The creator industry is rapidly evolving, with audiences spending more time with digital creators over traditional media. At VidCon 2025, discussions focused on the intersection of traditional and digital media. Many creators are forming their own companies that rival established studios. As noted by Sarah Tortoreti Colosimo, the quality and output from successful creators is significant. Ian Hecox, a founder of Smosh, shared reflections on the early days of digital content creation and its growth into a serious industry.
Ian Hecox stated that when he and co-founder Anthony Padilla started their digital-first comedy brand Smosh over twenty years ago, the ambition was not necessarily to build a large media company.
Sarah Tortoreti Colosimo highlighted the advanced levels of quality coming from content creators, noting they are building companies and studios that rival traditional Hollywood studios.
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