A11.
September 17, 2025
*** Ross Rant ***
YouTube's $100 billion creator payout: The end of media as we know it
Not long ago, most people saw YouTube creators as hobbyists, nerds, or amateur filmmakers shooting videos in their basements for fun. Fast forward twenty years, and YouTube has paid them $100 billion. That's real money—one hundred billion dollars flowing directly to people who make videos, bypassing the traditional media giants entirely.
This shift isn't an anomaly.
It's a signal that the creator economy has outgrown its humble beginnings. What started as a quirky corner of the web now rivals Hollywood and major newsrooms. When a single platform pays out more than most countries' entire media budgets, it's time to pay attention.
YouTube's recent push into artificial intelligence amplifies this transformation. These new tools enable anyone to create professional-looking videos without expensive equipment or advanced technical skills. I've been discussing the shift toward more amateur, agile video creation for years, and now we're witnessing it unfold in real time. Anyone with a smartphone can produce content that rivals professional TV studios. The barriers that once protected big media have crumbled.
For decades, traditional media companies controlled the game. They owned the channels, theaters, expensive cameras, and the professionals who operated them. That advantage is rapidly disappearing.
Today, solo creators armed with AI tools can move faster than any corporate team. They don't need sign-off from multiple layers of management. They speak directly to their audiences—no focus groups, no market research required. When people crave authentic voices over corporate messaging, these creators win.
Big Media spends millions producing a single TV episode. Creators make content people love for a fraction of that cost. They don't pay for sprawling offices, high-paid executives, or legacy distribution networks. Every dollar saved can be reinvested in content—or go straight to their pockets.
This wave extends far beyond entertainment. Newsrooms now compete with independent journalists breaking stories on social media. Educational institutions face YouTubers who explain complex topics through engaging, accessible videos. Even corporate trainers struggle to match the reach and effectiveness of online educators.
Policymakers face a significant challenge. Existing broadcast regulations were designed when only a select few could reach mass audiences. Now anyone can reach millions instantly. We need new frameworks for content moderation, information accuracy, and fair competition—the old rules simply don't apply.
TikTok represents another seismic shift. It's not merely social media; it's handheld television on steroids, delivering access to countless global creators through hyper-personalized feeds. Its AI-driven recommendation engine tailors content to individual preferences with unprecedented precision.
Communications experts like Kevin Munger from Penn State University argue that short-form video communicates information more efficiently than traditional text-based content. Given TikTok's television-like influence, there's growing momentum to regulate it similarly to traditional broadcasters under frameworks like the Communications Act of 1934.
Countries from Canada to China have implemented television and communications regulations, highlighting the urgent need for similar oversight of platforms like TikTok.
Civic leaders and communications professionals cannot afford to ignore this transformation. Many still rely on strategies built for a world of media gatekeepers—a world that's rapidly disappearing. Tomorrow's leaders must understand creator economics, AI-powered tools, and direct-to-audience models.
The $100 billion YouTube payout isn't the conclusion of this story—it's the opening chapter. As AI capabilities expand, content creation will become even more accessible. Traditional media companies face a stark choice: adapt to this new reality or watch their influence diminish. The creators have already moved forward. The rest of us should take note.
-Marc
*** A11. ***
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Germany faces ruin without reform of welfare state, warns economist: Economic adviser says younger workers face an unsustainable burden without radical action to tackle the €400 billion-a-year pensions bill. The Times
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Ontario expected to have the worst economic growth in Canada thanks to Trump’s tariffs, report says: The Toronto Star reports that despite Premier Doug Ford's battle against the tariffs, demand for Ontario exports has declined, as has business investment and hiring.
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ARG: Argentine President Javier Milei’s disapproval rating rose for a third straight month to a new high in September amid bribery allegations involving his sister, while his party’s lead in October’s crucial midterm race narrowed in a new poll.
America loves cocaine again—Mexico’s new drug king cashes in: The Trump administration’s war on fentanyl created an opening for ‘El Señor Mencho’ to smuggle cocaine into the US by the ton. WSJ
Trump adopts war on terror tactics to fight drug cartels: WSJ reports the White House has depicted smugglers as terrorists similar to members of al Qaeda and Islamic State who should be neutralized by military force.
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Fed lowers rates by quarter-point, signals more cuts are likely: WSJ reports concerns about a job-market slowdown are overriding jitters about inflation in justifying a pivot towards a shallow sequence of rate reductions.
Surging US power costs defy Donald Trump’s pledge to halve bills: FT reports electricity price inflation sparks political debate ahead of elections.
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ABC pulls Jimmy Kimmel off air for Charlie Kirk comments: NYT reports Kimmel faced some criticism for comments he made on Monday about the motives of the man who is accused of killing Charlie Kirk.
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Bernie Sanders becomes first US senator to say Israel committing genocide in Gaza: Guardian reports the Vermont senator had taken flak for avoiding term as UN panel says Israel’s conduct meets criteria for genocide.
In ‘Dead Center,’ Joe Manchin says he’s been right all along: In a new memoir, the former Democratic senator from West Virginia defends his centrist politics, portraying himself as a high-minded public servant with unshakable convictions. NYT
GA-GOV: Republican Secretary of State Brad Raffensperger, who defied President Donald Trump’s calls to help overturn the 2020 presidential election results in his state, on Wednesday announced he’ll run for governor of Georgia in 2026.
Senators weigh regulating AI chatbots to protect kids: WP reports parents told a Senate Judiciary subcommittee that chatbots had harmed their teens, even contributing to deaths by suicide.
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AI is making online dating even worse: What happens when users are inundated with machine-generated profiles and pickup lines? Anna Louie Sussman
AI firm DeepSeek writes less-secure code for groups China disfavors: Research by a US security firm points to the country’s leading player in AI providing higher-quality results for some purposes than others. WP
Google DeepMind claims ‘historic’ AI breakthrough in problem solving: Version of company’s Gemini 2.5 AI model solved complex real-world problem that stumped human programmers. Guardian
DeepMind and OpenAI achieve gold at ‘coding Olympics’ in AI milestone: FT reports artificial intelligence labs attain top grade in prestigious programming contest.
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Apple explores possible test production of foldable iPhones in Taiwan: Nikkei reports the tech giant eyes new form factor to help boost total shipments by 10% in 2026.
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AFP: Louboutin taps Jaden Smith to lead well-heeled shoemaker's men's line
DC’s $3.7 billion Commanders stadium deal gets final council approval: WP reports the Commanders stadium project will transform a largely vacant and blighted swath of DC and return the team to the city its owners have described as its “spiritual home.”
Tom Brady is doing too much: The former star quarterback is a television announcer, and he’s also a partial team owner. He shouldn’t be allowed to be both. Barry Svrluga
Testing the latest surf watches on the biggest breakers on earth: Peter Howarth tests his stamina — and an ocean-going Tudor watch — with pros who ride the biggest waves on the planet. The Times
How NIL money changes the game for German basketball: Germany's national basketball teams are enjoying a golden era, but are there concerns domestically that NIL money from US colleges might impact future generations. DW
Enjoy the ride + plan accordingly.
-Marc
Marc A. Ross | Chief Communications Strategist @ Caracal
