People are making careers out of playing claw machines

A major dopamine hit from social media use comes from unpredictability—not knowing if the content users post or share will get the 'like' from other users, triggering cycles of anticipation similar to those experienced with a slot machine.

The creator economy—which is projected to be worth as much as $480B by 2027—is a system powered by people creating online content for monetizable audiences.

While influencers try to make money off of their posts, that's not always the case for content creators.

How YouTube's biggest creator changed the platform forever

Jimmy Donaldson, aka MrBeast, has accrued 241 million subscribers on YouTube by obsessing over content and spending sometimes millions to produce a single video. He is known for recording himself doing extreme stunts, like staying underwater for 24 hours, and gifting people with large amounts of money. Creators have imitated his style ever since. Dive into how MrBeast transformed YouTube here.

'Instagram traps' are changing art museums

In the creator economy era, it feels like anyone has the potential to become an influencer—if they can just capture the right content. Naturally, some places are better suited for an Instagram photo than others. Museums-turned-photo-backdrops (think: the Museum of Ice Cream) are the best of the best.

Some influencers are facing the dark side of being a public persona

From burnout to stalkers, a content creator’s life can quickly become complicated as their following grows. Women’s Health recently spoke with some creators about what they wish they’d known before they started their careers on social media.

Top creators get paid millions of dollars per post

From the Kardashians to the world’s top soccer players, a handful of celebrities average hundreds of thousands, if not millions of dollars, per sponsored post. But brands aren’t willing to shell out that money for a high follower count alone. Creators must have high engagement rates on their content, too.

Some attorneys are using true crime fans to their advantage

True crime fans are notorious for falling down rabbit holes. Now that passionate interest is being exploited by attorneys marshaling influencers to serve as informal public relations representatives, a trend that's blurring the lines between fan theories and reality.

Fame can trigger addictive, drug-like highs in the brain

Differences in the type of fame, such as movie stardom, sports, and internet virality, can produce varying degrees of dependence on individuals based on their age and background. Some individuals—particularly children—can develop drug-seeking behavior as they pursue continuous dopamine spikes if they lack an existing sense of fulfillment from elsewhere.

Read about why America is obsessed with the stories of financial scammers.

A vending machine run with Anthropic's AI went out of business after it was convinced to give away items for free and sell a video game console.

Social media platforms benefit not just from ensuring they have satisfied users, but also from the personal data they scoop up and can then sell to online advertisers.

Frictionless online gambling platforms accelerate compulsive behavior

As of late 2025, as much as 95% of bets are placed online, where "always on" betting and a variety of formats, such as prop bets and parlays, encourage users to keep participating. Experts warn that the normalization of gambling through advertisements also reduces the perceived danger of addictive gambling.

There's a college course teaching influencing 101

A class at Duke University called Building Global Audiences promises to teach students how to grow their social media followings, master the art of content creation, and, of course, eventually monetize it all. One writer took the class and wrote about what it was like to be a student.

Here is a visualization of the creator economy as an ecosystem

From social media platforms like Instagram and TikTok, to major advertisers paying influencers to promote their brands, to the consumers watching online content, quite a few engines have to keep firing to make the creator economy run smoothly.

Some experts equate prediction markets to the new crack cocaine of gambling addiction

An addiction psychiatrist at UCLA says betting apps are far more potent than traditional gambling, citing a 19-year-old patient who lost $180,000 and hadn't left campus in a year, cycling through sports bets, crypto, meme stocks, and prediction markets on his phone. This interview explores the extreme edge of the nascent industry.

TikTok's top 10 users have over 1B followers

Influencers like Charli D'Amelio and MrBeast, as well as more traditional stars like Dwayne "The Rock" Johnson, produce content that keep people scrolling.

Despite many influencers having loyal followings, creator-led brands often fail when the hype from first-time buyers dies down and doesn't translate into repeat purchases.

