Why are so many car YouTubers quitting?

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Steven Bartlett's ads for Huel and Zoe just got the boot from the ASA for being shady about his financial ties. Despite sitting on Huel's board and investing in Zoe, Bartlett didn’t bother mentioning his stake in either brand, leading to the ads being banned for misleading the public.

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🍏 Apple’s 30% cut is forcing Patreon creators to raise prices on iOS or take the hit. Some are steering fans to cheaper desktop sign-ups.

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👀 Publishers like Rolling Stone and The New York Times are eyeing Reddit as a major traffic source due to its increased visibility on Google. But history shows that relying on external platforms can be risky.

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Creator agencies are cracking down on brand safety

This week, Captiv8 launched an AI tool that scans creators' content and assigns a “brand safety” rating based on their engagement with sensitive topics like politics, sex, and religion. The takeaway? Brands are watching closely, and if you’re a creator who doesn’t shy away from hot topics, you’re on their radar.

The political push…

With the US election around the corner, nearly 28% of creators have been approached by political groups, according to Billion Dollar Boy. But not every brand wants to be dragged into political discourse. Captiv8’s Krishna Subramanian notes that many brands are wary of creators who talk politics, especially after the turbulence of 2020.

What brands want…

Brands are increasingly vetting creators for political content before signing deals. Christine Göös of Billion Dollar Boy says they’re using everything from manual searches to high-tech tools like Companion. But it’s not all about staying quiet—some audiences expect their creators to take a stand.

Creators’ POV…

Actor and creator Chelsea Sik isn’t worried about alienating brands. She’s vocal about her support for reproductive rights and believes that authenticity will attract the right partners. “There’s a brand for every type of creator,” Sik says, proving that staying true to your values can still pay off.

The bottom line: As brand safety becomes a top priority, creators face a choice: play it safe or keep speaking their truth. With tools like Captiv8’s AI rating system, the stakes are higher, but so is the potential to connect with brands that truly align with your voice.

Inside the White House's first-ever Creator Economy Conference

The White House just hosted its first Creator Economy Conference, bringing together 100 influencers, talent managers, and startup founders. President Joe Biden made a surprise appearance, joking about his age and quipping that he’s “looking for a job.” He emphasized the growing influence of creators, calling them “the future” and noting their impact on what’s considered important today.

The event highlighted how industries like politics are increasingly courting online celebrities, with figures like Logan Paul backing Trump and progressive creators supporting Harris. Biden stressed that creators have a responsibility to speak the truth and are reshaping how we communicate.

Attendees included startup founders, industry leaders, and creators like Jackie Aina, though mega-creators like MrBeast and social media execs were notably absent. The conference focused on topics like mental health, AI, and equal pay, with White House officials encouraging creators to share content from the event.

The message was clear: the Biden Administration wants to be known as the first to fully embrace creators in their strategy.

Why are so many car YouTubers quitting?

Where car enthusiasts once turned to a few recognizable media giants for news and reviews, today, YouTube channels have taken over, not just covering car culture but defining it. But something’s been brewing under the hood: the sudden exodus of some of YouTube's biggest automotive creators.

Venture capital’s grip on car channels…

It’s not just one or two channels feeling the pressure. From Donut Media to Car Throttle, creators are leaving the very platforms they helped build—often shortly after these channels were snapped up by venture capital firms. The pattern is familiar: corporate takeovers that prioritize profit over passion, leaving creators feeling stifled and disconnected from their audiences.

The fallout at Donut Media…

Take Donut Media, for instance. Launched in 2015, it quickly became a YouTube sensation with nearly 9 million subscribers. But after being acquired by private equity firm Recurrent Ventures in 2021, talent started jumping ship. Creators like Jeremiah Burton and Zach Jobe announced their departure, citing frustration with the creative restrictions imposed by their new corporate overlords.

They launched a new channel, BigTime, and didn’t hold back about their reasons for leaving. “We were trying to make videos we knew would do well instead of making videos we wanted to do,” Jobe said in their announcement video.

It’s not just Donut…

Donut Media isn’t alone. Car Throttle saw key figures like Alex Kersten and others depart after its acquisition by larger media conglomerates. Hoonigan, the brand made famous by Ken Block, faced similar upheaval after being bought by Wheel Pros, with enthusiasts feeling alienated by the brand’s new direction.

The bigger picture: At the heart of it, these departures signal a broader trend. Private equity’s involvement in digital media often leads to increased pressure for profitability, which can stifle creativity. But it's not just about corporate greed—these channels are maturing, and with growth comes change, whether through corporate acquisition or simply evolving into something more structured and less grassroots.

Creators going solo: For many creators, the solution has been to go solo, trading the security of a larger platform for the freedom to create without interference. But this path isn’t without its challenges. YouTube’s algorithm can be just as demanding as any corporate boss, with its ever-changing rules and relentless push for growth.

The future of car YouTube: The exodus of top talent from major car channels highlights a growing tension in the creator economy. As more creators choose independence, it raises questions about the sustainability of traditional investment models in digital media. Whether this trend will continue or evolve into something new remains to be seen, but one thing is clear: the world of car YouTube is shifting gears, and it’s not slowing down anytime soon.