Business
So you want to be a social media star? What to know about the creator economy in 2024
Half a trillion dollars. That’s how large the creator economy, currently pegged at $250 billion, is predicted to grow in the next four years, according to Goldman Sachs.
While people have been making a living off of creating content for online audiences for nearly two decades, what was once a nascent industry is growing up. Brands are getting more strategic about influencer marketing, a thriving ecosystem has emerged to serve creators and their needs, and social platforms are increasingly nudging consumers to spend while they scroll.
What does this mean for influencers and their audiences? The Times asked those who have been in the creator economy for decades to opine on what the new year will bring. We’re still in the early innings, they said, but in 2024, the industry will continue to mature in significant ways.
It will get tougher to build a ‘real’ business.
Most creators start off as one-man bands. They brainstorm, film, edit and post content on their own. Day by day, they grow their followings, and eventually begin to make money. But then what?
“There are two options: You either bring in a manager or agent externally, or you hire a COO or business partner internally,” said Jon Youshaei, a creator and founder of Youshaei Studios. “And more and more, I’m seeing creators bring in a right-hand person internally.”
A lot of this has to do with competition. Although the barrier to entry has never been lower, building a “real business” in the creator economy is getting harder, Youshaei said.
Blake Michael, chief strategy officer of Fourteen Media Group, a consulting firm for creator economy startups, said this necessitates bringing in outsiders to help with growth strategies.
“Niche verticals are so quickly becoming saturated, and that means you’ve got to put more effort into your content to stand out,” Michael said.
Companies will be more selective about who they work with …
In the early days of influencer marketing, creators quickly attracted money and attention from companies clamoring to get in on social media. This year, businesses won’t be as willing to throw money at any influencer that comes their way.
“I just think they’re getting a lot smarter,” said Joe Gagliese, co-founder of Viral Nation, one of the world’s first influencer marketing agencies. “They want to understand: Does this person really align with my brand? What are their views and perspectives on things that might not align with my brand?”
As brands become more disciplined in their efforts in 2024, they will increasingly want to see results they can measure, Gagliese said.
Two influencers who may look the same on paper might produce completely different results. Companies are learning to look at metrics such as community engagement over number of followers, and they’re scrutinizing the type of relationships creators have with their audience.
“There’s creators who people look to and trust for their opinion, and then there’s creators who folks like to be entertained by,” Gagliese said, “and those two types of engagement are very different as it relates to being able to help a brand.”
… But this could mean more opportunities for ‘micro influencers.’
Counterintuitively, the push to formalize channels of influencer marketing will mean more opportunities for creators with smaller followings.
Traditionally, several “inefficiencies” have slowed down the process when companies want to work with influencers, said Zach Ferraro, head of strategic partnerships at Fourthwall, a platform that helps creators sell products and launch memberships.
First, brands had to look for the right creator — and often they didn’t know exactly what they were looking for or what to expect realistically in terms of outcomes, Ferraro said. They had to go back and forth with a manager on rates, which can vary widely, and provide deliverables, such as a certain number of Instagram posts or videos.
To make it worth the friction and costs involved, brands would look only to ink larger deals.
But as companies have become more experienced, platforms that connect creators with brands have proliferated and the process has become more transparent. For example, the company F*** You Pay Me, allows creators to anonymously review brands they’ve worked with and share how much they got paid.
“Smaller, mid-tier micro influencers are going to get more opportunities as friction goes down,” Ferraro said.
Gagliese of Viral Nation agrees.
“I think that creators who have really developed core audiences and communities and have the ability to convert and create those business outcomes will likely get paid more,” he said. These are the influencers who might not have millions of followers but boast smaller, devoted audiences.
Another possibility is for brands to hire smaller creators for in-house content, Ferraro said. “Middle-class” creators who might not be doing as well financially as they want to be could find opportunities offering their expertise to brands looking to build their audiences.
Consumers will pay you for your content too.
With the advent of in-app “tipping” features on social platforms, creators have another way to make money: Their fans can pay them directly without going through a third-party platform, such as Patreon or Buy Me A Coffee.
On TikTok, users can purchase coins to spend on virtual gifts for livestreamers on the platform that can then be converted into earnings. The most popular form of spending is a $19.99 bundle of coins that makes up a quarter of the app’s in-app purchase revenue (TikTok takes 50% of the payout).
Lexi Sydow, head of insights at data.ai, said this is a compelling trend because they represent one-off micro-transactions given in the moment for specific creators that consumers enjoy.
