It's Sunday and here’s a handpicked selection of stories to give you a snapshot of trends, updates, business moves, and more from around the creator industry.

But first, Duolingo has put up “coming soon” signs at four former Hooters locations. The risqué restaurant chain has fallen on hard times, leaving plenty of abandoned nests for a fellow owl to buy up.

CREATOR COMMOTION

From competition series to cover stories, creators are winning big

The move: After 20 years on YouTube, Smosh has a new office. The channel originated by Ian Hecox and Anthony Padilla will operate out of a 32,000-square-foot studio located in Los Angeles. The Smosh team has reportedly doubled in size since 2023, and that growth has led the brand to expand its real estate footprint.

The cover story: Druski is on the cover of Billboard. In a cover story, the pop music periodical tracked Druski’s rise from Instagram Live streamer to popular, ubiquitous comedian. For one of 2025’s biggest success stories, there’s no more wondering what coulda been.

The award winners: iShowSpeed topped Kai Cenat to take the highest honor at this year’s edition of QTCinderella’s annual Streamer Awards. In the Streamer’s Choice category, JasonTheWeen rode a big year to a deserved victory.

The reality show: Angry Ginge was a celebrity, and he got out of there. The streamer known for his FIFA content endured physical trials and multiple rounds of fan voting to become the first content creator to win the U.K. version of I’m A Celebrity…Get Me Out Of Here.

The crossover: Beast Games season two will include a Survivor crossover. MrBeast filmed an episode of his Amazon Prime Video series in Fiji, and that gave him a chance to catch up with Jeff Probst and the rest of the Survivor gang. The collab doesn’t just extend to Beast Games—MrBeast associate Karl Jacobs participated in an influencer version of the long-running reality show.

INDUSTRY POTPOURRI

Virtual idol projections and cash injections? Sounds like the digital media biz.

The NYE projection: Hatsune Miku is going bigger than she’s ever gone before. Thanks to a gargantuan projection on the Tokyo Metropolitan Government Building, the influential vocaloid character will be able to look down on revelers as they celebrate a New Year’s Eve party.

The cash injection: Steven Bartlett’s FlightStory is getting hotter, smarter, and richer. The Diary of a CEO host is going into business with Maggie Sellers Reum and her Hot Smart Rich brand. Through a seven-figure investment, FlightStory will bring increased scale to Hot Smart Rich, which currently encompasses a podcast and an accompanying newsletter.

The streaming move: Matty Matheson is bringing the heat to Netflix. The chef, creator, former Vice contributor, and The Bear cast member moved one of his shows to the streaming service after originating it on YouTube. Netflix has made no secret of its plan to poach creator content, and the Matheson coup is just the latest example.

The platform update: YouTube is adding stablecoin payouts through PayPal. Creators in the U.S. who are fed up with fiat currencies can choose to have their earnings paid out via PayPal’s stablecoin. The move is a soft embrace of blockchain technology that affirms YouTube’s continued curiosity related to cryptocurrencies.

MOVERS & SHAKERS

Long-time industry vets are getting hired and moving on

The VP: Patreon has hired Betsy McCormick as VP of Creator Success. The Qualtrics vet will look to ensure copacetic relations between Patreon and its creator community as she dives into the creator economy. In a statement, McCormick said that her career “has been deeply rooted in financial empowerment,” a quality that will serve her well in her new gig.

The CEO: TalkShopLive just tapped Sandie Hawkins to serve as its new CEO. In her previous role, Hawkins oversaw TikTok Shop’s expansion into the U.S. market. Now she’ll lead a company that has used partnerships with platforms like YouTube to put itself at the epicenter of the ongoing live shopping boom.

The music exec: Music exec Charlotte Stahl is moving on after five years at TikTok. Stahl was in charge of TikTok’s music partnerships in Europe, the Middle East, and Africa. The app hasn’t announced an immediate replacement, but its relationship with the recording industry has evolved considerably since Stahl first landed there in 2020.

WATCH THIS 📺

Michelle Khare is hitting the (toy) racetrack with Hot Wheels

The car commercial: YouTube fans might spot a familiar face if they happen across one of Hot Wheels’ latest holiday commercials.

Creators are becoming more popular as brand spokespeople, with Michelle Khare being the latest to say “challenge accepted.” The YouTuber worked with Hot Wheels on both the creative and talent sides of a new commercial, which sees her shrunk down to become a bite-sized car driver racing along a kiddo’s toy track.

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Today's newsletter is from: Emily Burton, Drew Baldwin, Sam Gutelle, and Josh Cohen.