Creators are building their own supersized studio system as Hollywood cuts back

What’s happening: OpenAI has appointed Fidji Simo, CEO and chair of Instacart, as its new CEO of Applications. In this role, Simo will oversee the company's business and operational teams responsible for delivering OpenAI’s research to the public. She will report directly to OpenAI CEO Sam Altman, who will now focus more on research, compute, and AI safety. Simo, who has been on OpenAI’s board since March 2024, is expected to transition from her role at Instacart over the next few months while remaining its chair.

Why it matters: Simo’s appointment signals OpenAI’s ambition to expand its consumer-facing applications and challenge tech giants like Google and Meta. With her experience in scaling products at Facebook and leading Instacart through its IPO, Simo is well-positioned to drive OpenAI's growth in the AI application space. This move also allows Altman to concentrate on the company's core research and safety initiatives, essential as OpenAI advances toward developing super intelligence.

What’s happening: Paramount has officially confirmed it will not return to traditional Upfront Week presentations. Instead, the company continues to host intimate, immersive dinners in key markets like New York, Los Angeles, and Chicago. Ad sales president John Halley emphasized that these smaller gatherings foster better engagement with advertisers, stating, "There's no reason to [return]. Every year, we get the same feedback, which is that the format is much better" . This marks the third consecutive year Paramount has opted out of the industry's marquee pitch week.

Why it matters: Paramount is using this strategy to differentiate itself in a crowded marketplace and align with the evolving preferences of advertisers seeking more meaningful interactions over grandiose presentations. It’s a sign that legacy media is rethinking what brand intimacy and engagement look like in the post-broadcast era.

What’s happening: A’ja Wilson, a two-time WNBA champion and three-time MVP, has launched her first Nike signature shoe—the A’One—after years of anticipation. Wilson is now among a select group of WNBA players with signature shoes, joining the likes of Breanna Stewart and Sabrina Ionescu.

Why it matters: This isn’t just about sneakers—it’s about respect. Wilson’s new shoe is a win for visibility, but the wait to get here speaks volumes about the gaps that still exist in how women athletes are valued and marketed. The A’One is more than a product drop; it’s a step toward the kind of cultural recognition top-tier women’s sports stars have earned—and deserve.

What’s happening: Tim Stokely, who co-founded OnlyFans in 2016 and sold his stake in 2021, is back with a new subscription-based creator platform called SUBS. The platform promises lower fees for creators (just 10%) and includes features like livestream tipping, group chats, and in-app messaging. As Geoff Weiss reports for Business Insider, SUBS is aimed at both adult and non-adult creators and is already available on iOS and Android.

Why it matters: Stokely’s re-entry into the creator economy underscores just how fragmented—and competitive—the space has become. SUBS is clearly betting on better economics and creator-first design to lure talent from platforms like OnlyFans and Patreon. But timing is everything: with regulatory scrutiny around adult content and platform moderation heating up, SUBS will have to balance scale with safety right out of the gate.

What’s happening: Warner Bros. Discovery is reportedly laying the groundwork to spin off its cable networks, following a playbook similar to NBCUniversal’s recent move with Versant. As Tony Maglio reports for The Hollywood Reporter, the company hasn’t made anything official—but CEO David Zaslav’s comments suggest a structural shakeup could be coming sooner rather than later.

Why it matters: It’s another sign that legacy media is trying to shed its old skin. Cable, once the backbone of the business, is now baggage in a streaming-first world. Spinning it off lets WBD streamline around its growth areas—like Max and content licensing—while signaling to investors that it’s serious about the future, not just hanging on to the past.

What’s happening: As studios pull back on production, creators are stepping up—and thinking big. According to THR’s Alex Weprin, digital stars like MrBeast and Rhett & Link aren’t just making videos anymore—they’re running full-blown studios. We’re talking soundstages, staff, and ambitious slates that go way beyond YouTube. It’s scrappy, yes—but it’s also serious.

Why it matters: This is what disruption actually looks like. Creators aren’t waiting for a greenlight—they’re building their own infrastructure, their own rules, and increasingly, their own Hollywood. And while legacy studios tighten budgets, these digital entrepreneurs are expanding their empires, one upload at a time.

What’s happening: According to a new report covered by Lucas Shaw for Bloomberg, the U.S. podcast industry is now estimated to be worth $4 billion—more than double earlier projections. The revised figure reflects a surge in ad dollars, production investment, and listener growth, proving that audio is more than just a niche side hustle.

Why it matters: For years, podcasting’s been treated like the underdog of digital media—but it turns out the market’s been wildly underestimated. As video platforms get noisier and more expensive, audio is carving out a quieter, but incredibly valuable lane. For brands, creators, and media companies, this is a wake-up call: don’t sleep on sound.

What’s happening: The first full trailer for Grand Theft Auto VI racked up a staggering 475 million views in just one day, as reported by Alex Weprin for The Hollywood Reporter. That makes it the most-watched video game trailer ever, crushing previous records and sending fans into full-blown frenzy mode.

Why it matters: This isn’t just about hype—it’s about cultural dominance. GTA is more than a game; it’s a global media event. Rockstar’s ability to drop a trailer and instantly eclipse Hollywood blockbusters shows just how much power lives in gaming now.

What’s happening: Hollywood’s been swept into the political crossfire over tariffs. As The New York Times’ German Lopez explains, China recently imposed a 40% tariff on imported U.S. movies—partly in response to past Trump-era trade policies and rising geopolitical tensions. The result? Major studios may struggle even more to get their films into Chinese theaters.

Why it matters: This is a big deal for an industry already navigating a shaky box office and shrinking global windows. China has long been a cash cow for Hollywood blockbusters, but with tariffs this steep, that pipeline’s looking a lot less reliable. It’s another signal that the old global playbook for studios is breaking—and politics is now part of the distribution problem.

What’s happening: A federal judge has dismissed most of the charges brought against celebrities who endorsed FTX—including Tom Brady, Gisele Bündchen, Steph Curry, and Kevin O’Leary. As Gaby Del Valle reports for The Verge, the court found that simply promoting the now-collapsed crypto exchange wasn’t enough to prove liability in a class-action lawsuit.

Why it matters:
This ruling is a big moment in the messy intersection of influence, finance, and accountability. While the optics of endorsing a failed crypto firm are rough, the legal precedent here suggests that star power alone doesn’t equal responsibility. For marketers and celebrities alike, it’s a reminder that the line between promotion and liability is still blurry.