Recent Headlines

• What happens when a content creator sponsors a NCAA team–and becomes its official media partner? Cullen Honohan is ready to find out.

  Honohan, who has a million followers on TikTok, 462K on Instagram, and 372K on YouTube, will embed with the team and serve as its official media partner. He'll create on-the-court and behind-the-scenes content, documenting the Colonials' rise as "the next Cinderella story in college basketball," he tells Tubefilter.

  
• Creators rely on brand deals, but worry about the “tension” between sponsors and viewers–and just 15% say they fully trust sponsored content from other creators

  Creators feel they have to get brand deals to survive making content long-term, but they're facing stagnant compensation from brands (21% said "low pay or undervaluation of creator content" was another big barrier to entry) and "tension" from viewers over endorsements. And, because of their personal experiences, a significant portion of them are leery of sponsored content from other creators.

  
• Have you heard? Kurzgesagt is not AI, John Nellis goes dancing, and Baby Shark’s K-pop idol.

  YouTube labeled Kurzgesagt as AI, John Nellis joined 'Strictly Come Dancing', and a Baby Shark star became a pop songster.

  

• As social media lawsuits move forward, is Section 230 facing an existential threat?
• The World Cup put creators on the broadcast. Can KSI replicate that strategy for the club he co-owns?
• Spotify is cracking down on AI slop, but prompters can still post their generated music if they build a personal brand around it
• OnlyFans investor says it will “never use AI in any capacity to disrupt creators”