Creator entrepreneurship is revolutionizing the Hollywood industry, with studios, tech giants, and telecom companies shifting their focus to tap into the creator economy. At CES 2026, executives from major players like Lionsgate, Amazon, Microsoft, and T-Mobile acknowledged that creators are no longer just content producers but entrepreneurs who can disrupt traditional business models.
Lionsgate is reevaluating where content lives – whether it's in theaters or on platforms like YouTube – with EVP Brad Haugen stating that projects should be placed "wherever they make the most sense for their ego." However, not all creators fit this mold, and Hello Sunshine has taken a different approach by building its business around audience ownership and community. The women-focused media company co-founded by Reese Witherspoon has created digital-first initiatives like Reese's Book Club, which has proven successful in turning novels into cultural hits.
Hello Sunshine's recent success stories include the Prime Video miniseries "Daisy Jones & the Six," adapted from Taylor Jenkins Reid's novel, and its program aimed at amplifying female-led creators across social platforms. EVP Jennifer Wiener emphasized the importance of changing the narrative for women by telling their stories everywhere.
Meanwhile, Amazon is leveraging its tech expertise to create an ecosystem that allows creators to scale across various formats, including audio, video, social media, and commerce. The company has built a creator services business to support content centered around digital or social platforms.
Tech giants are also recognizing the value of creators as valuable partners. Microsoft has hired producers, editors, and scriptwriters with backgrounds in the creator economy to drive its success. General Manager Marcus Frieske noted that having fast-paced individuals who understand the rhythm of creating content has been critical to the company's success.
T-Mobile is taking a different approach by developing an advisory board made up of creators to shape campaigns and ensure authenticity. The telecom company is also leveraging creators as collaborators, such as through its experiential activation Club Magenta, which features charging stations, lounges, and social spaces designed for both fans and creators to document their experiences.
As the creator economy continues to grow, studios, tech companies, and telecom providers are forced to rethink traditional business models. With creators at the forefront of innovation, it's clear that entrepreneurship is the new normal in Hollywood.
Lionsgate is reevaluating where content lives – whether it's in theaters or on platforms like YouTube – with EVP Brad Haugen stating that projects should be placed "wherever they make the most sense for their ego." However, not all creators fit this mold, and Hello Sunshine has taken a different approach by building its business around audience ownership and community. The women-focused media company co-founded by Reese Witherspoon has created digital-first initiatives like Reese's Book Club, which has proven successful in turning novels into cultural hits.
Hello Sunshine's recent success stories include the Prime Video miniseries "Daisy Jones & the Six," adapted from Taylor Jenkins Reid's novel, and its program aimed at amplifying female-led creators across social platforms. EVP Jennifer Wiener emphasized the importance of changing the narrative for women by telling their stories everywhere.
Meanwhile, Amazon is leveraging its tech expertise to create an ecosystem that allows creators to scale across various formats, including audio, video, social media, and commerce. The company has built a creator services business to support content centered around digital or social platforms.
Tech giants are also recognizing the value of creators as valuable partners. Microsoft has hired producers, editors, and scriptwriters with backgrounds in the creator economy to drive its success. General Manager Marcus Frieske noted that having fast-paced individuals who understand the rhythm of creating content has been critical to the company's success.
T-Mobile is taking a different approach by developing an advisory board made up of creators to shape campaigns and ensure authenticity. The telecom company is also leveraging creators as collaborators, such as through its experiential activation Club Magenta, which features charging stations, lounges, and social spaces designed for both fans and creators to document their experiences.
As the creator economy continues to grow, studios, tech companies, and telecom providers are forced to rethink traditional business models. With creators at the forefront of innovation, it's clear that entrepreneurship is the new normal in Hollywood.
. It's time for the industry to catch up with how people actually consume content nowadays 
. I love how Hello Sunshine is prioritizing audience ownership and community – it's about putting the people first, you know? 
And I'm all for creators being seen as entrepreneurs who can disrupt traditional business models 
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. Women-centric media like Hello Sunshine's Reese's Book Club is making a real difference in turning novels into cultural hits 
. And it's not just about representation, but also about amplifying female-led creators across social platforms 
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. One thing's for sure – entrepreneurship is the new normal in Hollywood, and I'm here for it 
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. I mean, audience ownership and community-driven initiatives are so fresh and exciting! And can we talk about Reese's Book Club? It's been a game-changer for turning novels into cultural hits 
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. But is it just another way for them to control the narrative and exploit creators' talent? 
. no wonder reese's book club is killing it 
can't wait to see more projects from them!!! 
meanwhile amazon's move to create a creator services business makes total sense, like who doesn't want to be able to scale their content across different platforms easily? 
i love how they're not just talking about it but actually implementing changes 
. I mean, on one hand, you've got these big players like Lionsgate and Amazon trying to adapt to the changing landscape by empowering creators, but then you've also got companies like T-Mobile that are recognizing the importance of authenticity and community.
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