Creator Economy & Media Landscape - YouTube creators Colin and Samir have over 15 million subscribers and co-founded Published Press [1] - Fragmentation of fame is at an all-time high, with 47% of Gen Z being fans of something that no one they know personally is also a fan of [2] - The key for creators now is building a brand and impacting a specific community [4] YouTube Economics & Monetization - YouTube AdSense may not be sufficient for monetization unless viewership is in the tens or hundreds of millions [6] - Sponsorships are significant, especially with 50% of viewership coming from connected TVs [7] - YouTube is the most-watched app on connected TVs, surpassing Disney, Netflix, and Hulu [8] Content & Advertising Effectiveness - Watch time is a key metric, especially on YouTube where audiences watch for extended periods [13] - Long-form content on YouTube allows for a different scale of monetization compared to short-form content [15] - Working directly with creators is an effective advertising strategy, leveraging their understanding of attention and trust-building [19][20]