“There’s not necessarily a subscription tied to it,” Sydow said. “You’re saying, ‘Kudos. I like this. I want more of it.’ And I think that that’s powerful for this space because I really do believe we’re in the early days of the growth rates.”
In 2023, TikTok became the first non-game app to generate $10 billion in consumer spending, according to data.ai. This bodes well for social media spending overall, which is only projected to grow.
Other platforms such as Instagram and YouTube have also jumped on the bandwagon to introduce tipping features.
Authenticity will rule…
Eric Wei, co-founder of Karat, a startup that helps creators with their finances and credit, describes the current era of social media content as “sensationalist” — and predicts a trend toward authenticity in 2024.
Just take a look at the top subscribed YouTube channel by an individual, MrBeast, whose recent videos include “I Rescued 100 Abandoned Dogs!” and “$1 vs $100,000,000 Car!”
Although MrBeast will continue to be popular, Wei predicts a movement of creators toward more unedited content. They include fitness YouTuber Sam Sulek, who has 2.75 million subscribers.
“Everyone’s focusing on Sam, why? The guy doesn’t edit,” Wei said. “It’s just him working out at the gym for over an hour.”
Youshaei, who also has a YouTube channel, said he sees the rise of this kind of content counteracting the “hyper-edited” videos that have taken over YouTube in recent years.
… But the rise of fake influencers is coming.
Lil Miquela, self-described as a “19-year-old Robot living in LA,” is one of the first virtual influencers. She charges up to hundreds of thousands of dollars for a deal and has worked with brands such as Burberry, Prada and Givenchy, the Financial Times reported recently.
She posts photos of herself vacationing in Europe, dyeing her hair at the salon and eating at taquerias. Does it matter that she’s not real? She has 2.6 million followers.
Human influencers may soon have to worry about competition from such AI-generated avatars.
Digital avatars that amass followers is not a new idea. Consider Japanese Vocaloid Hatsune Miku and K/DA, a virtual K-pop girl group featuring League of Legends characters.
And Wei points to Iron Mouse, one of the most subscribed female creators on Twitch who uses a virtual avatar and is known as a VTuber.
“It’s already a billion dollar industry,” he said.
Business
What soaring gas prices mean for California’s EV market
It has been a bumpy road for the electric vehicle market as declining federal support and plateauing public interest have eaten away at sales.
But EV sellers could soon receive a boost from an unexpected source: The war in Iran is pushing up gas prices.
As Americans look to save money at the pump, more will consider switching to an electric or hybrid vehicle. Average gas prices in the U.S. have risen nearly 17% since Feb. 28 to reach $3.48 per gallon. In California, the average is $5.20 per gallon.
Electric vehicles are pricier than gasoline-powered cars and charging them isn’t cheap with current electricity prices, but sky-high gas prices can tip the scales for consumers deciding which kind of vehicle to buy next.
“We probably will see an uptick in EV adoption and particularly hybrid adoption” if gas prices stay high, said Sam Abuelsamid, an auto analyst at Telemetry Agency. “The last time we had oil prices top $100 per barrel was early 2022 and that’s when we saw EV sales really start to pick up in the U.S.”
In a 2022 AAA survey, 77% of respondents said saving money on gas was their primary motivator for purchasing an electric vehicle. That year, 25% of survey respondents said they were likely or very likely to purchase an EV.
As oil prices cooled, the number fell to16% in 2025.
In California, annual sales of new light-duty zero-emission vehicles jumped 43% in 2022, according to the state’s Energy Commission. The market share of zero-emission vehicles among all light-duty vehicles sold rose from 12% in 2021 to 19% in 2022.
“Prior to 2022, we didn’t really have EVs available when we had oil price shocks,” Abuelsamid said. “But every time we did, it coincided with a move toward more fuel-efficient vehicles.”
Dealers are anticipating a windfall.
Brian Maas, president of the California New Car Dealers Assn., predicted enthusiasm for EVs will rebound across California if oil prices don’t come down.
“If prior gasoline price spikes are any indication, you tend to see interest in more fuel-efficient vehicles,” he said.
Rising gas prices could be a lifeline for EV makers at a time when federal support for green cars has been declining.
Under President Trump, a federal $7,500 tax incentive for new electric vehicles was eliminated in September, along with a $4,000 incentive for used electric vehicles.
In California, the zero-emission vehicle share of the total new-vehicle market was 22% through the first 10 months of 2025, then dropped sharply to 12% in the last two months of the year, according to the California Auto Outlook.
Meanwhile Tesla, the most popular EV brand in the country, has grappled with an implosion of its reputation with some consumers after its chief executive, Elon Musk, became one of Trump’s most vocal supporters and helped run the controversial Department of Government Efficiency.
