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YouTubers taking over TV
TikTok’s future gets messy, influencer brands are everywhere, and Hollywood is finally chasing YouTubers.
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YouTube is testing an option for viewers to hide video end screens for a cleaner watching experience. Meanwhile, TikTok’s future is up for grabs, influencers keep launching brands, and Hollywood is finally taking YouTubers seriously.
A TikTok bidder wants to pay users every month
The race to buy TikTok is getting weird. One bidder wants to turn the app into a profit-sharing machine, paying creators – and everyday users—based on “the value they bring to the platform.”
Wyoming entrepreneur Reid Rasner, CEO of Omnivest Financial, is pitching a $47 billion bid under the name FoundersTok. His idea? Top creators earn the most, but every user gets a cut. How? Profit-sharing, supposedly. Details? Unclear.
To fund it, Rasner is asking individuals to pledge money – offering membership tiers from $280 to $12,000 to become a “Founding Father.” He won’t collect unless he wins.
He’s not the only one trying to stand out. Billionaire Frank McCourt’s Project Liberty bid promises to give creators “ownership” of the platform. Some bidders are even offering Washington a 50% cut of future profits to get the government on board.
The biggest fight? The algorithm. Rasner won’t buy TikTok without it. McCourt says he doesn’t want it. ByteDance refuses to sell it.
Time is running out. The U.S. government wants a decision by April, with lawmakers demanding a full ByteDance divestment. But a workaround is emerging – Oracle could take a small stake in TikTok U.S. while the algorithm stays in China.
Meanwhile, TikTok isn’t slowing down. This week, it rolled out Security Checkup, making it easier for users to lock down their accounts.
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Are we hitting peak influencer brand?
Every week, another creator launches a beauty line, canned cocktail, or snack brand. This week alone:
Mikayla Nogueira dropped a skincare line.
Alix Earle relaunched a margarita brand.
Harry Jowsey debuted a lotion brand.
Millie Bobby Brown rolled out iced lattes.
Brent Rivera announced a new chip brand.
Investors are getting tired. More VCs are saying influencer brands are blending together – many feeling like low-effort cash grabs instead of real businesses.
The difference? Some creator brands are actually built for the long haul, while others are just repackaged licensing deals.
SipMargs (2021): Now relaunched with Alix Earle as an investor and marketing face.
Harry Jowsey’s Pash: Likely a contract-manufactured product.
Millie Bobby Brown’s coffee: A licensing deal with Collab Coffee, which makes white-label products for influencers.
Brent Rivera’s Levels chips: Created by a brand incubator.
But some creator brands do break through. MrBeast’s Feastables pulled in $250 million last year. Skincare brand Summer Fridays just sold a stake to private equity. The real winners? Products that can stand on their own – like Skims, Rare Beauty, and Prime.
Will this latest wave of creator brands stick? Or is a reality check coming?
Streamers are chasing YouTubers after Beast Games breakout
Hollywood finally gets it – YouTubers are the entertainment industry now.
After MrBeast’s Beast Games turned a profit for Amazon Prime Video, traditional streamers are scrambling to lock down creator-led shows.
Here’s what’s happening:
Amazon made $100M+ on Beast Games and is negotiating seasons 2 and 3. MrBeast, who lost millions on production, now wants $150M per season.
Netflix is in talks with Mark Rober, Dude Perfect, and Ms. Rachel for new series.
Peacock is launching four comedy shows from digital creators.
Disney is scouting family-friendly YouTube stars for streaming content.
Netflix is developing a U.S. version of the Sidemen reality show after streaming their UK series.
Why now?
Streamers need younger audiences and cost-effective content – something YouTubers have perfected. Successful creators aren’t just influencers; they’re full-scale media brands, pulling in ad revenue, sponsorships, merch, and live events.
Amazon is tying streaming to e-commerce, making it an ideal fit for creators selling products. But Netflix, which doesn’t allow product tie-ins, is struggling to land talent like Mark Rober, whose CrunchLabs subscription boxes are a key part of his brand.
The bigger shift: Hollywood used to treat creators as talent. Now, they see them as independent production studios that can deliver engaged audiences on demand. The question is: Will YouTubers give up control to go mainstream—or keep calling the shots on their own turf?
More updates
Spotify paid $10 billion in royalties in 2024, with nearly 1,500 artists earning over $1 million.
TikTok launched Security Checkup, a centralized dashboard for managing devices, two-step verification, passkeys, and account recovery.
Spotify is accepting short-form audiobook submissions from independent authors, offering advances and royalties for selected works.
What we’re reading
Business Insider – MrBeast is casting for the next season of 'Beast Games'