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67% of Creators Earn Less Than $10,000 Annually

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A new study from CreatorIQ and Influencers.club found that 67% of creators earn less than $10,000 annually from content creation. That detail was part of The State of Creators 2026 report, released Tuesday.

More than half (62%) of the 5,095 creator respondents across 100 regions stated that content creation is not their primary source of income. The report also found that creator earnings are more likely to correlate with follower count and views than engagement metrics. That insight goes against advice from industry experts, who have spent the past year emphasizing that engagement is more important than follower count.

“Brands have spent years saying that authenticity, relevance and community trust are what make creators valuable. But the economics of the industry still disproportionately reward scale, like larger followings. That disconnect risks pushing creators toward the very behaviors audiences distrust — more commercial content and less creative freedom,” said Jennifer Cho, CreatorIQ’s chief customer officer. “The next phase of creator marketing cannot just be about directing more dollars into the channel; it has to be about empowering teams to invest in the right creators, and about building an ecosystem where creators and brands can grow sustainably together.”

The report also found that 50% of creators have either launched or plan to launch a brand of their own, meaning that business ownership still remains a vital way for creators to earn a reliable income from their work. Creators who earn more than $250,000 annually reported building drastically different businesses and having different demands than creators who earn under $10,000 a year. There is also still a divide between creators and brands. Altogether, 42% of creators noted there has been tension between the content their audiences want to see and the content brands ask them to produce. That figure goes up to 53% when it comes to creators with 500,000 or more followers on Instagram.

Speaking of Instagram, the Meta-owned platform remained the best place for branded content among top creators, according to the study. When it comes to creators earning more than $250,000 a year, 60% named Instagram as their primary platform for branded content compared to 30% for TikTok.

The surveyed creators ranked TikTok as the best platform when it comes to where they post most branded content (52%), platform monetization (48%) and content performance (51%). However, Instagram was named as the best platform for creators looking at long-term potential for building a sustainable creator business, ranking as No. 1 for 38% of surveyed creators. That was then followed by TikTok (35%) and YouTube (23%).

The survey also examined AI use among creators. Almost three-fourths (72%) of creators report using AI tools for brainstorming, writing or editing, tasks that are considered to be more basic. Only 4% of creators use the technology for strategy, and 1% use it to automate workflows. Most creators surveyed noted that they do not feel pressured to use AI in order to remain competitive.

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Damon Wayans Signs With Verve (EXCLUSIVE)

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EXCLUSIVE: Fresh off a guest star role in an upcoming episode of NBC’s St. Denis Medical, Damon Wayans has signed with Verve for representation.

A writer, actor, producer, comedian, and patriarch of one of comedy’s most enduring dynasties, Wayans is best known as a co-creator and star of the groundbreaking sketch comedy series In Living Color — the first major network sketch series centered around a predominantly Black cast, which earned him four Emmy nominations for his writing and helped launch the careers of icons such as Jamie Foxx and Jim Carrey.

Wayans is otherwise perhaps best known for starring in the ABC sitcom My Wife and Kids, which ran for five seasons, winning him a BET Comedy Award. Most recently, he starred opposite his son Damon Wayans Jr. in CBS’s comedy series Poppa’s House, for which he won the 2025 NAACP Image Award for Outstanding Actor in a Comedy Series. Wayans and Wayans Jr. made history as the first father-son duo nominated together in the category.

Additional TV credits for Wayans include Lethal WeaponHappy EndingsThe Underground and Saturday Night Live.

On the feature side, his credits include Major PayneThe Last Boy Scout opposite Bruce Willis, Mo’ MoneyBamboozled for Spike Lee, Celtic PrideBulletproof opposite Adam Sandler, and Earth Girls Are Easy.

Earlier this year, Wayans joined siblings Keenen Ivory, Marlon, Shawn and Kim, along with son Damon Wayans Jr., as the Wayans family was inducted into the NAACP Image Awards Hall of Fame. This came in recognition, per NAACP president and CEO Derrick Johnson, of “trailblazing work in television, film, and stand-up [that] has transcended pop culture and cemented their legacy.”