Over the last several months, Ford, General Motors and Stellantis have pared back EV ambitions.
Other automakers, including Nissan, announced plans to stop producing their more affordable electric models.
The Trump administration has moved to roll back federal fuel economy standards and revoked California’s permission to implement a ban on new gas-powered car sales by 2035.
David Reichmuth, a researcher with the Clean Transportation program in the Union of Concerned Scientists, said the shift in production plans will affect EV availability, even if demand surges.
That could keep people from switching to cleaner vehicles regardless of higher gas prices.
“This is a transition that we need to make for both public health and to try to slow the damage from global warming, whether or not the price of gasoline is $3 or $5 or $6 a gallon,” he said.
According to Cox Automotive, new EV sales nationally were down 41% in November from a year earlier. Used EV sales were down 14% year over year that month.
To be sure, oil prices can fluctuate wildly in times of uncertainty. It will take time for consumers to decide on new purchases.
Brian Kim, who manages used car sales at Ford of Downtown LA, said he has yet to see a jump in the number of people interested in EVs, hybrids or more fuel-efficient gas-powered engines.
Still, if the price at the pump stays stuck above its current level, it could happen soon.
“Once the gas prices hit six [dollars per gallon] or more and people feel it in their pocket, maybe things will start to change,” he said.
Business
Nearly 60 gigawatts of U.S. clean power stalled, trade group finds
A total of 59 gigawatts of U.S. clean energy projects are facing delays at a time when demand for power from AI data centers is surging, according to a trade group study.
Developers are seeing an average delay of 19 months over issues such as long interconnection times, supply constraints and regulatory barriers, the American Clean Power Assn. said in a quarterly market report.
The backlog is happening despite the growing need for power on grids that are being taxed by energy-hungry data centers and increased manufacturing. The Trump administration has implemented a slew of policies to slow the build-out of solar and wind projects, including delaying approvals on federal lands.
The potential energy generation facing delays is the equivalent of 59 traditional nuclear reactors, enough to power more than 44 million homes simultaneously.
“Current policy instability is beginning to impact investor confidence and negatively impact project timelines at a time when demand is surging,” American Clean Power Chief Policy Officer JC Sandberg said in a statement.
Despite the hurdles, developers were able to bring more than 50 gigawatts of wind, solar and batteries online in 2025, accounting for more than 90% of all new power capacity in the U.S., the report found. Clean power purchase agreements declined 36% in 2025 compared with 2024, signaling that the build-out of clean power in the U.S. could be lower in the 2028 to 2030 time period, according to the report.
Chediak writes for Bloomberg.
Business
Feud between Vegas gambler and Paramount exec sparks $150-million fraud lawsuit
The high-stakes feud between Paramount Skydance President Jeff Shell and Las Vegas gambler and self-professed “fixer” Robert James “R.J.” Cipriani spilled into court on Monday.
Cipriani filed a lawsuit against Shell on claims of fraud and eight other counts, alleging that he reneged on an oral agreement to develop an English-language version of a Spanish music show that streams on Roku TV.
He is seeking $150 million in damages.
In the 67-page lawsuit, filed in Los Angeles County Superior Court, Cipriani claims that in exchange for providing “sophisticated, high-value crisis communications services, entirely without compensation” over 18 months, Shell had agreed to develop the show “Serenata De Las Estrellas,” (Star Serenade), but failed to do so. Cipriani and his wife were to be named as co-executive producers.
“This case arises from the oldest form of fraud: a powerful man took everything a less powerful man had to offer, promised to repay him, lied to him when he asked about it, and then refused to compensate him at all,” states the complaint.
Cipriani — who has producer credits on a 2020 documentary about Vegas, “Money Machine: Behind the Lies,” and the 2015 movie “Wild Card” — intended to make “Serenata” as a “lasting legacy for his mother,” Regina, saying the effort “has been the driving force and the most important thing consuming [Cipriani’s] entire life of almost sixty-five years,” according to the suit.
The show was inspired by a song that the Philadelphia-born Cipriani used to sing to his late mother when he was growing up.
The litigation is the latest twist in a simmering behind-the-scenes scandal that has left much of Hollywood slack-jawed.
For weeks, Cipriani had threatened to file a lawsuit against Shell, with the potential to derail his comeback at Paramount, three years after he lost his job as NBCUniversal’s chief executive over an inappropriate relationship with an underling.
Cipriani’s suit alleges Shell wasdesperate for help in quelling negative stories about him.
