Where Video Monetizes Best

Who really runs the media world now — creators, corporations, or algorithms?

In this episode of the Media Odyssey Podcast, hosts Evan Shapiro and Marion Ranchet unpack the newly released Creator Ecosphere Map, a first-of-its-kind visual of the entire creator economy, created in partnership with Shira Lazar (What’s Trending) and InfluencerMarketing.Ai. 

Recorded just after MIPCOM, they explore how creators, brands, and traditional media now share the same ecosystem — and what the data reveals about who actually drives engagement, fandom, and revenue online.

From TikTok to Substack, YouTube to Patreon, the hosts break down what EQ (Engagement Quality) really means, why followers don’t equal fans, and how new creator-led studios like Whalar, Filmhub, and Dropout are quietly building the next generation of media companies.

 Key Takeaways

1. Mapping the Creator Universe
   The Creator Ecosphere Map charts the full scope of the creator economy, from platforms, to studios, agencies, and tools, for the first time in one place. The Creator Ecosphere Map tracks not only follower counts but EQ (Engagement Quality), revealing who actually moves audiences to act.

2. Followers do not equal Fans
   The data shows a massive gap between reach and resonance. While megastars like Khaby Lame boast billions of views, creators like Billie Eilish drive exponentially higher engagement. Shapiro calls EQ “the difference between followers and fandom” — a key metric for understanding real influence and avoiding wasted ad spend.

3. The Platform Paradox
   TikTok and YouTube dominate scale, but engagement varies wildly. YouTube’s average EQ sits around 0.1%, while creators like MrBeast outperform entire media conglomerates thanks to community-driven engagement. Meanwhile, legacy brands like ESPN or Nike still treat social as marketing, not programming and it shows in their red (low-EQ) metrics.

4. The Creator Economy Goes Corporate
   The line between creator and company is vanishing. Platforms like Patreon and Substack prove that creator media can sustain real businesses, while independent studios like Dropout and First We Feast rival Hollywood models with strong IP and loyal communities. Even legacy broadcasters must eventually “lean in” or risk irrelevance.

5. No One-Size-Fits-All Strategy
   The map underscores that there’s no single best platform. Every creator or brand must build where their audience already lives. Marion suggests a “rule of three” strategy (LinkedIn, Substack, YouTube/Podcast) as a sustainable model, while Shapiro stresses that success in media now means asking better questions, not chasing every trend.

View the full Creator Ecosphere: https://open.substack.com/pub/eshap/p/the-ecosphere-is-here?r=10qe8j&utm_campaign=post&utm_medium=web&showWelcomeOnShare=false

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:

Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/

Marion Ranchet - https://www.linkedin.com/in/marionranchet/

The Media Odyssey Podcast - https://www.linkedin.com/company/the-media-odyssey-podcast

• (00:00) - Introduction and Hosts
• (00:33) - Creator Economy at MCOM
• (00:56) - Interviews and Collaborations
• (02:26) - Mapping the Media Universe
• (03:30) - Data Collection and Analysis
• (05:24) - Engagement Metrics Explained
• (10:31) - YouTube and Platform Comparisons
• (15:43) - Podcasting and Creator Economy
• (18:43) - Introduction to Substack and Creator Media
• (19:39) - The Rise of Influential Creators
• (20:17) - Engagement Quality and Market Indicators
• (20:41) - Corporate vs. Personality-Led Media
• (21:37) - Brands on TikTok and Social Media Strategies
• (22:44) - Monetizing Video Content
• (24:51) - The Role of Community Platforms
• (25:46) - Expanding the Map: New Platforms and Metrics
• (28:39) - Choosing the Right Platforms for Growth
• (32:21) - Employment Opportunities in the Creator Economy
• (34:52) - Conclusion and Upcoming Episodes