We Launched the Map That Shows Who Really Runs the Creator Economy

A first-of-its-kind look at how creators, brands, and platforms shape culture today.

Author

Shira Lazar
October 12, 2025

If you’ve followed What’s Trending since our early YouTube days, you know our mission has always been to capture how creators move culture in real time. From the first viral videos to today’s multibillion-dollar influencer economy, creators have gone from “online personalities” to the backbone of global culture. They decide what people watch, buy, and believe.

Designed by ESHAP, in partnership with What’s Trending

This year, I wanted to visualize that shift, not just talk about it. That’s how the Creator Ecosphere Map was born.

The project started as a conversation between me and Evan Shapiro, who I’ve known for 17 years from his days as an executive at IFC. In recent years, he has grown on LinkedIn as a B2B influencer and as a media cartographer, known for his sharp, data-driven visualizations of the streaming wars.

We teamed up with Filmhub, a company that helps with distribution for filmmakers and now creators. They shared our belief that creators aren’t just entertainment, they’re the new infrastructure of media.

Together, we set out to create something that had never been done before: a living map of the creator economy that shows how platforms, creators, studios, and tools interact across the modern media landscape.

We wanted to go beyond follower counts. We wanted to measure real fandom — who actually moves culture, not just who dominates headlines.

What the Creator Ecosphere shows

The map charts more than just creators. It captures the entire ecosystem — from YouTube’s global town square and TikTok’s creative lab to the tools like Canva and Descript and the agencies like WME and Viral Nation that connect it all.

At the heart of it is something we call Engagement Quality (EQ) — a 30-day engagement-to-follower ratio sourced from InfluencerMarketing.AI. It cuts through vanity metrics to reveal who truly commands attention, trust, and participation.

Here’s a quick way to read it:

🟢 Green = High EQ (strong engagement relative to size)
🟡 Yellow = Moderate EQ (steady engagement)
🔴 Red = Low EQ (large audience, lower recent activity)

EQ helps us see the difference between fame and influence, between passive audiences and active communities.

The Creator Ecosphere proves one thing: this isn’t a side industry anymore. It is the industry. Creators, brands, and audiences now exist in an interdependent system that moves faster than traditional media ever could.

As someone who’s watched this evolution from YouTube’s early days to today’s multi-platform universe, I see this map as both a snapshot and a compass. It’s a reminder that engagement, authenticity, and trust are the true currencies of modern media.

If you’re an investor, creator, or exec, this map will help you navigate the space and the opportunities within it. What’s Trending published a full breakdown of each section. You can find that here:
👉 Take a closer look and explore the Creator Ecosphere Map and Report.

For World Mental Health Day:
Creators 4 Mental Health Took Over Times Square

Beyond the highlight reels and viral moments, we’re also human. We work in an industry that celebrates creativity but can be tough on mental health.

Creators aren’t just entertainers, we’re people with platforms that others connect with, especially younger audiences who often look up to us. That comes with a responsibility to use our voices with care and intention.

Last year, I started an initiative called Creators 4 Mental Health to bring more mental wellbeing resources, tools, and advocacy to the creator economy. The goal has always been to create a space where creators feel supported, not just in their work, but in their lives.

This World Mental Health Day, we partnered with Influential and Outfront Media to bring that message to the biggest stage of all — Times Square. Together, we gathered creators who are leading with purpose, using their platforms to speak openly about mental health, and in some cases, dedicating their lives to destigmatizing mental illness and suicide.

Standing there, watching Creators 4 Mental Health light up those giant screens, was one of those surreal, full-circle moments. I felt proud, emotional, and honestly, relieved.

For me, it’s a reminder of why I started this movement in the first place, to make mental wellbeing part of the creator conversation, not an afterthought.

Because the truth is, creators shape culture. But we can’t pour into culture if we’re running on empty.

💚 Join the movement or take the pledge → creatorsformentalhealth.com/pledge

Other headlines to check out:

AI

Creator Economy

Web3 

🎧 New Episode of The AI Download: Sora 2 Explained: How AI is Rewriting Creativity and Media

Sora 2 just flipped the creative world on its head, and I wanted to unpack what that really means.

In this episode, I sit down with Gavin Purcell, co-creator of Attack of the Show and co-founder of the new AI platform AndThen, to talk about how Sora is breaking social media, sparking a new wave of remix culture, and changing how we define creativity itself. We dive into everything from AI micro-studios to voice-first storytelling, exploring how tools like Sora are not replacing creators, but redefining what it means to make and share in this new era of media.

🎙️ Listen now to get caught up on the AI headlines you need to know plus insights on future of life, creativity and culture. 

Gentle Reminder 🙏

“Don’t be intimidated by what you don’t know. That can be your greatest strength and ensure that you do things differently from everyone else.” – Sara Blakely

Remember, I'm Bullish on you!

With gratitude,