In a recent deep dive by The Hollywood Reporter, the landscape of entertainment is undergoing one of its most significant evolutions in decades. Traditional Hollywood may still hold the reputation, but creators on platforms like YouTube are building something that looks a lot like a new-age studio system, only leaner, faster, and more in tune with digital audiences.
In Burbank, California, video creator Dhar Mann has transformed a modest start into a sprawling studio complex that spans over 100,000 square feet. The facility includes school sets, courthouses, city streets, even a repurposed airplane fuselage. Where once Mann filmed from his own apartment, his dining room doubling as a restaurant, his operation now uses industry-grade equipment and shoots up to eight videos simultaneously. According to Mann, their output mirrors television production in quality, but costs just a fraction, about one-hundredth of a traditional TV production budget.
Just a few miles away, Alan Chikin Chow operates from his own color-rich studio facility. What started as simple, short skits has evolved into “Alan’s Universe,” a scripted series that Chow says could easily match the storytelling and polish of classic Disney Channel productions. His studio now mirrors the working environment of legacy media, not just in aesthetics but in the professionals it attracts, including former Nickelodeon casting directors.
The article points out that this trend isn’t confined to Los Angeles. MrBeast has effectively turned Greenville, North Carolina into a content production town. In Alabama, Kinigra Deon is building a scripted studio from the ground up. And in Texas, Dude Perfect’s 80,000 square foot headquarters includes a production-ready sports arena and elaborate filming setups, hosting celebrities like Tom Brady for collaborations.
What unites these creators is not just their audience reach, which rivals or even surpasses that of traditional TV, but their business strategy. Each one is focused on owning their production pipeline. Instead of selling out to legacy media, they’re building sustainable, scalable operations with full creative control. As The Hollywood Reporter details, many of these creators are now attracting investment typically reserved for tech startups. Dude Perfect secured $100 million in funding. MrBeast is reportedly raising $200 million at a $5 billion valuation.
Industry veterans are taking notice. Sean Atkins, once president at MTV, now leads Dhar Mann Studios. Andrew Yaffe left his EVP role at the NBA to head up Dude Perfect. These aren’t just YouTube stars with hobbyist setups anymore, they’re fully staffed companies running on serious business models.
Advertisers are shifting their budgets accordingly. Brands see creators not just as influencers but as modern media companies. Brian Albert, a senior executive at YouTube, echoed this in the article, calling creators “writers, producers, directors all wrapped in one.” It’s a new class of entertainment entrepreneur, one with reach, vision, and increasingly, infrastructure.
According to Mann, the decision to stay independent despite lucrative buyout offers comes down to creative freedom and long-term value. YouTube has paid out over $70 billion to creators, and that ecosystem continues to grow. With audience attention moving online, creator studios are quickly becoming the center of gravity for the future of media.
What used to be a bedroom operation is now a viable, well-funded alternative to legacy entertainment. And as traditional media struggles with outdated models, creators are stepping in, not just to fill the gap, but to lead.