It also portrays him as someone who was indiscreet, allegedly sharing sensitive information during the period when the Ellison family, through Skydance Media, was preparing to close its deal to acquire Paramount and then was actively pursuing Warner Bros. Discovery to add to its growing entertainment and media empire.
The eventual rift between the unlikely pair began in August 2024. Patty Glaser, the high-powered entertainment litigator, convened a meeting between the two men.
During the meeting with Shell, the executive expressed to Cipriani his concern that emails and texts between him and Hadley Gamble, the CNBC anchor Shell had been involved with, would come out, saying “that would absolutely destroy me,” according to the suit.
Cipriani claims in his lawsuit Shell was facing “catastrophic personal exposure arising from his conduct toward yet another woman in the media industry,” similar to what had prompted his ouster from NBCUniversal and that he “solicited” his “crisis communications services.”
According to the suit, Cipriani was in a position to help him, having engaged in a “longstanding practice of exposing misconduct in the entertainment and media industries.”
Robert James “R.J.” Cipriani in Amazon Prime Video’s 2025 series “Cocaine Quarterback.”
(Courtesy of Prime)
A high-rolling blackjack player, Cipriani’s colorful résumé includes aiding the FBI in the arrest and conviction of USC athlete-turned global drug kingpin Owen Hanson, who was sentenced to 21 years in federal prison, and filing a RICO suit against Resorts World Las Vegas.
Leveraging his “unique media relationships and industry influence,” Cipriani said in his complaint that he provided Shell with “ongoing threat-monitoring and intelligence services,” and “took proactive steps to suppress, redirect, or neutralize” negative coverage against Shell before publication.
Cipriani said Shell expressed “effusive gratitude” to him after he planted a story about another entertainment industry figure “in order to divert media attention” away from Shell. “Thank you thank you thank you,” Shell wrote in a text to Cipriani, according to the lawsuit, which included a copy of the text.
During tense negotiations over Paramount’s streaming rights for the highly successful “South Park” franchise last summer, Shell allegedly asked to talk to Cipriani about the matter. Cipriani then “orchestrat[ed] the placement of a highly favorable news article,” that was “devastating to Shell’s and Paramount’s adversaries in the dispute,” the suit states.
After a story published in a Hollywood trade, Cipriani wrote to Shell on WhatsApp, “I’m the one that put the article out for you!!!” and “I didn’t want to tell you till it hit so you have plausible deniability.”
According to a message cited in the lawsuit, Shell responded, “I love you!!!! …Thank you Rj,” adding “I owe you dinner at least!”
Despite those boasts, Paramount ultimately paid “South Park” creators millions more than Skydance had intended. To remove obstacles from Skydance’s path to buy Paramount, the media company agreed to two blockbuster deals that include paying the “South Park” production company more than $1.25 billion to continue the cartoon — making it one of the richest deals in television history.
During the course of their relationship, Cipriani further alleges that Shell alerted him to a then-pending $7.7-billion Paramount deal for the rights to UFC fights, while Netflix “believed” it had a “handshake deal” for the same rights, according to the suit.
Cipriani disclosed in his lawsuit that he filed a whistleblower complaint with the Securities and Exchange Commission over the disclosure of material information, claiming that Shell told him that not even UFC President Dana White knew of the transaction. In a WhatsApp message cited in the lawsuit, Shell told Cipriani that the deal was “very hush, hush until we sign.”
While the gambler continued to provide his services to Shell gratis, their relationship began to sour.
Cipriani became enraged that Shell did not uphold his end of the alleged deal to help him with the TV show, viewing it as a slap to him and his mother.
In February, the pair met to resolve their growing dispute. According to the lawsuit, also in attendance was an unidentified entertainment attorney who had represented both men in separate matters.
Patty Glaser has been widely reported as having represented Shell and Cipriani. She introduced them in summer 2024, as The Times reported Saturday.
“We were presented with a draft complaint riddled with clear errors of fact and law,” Glaser said in a statement last week. “We will strongly respond.”
The February meeting did not go well.
Shell not only “refused to compensate” Cipriani, but also told him that he could not “assist” him “in obtaining a television show or other entertainment industry opportunity.”
Cipriani further alleged in his lawsuit that during their “failed summit,” Shell revealed his “disdain” for David Zaslav, the Warner Bros. Discovery CEO, and disclosed that Paramount intended to “sweeten” its pending hostile offer for the studio to fend off Netflix prior to announcing its intention to do so publicly.
After the meeting, Cipriani stated in his complaint that Shell’s attorney privately offered Cipriani a “$150,000 personal loan” to resolve the dispute.
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