Feature · Creator Economy
Logan Paul's attention empire runs on drinks, not views
How creator businesses are turning audiences into products — and building media machines beyond the platform.
Dispatches
MEDIA, CREATORS, BRANDS AND THE BUSINESS OF CONTENT.
Follow the business of content
The Tape.
A story. Its numbers. The work around it.
Audio / annual revenueA show is becoming
A show is becoming
several businesses.
The U.S. podcast advertising market reached $2.86 billion in 2025. Audio remains one revenue stream alongside video, subscriptions, clips and live appearances.
+17.6%2025 podcast ad revenue growth
| Year | USD billions | Year over year |
|---|---|---|
| 2021 | 1.4487 | — |
| 2022 | 1.8253 | 26.0% |
| 2023 | 1.9252 | 5.5% |
| 2024 | 2.4331 | 26.4% |
| 2025 | 2.8622 | 17.6% |
Traditional audio-podcast definition. Growth calculated from the displayed revenue series; figures are market revenue, not creator earnings or the price of an individual deal.
Source: IAB / PwC, FY2025, p. 24 ↗The explainer
More formats. More work. A separate question about pay.
A podcast can produce an audio episode, a full video, social clips and a live event. Each format adds production, editing, distribution and rights work. A rising advertising market does not show how that income is shared—or whether a producer is paid more for the extra deliverables.
For example, SiriusXM’s announced four-year Giggly Squad agreement spans audio and video distribution and advertising. The announcement does not disclose its dollar value. Read the announcement ↗
The work behind the stories
National benchmark · Selected leadership and production rolesHiring snapshot.
The market backdrop.
The roles to investigate.
Media & communications postings were below their February 2020 baseline in the saved observation. The six selected roles below show specific production work; they do not establish a market-wide hiring rise.
68.7Media hiring index · 9 October 2026
| Measure | Observation |
|---|---|
| Media postings index | 68.7 |
| February 2020 baseline | 100 |
| Change from baseline | −31.3% |
| Shortlisted roles | 6 |
| Selected employers | 6 |
Indeed via FRED: U.S., seasonally adjusted; February 1, 2020 = 100. The six-role sample is separate from the national index. Postings measure advertised demand, not completed hires.
Source: FRED / Indeed ↗The Shortlist.
Leadership, storytelling, production and partnerships.
6 selected roles · Source status shown on each card
Selected roles supplied to CONTENT and checked against available employer sources. Each card states its source status. Follow the listing for availability, full terms and exact compensation.