More than 200 million people now consider themselves part of the creator economy, and I could not be any more bullish about the market.
The reasons: Right now, the creator economy is worth an estimated $250 billion and could reach $480 billion by 2027, according to Goldman Sachs.
Brands are spending $6 billion on influencer marketing, and creator campaigns can generate up to 4X the engagement of traditional ads.
M&A activity across the space jumped 73% in the first half of 2025. CAA and TPG even launched a $250 million fund to acquire creator-led media businesses.
And while the first era of the creator economy focused on monetizing attention, the next phase is commercial infrastructure that makes it easier for brands and creators to do business together.
The entry point into the creator economy is now almost comically open.
A phone can shoot the video. Software can edit it. AI can write the first draft, cut the clips, generate the captions, and create the thumbnail (91% of creators already use AI somewhere in the process).
Basically, a creator can now produce more content before lunch than a cable network made in 1998.
Our Creative Content Director, Anna del Villar, recently spoke with Nat Berman about how he uses it. Nat will use AI to get a script moving, then keep working until it sounds like something he would actually say.
His POV: “One of the things that has always differentiated me is me.”
He also said that when the content is equal, the face attached to the company wins.
People connect with people. That is the scarce asset.
The world will have no shortage of technically competent videos. But brands are paying for the trust, judgment, personality, and distribution attached to the person making them.
And the systems for “buying that asset” are rapidly changing.
For most of its existence, the creator economy expanded through fragmentation.
Creators, managers, influencer agencies, and vendors all grew at the same time, usually in parallel. The lack of structure helped the market move quickly. It also postponed the operational discipline that large brand budgets eventually require.
But now, the top of the market is professionalizing.
Medium-to-large creators have outgrown the one-off VPN YouTube ad reads. They have meaningful audiences, real inbound demand, and barely any of the infrastructure required to operate like mature media and marketing companies.
They do not need another tool that helps them publish more.
They need a way to turn brand demand into repeatable revenue without weakening the trust that created the demand in the first place.
Proof-point: We signed Amalfi Jets
Kolin Jones built Amalfi Jets from a college dorm room into a $120 million private aviation company without outside capital, debt, or paid advertising.
The company now reaches nearly 4 million people across all social media platforms, and that visibility drives most of its inbound demand.
Kolin does not need help making more videos.
Brands are already calling.
The work is building a system around that demand: finding the right partners, structuring deals that go beyond a sponsored post, protecting the audience, and giving brands the reporting and flexibility required to invest again.
That is the part of the creator economy I think people are still underestimating.
New at Freddy Media
We've just signed Amalfi Jets as a media client, the experts in private, luxury travel.
And if you've spent any time on TikTok, you've likely seen their deals get made in real time. That content engine helped build a $100 million-plus private aviation brand and a digital magazine covering the entire luxury travel world.
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