Source: Digiday
The creator economy is consolidating around two tiers: mega-influencers like MrBeast and Alix Earle who command six-figure media buys and partnership deals, and mid-tier creators who lack access to those branded budgets. Brands are shifting influencer spend from distributed micro-influencer strategies toward concentrated bets on proven audience aggregators. For growth teams, the playbook has changed—you either build toward blockbuster status or compete on authenticity and niche loyalty rather than mainstream reach.