Creatorverse
Kayla Cobb
“Creatorverse” is a recurring column that breaks down the trends, tech shifts and emerging talent shaping the creator economy. Each installment delivers sharp reporting and industry insight into the platforms, innovations and people redefining how influence — and entertainment — works today.
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Creatorverse: We Need a New Vocabulary for Creators, Fast
A lack of education around the space is leading to advertiser confusion
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Columns
Available to WrapPRO members
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Creatorverse: U.S. Ad Spend Is Down, But Not for Creators
Tariff concerns are expected to impact the second half of the year, according to IAB
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Columns
Available to WrapPRO members
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Creatorverse: Why a Disney Showrunner Took Her Latest Project to YouTube
“The Owl House” creator Dana Terrace’s latest show scored 10 million views in five days
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Columns
Available to WrapPRO members
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Creatorverse: YouTube Is Making an Aggressive Bid to Be Creator Home Base
The company’s Made on YouTube event launched more than 30 tools
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Columns
Available to WrapPRO members
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Creatorverse: Creator Talent Agencies, Once Mocked, Are Now the Future
DBA’s CEO Raina Penchansky breaks down the industry’s revolution and what’s ahead
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Columns
Available to WrapPRO members
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Creators Get Bigger Star Treatment Across Entertainment — and Brands Are Noticing
TheWrap Roundtable: Michelle Khare and execs from Adobe, Meta and Smosh explain the evolution of this industry and its AI-powered future
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Creatorverse: Creators as Entrepreneurs Are Driving the Industry’s Rise
Talents like Michelle Khare are approaching their content like a TV network
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Business
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Creatorverse: For Brands, Large Followings Are Out and Engagement Is In
Macro and microinfluencers have been capturing advertiser interest
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Columns
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Creatorverse: The White House Joining TikTok Means It’s Safe, Right?
Though it seems like a U.S. sale is happening, TikTokers are getting sick of this saga
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Columns
Available to WrapPRO members
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Memo to Jay Leno: Your Late-Night Comedy Formula Expired a Decade Ago
The former “Tonight Show” host won praise from conservatives for saying late-night comics should appeal to everyone. Tell that to Fox News
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Columns
Available to WrapPRO members
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Creatorverse: YouTube Hopes AI Will Solve Its NSF-Kids Problem
The increase of AI age verification tools comes with good intentions, mixed results
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Columns
Available to WrapPRO members
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Creatorverse: The Billion-Dollar Appeal of Creator-First Subscriptions
How Substack, Kajabi, Patreon and more are solving the industry’s sustainability problem
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Columns
Available to WrapPRO members
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Creatorverse: Podcasting Now Valued at $28 Billion — Saturation or More Opportunity?
Vox Media and creator Tefi Pessoa break down their new bet in the space
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Columns
Available to WrapPRO members
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Creatorverse: As Late Night Is Dying, Podcasting Is Thriving
The future of talk shows is longer on traditional television
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Columns
Available to WrapPRO members
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Creatorverse: An Emmy for Creators Is Coming — Just a Matter of When
Sean Evans, Rhett McLaughlin, Link Neal and Michelle Khare’s Emmys eligibility is a move in the right direction
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Business
Available to WrapPRO members