True crime fans can sometimes disregard the real people and trauma behind cases

True crime content has become a social gathering place. In addition to content generated by creators, consumer-driven true crime spaces have blossomed on social media. In these spaces, consumers track developments and share theories as if criminal cases are sports. Citizen sleuths can sometimes inspire new leads but often add to survivors' suffering and sling speculation that can clog tip lines and hit innocent bystanders.

Even athletes aren't immune to the sports-betting craze

While gambling scandals occasionally blew up before 2018, the widespread legalization of sports betting provided athletes with more opportunities to bet on the games they were playing.

Malware has transitioned from notoriety-driven to profit- and data-driven

Many of the first researchers and hobbyists who created viruses and worms showed a natural curiosity in experimenting with and designing such software to make a name for themselves and advance the field of computer science. In the future, AI-augmented malware may adapt in real-time or design enhanced cryptojackers, infostealers, and ransomware for cybercriminals.

MrBeast is one of YouTube's biggest creators

Jimmy Donaldson always wanted to be an entrepreneur. His drive to succeed helped create the world's most successful YouTube channel through his media personality MrBeast. This in-depth interview with Steven Bartlett reveals the intimate details of Donaldson's experience as a big-time creator and more.

How the YouTube algorithm works, according to MrBeast

In this brief interview clip, the YouTube savant "MrBeast" summarizes how the YouTube algorithm—which he relies on to make his content go viral—actually works.

Cardboard thieves are making millions

The global market for recycled cardboard is worth billions of dollars—and it's attracting criminals. Specifically, people are making a fortune from taking used cardboard that's been left outside to be recycled, then proceeding to sell it. As a result, legitimate recycling firms and local authorities are missing out on millions. Learn more here.

TikTok can turn everyday users into stars

TikTok is such a cultural force, it’s now a platform for turning ordinary users into stars. This "Planet Money" podcast episode performs a deep dive into how Tai Verdes went from working a day job and dreaming of becoming a successful musician to using TikTok to gain a following.

Understanding 'YouTube Face,' the platform's pervasive thumbnail style

It's an image that's rampant across the web's premier video platform: open mouths, astonished eyes. It looks cheesy and cheap, yet its practitioners are some of YouTube's most popular personalities. The Ringer's Nate Rogers digs into the history of the phenomenon to learn why it's had such staying power.

Why TikTok loves fast-casual restaurant Chili's

The company noticed TikTokers posting enthusiastically about its food and began partnering with creators on the platform. The videos include mukbangs, a South Korean trend in which users eat a massive amount of food, and #cheesepulls, where Chili's mozzarella sticks are stretched to their limits.

MrBeast became one of YouTube's biggest creators

Jimmy Donaldson, aka "MrBeast," has racked up more than 312 million subscribers on the platform thanks to high-energy videos that mostly feature challenges, stunts, and philanthropy. He joined YouTube in February 2012, and his 800-plus videos have racked up more than 57 billion views.

The world of rare and expensive Pokémon cards

The rising value and popularity of Pokémon trading cards is driven by nostalgia, influencer culture, and the launch of Pokémon Go. Fans of the decades-old Japanese game are now seeking to buy rare cards in mint condition for thousands of dollars, sometimes even millions. Learn more about the frenzy to collect these rare cards, and how influencer Logan Paul helped boost market interest in this article.

A small fraction of creators make money on YouTube

YouTube has become one of the world's leading entertainment platforms almost entirely on the back of users who upload their own content. An estimated 3.7 million new videos get uploaded to YouTube each day, but only a small, very popular fraction are able to make money from their content.

'Deinfluencing' explained

You’ve probably heard of influencers, but have you heard of “de-influencers?” Basically, the de-influencing trend started when creators began making videos about products you shouldn’t buy, rather than sponsored content promoting things you should purchase. Comedian Taylor Tomlinson recently cracked some jokes about the trend, and its companion “under consumption-core.”

Mental health experts caution against youth sports betting

People in their early 20s represent the fastest-growing group of sports gamblers. That fact concerns mental health professionals, who warn that early exposure to gaming primes children’s brains to seek digital rewards.

