The inaugural Variety Business of Creators Summit, held at CES 2026, brought together industry leaders, brand representatives, and digital innovators to explore the dynamic landscape of the creator economy. Discussions illuminated how content creators are reshaping entertainment, fostering authentic connections, and creating new avenues for brand engagement. The summit delved into the evolving roles of creators, from managing the demands of constant content production to their increasing presence in traditional media and the strategic importance of aligning brand goals with creator authenticity in marketing.
A significant focus was placed on the transformation of audience engagement and monetization strategies, emphasizing the shift towards an 'affinity economy' where deep fan connection trumps sheer scale. The event also highlighted the potential of live shopping to revolutionize e-commerce through vibrant creator personalities and explored how platforms like Substack are democratizing content creation by empowering diverse voices with transparent business models.
The Creator Economy: Reshaping Entertainment and Brand Engagement
The Variety Business of Creators Summit at CES 2026 underscored the profound impact of the creator economy on entertainment and brand strategies. Industry pioneers and leading creators converged to dissect how digital storytellers are revolutionizing traditional narratives and forging new pathways for audience interaction. This transformation not only redefines what constitutes entertainment but also offers unprecedented opportunities for brands to connect with consumers through authentic, creator-driven content. The discussions emphasized that in this evolving landscape, creators are no longer just content producers but pivotal figures in shaping cultural conversations and driving commercial success. The summit highlighted a critical shift in how value is perceived and generated, moving beyond conventional metrics to embrace the genuine influence and community building capabilities of creators.
At the heart of the summit was the recognition that creators are fundamentally altering how stories are disseminated and consumed, fostering vibrant communities and opening innovative avenues for brand integration. Kerry Nelson from Samsung Ads articulated this by noting that creators are "revolutionizing how stories are told, how communities form, how audiences connect and how brands show up in those moments," signifying a paradigm shift in entertainment and marketing. The panel discussions revealed that this new era demands consistency and authenticity from creators, with figures like Hannah Stocking detailing the round-the-clock commitment required to maintain engagement. This new ecosystem also provides advertisers with "premium, brand-safe environments paired with authentic storytelling and measurable outcomes," as highlighted by Samsung TV Plus's success with creator-driven channels. The summit ultimately painted a picture of a media landscape where creative independence, authentic voices, and strategic brand partnerships are driving unprecedented growth and innovation.
Navigating the Evolving Landscape: Authenticity, Monetization, and New Platforms
The summit also delved into the operational challenges and innovative monetization strategies within the creator sphere. From the demanding nature of sustained content production to the emergence of creators in mainstream television, the event covered the multifaceted aspects of this burgeoning industry. The critical role of authenticity in building trust and fostering deep connections with audiences was a recurring theme, especially in contrast to the rise of AI-generated content. Furthermore, discussions explored the concept of an 'affinity economy,' where the depth of fan engagement is prioritized over mere follower counts, suggesting new models for valuing and monetizing creative work. The potential of live shopping as a powerful convergence of entertainment and e-commerce was also spotlighted, demonstrating how dynamic personalities can drive sales in real-time through engaging experiences. These insights collectively pointed towards a future where creators, armed with unique voices and robust platforms, continue to redefine media and commerce.
A key insight from the summit was the exhaustion many full-time creators face, as articulated by Hannah Stocking, who described her work as a "24/7 job" where consistency is paramount to maintaining audience engagement. However, this intense dedication fuels the demand for authentic voices, a sentiment reinforced by Aleen Dreksler of Betches, who believes that in an AI-saturated world, human connection and trust will become the most valuable currency. The event further showcased how creators are making a successful transition to traditional television, with Takashi Nakano of Samsung TV Plus identifying creators who are prolific, data-driven, and adaptable as ideal candidates for linear content. The discussion also ventured into the intrinsic "personality type" of successful creators, characterized by an innate desire to share and a genuine passion for their work, as noted by Raina Penchansky of UTA Creators. Lastly, the summit highlighted innovative monetization models, such as Evan Shapiro's "affinity economy" focused on tangible fan actions beyond mere views, and Sandie Hawkins' vision for TalkShopLive to empower creators in the live shopping space by enabling content syndication across multiple platforms. These elements collectively illustrate a dynamic and rapidly evolving ecosystem that demands both creative ingenuity and strategic business acumen.