Articles by
Šárka Möllerová
Redaktorka Creator's Hub.
Toys"R"Us to build creator studios in selected stores
The returning toy chain is preparing spaces in the US where influencers and toy makers are set to film. At a studio inside a Walmart in Tennessee, creators pay $60 to $100 an hour. An Indian furniture retailer and a Kentucky distillery open their spaces only to creators selected from applications.
Creator engagement barely explains brand recall
Andrew Tindall of System1 names seven global companies betting on brand investment. Unilever, the first of them, engaged more than 50,000 creators at the football World Cup. Yet according to a System1 study with TikTok, creator ad engagement explains only around 0.2% of brand recall.
YouTube admits the kids’ content business is not okay
Kids and family content makes up over 15% of YouTube viewing and under 2% of its ad revenue, said the co-founder of studio Animaj. Producers head there anyway, as streamers commission far fewer shows than at their peak. At MIPJunior 2026, YouTube admitted the status quo is not okay.
Spotify opens podcast monetisation to Poland, not Czechia
Spotify added 35 new regions to its Partner Program, and Poland is among those named. A Czech creator cannot apply to a programme that pays for advertising and for video plays by subscribers. At home, that leaves 30% of advertising on Podcasty.cz and YouTube income.
Top podcasters earned $638 million and keep the rights
The highest-paid podcasters earned a combined $638 million in a year. The money flows from show rights that creators keep. Streaming services pay for licensing and distribution and compete for premium names.
Promo codes miss most of creator value as brands rethink
80% of a creator's value never passes through a promo code, according to Grace Andrews. Analytic Partners attributes 30% of paid search to brand, and Kantar finds that only 6% of content delivers both strong engagement and impact. Measurement is moving from the last click to mix modelling.