NAB Show
Creator Economy.
What the Creator Economy is Starting to Look Like in 2026
The creator economy has become bigger — and more influential — than anyone once expected. Industry estimates suggest it could reach nearly $500 billion by 2027, with tens of millions of people worldwide building audiences and businesses across video, audio and social platforms.
Creators are rewriting the Hollywood playbook, but new pressures are emerging. Declining consumer spending has made brand deals less predictable, underscoring the need for revenue diversification. In response, creators are expanding beyond traditional partnerships to include:
- Merchandise, memberships and subscriptions
- Commerce, podcasting and live events
- Community-first monetization models
At the same time, the pressure to constantly create is taking a toll. According to a 2025 Creator Economy Report, 78% of creators report burnout impacting their motivation and mental and physical health, fueling demand for creator-specific support services and more sustainable workflows.
Creators are also rethinking cross-platform strategies. While some push back on being “everywhere,” others are seeking better tools to manage content creation, formatting and audience engagement across platforms. AI is helping streamline these processes — but it’s also raising questions about authenticity, trust and compensation.
Here’s what creators are saying about what matters most:
“There’s thousands and thousands of content creators around the world. … What sets people apart is that they can build trust with their audience and create this relationship that feels authentic.”
– Zach Blank, Head of Content, Chef Nick DiGiovanni
“Creator burnout is so huge and it’s so inevitable. Creators need to rely on other people. While typically the creator economy is a solo entrepreneur type of role where it’s very self-isolating, you need that personability where you can interact with other peers, where you’re able to come up with ideas and collaborate with each other. That aspect of community amongst other creators is so important now.”
– Dylan Huey, CEO, Reach
“A lot of creators are going to start looking at physical spaces and different [sources] of revenue …ways that they can’t be replaced … to build community online and offline.”
– Shira Lazar, Founder and CEO, What’s Trending
Creators aren’t just influencers. They’re founders and media empires. As 2026 takes shape, one thing is clear: creators aren’t just adapting to the media landscape — they’re building what comes next. And at NAB Show, we believe it’s worth showing some extra love to the creators leading the way.
Source: NeoReach, Creator Earnings 2025 Report
Road to the 2026 NAB Show: The Expanded Creator Lab
Returning with a dramatically expanded footprint in the newly completed Central Hall, the Creator Lab will serve as the premier destination for creators, studios, broadcasters and brands seeking hands-on learning and next-generation storytelling tools.
This year’s Creator Lab features:
- A larger theater and classroom for sessions on AI, creator techniques, business strategy and audience development
- A new Networking Lounge designed for one-on-one meetings between creators and brands
- A full slate of brand experiences showcasing the technologies and partnerships propelling the creator economy
The new VideoNext Theater brings together a lineup of seasoned practitioners, creators and technologists to help you elevate your visual storytelling craft. You can expect tactical sessions on mastering next-generation video workflows and walk away with creative inspiration and concrete skills to enhance visual impact and production efficiency.
Three Things to Watch
- From brand deals and content strategy to equity partnerships and IP ownership, this panel dives into how top agencies and platforms are helping creators grow real businesses.
- Sports content leaders share insights about what they want from potential collaborations with creators. Tune in as these executives discuss the prospective upshots of partnerships with creators, their most pressing audience needs and the challenges of crossing the divide between traditional and new media.
- Sports creators from a variety of content focuses share their elevator pitches for prospective media partnerships. In a series of rapid-fire presentations, they lay out the social audiences and brand relationships they’ve built and what they’d bring to TV.
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Registration for the 2026 NAB Show is now open
Registration is Now Open for the 2026 NAB Show
With more scale, more innovation and more international reach than any other event in the content economy, NAB Show is the must-attend marketplace for media and entertainment.