to talk about how she and her husband and co-founder Matthew P...

Will YouTube ever start funding creator content again? And is the YouTube-Peacock deal actually a response to Netflix going after YouTubers?

Kaya Yurieff and Jasmine Enberg discuss the latest in the YouTube-Netflix rivalry, including why Netflix’s latest deals with creators like Mythical and Nick DiGiovanni aren’t exclusive. They also unpack why the Olympics might be the real reason behind YouTube’s subscriptio...

The youngest millennials are turning 30 this year.

Kaya Yurieff and Jasmine Enberg break down the real differences (and surprising similarities) between millennial and Gen Z women across three big areas: What is their relationship to the creator economy? How are they consuming media? And what influences their purchase decisions?

Hint: While Gen Z may be nostalgic for millennial relics like digital cameras and capri pants, the...

The Atlantic is one of the bright spots in legacy media. Founded in 1857, the magazine has gone from losing money to turning a profit in recent years, while expanding its newsroom and even adding back print editions. 

Kaya Yurieff sits down with The Atlantic's CEO Nick Thompson for a wide ranging conversation about declining trust in media, AI’s actual impact on publishers and how the creator economy is reshaping jour...

Spain may have won the 2026 World Cup, but plenty of athletes, brands and fans also emerged as winners on social media. The most boring part? Content from creators who actually attended matches. 

Kaya Yurieff and Jasmine Enberg break down the best (and worst) moments on social media from Erling Haaland’s meteoric rise to the TSA's cheeky Ranch dressing advisory and the Norwegian Air and British Airways bet to swap log...

Are we at peak newsletter? Newsletters have quietly become one of the most reliable businesses in the creator economy, with top writers earning millions of dollars from their work. Meanwhile, platforms like Substack, Beehiiv, Kit and Patreon are battling to win over creators, athletes and celebrities like Charli xcx and Tom Brady who have their own newsletters now.

Kaya Yurieff and Jasmine Enberg break down why newsletters are b...

Don Lemon was one of the most recognizable figures in cable news. Since his high-profile exit from CNN in 2023, he's been building an independent media company, trading a traditional studio and production crew for a setup that fits inside a backpack. His YouTube channel, “The Don Lemon Show,” now has more than 1 million subscribers, who call themselves the “Lemonheads.”

Kaya Yurieff and Jasmine Enberg sit...

The tech battle of the summer is heating up. Kaya Yurieff and Jasmine Enberg give their takes on new smart glasses from Meta and Snap, including why Mark Zuckerberg is so excited about its partnership with Kylie Jenner. They also debate which company has more riding on their wearables bet, especially after Evan Spiegel appeared on CNBC wearing the new $2,200 Specs, which showed his ear bending under their weight.

Later in the sh...

Nearly every company on the planet now has an influencer marketing strategy, from pharmaceutical companies to toilet paper. In this episode, Kaya Yurieff and Jasmine Enberg break down the state of influencer marketing today, exploring three major questions: where budget is coming from, what brands are actually spending it on and the biggest growth opportunities. 

Later in the episode, they’re joined by Kim Tipton, a s...

What is Meta’s creator strategy? And is its massive spending on AI worth it? 

Kaya Yurieff and Jasmine Enberg speak with Meta’s CMO and VP of Analytics, Alex Schultz. He explains why Meta works with creators to sell smart glasses, rather than to try to change people’s perceptions of AI the way many of its rivals are doing. He also shares why Meta’s bet on AI is worth the investment and how the techno...

Can you be as big as MrBeast if you start as a creator today? This week, Kaya Yurieff and Jasmine Enberg deep dive into two dynamics happening in the creator economy: Breaking through to new audiences on social media is harder than ever. But at the same time, established creators are struggling to reach their own followers.

Later in the show, they’re joined by Neil Waller, the co-founder and co-CEO of Whalar Group. Earlier...

Kaya Yurieff and Jasmine Enberg discuss the biggest headlines in the creator economy this week, including the real reason Meta launched a new Reddit competitor, Forum. Plus, they analyze Meta’s subscription push and its new Snapchat ripoff Instants.

They also unpack the latest twist in the streaming wars as Spotify and Netflix team up against YouTube on an unprecedented podcast deal for Jay Shetty’s “On Purpos...

Kaya Yurieff and Jasmine Enberg break down Kaya’s conversation with Piers Morgan at a podcasting conference in London, where he revealed new details about his independent media company Uncensored and his plans to turn it into a billion dollar company. Just don’t call him a podcaster! 

They’re also joined by Natalie Marshall, better known as Corporate Natalie, to talk about the rise of B2B influencers, how ...

Kaya Yurieff and Jasmine Enberg discuss their takeaways from the Cannes Film Festival, which Meta sponsored for the first time this year. They dive into the controversy over AI, the red carpet rules about dress code and devices (Hint: No smartphones or long trains on gowns!) and whether or not creators will ever break through into the film industry in a meaningful way.

They are also joined by Scott Dunn, co-founder and CEO of Un...