For decades, Hollywood power has revolved around studios, production houses, and traditional celebrities. But 2025 has marked a dramatic shift: creators from platforms like YouTube, TikTok, and Instagram are no longer seen as influencers dabbling in entertainment — they are now the industry’s new power players.
From Netflix signing deals with digital stars to Amazon banking on MrBeast to drive viewership, and Fox’s Tubi launching a dedicated program for creators, it’s clear that Hollywood’s future is being rewritten by the creator economy.
Netflix, Amazon, and Hollywood’s Creator Pivot
Hollywood executives who once dismissed digital creators as side acts are now openly embracing them.
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Netflix has struck deals with Ms. Rachel, The Sidemen, and science creator Mark Rober. It’s also building out video podcasting formats and exploring reality franchises with digital stars.
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Amazon signed YouTube megastar MrBeast for his show Beast Games. The competition series quickly became a hit and has been renewed for two more seasons, proving creators can deliver blockbuster-scale entertainment.
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Peacock, Hulu, and Tubi are also heavily investing in creator-led content, with Tubi’s Tubi for Creators already housing 5,000 episodes from 60 creators.
Ted Sarandos, Netflix’s co-CEO, summed up the shift:
“We’re looking for the next generation of great creators, and we’re looking everywhere.”
Why Creators Are Winning in 2025
Several forces have aligned to elevate creators from “internet influencers” to mainstream entertainment leaders:
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Streaming Data Doesn’t Lie
YouTube is now the most-watched streaming service on TV, surpassing Netflix. With creators commanding living room attention, studios have no choice but to take them seriously. -
Professionalization of the Creator Economy
Today’s top creators run full-fledged media companies.-
MrBeast’s Beast Industries employs 350 people.
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Dhar Mann’s company has 200 staffers.
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Dude Perfect raised $100 million in investment to expand its empire.
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Massive Revenue Potential
YouTube paid out $70 billion to creators over the past three years. Advertising giant WPP predicted that creator-platform ad revenue will surpass traditional media ad revenue in 2025. -
Cultural Relevance
Gen Z and younger millennials grew up with YouTube, TikTok, and Instagram as their first “TV.” To them, creators are celebrities.
Hollywood’s New Strategies
As streamers grapple with slowing subscriber growth, they’re turning to creators to increase engagement and retention.
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Interactive formats are in development, where viewers can engage directly with their favorite creators.
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Vertical dramas — soap-like storylines optimized for mobile viewing — are gaining traction, inspired by apps with roots in Asia.
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Hybrid shows mixing creator-led storytelling with traditional production are being piloted.
Netflix recently updated its app with vertical previews, a possible signal of what’s coming next.
The Risks and Challenges
Not every creator-led project is a hit.
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Netflix’s adaptation of YouTube dating show Pop the Balloon received lukewarm reviews.
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Despite creator buzz, Tubi reports creator content still makes up under 2% of its library.
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Hollywood remains cautious, with executives wary of spending heavily on unproven creator ensembles.
Lisa Filipelli of Select Management Group explained the hesitation:
“They’re not spending too much on riskier things.”
Still, the sheer volume of creators, combined with their loyal audiences, ensures that some will emerge as long-term Hollywood fixtures.
The Blurring Lines Between Creators and Celebrities
As creators continue to professionalize and expand their reach, the line between digital stars and Hollywood talent is vanishing.
Tubi executive Rich Bloom put it best:
“Creators have already proved they can make really sophisticated content with high production value. Streaming platforms need to figure out the right way to harness and grow that success.”
The “creator vs. celebrity” divide may soon disappear altogether. Instead, audiences and studios will simply ask:
“What content is popular?”
Conclusion
2025 will be remembered as the year when creators truly broke through in Hollywood. YouTube, TikTok, and Instagram stars are no longer outsiders — they’re central to the entertainment ecosystem, reshaping the way content is produced, marketed, and consumed.
From Netflix and Amazon to Tubi and Hulu, Hollywood is betting big on the creator economy. And with creators now commanding billion-dollar revenues, investor attention, and global fanbases, it’s clear they aren’t just “influencers” anymore. They’re the new power players of Hollywood.
