The $50 Billion Algorithm: Reels, Acquisitions, and IPOs

Good Morning,

Adobe is set to bolster its AI marketing tools after agreeing to the $1.9 billion acquisition of Semrush. Amaze Finalizes $650,000 Acquisition of The Food Channel; Targets Platform Enhancement for Culinary Creators.

Meta's strategy of launching Reels—modeled after TikTok in 2020—is poised to hit $50 billion in annual advertising revenue. Agentio raised $40 million (Series B) to bring its ad buying tech that is currently focused on YouTube to more creator platforms. Shares of 'Baby Shark' producer Pinkfong soar on debut- feel old yet?

Quartermast Creator Economy Index

Layoff Watch

• Vice has conducted layoffs in London as its Pulse unit narrows its scope to commercials, music videos, and branded entertainment production only.

• Interpublic Group (IPG) has eliminated 3,200 roles globally this year, including 800 during the third quarter, according to the holding company's latest SEC filing.

The Weekly Roundup:

1. The New Media Gold Rush: Why Investors Are Buying Up Creator Back Catalogs. Libraries offer stable, long-term revenue streams through monetization channels like streaming, licensing, and merchandising. (Forbes).

2. The Algorithm Has Taken Over we now live in a world where the difference between living and posting is often just a matter of good lighting. (Time)

3. From Hollywood to Home Studio: 5 Key Takeaways from a Creator Economy Class for TV & Film Professionals. (Business Insider)

4. Expansion Meets Caution: While influencer partnerships are expanding and becoming more sophisticated with longer-term potential, budget pressures and geopolitical issues are creating an uneven landscape that favors short-term commitments. (DigiDay)

5. Hollywood and Creator Economy Must Unite, Experts at Web Summit Lisbon stressed the need for "Unity" and "Affinity" between Hollywood and the Creator Economy, citing accelerating deals that are redefining how legacy media engages with younger audiences. (Deadline)

6. beehiiv Grows Beyond Newsletters as it launchs new AI-powered website creation, integrated e-commerce capabilities, and native podcast tools.(Hollywood Reporter)

7. Fixated Hires Content Veteran. Digital talent rep and content monetization firm Fixated has brought on veteran Jason Russak as Chief Content Officer to fill a "massive hole" (Deadline)

8. TikTok Gets Amazon Music's Discovery Engine. Fans can now instantly share their favorite tracks and personalized listening data ("Insights") from Amazon Music directly to TikTok, further merging music streaming and viral discovery. (TikTok)

9. Hollywood Guilds Target YouTube's Creator Economy. Creative staff at Theorist Media (owned by Lunar X) have launched a joint union drive with the Motion Picture Editors Guild and WGA West (WGA)

10. Facebook Rolls Out Reel Content Protection. Aiming to combat unauthorized use, Facebook's new content protection tool for creators automatically detects and sends alerts when original Reels are matched on Facebook or Instagram (Facebook)

11. Hybrid TV: The Creator Economy's Big Screen Moment. Because audiences worldwide now expect the same creator-driven control and immediacy from their largest screens as they get from mobile short-form video, hybrid TV is emerging as the future of the creator economy. (IT Brief)

Upcoming Events

• 1 Billion Followers Summit, Dubai: January 9 - 11, 2026

• Creator Economy Live West, Las Vegas: January 13-14, 2026

De-Influence

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