Wayans reunites with former In Living Color castmate David Alan Grier in the Season 3 premiere of St. Denis Medical, airing November 2. In the episode, he plays Dr. Highland, a charming but pompous new doctor at St. Denis who’s filling in while Ron (Grier) is recovering from surgery.

Wayans continues to be represented by Dave Feldman at Brecheen Feldman Breimer.

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Ari Emanuel’s Mari to Acquire ATG Entertainment

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Ari Emanuel’s Mari has entered into a deal to acquire Broadway and West End theater giant ATG Entertainment from Providence Equity Partners.

ATG operates a portfolio of 70 venues across the United Kingdom, the United States, Germany, and Spain, including seven Broadway theaters and ten in London’s West End, as well as an extensive network of regional theaters.

Its venues host over 16,000 performances and welcome over 18 million theatergoers each year, including the Broadway productions of “The Lion King,” “Wicked” and “Harry Potter and the Cursed Child.” It also produces and co-produces work for the West End and Broadway.

The deal, which is subject to regulatory approval and customary closing conditions, would see the two companies continue to operate separately.

Following the deal’s completion, Mari would act as a long-term custodian of ATG’s regional, Broadway and West End theaters, investing in their preservation and modernization alongside an improved audience experience and support for new productions. Mari would aim to build on the role regional theaters play in their communities, creating new opportunities for local artists and broadening access to live theater.

Financial terms were not disclosed, though the Financial Times previously reported that the deal values ATG at £4.5 billion ($6 billion).

The deal expands Mari’s global portfolio of events and experiences across sports, art, entertainment and lifestyle, including Frieze, Barrett-Jackson, the Miami Open, the Mutua Madrid Open, Hyde Park Winter Wonderland and the Hampton Court Palace and Blenheim Palace Festivals.

“I’ve spent my whole career in entertainment, and I started out in theater. I’ve seen the industry reinvent itself many times, but live has only grown more powerful. Nothing connects great talent with audiences more directly,” Mari founder and principal investor Ari Emanuel said in a statement. “ATG has built one of the world’s great theater businesses around that experience. This is a long-term bet on where live goes next.”

ATG will continue under its existing brand and leadership and retain its commitment to creative independence.

“MARI understands live entertainment and what matters most to ATG: our theaters, the people behind them and the relationships we have built with producers, artists and audiences. That makes MARI the right home for our next
chapter,” ATG Entertainment CEO Melanie Smith added. “We look forward to this new era and thank Providence for their unwavering support over the past
thirteen years.”

More to come…

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David Ellison Said Paramount Will Exit California If AG Refuses To Negotiate On WBD Merger Suit

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Paramount CEO David Ellison told a group of the company’s top executives that he will start the process of exiting California on Oct. 1 if State Attorney General Rob Bonta will not negotiate to settle an antitrust suit around the merger with Warner Bros. Discovery.

Ellison made the remarks at a meeting last week. Details were first reported by Puck and confirmed by Deadline.

Bonta is leading a group of 20 State Attorneys General in the case that is set to go to trial in March of 2027. Oct. 1 is the day Paramount starts to accrue a so-called ticking fee of $7 million a day called for in the WBD deal terms if the transaction hasn’t. closed.

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Deadline hears That Ellison was emphatic that he doesn’t want to relocate but doesn’t feel welcome in Paramount’s home state as the company and the AG wage a PR battle.

The suit is focused on antitrust concerns in three areas — wide release films, blockbuster films and cable network programming. Ellison has promised the combined studios will release 30 films a year with significant theatrical windows and said he approached the AG about a settlement. He’s accused Bonta of playing politics.

In an op-ed published in Deadline Monday, Bonda said that “Paramount and Warner Bros see the writing on the wall: that they will lose in a court of law. So instead, they are resorting to the court of public opinion. They want to talk about anything but the facts of this case. … As disingenuous as it may be, they are welcome to do so.”

Rumors had surfaced months ago that Ellison was considering an exit if the AG did not soften his stance. Destinations mentioned include Tennessee, Texas and Georgia.

More to come

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