Professional wrestling's lexicon comes from the carnival world, where the spectacle began.

Inside the life of a 13-year-old beauty influencer

Thirteen-year-old Evelyn started posting get-ready-with-me style videos the summer before she entered 7th grade. Pull back the curtain on how she rose to internet fame through cutting observations of her peers at school, and how platforms like TikTok have responded to those under 13 joining the creator economy.

What is the creator economy?

The creator economy is a system powered by people creating online content for monetizable audiences. These “creators” and “influencers” make money off their digital audiences through brand deals or revenue shares with social media platforms.

GothamChess built the largest online chess audience in the world

International Master Levy Rozman, known as GothamChess, has more than 6 million YouTube subscribers and billions of views. His mix of tutorials, commentary, and humor has introduced millions of new fans to the game in the digital era. In this video, he discusses his decision to challenge Grandmaster Magnus Carlsen.

TikTok is changing the building trades

Plumbers, welders, and general contractors are meeting their customers on TikTok. This article delves into the growing group of tradespeople documenting their work (and advertising their services) on the popular app. The profiled workers are convinced this is the new way to sustain a life in the trades.

Fantasy sports have turned fans into 'second screen' consumers

The rise of smartphones made fantasy sports more accessible and contributed to a phenomenon called “second screen consumption,” where sports fans are not only watching a live broadcast but are simultaneously watching the statistics from that game play out in their fantasy matchup.

Today's money-making influencers might not have existed without the 'mommy bloggers'

"Mommy bloggers" chronicled the realities of their lives with kids on blogs in the early 2000s. Many eventually made some serious ad dollars too.

Therapy & intimacy in the age of Twitch.

There are thousands of people streaming for single digit audiences. We asked them what it’s like, and the steps they’ve taken to grow their audiences.

Social media algorithms are shaping real-life language through memes

The evolution of the internet in the early 2000s supercharged the creation and spread of memetic content. Now, highly tuned algorithms on platforms like TikTok and YouTube influence the language, phrasing, and content of creators, which shapes how we use language in the real world.

Between 1989 and 2001, a security guard dubbed 'Uncle Jerry' rigged the McDonald's Monopoly sweepstakes by handing out 60 winning pieces worth more than $24M.

One man lost roughly $100K to a con artist—then turned it into a business

The victim of the con now helps other victims of similar crimes. He's also written a book and hosts a podcast on the subject.

Ruby Franke is an influencer serving time in jail for child abuse

The story of this parenting influencer is perhaps one of the darkest stories to come out of the creator economy. Ruby Franke previously ran a YouTube channel with millions of followers where she made money by monetizing her controversial parenting advice. Now she’s serving jail time for child abuse.

Reels have strongly influenced NASCAR’s social media strategy

With viewership and attendance tanking from 2008 to 2018, NASCAR knew it needed better marketing to reach the next generation of fans, so it designed a new social media and content creation strategy. Using these new methods, it achieved 27% follower growth in three years.

The case that willfully being 'cringe' can be antisocial

While noting the prevalence of "cringe" in recent media discourse, the author argues that willfully engaging in cringe behaviors—an overzealous earnestness or awkward rupture of social norms, in many cases—is selfish and forces others to experience discomfort. The essay offers an interesting meditation on how artists often explore cringe as a concept to critique social norms, while others who encourage people to "embrace cringe" are promoting individual freedom over relational harmony.

The hypercompetitive world of becoming a K-pop star

K-pop, a global $8B industry, rose from its 1990s regional roots to worldwide fame thanks to hits like “Gangnam Style.” Trainees endure years of intense training in performance and media skills, with only 4% to 5% debuting.

Losing the kids to video games

An estimated 60 million people suffer from internet gaming disorder worldwide, a category created by the World Health Organization in 2018 to help communities support individuals plagued by pathological play. As the world's most-played game of all...

New rules introduced in 2021 let college athletes profit from their name, image, and likeness.

See a breakdown of every single video game Tencent has invested in.