Creator-Owned Media Empires: The New Networks?

ENGINE ROOM NEWS & INSIGHTS | APRIL 2025

Creator Own Media Empires

In 2025, the biggest media disruptors are not traditional networks—they're individual creators. Top influencers are no longer just content producers; they're building multi-platform empires, launching brands, subscription platforms, and even rivalling TV networks in audience loyalty and reach.

The Rise of Creator Conglomerates

Where big media companies once held the keys to distribution and audience access, a new breed of entertainment moguls has emerged from platforms like YouTube, TikTok, and podcasting. These creators aren't simply seeking deals with established media—they've become the media themselves.

Alexandra Cooper has transformed "Call Her Daddy" from a podcast into a £98M network, signing rising stars like Alix Earle and securing lucrative brand partnerships with SKIMS and Jimmy Choo. This expansion raises intriguing questions about the future of talent development in creator-led environments.

Meanwhile, MrBeast (Jimmy Donaldson) has leveraged his 500M+ cross-platform following into an unprecedented media empire. Generating £67M in 2024 alone, he's successfully launched Feastables, a snack brand now valued at £395M, while simultaneously negotiating a £79M reality show deal with Amazon.

Comedian Matt Rife provides another compelling case study, having transitioned from viral social media clips to generating over £40M in live tour revenue, complete with sold-out venues and multiple Netflix specials.

Not to be outdone, Khaby Lame, TikTok's most-followed creator with 163M followers, has transcended content creation to become a global brand ambassador, signing major deals with HUGO BOSS, Fortnite, and Walmart.

Experience Economy Drivers

This transformation aligns with broader economic shifts. As highlighted in the Mayor of London's recent 10-year "Growth Plan for London," the experience economy has become a fundamental pillar for growth, not just "a nice to have." These creator empires are capitalising on this trend in ways traditional media cannot yet fully harness.

The Inversion of Power

Perhaps most telling is how traditional media entities are now adapting to creator demands—not the other way around. This power shift creates both challenges and opportunities that remain largely unaddressed in conventional media strategy.

As we move deeper into 2025, production companies, networks, and brands face complex questions: How can they effectively partner with these new media empires? What structures need reinvention? And perhaps most critically—what comes next in this rapidly evolving landscape?

Summary

The binary debate about influence misses the more important questions about strategy, creativity, and consumer value. For traditional media and brands, navigating this new terrain requires expertise that bridges both worlds—and a willingness to reimagine established models.

Engine Pop specialises in global entertainment and fan-driven strategies, focusing on community building, IP development, licensing, monetisation frameworks, and comprehensive content strategies. As digital transformation specialists, we don't just solve problems—we reimagine possibilities, turning complex challenges into breakthrough opportunities. For more information on how we can help you navigate the creator economy, contact us at hello@enginepop.co