Welcome to the era of creator upfronts—yes, you read that right. And no, we don’t mean Sancho-style creators. What once belonged exclusively to television networks and digital giants is now the domain of YouTubers, TikTok stars, and creator collectives. As reported this week by Marketing Brew, major creators are hosting their own upfront-style presentations, pitching to big advertisers with the polish and spectacle we’d expect from traditional broadcasters.
At YouTube’s 2025 Brandcast, for instance, heavyweights like MrBeast and even Lady Gaga were front and centre—part of a glammed-up show built to woo brands with serious marketing budgets (per Variety).
We’re witnessing a structural shift in how advertising budgets are being allocated. No longer just “influencers,” top creators are becoming their own media companies, commanding six- to seven-figure deals and offering year-long partnerships. As Forbes put it, this is “an upfront revolution”—one that could fundamentally change how brands approach content planning.
The move signals more than just creator growth—it’s a rebalancing of power. Creators are no longer waiting for brands or networks to pick them. They’re setting the stage, owning the format, and rewriting the rules.
Our Bet: The Future Is Collaborative, Not Competitive
While this shift cements creators as major players in the advertising world, we don’t see this as a total takeover of traditional media. Broadcasters won’t disappear—they still offer structure, scale, and reliability. What’s changing is the hierarchy. Creators are gaining the sort of leverage that once sat exclusively with networks and platforms. And they’re using it to forge new kinds of partnerships.
Our bet? The real winners over the next few years will be creators who collaborate with networks, not compete with them. Expect to see creators acting as amplifiers of branded content—adding reach, context, and cultural capital to everything from TV campaigns to product launches. In this scenario, broadcasters and creators become co-pilots in the distribution game, not rivals.
It’s not creators vs. networks. It’s creators plus networks—blurring the line between where content lives and who gives it power.
Our Bet for Scaling Brands: The Middle Tier Is About to Boom
While the spotlight is on mega-deals and household-name creators, we believe the most significant ripple effect will be felt just below the upfront stage. Our bet? This movement will trigger a golden era for mid-tier and emerging creators—and that’s exactly where scaling brands will find their edge.
As top creators formalise into media properties and partner with major advertisers, a vacuum of opportunity opens up. Thousands of creators with loyal, niche audiences will become more attractive than ever to brands with modest budgets but sharper instincts.
Scaling companies won’t be left behind—they’ll lead a parallel wave of creator partnerships, rooted in agility, authenticity, and strategic alignment. The barriers to entry are lowering in terms of tools, access, and cultural literacy. What once required a marketing agency or a six-figure contract can now be done in-house with a smart brief and the right match.This isn’t about playing catch-up—it’s about playing differently. And in this new landscape, mid-sized brands and mid-tier creators will become the most dynamic duo in digital marketing.
