News creators are gaining traction against traditional media, particularly in countries like Mexico, Thailand, and Nigeria, where legacy outlets are under pressure and social media usage is high. A Reuters study shows that younger audiences, especially those under 35, are increasingly turning to news creators, with 48% preferring them over mainstream media. In the U.S., the audience is split evenly between news creators and traditional outlets, but this is not the case in many other Western democracies, where mainstream media still dominates. Research from Muck Rack highlights that about one-third of journalists identify as creator journalists, although many face financial challenges. Only 6% rely on self-published work as their primary income. Most creators have fewer than 10,000 subscribers, and personal websites and newsletters are their preferred platforms for content. As traditional news organizations downsize, there's an opportunity for these creator journalists to fill the gaps left behind, according to Matt Albisi from Poynter. The evolving creator economy shows that news creators are starting to blend entertainment with news, which can attract wider audiences. Figures like Hasan Piker on Twitch and debate-style video shows have been particularly successful. This trend offers new collaboration opportunities for advertisers, but it also poses challenges in trust and navigating diverse platforms and content formats. The landscape is shifting quickly, and brands will need to adapt to keep up with these changes.