Publisher investments fizzle, creator investments sizzle

In 2026, we’ll see a fundamental shift in what holds value in the media space.

AI is commodifying content at scale, which means trust and authenticity (and how both get distribution) will be the only things that actually matter. And investments in the people who wield those powers — creators and journalists that bring with them all of those things — will take off. Sure, we’ll see this materialize through more brand and media dollars flowing into the creator economy, and companies investing in and giving public platforms to their employees, but we should expect to see this show up in media M&A trends where priorities will shift to greater creator, not publisher, acquisitions.

Four forces are accelerating this movement.

AI is flooding the internet with generic content. People crave the opposite: a real, trusted human voice. They’re seeking first-person stories, deeply sourced reporting, honest takes that acknowledge complexity, shared expertise from lived experiences, and the nuance you only get from a person who’s done the thing.

Second, the barrier for content production is lower than ever. A laptop, a good camera and mic, and a little production and publishing savvy have empowered journalists and domain experts to turn what they’re best at into professional successes.

Distribution is a moat, arguably one of the most important ones today, but it’s becoming harder to build. In 2024, nearly 60% of searches resulted in zero clicks. Paid media costs have never been higher. The social media traffic machine has been broken for years. Creator businesses aren’t as reliant on these channels for distribution and, in many cases, are bringing it.

Finally, the current media climate has never been more favorable to creators: 2025 was an abnormally sluggish year for traditional media M&A and audience trust in traditional publishers continues to slide.

At HubSpot, we’ve been partnering with and acquiring creators — My First Million, The Hustle, Mindstream — for years, because they have that credibility, trust, and distribution in key areas like marketing, AI, and entrepreneurship. Today, our more than 100 creator partnerships are driving lower cost per clicks than traditional advertising.

When you’re investing in creators, you’re not just investing in their content output. You’re investing in their relationship with the audience that trusts them. That trust and distribution is their moat. And in an AI-first world, it’s the moat that big brands and media companies will be prioritizing for growth.

The media landscape is going through the greatest disruption of the last decade. But for those betting on human authenticity and trust and distribution over algorithmic tonnage, 2026 will be a breakout year.