Creators Are Redefining the Entertainment Industry
Media and tech executives at CES 2026 explain how creators are transforming Hollywood’s talent pipeline and business model. Caroline Brehman / AFP via Getty Images
At the annual Consumer Electronics Show (CES) in 2026, executives from prominent companies such as Lionsgate, Hello Sunshine, Amazon, Microsoft, and T-Mobile gathered to discuss the impact of the creator economy on the entertainment industry. The consensus was clear: creators are evolving into entrepreneurs, disrupting traditional Hollywood models and forcing a rethink of content distribution and monetization.
The Rise of Creator-Led Models
According to Brad Haugen, EVP of digital strategy and growth at Lionsgate and 3Arts, the company now weighs whether a project belongs in theaters or on platforms like YouTube. This shift in strategy is driven by the changing preferences of audiences, who increasingly consume content on various platforms. Hello Sunshine, a women-focused media company co-founded by Reese Witherspoon, has taken a different approach by building its business around audience ownership and community.
One notable success story is the adaptation of Taylor Jenkins Reid’s novel, Daisy Jones & the Six, into a Prime Video miniseries starring Riley Keough. The show became one of Amazon’s most-watched series in 2023. Hello Sunshine has also launched a program aimed at amplifying female-led creators across social platforms, featuring authors like Laura Dave and Danielle Robey.
Amazon’s Ecosystem for Creators
Amazon’s advantage as a company rooted in technology and media allows it to provide an ecosystem for creators to scale across audio, video, social, and commerce. Matt Sandler, general manager of creator services at Amazon, pointed to brands like Wondery, Studio126, and Prime Video as engines for creator growth, citing partnerships with notable figures like LeBron James, Keke Palmer, and MrBeast.
Amazon’s creator services business is designed to super-serve content at the center, which is largely digital or social content. This approach has enabled the company to serve customers in a material way, providing a platform for creators to reach their target audiences.
Tech Giants and Creator Partnerships
Tech giants like Microsoft and T-Mobile are increasingly recognizing the value of creator partnerships. Microsoft has hired producers, editors, and scriptwriters with backgrounds in the creator economy, while T-Mobile is developing an advisory board made up of creators to shape campaigns and ensure authenticity.
Kimberley Hand, senior creator manager at T-Mobile, highlighted the company’s experiential activation, Club Magenta, which features charging stations, lounges, and social spaces designed for creators to document and share their experiences in real-time. This approach has enabled T-Mobile to collaborate with creators like Jazmyn Smith, who helped bring the activation to life for her audience.
As the creator economy continues to evolve, it is clear that traditional Hollywood models are being disrupted. The rise of creator-led models, Amazon’s ecosystem for creators, and tech giants’ recognition of creator partnerships are all contributing to a significant shift in the entertainment industry. For more information on this topic, visit Here
Image Source: observer.com
